New 'hot topics' quickly saturate
Posted: Sun Dec 22, 2024 5:32 am
4. Content is increasingly shared privately
Sharing content privately with colleagues or friends has been going on for a while. Research by GetSocial now shows that this private sharing of content is increasing rapidly. Platforms such as WhatsApp and Slack are popular because of the possibility to exchange information with each other in a closed environment.
Business Insider reports that social messaging apps such as WhatsApp, Messenger, WeChat and Viber have even surpassed the four largest social media apps (Facebook, Instagram, Twitter and LinkedIn). The figures from GetSocial support this development with figures. The diagram below shows that private sharing ( dark shares ) of content via URLs via social messaging is twice as big (65%) in 2017 as sharing of content via social networks such as Facebook (14%), Twitter (6%) and other social media platforms (15%).
dark social shares
The research shows that when a certain topic new zealand whatsapp number becomes popular, because interest in it increases, a lot of content is often created about it in a short time. This quickly leads to saturation. This makes it difficult to find a unique angle for your content. Take Bitcoin for example, as you can see in the graph below.
number of published articles about bitcoin
Source: BuzzSumo
At its peak in December 2017, a whopping 40,000 Bitcoin articles were published in a single week. This is just one example, but it’s a trend you see across popular topics all the time.
6. Websites with original and specialist content and a strong reputation reap the rewards
Even large websites like BuzzFeed are experiencing this content shock. Despite the reputation they have built as a platform, they too are seeing a significant drop in engagement with their posts via social media.
shares buzzfeed
However, there is also good news to report. There are sites where content is still shared a lot and there is even an increase in the number of shares. What is their secret?
Also read: Posts on Facebook: the best 3 tips for beginners
shares New York Times
They create in-depth and valuable content. Before creating the content, a lot of research is done on the subject. This content also scores well because it is published by a reliable source. From a branding perspective, the strategy of creating and sharing valuable content is always an effective one. What applies to websites, also applies to you. In particular, people who have worked on increasing their online visibility in this way in recent years are now reaping the benefits.
Sharing content privately with colleagues or friends has been going on for a while. Research by GetSocial now shows that this private sharing of content is increasing rapidly. Platforms such as WhatsApp and Slack are popular because of the possibility to exchange information with each other in a closed environment.
Business Insider reports that social messaging apps such as WhatsApp, Messenger, WeChat and Viber have even surpassed the four largest social media apps (Facebook, Instagram, Twitter and LinkedIn). The figures from GetSocial support this development with figures. The diagram below shows that private sharing ( dark shares ) of content via URLs via social messaging is twice as big (65%) in 2017 as sharing of content via social networks such as Facebook (14%), Twitter (6%) and other social media platforms (15%).
dark social shares
The research shows that when a certain topic new zealand whatsapp number becomes popular, because interest in it increases, a lot of content is often created about it in a short time. This quickly leads to saturation. This makes it difficult to find a unique angle for your content. Take Bitcoin for example, as you can see in the graph below.
number of published articles about bitcoin
Source: BuzzSumo
At its peak in December 2017, a whopping 40,000 Bitcoin articles were published in a single week. This is just one example, but it’s a trend you see across popular topics all the time.
6. Websites with original and specialist content and a strong reputation reap the rewards
Even large websites like BuzzFeed are experiencing this content shock. Despite the reputation they have built as a platform, they too are seeing a significant drop in engagement with their posts via social media.
shares buzzfeed
However, there is also good news to report. There are sites where content is still shared a lot and there is even an increase in the number of shares. What is their secret?
Also read: Posts on Facebook: the best 3 tips for beginners
shares New York Times
They create in-depth and valuable content. Before creating the content, a lot of research is done on the subject. This content also scores well because it is published by a reliable source. From a branding perspective, the strategy of creating and sharing valuable content is always an effective one. What applies to websites, also applies to you. In particular, people who have worked on increasing their online visibility in this way in recent years are now reaping the benefits.