It seems we are quick to copy and paste when it comes to sharing as research from RadiumOne suggests 72% of all shares come from ctrl C and ctrl V.
This translates to mobile devices too with the most copying and pasting coming from iOS devices.
RadiumOne’s infographic from its latest research debunks some of the social media myths such as digital consumers clicking on social links at an equal rate, regardless of the type of URL shared.
The 72% of social media shares come not from Facebook or Twitter but from ‘Dark Social’, copying and pasting and sharing with a select group of people via closed channels such as email
Kerry McCabe of RadiumOne says that ‘Dark Social’ is by far the biggest channel where articles, videos and viewpoints are being distributed across the open Web and mobile.
“It makes sense that people share their interests, passions and intent with those of similar characteristics, wants and needs” McCabe said.
“The power of illuminating dark social is that we are now able to effectively deliver on upper-funnel customer acquisition and prospecting versus an over reliance on retargeting. From a practical perspective, brands and publishers can now engage with large segments of consumers, who are demonstrating interest and intent, yet are most likely not on their radar in social, search and general RTB activities.”
Also apparently it’s a social media myth that content and brand engagement peaks over the weekend.
