Content sharing consumers most likely to buy

Consumers who share a brand’s content are nine times more likely to purchase according to research from RadiumOne.

The report, The Power of Sharing, highlights how brands can tap into consumer sharing activities and signals to identify and predict new customers. It will enable brands to understand where consumers share online content with their friends, family and work colleagues via channels that most brands and website publishers haven’t tracked.

The research is based on 1.5 billion viewed events and over 10.5 million shares and clicks across 30 days. The report highlights:

Consumers that share content with themselves are 1.7x more likely to buy. Examples of how users self-share include, texting oneself a link to a review they want to purchase later or emailing a video to themselves as a reminder to watch it later.

Sharing activity is far less likely to lead to fraudulent traffic because “bots don’t share”.

Dark social accounts for 75 per cent of consumer sharing online. In most instances, websites, pictures and other information is shared with selected individuals for a reason, rather than an entire community via public social networks. This is a missed opportunity for marketers when not tracking this behaviour.

Sharing data is unique and differentiated from third party interest and intent data.

“Taking advantage of consumer sharing behaviours has thus far been a widely untapped resource by marketers,” said Bill Lonergan, CEO at RadiumOne. “By analysing and acting upon consumer sharing signals, marketers get a real time view into what consumers are interested in and where they are on their journey.”

One way marketers can better analyse and understand consumer signals is through Sharing Analytics tools. When implemented in tandem with event-based pixels, RadiumOne’s Sharing Analytics allows marketers to gather and activate signals from across their web, mobile, PR and content marketing activities to improve their consumer insights and paid media effectiveness.