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9 Examples of Highly Shareable Content

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9 Examples of Highly Shareable Content

Social media is a powerful tool for marketers.

Unlike most forms of customer outreach and branding, it creates an opportunity to initiate and maintain a conversation with your targets. 

This, in turn, lets you speak directly to them, address their needs, and explain why you offer the best solution.

But to get this started, you have to have the type of content that will first get their attention and then encourage interactions. 

And for maximum exposure, you want something they’ll share.

This brand evangelizing lets you break out from your own circle of contacts and followers and tap into new groups to which you otherwise wouldn’t have been exposed. 

So, how do you create shareable content that others will want to repost?

That’s exactly what we’re going to look at in this guide. We’ll examine different types of shareable content, what makes content shareable, and give you examples of formats you can employ.

Ready to get started? Let’s go.

Creating Shareable Content

If you’re Beyoncé, you can probably skip this section.

For anyone else, who doesn’t have tens of thousands of adoring fans who will repost anything you share, let’s take a look at some of the common features you’ll find in highly-shared content:

  • It’s useful – People share content they find helpful with their friends and family, so they can also get help.
  • It’s entertaining or amusing – Everyone loves to laugh. If you can make your target audience laugh, they’ll pass on that tickling item to others. 
  • It tells a compelling story – Since the first cavepeople gathered around a fire, humans have always loved discovering and sharing stories.
  • It takes a clear stance about your values – No one will retweet something that says, “Both sides raise valid points.” Don’t be afraid to take a stand if it aligns with your values. Others who agree will share it.
  • It has a visual component – While it can go viral with a text-only post, it’s a lot harder than something with a visual component. 
  • It’s timely – Latching on to trending cultural topics will generate a lot more exposure than a stale and outdated reference or meme. This includes “Keep Calm & (literally anything)”, jokes about Harambe, and any references to “all the feels.”
  • It’s original – If you’re just recycling content that’s readily available, it will be largely ignored. Look for unique angles and make something new. 

Now that we’ve discussed what makes content shareable, let’s dive into different types of content you can use to generate shares.

Types Of Sharable Content

1. Infographics

32.5% of marketers say they use infographics more than any other type of visual in their visual content marketing efforts.

Why? Because they provide information in an easily understood and digestible format. 

Image from author, December 2022green endorsement infographic

A versatile medium that can be employed for many different purposes, infographics are visual storytelling tools. Some of their more common uses include:

  • Timelines – Used to show planned steps, tell the history of an organization, or discuss future projections.
  • Statistical – Numbers make a powerful point. Creating infographics with statistics gives your viewers an easy way to understand and retain specific data.
  • Flowcharts – Breaking down components into steps, flowchart infographics can be a great way to simplify complex tasks.
  • Comparison – Infographics can be the perfect way to list various options’ pros and cons or differences in a head-to-head format.
  • Maps – Nothing conveys geographical information quicker than a map, which makes them perfect as infographics.                             

2. How-To Guides

Life is full of problems and hassles – and most people are incredibly grateful for any tips that can help them save time or energy. 

They appreciate learning a new or better way to do things and want to share this new knowledge with their social or business circles. 

That’s why how-to guides are incredibly shareable on social media. They can be videos, blog posts, or even infographics. Here’s an example:

Whether you’re trying to show existing customers the easiest way to use your product, help them envision a better quality of life, or navigate a mechanical process, step-by-step guides are the answer. 

And that makes them popular shares. 

3. Lists/Listicles

Not to get too meta on you, but this piece is a great example of our next type of shareable content.

Known as a listicle (a portmanteau of list and article), posts like this one are a reliable way to generate social traction. 

There are two main reasons for this:

  • They set expectations upfront – A headline of “5 Foods That Fight Belly Fat,” immediately tells you what the article is about and what readers will receive from reading it. 
  • They’re scannable – A study from 2008 found web users only read around 28% of the words on a page. Most people are skimming for the highlights and main points, which list posts make clear. 

You can also share images with graphic representations of lists. 

4. Videos

Whether it’s a first-person view of what a downhill skier sees or videos of people using your product, videos are an effective and share-friendly form of content. 

Extremely easy to consume, video engages, entertains, and informs the audience in a familiar format.

Now consider that Americans spend, on average, 6 hours and 23 minutes per day watching video content on their mobile devices. 

These run the gamut from music videos to influencer videos to sports clips. And they all have one thing in common (aside from being videos, obviously) – they generate a lot of shares.

