Are we saving or sharing content on Facebook and how the heck can we measure it?
I recently caught one of HubSpot’s Masterclasses on how to future-proof your social media marketing strategy. It’s worth a look so I’ve included the video at the end of this post.
There was some great content and clear learning outcomes from the presentation – One in particular I want to focus on is that users are sharing less on Facebook.
This could be attributed to several factors including:
- too much noise
- further shortening of attention spans
- urgency to create/find more meaningful content & meaningful connections
- users sharing on other platforms.
But I think there may be another factor adding to this -The increased use of facebook’s Save function.
Could it be, in the quest to find meaningful content, people actually want to read an entire piece rather than reacting on a clever headline or callous click-bait and sharing prematurely?
Now that people know how to save and where they can find their saved links in facebook, the humble save button has become the bookmarking saviour. It allows users to pull pieces of content from a barrage to be read later rather than being lost in a fast-rushing feed frenzy.
I asked some of my friends if they used the save function more than sharing and liking content and the answer was a resounding ‘Yes’.
Could it be in the quest to find meaningful content people actually want to read an entire piece rather than reacting on a clever headline or callous click-bait and sharing prematurely?
The function is great – I use it all the time myself. The challenge is remembering to go back and review my saves but when I do (or when facebook reminds me to) I am always happy to be met with content that is engaging because, albeit re-actively, it’s been curated by me for me.
Let’s hope they allow this measure soon – I’ve posed the question to facebook’s suggestion box so stay tuned!