For brands and publishers challenged by low engagement and returns on social campaigns, new data released today by RadiumOne may help to dispel a few of the myths that inhibit effective social marketing.
RadiumOne’s ‘6 Myths of Social Sharing’ infographic highlights a few findings that debunk common marketing myths when it comes to consumer behaviour around the online sharing of content. A key finding is that 72 per cent of all shares originate not from Facebook or Twitter, or even from all social network platforms combined, but instead from ‘Dark Social’; the simple act of ‘copying and pasting’ content and sharing it with a select group of people via closed channels such as email.
Kerry McCabe of RadiumOne says that ‘Dark Social’ is by far the biggest channel where articles, videos and viewpoints are being distributed across the open Web and mobile. Brands and publishers activating these insights through RTB delivery are now realising an exciting opportunity to connect with their next customer. “It makes sense that people share their interests, passions and intent with those of similar characteristics, wants and needs” McCabe says, “the power of illuminating dark social is that we are now able to effectively deliver on upper-funnel customer acquisition and prospecting versus an over reliance on retargeting. From a practical perspective, brands and publishers can now engage with large segments of consumers, who are demonstrating interest and intent, yet are most likely not on their radar in social, search and general RTB activities.”
The infographic also highlights interesting facts around content distribution and native, such as iOS users being the main ‘Dark Social’ sharers and that content with a shortened URL link is 25 per cent more likely to be shared than a standard link…especially if it’s deployed on a Thursday. The data is sourced from RadiumOne’s large global network of sites using the company’s Po.st sharing tools and Po.st URL shortener.
Download graphic:
RadiumOneInfographic.pdf
Ruby Simmons Fuel Communications