5. Memes

Since the advent of the internet age, memes have been a big part of online culture. Memes are shareable cultural “inside jokes,” and are usually funny and relatable. 

They’re also extremely popular with younger people. 55% of internet users between ages 13 and 35 share memes every week, while 30% share them every day.

That’s a lot of brand exposure if you can get them to share something from your social accounts. 

Just make sure your meme content is with the times.

Nothing gives off “How do you do, fellow kids” vibes like a meme format that hasn’t been used since 2015.

6. Current Events/Limited Time Promotions

Breaking news makes for highly shareable social content.

Social media has become the dominant news platform, with 71% of Americans getting their news via Facebook, Twitter, and similar sites. 

But if you’re not in the news business – and most of you probably aren’t – it can be difficult to jump on these “hot” stories. And if you’re not in the news business, you probably don’t want to anyway.

So, what do you do?

The answer is to use limited-time offers. Create posts advertising a 30% off sale at your business, and your followers will share it with their friends who have similar needs for your product or services. 

Or use current events as a way to generate extra exposure. It can either be something related to your field or something completely random that you can link to your brand in a clever way. 

For example, who could ever forget Arby’s epic Twitter “beef” with Pharrell Williams? 

brand mention example for TwitterScreenshot from Twitter, January 2014brand mention example for Twitter

And keep an eye on trending hashtags to see if there are any you can use to your advantage.

7. Heartwarming Stories

People love feel-good stories. And just as important, they like passing them on so others can feel good too.

Content that can inspire strong positive emotions tends to get passed around.

This can either be things like posts about charitable work your business just did or even content that encourages others to dream about something good, for example, “how to make your wedding day the best ever.”

8. Interactive Content

Thanks to advances in technology, people expect to be able to engage with content. That means they don’t want marketing to speak at them; they want something they can interact with.

From BuzzFeed quizzes to playable ads to polls, the internet age has led to an audience that wants to be part of the story, not just listen to it.

 

Facebook engagement example pollScreenshot from Facebook, December 2022Facebook engagement example poll

Give your audience more than something to read; instead, give them experience. They’ll pass it along to their social media followers if it’s a good one. 

9. Controversial Opinions

It has been said that all publicity is good publicity.

With this in mind, if it suits your brand, don’t be afraid to rouse a little rabble. People love getting their blood up – it’s the principle talk radio was built around. 

And a study from the Wharton School at the University of Pennsylvania found that anything that evokes high-arousal emotions like anger or anxiety is often a conversation starter among audiences.

If it’s something that fits in with your brand’s image, a strategic attack on a popular stance can lead to a flood of shares, both from people who agree with your position, and those opposed to it.

In addition to the attention this type of content attracts, it also allows you to lead the conversation. Beware; it’s easy to cross the line from being controversial to being offensive. 

In general, if you’re going to use antagonism to your brand’s benefit, you need to do all the following:

  • Take a stance on a popular issue.
  • Explain why your stance is correct and the other is wrong.
  • Back up your argument with statistics and resources from reputable sources.
  • Stand by your convictions confidently.

You also need to understand that a misstep with this kind of content can have disastrous results, so use it with care. 

Optimize Your Sharable Content

There are countless types of content you can use to encourage social media shares, and as you can see, there can be some overlap between these types of content.

You could have a video that is also a how-to guide or an infographic that’s also a list. 

However, with planning and forethought (and a little luck), you can create the kind of social content that leads to more shares and improves your exposure.

And once you find something that’s working, don’t be afraid to use it more than once. 

More resources: 


Featured Image: Merkushev Vasiliy/Shutterstock

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Why Every Marketer Should Be On Reddit

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Why Every Marketer Should Be On Reddit

In its nearly 20 years of existence, Reddit has built a robust, dynamic, and highly engaged community.

It has cemented itself as not only one of the key influencers for the internet culture we have come to know today, but also as one of the top 10 social media sites in the world, with more than 500,000 monthly visitors across more than 100,000 active communities.

Despite its size and influence, marketers have long avoided, overlooked, and failed to establish a presence on what is arguably one of the most influential social media sites today.

To be fair, Reddit has always been known as one of the hardest communities to have marketing success with, requiring months (if not years) of dedicated commitment to actually being a part of the community and engaging with your audience through meaningful, genuine, and honest interactions.

