Thanks to a recent study of over 1,000 marketing executives, digital agency Leadtail has published their insights into how current heads-of-marketing are changing their use of social media. Among other things, the study looks at the most-shared, mainstream, industry, and social sources, along with the brands and people who are most likely to be influencers of CMOs. It’s clear that the digital marketing landscape is changing. Here are few trends that caught my eye:
1. Facebook content isn’t as sharable as you think. When it comes to cross-platform content sharing, Facebook lags far behind its top competitors. In other words, content found on YouTube, LinkedIn, and Instagram are (at least) twice as likely to be shared on Twitter, than content found on Facebook. Marketing executives’ sharing of LinkedIn content on Twitter is up by 200%, so if you want to get noticed, you better step up your game on LinkedIn because CMOs are consuming and sharing that content.
2. (Visual) content is king. If you want a marketing executive to share your content, you better make it visual because this study found that pieces of content that had a visual component were more likely to be shared. I would argue that this isn’t just for CMOs; much of our own content is more shareable if it’s visual. See for yourself – head over to analytics.twitter.com and look for your tweets with the most engagements. Mine are always images, with very few exceptions.
3. Location-based social networks are dead. Only 5% of marketing execs check-in (down from almost 30% from 2 years ago). Remember Foursquare? Yeah, nobody does. Three years ago I stopped checking-in on Foursquare. Before that, I was a consistent user checking in to the bus station, bus route, different buildings on campus, and even different carafes at Starbucks (Yes, the jugs they hold the different types of coffee in). I finally felt that all this checking-in was feeling like a chore and had little or no reward attached to it, so I stopped. I imagine others felt the same way.
For the cost of your contact details, you can download the full report from their website. It’s a great piece of content marketing about content marketing.