There Are 2 Reasons People Share Content and You Only Want 1 of Them

Posted on Posted in Content Marketing, Social Media Strategy

People will knee-jerk share a Buzzfeed/Upworthy sensationalistic headline. But people aren’t necessarily reading the articles or watching the whole video!

“WE’VE FOUND EFFECTIVELY NO CORRELATION BETWEEN SOCIAL SHARES AND PEOPLE ACTUALLY READING.” (source)

Ok.

There are two reasons people share content:

  1. “Ooh! This looks like it will be good.” – didn’t read it
  2. “Ooh! This actually is good.” – did read it

Buzzfeed and Upworthy are very good at number 1. The Atlantic is good at number 2.

chart of which content providers get more reads

Takeaway: Go for quality, long-form content. Actually inform or entertain or solve someone’s problems. Then your shares will lead to reads and even purchases.

Why isn’t this longform? I didn’t have time. But it definitely isn’t sensationalistic, so I got it half right! 🙂

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