According to a recent report by social marketing company ShareThis
, activity surrounding content sharing varies across social networks and depends on the type of content. The report reveals sharing trends on three leading social networks: Facebook, Twitter, and Pinterest.
The report, which analyzes eight content categories, shows apparent disparities among the social networks. For example, Pinterest is shown to generate more than 226 percent more “Shopping” content shares than average—a useful pronouncement when coupled with a recent post by the Content Standard that reported on how Pinterest’s referral traffic drove a 67-percent increase in e-commerce revenue earlier this year.
While many marketers consider content marketing a high priority, one-third of them say they’re “winging it” when it comes to creating authoritative content, according to a study by digital marketing firm IMN. Nearly 80 percent of content marketers are adapting content for use across a variety of channels, but many are recycling their content strategies on each channel.
To help content marketers better gauge which content types work best on different social networks, here are four key trends to take away from the ShareThis report:
- Pinterest is for shoppers. As touched on above, Pinterest garners more “Shopping” sharing activity than Facebook and Twitter, which both under-indexed.
- Facebookers are more interested in “Politics” and “Family.” Although Facebook was founded as a college social network, more and more family members of those college students are joining it. According to a new report from BI Intelligence, Facebook users between 45 and 54 years old have seen 46% growth since year-end 2012. Pinterest, on the other hand, under-indexed on “Politics,” while Twitter under-indexed on “Family & Parenting.”
- Tweeters share “Sports” and “Business & Finance” more than any other content type. Content sharing for “Sports” and “Business” categories on Twitter are significantly above average, 93 percent and 67 percent respectively. Trendy marketing tactics like live-tweeting are evidence of Twitter’s obsession with these categories, along with “Arts & Entertainment,” which is shared 8 percent more than average on Twitter. Earlier this year, Mashable profiled a Twitter user who amassed 70,000 Twitter followers by live-tweeting major sporting, business, and entertainment events.
- Pinterest may not be the best place for “Politics” and “Sports” content. This doesn’t mean Pinterest users don’t share this content at all. However, ShareThis found that “Politics” and “Sports” under-indexed the most on Pinterest. Because Pinterest is focused on consumer goods and aesthetically pleasing content, it may be difficult for these categories to gain traction, while categories like “Food & Drink” and “D.I.Y. & Crafts” are pinned regularly.
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