To many, that is just too much risk and too much work, but let’s be honest – most amazing things take risk and hard work. And for all of you who put in that work to be successful on Reddit, you already see the payoff it brings.

Regardless of the reasons, marketers who continue to overlook Reddit’s potential are missing out on an extremely influential community with ideal targeted demographics, where authenticity and genuine connections lead to valuable information, positive branding, and marketing success.

Not convinced? Let’s take a closer look at Reddit!

Reddit Stats You Cannot Ignore

Reddit users are dedicated to their use of the platform, with a reported 82 million (16.4%) of its 500 million users visiting the site daily, sharing over 1 billion posts, with over 16 billion comments across 100,000+ active communities, making it easily one of the top visited and most active sites in the United States today.

The user base is so loyal that they spend, on average, 20 minutes on the platform each day (and over 45 minutes a day for long-time users of more than 7 years) and, in many cases, are inactive on other social platforms.

This makes Reddit one of the only places to actually get in front of this massive audience, with 32% being inactive on Facebook, 37% on Instagram, 41% on TikTok, and 53% on X.

When it comes to demographics, a 2019 survey concluded that the overall Reddit audience was majority male (59%), ranged in age (36% aged 18-29; 25% aged 30-49), and well educated (42% college degree; 31% some college) making them an ideal audience many businesses looking for success.

They also helped Reddit improve revenues by 21% to $804 million in 2023, with a global addressable market for advertising estimated at $1.4 trillion by 2027.

Thought by many to be mostly a North American audience, Reddit claims more than 50% of its traffic comes from international users, a rather impressive climb from its earlier years.

It is important to remember, though, that Reddit is a platform that allows communities to grow and thrive, so those demographics change from subreddit to subreddit.

If that isn’t enough to grab your attention, surveys have found that 75% of users find Reddit a trustworthy source for making purchasing decisions.

For years now, it has been included heavily and prominently in Google search results, which have become even more visible due to reports following their inclusion in SGE results and with Google’s recent $60 million a year deal with Reddit to have real-time access to Reddit content and to use its content to train Google’s future AI models.

Speaking of Reddit’s visibility in Google’s search results, let’s take a closer look at why that deal is so important, especially to search marketers.

Reddit In Google Search, SGE, And Google’s Reddit Deal

For years, Reddit results have been prominently displayed in Google’s search results – so much so that users have even started adding the term “reddit” to the end of their search queries.

So often, you will see Google suggest search lines with the term “reddit” prefilled at the end.

Screenshot by author from search for [are purple mattresses good], Google, May 2024

Even without selecting the query that includes “reddit,” you will notice Reddit’s prominent placement in two places: discussions and forums, and Reddit sitelinks, which are both just below the ads and the first organic result.

Reddit resultsScreenshot by author from search for [are purple mattresses good], Google, May 2024

This was amplified by Google’s recent Helpful Content Update (HCU), which allowed platforms like Reddit and other forums to show up more frequently in search results,

Reddit’s ability to be helpful in satisfying a user’s search for information is so successful – in combination with reported shortages in new content for AI models from all major platforms – it is not surprising Google struck a deal with Reddit to show its content faster in search results and to use the content in training future AI models.

Since news of the deal between Reddit and Google was reported, there has been a lot of additional focus on Reddit’s visibility in Google’s search results.

Experts throughout the search industry report an increase in not only the total visibility of Reddit going up within search but also the speed at which a Reddit post is indexed and shown to users.

Google responded to concerns about Reddit showing up more in search results, saying that “some of the SEO folks who tend to be vocal on this platform (X) really dislike seeing more forum content in our search results. But actual searchers seem to like it. They proactively seek it out. It makes sense for us to be showing it to keep the search results relevant and satisfying for everyone.”

Google responded to concerns of Reddit showing up more in search resultsScreenshot by author from X (Twitter), May 2024

Although disputed by Google, Roger Montii wrote about one report of Reddit content being indexed within five minutes.

ChatGPT to Surface Reddit Content

Adding to the deal Reddit made with Google, it was recently reported that OpenAI has partnered with Reddit to surface their content in ChatGPT, adding to the clear value that both OpenAI and Google see in Reddit’s content today and in the future.

Of course, this has sparked a lot of interest in companies of all sizes. They want to figure out how their brands can participate and succeed on Reddit in hopes of increasing their visibility in Google’s search results, SGE, and ChatGPT and building their brand’s visibility amongst one of the most influential audiences on the internet today.

