The number of social media shares has halved since 2015
Posted: Sun Dec 22, 2024 5:32 am
To achieve real results, you will have to (continue to) critically examine your content and the platforms on which you share your story. What works well? What doesn't work (anymore) or less well? To help us with this, BuzzSumo analyzed 100 million blogs, videos and social media messages from 2017. In this article, I share the most important results from that research, so that you can benefit from them.
Less content is being shared on the major social networks. The data from the research shows that it is becoming increasingly difficult to bind people to your content. Precisely because there is so much content to choose from per topic. Changing algorithms also ensure that mainly messages that are relevant to you as a user appear in your timeline. As a result, you see (much) less other messages. The fact that content is increasingly being shared privately via messenger apps also causes a decrease in the number of social media shares.
2. Website traffic via social media drops drastically, while there is much more traffic via Google
For a long time, social media was the way to attract visitors to your website. Facebook in particular proved to be a suitable channel for this. Since last year, this has changed. From that moment on, it is not Facebook, but Google that is the channel to generate traffic. As the graph below shows, it is wise to make your content SEO-proof, in order to get as much traffic as possible. This means that you create content that is considered valuable by Google.
traffic search socials
The decline in traffic via social media is mainly due to Facebook.
shares social media
3. Engagement on Facebook posts drops dramatically
Last year, it was already apparent that engagement with posts published by companies and news websites on Facebook had already dropped by 20 percent . This trend has continued over the past six months. This development has been reinforced by the algorithm changes that Facebook has made.
The result of these changes is that the new zealand whatsapp number natural (organic) reach and distribution of corporate content on the platform has decreased. Because this content is shown much less in the timeline, companies and journalistic websites have much more difficulty reaching their audience. As a result, the engagement with this content also decreases. This can be seen in the extent to which a message is shared. Before the changes, it was possible for your message to be shared hundreds of thousands of times and for your message to go viral . The chance that this will still happen has decreased drastically today.
engagement facebook major publishers
Facebook also takes a critical look at the type of content that is shared on the platform. For example, clickbait titles and lists have become much less effective to share because Facebook no longer shows this content in the timeline. In this way, it wants to combat fake news. Content that still scores well on Facebook are music videos and messages with political themes (such as elections).
Less content is being shared on the major social networks. The data from the research shows that it is becoming increasingly difficult to bind people to your content. Precisely because there is so much content to choose from per topic. Changing algorithms also ensure that mainly messages that are relevant to you as a user appear in your timeline. As a result, you see (much) less other messages. The fact that content is increasingly being shared privately via messenger apps also causes a decrease in the number of social media shares.
2. Website traffic via social media drops drastically, while there is much more traffic via Google
For a long time, social media was the way to attract visitors to your website. Facebook in particular proved to be a suitable channel for this. Since last year, this has changed. From that moment on, it is not Facebook, but Google that is the channel to generate traffic. As the graph below shows, it is wise to make your content SEO-proof, in order to get as much traffic as possible. This means that you create content that is considered valuable by Google.
traffic search socials
The decline in traffic via social media is mainly due to Facebook.
shares social media
3. Engagement on Facebook posts drops dramatically
Last year, it was already apparent that engagement with posts published by companies and news websites on Facebook had already dropped by 20 percent . This trend has continued over the past six months. This development has been reinforced by the algorithm changes that Facebook has made.
The result of these changes is that the new zealand whatsapp number natural (organic) reach and distribution of corporate content on the platform has decreased. Because this content is shown much less in the timeline, companies and journalistic websites have much more difficulty reaching their audience. As a result, the engagement with this content also decreases. This can be seen in the extent to which a message is shared. Before the changes, it was possible for your message to be shared hundreds of thousands of times and for your message to go viral . The chance that this will still happen has decreased drastically today.
engagement facebook major publishers
Facebook also takes a critical look at the type of content that is shared on the platform. For example, clickbait titles and lists have become much less effective to share because Facebook no longer shows this content in the timeline. In this way, it wants to combat fake news. Content that still scores well on Facebook are music videos and messages with political themes (such as elections).