NEW YORK, Dec. 8, 2015 /PRNewswire/ -- Shareablee Inc., the leading authority on audience intelligence, competitive benchmarking and actionable insights for social media, today published an analysis in the Journal of Advertising Research on the motivations that drive consumers to share brands' social content on Facebook.
The report, "What Makes Brands' Social Content Shareable on Facebook?" written by Shareablee CEO Tania Yuki, identifies the most significant drivers of shareable content, enabling brand marketers to have a deeper understanding of why people share and influence marketers' creation of social content on social media channels. For the study, Shareablee tracked the 2,000 most-shared Facebook posts over a 12-month period, and then surveyed more than 10,000 social-media users about what might drive them to share that content online.
"Despite what is increasingly recognized as the value of shared content for building brand equity, there has been scant study on what makes content shareable and the psychological drivers that prompt sharing," said Tania Yuki, founder and CEO of Shareablee. "Shares of brands' content on Facebook have grown by 30 percent year to date compared to 2014, and this has driven increased impressions, affecting brand awareness. Understanding what content consumers share on social media can help marketers reach more audiences while also being more efficient with their social spend."
While motivators that affect brand content sharing vary by users' age and gender, as well as by brand category, the primary drivers are:
- Social currency
- Content that tells a story
In the U.S., the media and entertainment and media publishing categories dominate shared content, with 1.7 billion and 1.2 billion total shares from January to November 2015, respectively. The media and entertainment category is led by Fox News with more than 37.8 million shares, while BuzzFeed Food tops the media publishing category with 44.5 million shares.
Year to date in the U.S., brands have published 14.1 million posts on Facebook, resulting in 32 billion actions (likes, comments, shares) with consumers, of which 11 percent involved sharing of a brand's content.
For more information on the study, please click here.
About Shareablee Inc.
Launched 2013, Shareablee Inc. is the leading authority on audience intelligence, competitive benchmarking and actionable insights for social media. The official social media analytics partner of comScore, Shareablee measures more than 120,000 global properties and collects brand audience and engagement data across Facebook, Twitter, Instagram, Google+, Tumblr and YouTube. Learn more about Shareablee at http://www.shareablee.com/.
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SOURCE Shareablee Inc.