**Quick warning: Reddit requires genuine, long-term engagement and a strategy for success. So, I would definitely advise individuals and businesses to avoid trying to game, spam, or blindly jump into marketing on Reddit and take the time to really understand the platform, its audience, and your place of value within its communities.

Let’s look at how some major brands have been successful on Reddit in the past.

noosa Yoghurt

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit was a great example of tapping into niche audiences to create engaging, user-driven content.

To capitalize on Reddit’s community of vocal yogurt enthusiasts, noosa launched a Flavor Poll that invited Redditors to upvote their favorite noosa flavors in the comments. This created a sense of community and interactivity around what could have been a standard poll.

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit.Screenshot by author from Reddit, May 2024

After tallying the upvotes, noosa published a Promoted Post that showcased the results using a sleek custom infographic, highlighting the community’s favorites while also giving the brand important insight into consumer preferences.

Noosa published a Promoted Post that showcased the results.Screenshot by author from Reddit, May 2024

The results:

  • 49% increase in brand recall among Reddit users who were exposed to the campaign.
  • 30% increase in brand favorability.
  • 39% increase in purchase intent (15X the typical lift observed in the food vertical).
  • 50+ billion monthly views.

Sony Pictures Germany

To drum up excitement around the release of “Spider-Man: Across the Spider-Verse” in Germany, Sony Pictures Germany crafted a Reddit campaign that combined organic and promoted content to engage the platform’s robust fan communities.

The brand created a Reddit account under the protagonist’s name, u/MilesMorales, and used it to share exclusive content directly within Spiderman-related subreddits.

It also organized an AMA with the German voice actor Miles Morales to create a more personal connection with fans and promoted video posts featuring the movie trailer to amplify the excitement.

Sony Pictures Germany crafted a Reddit campaign.Screenshot by author from Reddit, May 2024

The results:

  • Sony Pictures Germany achieved a click-through rate (CTR) that was 344% higher than that of its standard paid media.
  • 831 upvotes.
  • 618,000 impressions.
  • The film remained No. 1 on the German movie charts for three consecutive weeks.

It is important to note that promoting your content and your brand on Reddit is definitely not the only value Reddit can bring you and your business.

Reddit is an amazing place to get honest feedback.

Whether you are trying to figure out what your target audience wants from your brand, test out a new feature or concept before investing and launching it openly, or even just to have continued open communication with your customers to support them and keep them connected to your brand, Reddit can help you succeed in an amazing way.

Transamerica Helping Reddit Make Dollars Make Sense

Transamerica’s campaign on Reddit is a great example of a company identifying an opportunity to connect with its target audience on the subreddit /r/finance.

This allows the company to better understand its customers’ needs and focus on content creation and future marketing plans.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

Aligning itself with its audience by demonstrating awareness of the topics around personal finance happening in the subreddit, as well as acknowledging the Redditors working at the company, it asked what topics it could create “specifically for the reddit community” around the topic of finance.

It stayed involved and engaged throughout the campaign, responding to threads and maintaining a lighthearted and sometimes humorous tone.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

After getting all the feedback it needed, it created content around the more popular requests, going as far as branding and designing them similar to Reddit.

IRA vs 401K venn diagramScreenshot by author from Reddit, May 2024

It even took the time to individually comment a link to the published content on its site, bringing attention back to the overall campaign and the content it created.

This campaign was 10 years ago, and it is still referenced as a core example of engaging on Reddit as a brand in a respectful, thoughtful, and meaningful way.

Why You Should Be On Reddit Wrapup

TL;DR: If your brand has something meaningful to say and is interested in truly connecting with your audience, then yes, you should be on Reddit.

These successful brand campaign examples showcase Reddit’s power when used correctly. With research to understand the specific communities you want to reach, Reddit can have exceptional performance compared to other channels.

The stakes are high to get it right because Reddit communities can be highly negative toward self-serving promotion. But if you put in the effort and solve people’s needs and problems, Reddit has the potential to be a high-performance channel.

Edit: Updated daily active users figure based on Reddit’s Q1 Earnings Report

More resources:


Featured Image: Julia Tim/Shutterstock



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No Algorithmic Actions For Site Reputation Abuse Yet

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Looking up at an angle at the Google sign on the Head Office for Canada

Google’s Search Liaison, Danny Sullivan, has confirmed that the search engine hasn’t launched algorithmic actions targeting site reputation abuse.

This clarification addresses speculation within the SEO community that recent traffic drops are related to Google’s previously announced policy update.

