Marketers know that social media platforms are the key to sharing marketing content. But when internet trends are changing nearly as rapidly as the content on our newsfeeds, it can be difficult for marketers to predict which social media hub will garner the best response from viewers. There are just so many choices… Facebook, Twitter, Pinterest, the list goes on…
Those of us in the content-sharing business have been wondering which of the social media giants are driving the most traffic to other sites. Sharaholic’s research concluded that, (you guessed it), Facebook is driving more traffic to other sites than any other social media platform. In fact, Facebook is driving more and more traffic as time goes by. Sharaholic’s data revealed that the network drove 2.14 percent more data in its Q2 assessment than in its Q1 assessment. During the time Facebook’s stats rose, those of its competitors declined by 1.97 percent. The numbers affirm that as Facebook drives more traffic, its competitors drive less.
With this information in hand, marketers may think that the case is closed, and begin creating shareable content that is compatible with Facebook alone.
There is no doubt that Facebook is a powerful advertising tool, but at the rate that technology is advancing, content marketers should be cautious about putting all of their eggs in one basket (or so to speak). Recently, The New York Times reported on even more Sharaholic data, which stated that a year ago, search engines drove 40 percent of traffic to other websites, and social media drove a measly 14 percent. Now, social media sites are driving just as much traffic as search engines.
These facts are evidence that social media platforms have greater reach and advertising potential than ever before, but they are also proof that everything is subject to rapid change in the online world. Companies that rely heavily on Facebook for their success are beginning to realize how vulnerable they are, and make changes to their marketing strategies.
For instance, Buzzfeed has concentrated the majority of its efforts on developing Facebook-sharable content, and so far, it’s really worked out… (Buzzfeed is said to be worth a jaw-dropping $850 million). The Times explained that while Buzzfeed has coined Facebook the “new front page” of the internet, the company is cognizant about just how much of a role Facebook plays in sending traffic their way. It’s obvious that Buzzfeed’s value is reliant on Facebook’s.
In light of this troubling realization, Buzzfeed’s CEO, Jonah Peretti has decided to change his marketing strategy. Now, instead of producing a jumble of light-minded content, Buzzfeed plans to add more substance to their posts, which will probably make their content more appealing to the Reddit crowd. The company’s new strategy foreshadows the fact that Facebook may not forever hold the title of traffic-driving giant.
In fact, it’s hard to ignore the fact that other social media sites are experiencing rapid growth. Social Media Daily reported that while internet users spending most of their time on Facebook, Snapchat has experienced the most recent growth in terms of the amount of time people spend on the platform. In a few years, we might see Snapchat, or another social media site become the internet’s “new front page.”
All of this data just goes to show that content marketers need to develop marketing strategies that allow them to create content that is not only shareable on social media, but flexible enough to quickly share across multiple sites.
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