And you thought those photos of the 10 puppies you had to see before you die were all just for fun. Engagement science is transforming the news business. From Buzzfeed’s listicles to Medium’s focus on reads over clicks. It’s all about the data, which is all about engagement – and it’s increasingly all about social.
Why? The explosion of mobile is changing the way people interact with the news. When we’re sitting in front of our laptops, we search. But on mobile, we sit back. We share, but we rarely search. Consumers let information come to us on our mobile phones via push notifications and the cockpits of our favorite social media platforms.
This train’s momentum is strong. Buzzfeed reports that 71% of millennials visit social media sites daily. And mobile has “taken the lead as the primary platform for social – 60% of time spent on social is on mobile (Buzzfeed/eMarketer). Social media isn’t the only car on this mobile train. Video is driving massive usage. Check out these stats:
This behavioral shift is changing the way people read the news. Facebook is encroaching on the territory of the traditional news home page. We’ve seen media properties such as Mashable publish articles first on Facebook, and we’ve seen click bait taken to a new level by suspicious and anonymous publishers (read The Story Behind Click Bait Cluttering Your Facebook Feed). And last week, even The New York Times got into the Instagram game.
The bottom line: An article, video, infographic, blog post, you name it, is the first step, not the last. It must become social, through earned (and sometimes paid) amplification strategies that can bring the message to its audiences.
Beth is the CEO of Inkhouse, which she co-founded in 2007 and has grown into one of the top ranked agencies in the country. Beth’s been recognized as one of the Top Women in PR by PR News, the Top 25 Innovators by The Holmes Report and as an Ernst & Young Entrepreneur of the Year finalist. Beth believes that shared values, and the freedom to create are the foundations of all meaningful work. She brings this philosophy to building a culture of creative progress at Inkhouse.