Sullivan Says No Update Rolled Out

Lily Ray, an SEO professional, shared a screenshot on Twitter showing a significant drop in traffic for the website Groupon starting on May 6.

Ray suggested this was evidence that Google had begun rolling out algorithmic penalties for sites violating the company’s site reputation abuse policy.

However, Sullivan quickly stepped in, stating:

“We have not gone live with algorithmic actions on site reputation abuse. I well imagine when we do, we’ll be very clear about that. Publishers seeing changes and thinking it’s this — it’s not — results change all the time for all types of reasons.”

Sullivan added that when the actions are rolled out, they will only impact specific content, not entire websites.

This is an important distinction, as it suggests that even if a site has some pages manually penalized, the rest of the domain can rank normally.

Background On Google’s Site Reputation Abuse Policy

Earlier this year, Google announced a new policy to combat what it calls “site reputation abuse.”

This refers to situations where third-party content is published on authoritative domains with little oversight or involvement from the host site.

Examples include sponsored posts, advertorials, and partner content that is loosely related to or unrelated to a site’s primary purpose.

Under the new policy, Google is taking manual action against offending pages and plans to incorporate algorithmic detection.

What This Means For Publishers & SEOs

While Google hasn’t launched any algorithmic updates related to site reputation abuse, the manual actions have publishers on high alert.

Those who rely heavily on sponsored content or partner posts to drive traffic should audit their sites and remove any potential policy violations.

Sullivan’s confirmation that algorithmic changes haven’t occurred may provide temporary relief.

Additionally, his statements also serve as a reminder that significant ranking fluctuations can happen at any time due to various factors, not just specific policy rollouts.


FAQ

Will Google’s future algorithmic actions impact entire websites or specific content?

When Google eventually rolls out algorithmic actions for site reputation abuse, these actions will target specific content rather than the entire website.

This means that if certain pages are found to be in violation, only those pages will be affected, allowing other parts of the site to continue ranking normally.

What should publishers and SEOs do in light of Google’s site reputation abuse policy?

Publishers and SEO professionals should audit their sites to identify and remove any content that may violate Google’s site reputation abuse policy.

This includes sponsored posts and partner content that doesn’t align with the site’s primary purpose. Taking these steps can mitigate the risk of manual penalties from Google.

What is the context of the recent traffic drops seen in the SEO community?

Google claims the recent drops for coupon sites aren’t linked to any algorithmic actions for site reputation abuse. Traffic fluctuations can occur for various reasons and aren’t always linked to a specific algorithm update.


Featured Image: sockagphoto/Shutterstock



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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

WP Rocket, the WordPress page speed performance plugin, just announced the release of a new version that will help publishers optimize for Largest Contentful Paint (LCP), an important Core Web Vitals metric.

Large Contentful Paint (LCP)

LCP is a page speed metric that’s designed to show how fast it takes for a user to perceive that the page is loaded and read to be interacted with. This metric measures the time it takes for the main content elements has fully loaded. This gives an idea of how usable a webpage is. The faster the LCP the better the user experience will be.

WP Rocket 3.16

WP Rocket is a caching plugin that helps a site perform faster. The way page caching generally works is that the website will store frequently accessed webpages and resources so that when someone visits the page the website doesn’t have to fetch the data from the database, which takes time, but instead will serve the webpage from the cache. This is super important when a website has a lot of site visitors because that can use a lot of server resources to fetch and build the same website over and over for every visitor.

The lastest version of WP Rocket (3.16) now contains Automatic LCP optimization, which means that it will optimize the on-page elements from the main content so that they are served first thereby raising the LCP scores and providing a better user experience.

Because it’s automatic there’s really nothing to fiddle around with or fine tune.

According to WP Rocket:

  • Automatic LCP Optimization: Optimizes the Largest Contentful Paint, a critical metric for website speed, automatically enhancing overall PageSpeed scores.
  • Smart Management of Above-the-Fold Images: Automatically detects and prioritizes critical above-the-fold images, loading them immediately to improve user experience and performance metrics.

All new functionalities operate seamlessly in the background, requiring no direct intervention from the user. Upon installing or upgrading to WP Rocket 3.16, these optimizations are automatically enabled, though customization options remain accessible for those who prefer manual control.”

Read the official announcement:

WP Rocket 3.16: Improving LCP and PageSpeed Score Automatically

Featured Image by Shutterstock/ICONMAN66

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