Social traffic becomes more polarised in a year

Less traffic comes from multiple social networks – Facebook now dominates

A year ago people shared things online in several places – indeed they still do. You could share this article on Twitter for instance, or LinkedIn, or Facebook. Some people will share this article in all three places. However research on 200,000 websites with significant visitor traffic shows that over the past 12 months the amount of traffic coming from shared content on the vast majority of social networks has fallen.

Infographic: Facebook Dwarfs Competition in Terms of Referral Traffic | Statista

The amount of traffic from shared content on Facebook has more than doubled in the past year. Yet on almost every other one of the main social networks, the amount of traffic has fallen. Pinterest stands out because it is now the second most common place for social traffic – dwarfing even Twitter. The only other social network to have seen an increase is Google+ which has almost doubled the amount of traffic from its network. The problem is, very little traffic came from Google+ in the first place, so it is a doubling of very little, which is still tiny. Indeed, the amount of traffic from Google+ is 320 times less than the amount from Facebook.

This study is fascinating as it shows that online social referral traffic is becoming polarised. People are clearly seeing Facebook as THE place to share things, resulting in all those additional visits to linked websites. Twitter is fast becoming an “also-ran” in the social traffic stakes.

What does this mean for your business? It suggests that if you want your business to get traffic from social sites you have got to make your content  interesting to people who use Facebook.

And what do they find interesting? They want funny stuff, entertaining material or content that has high emotion. It means that what you might call “ordinary” business content is not going to get shared on Facebook and so your social traffic is going to be tiny. If people are seeing Facebook as the place to share, that is only going to benefit businesses if they make their content “Facebook friendly”.

Note too, that the dramatic rise in Pinterest traffic means that unless your website has great imagery which can be shared, that outlet is also not open to you.

In short, this new research means that if you want to benefit from online social media traffic you need to write material that is different, emotionally engaging and light – not boring old stuffy dry business material. And when you have got your copy right it needs illustrating with images people want to share.

In other words, this new research doesn’t tell us much new. Your website will only get social media traffic if you have great copy and excellent images.

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

man searching
Internet Marketing Articles

Can you find what you are looking for?

If you want to increase your sales, your business needs to make it easy to find everything. That means reviewing how your web search works. It suggests you might need to reconsider the navigation structure of your website. It might even mean you need to distribute your content away from your site and have it on a variety of different platforms.

Read More »
Empty football stadium with no supporters
Internet Psychology

How well supported are you at work?

Yesterday I was transported back in time. I haven’t discovered time travel. Instead, my mind quickly flipped back to a meeting about three years ago that involved the same group of people. I noticed how

Read More »
Man using digital technology
Internet Psychology

Are you obsessed with digital?

Being obsessed with digital could take you away from old-school technologies that do the job better. Yet, avoiding technological change can cost your business dearly. How can you get the balance right?

Read More »