ADOTAS – Advertisers want to associate themselves with the websites and content that are the most social. But how should advertisers define “most social”? The latest research from 33Across suggests that brands need to pay attention not just to which content is being shared the most, but also factor in the rate at which people click on those shared links in order to get the full picture.
Analysis of the 33Across data suggests that ego – more than any other factor – is what drives us to share content with others over email, Facebook, Twitter and other online avenues.
Perhaps even more surprising is what we share: contrary to what one would assume, the most frequently-shared content is, in fact, some of the least read by consumers.
Though there have been other reports that measure online sharing, a 33Across spokesperson said this is the first industry-wide study that examines what content is actually opened by the recipient. This fact is significant, because “open rate” data tells us what types of content consumers truly are interested in reading. The research is based on sharing behavior across 500 of the country’s largest publishers.
“Through analyzing which content is most frequently shared and the rate at which people click on shared links, we’ve uncovered ‘first of its kind’ research that is invaluable for advertisers,” Greg Levitt, GM of Publisher Solutions at 33Across, told Adotas on March 28. “For marketers who are focused on social engagement with consumers, this research dispels commonly held myths and suggests strategies for improving content consumption, user acquisition and retention from social channels. Building off earlier insight that copying and pasting represents 82% of online sharing, today’s category findings address myths about why people share and reveal tremendous insight for advertisers.”
For the full press release on the study, click here.