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Marketing Study Measures the Most Shared Types of Content


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A new survey from Ipsos OTX found that 70 percent of Internet users from 24 different countries have used social media to share content in the past month. Overall, photos are the most popular type of content shared, with 43 percent of those surveyed reporting that they have shared one or more photo over the studied time period.

After photos, users were most likely to share links to articles, updates on their lives and activities, and their opinions. For each of these types of content, 26 percent of the people studied had shared it in the past month. An additional 25 percent of users shared recommendations for movies, services, books or products they liked. Finally, 22 percent shared news items, 21 percent linked to other websites, and 19 percent shared video clips.

Businesses who want to have their content shared more frequently should take note of these trends and tailor their social media posts to customer behavior. When you post a photo of your newest product, an article explaining tips that are relevant to your industry, or a behind-the-scenes video of your company, you’re more likely to catch your fans’ attention and prompt them to share the content with their own friends and followers.

To determine the effectiveness of this strategy for your company, it’s also important to consider who is sharing content most often. The study found that people under the age of 35 years old are the most likely to share content, with 81 percent of those surveyed reporting that they had shared something in the past month. However, the likelihood of sharing also carried over to other age groups—about 70 percent of users between 35 and 49 years old and 55 percent of users between the ages of 50 and 64 years old had shared content in the past month. Overall, women were slightly more likely to share content than men—74 percent of the women surveyed had shared content in the past month in comparison to 69 percent of the men.

If your target market falls within one of the demographic groups that is more likely to share content, you should be thinking about how to create photos, articles, and videos that are shareable. People are looking for informative, engaging, or funny things to share with their friends. When you can make your content stand out in one of these areas, you’re likely to get more incoming links and more people looking at your page. Shareable content is one of the most effective ways to expand your outreach and to target new customers.

Red Crow Marketing can help you create entertaining and interesting content that is likely to be shared. Whether you’re looking for a helpful article with tips for your Facebook fans or an eye-catching image for your website, our team is available to create content that provides real value to your audience. Contact us at 417-889-1658 or email to learn more about what we can do for your business.

A report on this study was originally published on Marketing Charts on September 19, 2013. You can read more about the survey and its findings here.


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