Content is king. Whether it’s a blog post or a video, consumers are paying attention. They’re also sharing content. Their interest in content can be a great way for a brand to expand influence. What type of content is most likely to be shared?
Adobe dug into this topic recently with research partner Avantis. The 1,000 U.S. adults Adobe surveyed spend an average of 7.8 hours a day with content. Younger consumers, teens, are engaging with content over 11 hours a day. The number is significantly lower for consumers over age 71. Content only takes up 4.4 hours of their time on a daily basis.
What characteristics are most important when it comes to content?
- Accurate 38%
- Informative 26%
- Simple 17%
- Entertaining 10%
- Beautifully designed 5%
- Interactive 4%
Just over 22% of folks share content on a daily basis and another 20% do so more than once a week. It’s a challenge for marketers to get consumers to share their content. Before consumers invite their friends to check something out, they have to decide if they’ll engage with it themselves. Pieces which take too long to load (47%), are too long (47%), or have images that won’t load (44%) are show stoppers. If you’re designing content for your clients, keep these details in mind.
Consumers are also more cautious about what they share these days. The most frequently shared items are from friends or family members, or from a YouTube or media celebrity. At least 26% of consumers will share content from a company they already do business with. If consumers encounter poor quality content from a brand, they won’t share. And 2/3s of these consumers will move onto another brand. Top turnoffs include pieces that are poorly written (44%) and poorly designed (42%).
Millennials are more likely than other consumers to share brand content on a regular basis. These consumers are also more likely to be engaging with content on their smartphones. If your clients want to expand their reach by having users share their content, work with them to put out pieces that:
- Raise awareness for a good cause 35%
- Include an incentive 33%
- Are authentic/genuine 30%
Over half of consumers have made a purchase as a result of brand content they saw online. Purchase-influencing content can work in a variety of ways. The most frequently cited content winners are those that help consumers decide between specific products or services (38%) and also provide information on how to use them (37%). Other useful information makes consumers aware of items they didn’t know about (37%).
Are your clients' branded content pieces as successful as they could be or do they need an update?