According to a new survey of social consumers, marketers who create highly sharable online content – video, audio, and photos consumers want to share with friends and colleagues – significantly boost their brand’s online presence and are more likely to increase sales.
The Science of Sharing study, conducted by M Booth (@MBoothPR) and Beyond (@beyond), two communications agencies in the Next Fifteen (@Next_Fifteen) global network, examined US consumer engagement with products online across a dozen brand categories. According to the data:
· more than half of consumers (53%) say they interact with brands on Facebook
· 4 in 10 (42%) have written a product review online
· a third (33%) have written an online post about a product.
· 1 in 5 consumers are “high sharers” and are 3 times more likely to make a product recommendation online. They tend to be younger, brand loyal, own multiple Internet devices and are conducting online research that requires minimal emotional or monetary investment.
· “Low sharers” tend to be older, put a premium on quality, are less brand loyal, and are researching products online that cost more and involve more consideration.
When it comes to influencing consumer decision making, search is the most powerful online gateway (seo is a vital marketing element) followed by digital word of mouth and recommendations made by friends and family. The most common products that people recommend online are from the beauty, electronics, fashion, and music categories.
Read the news release in full.
Read the whitepaper (pdf).
See the Infographic (pdf).
See the Infographic (gif).
See the SlideShare presentation.
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