27 Million Pieces of Online Content Shared Daily
60% of content-sharing messages specifically mention a brand or product name. AOL with Nielsen released a new study revealing that online content is the connective tissue for internet users. 27 million pieces of content shared on a daily basis. Results show 53% of time spent on the internet is directly attributable to content consumption, and consumers’ social graphs play a key role in sharing content. Email is still the primary sharing tool with 66 percent. Nearly quarter of social media messages contain links to content.
Brands Play Key Role in Content Sharing
The research has strong implications for brand marketers when it comes to connecting with consumers. 60 percent of content-sharing messages mention a brand or product name. Some shared content is linked to and some is embedded. This gives marketers two tactics for exploiting the content sharing:
- Pass-Along: 36 percent of content shared on social platforms is embedded. Marketers should ensure their message is part of the content that’s being passed along (e.g., branded entertainment).
- Link-Back: 60 percent of content shared on social platforms includes a link to an external site. Marketers’ messages should “be there” when users link back to engage with that piece of content on the external site (e.g., display advertising).
As we continue to spend more time interacting, engaging and sharing content within our social graphs, marketers have the opportunity to be an integral part of the consumer conversation. — John Burke, Senior Vice President, Global Sales Strategy, AOL
For more information there’s an event coming discussing the results of the survey.
Image credit Kristin Crane