Brands should focus on creating “evergreen” content to combat a downturn in social sharing, according to the latest Content Trends Report published by BuzzSumo.
The study found that there has been a 50% fall in the number of social shares during the last two years, due in part to declining organic reach on Facebook following its news feed algorithmic updates and a rise in private sharing or “dark social”, away from more prominent, public online spaces.
BuzzSumo Director Steve Rayson has urged brands to update their content marketing strategies to take into account the changing social landscape. Gaining traction is harder now as the amount of articles published has grown significantly during the last two years, which has made engagement more difficult.
However, the survey found that “evergreen” content which is capable of attracting audiences for months and even years after it has been published offsets the social share decline.
Rayson noted that high performing evergreen content often features several common characteristics. They are usually either research-based, reference-style that acts as a benchmark for a particular subject and is regularly updated or long-life topics such as “how to” and instructional content.
Other trends that brands should take note of include the fact that sub-trends, away from hugely popular trending topics, offer the best opportunity for marketers to gain traction and build authority with high quality editorial material.
Grayson also touched on the evolution in content discovery and urged brands to keep in mind that articles and videos are now accessed in a vast number of ways and to maybe look at platforms way from the big public social networks.