By Tamilore Oladipo

Picture this: you spend hours working on a piece of content only to direct your sizeable social media audience to it and get a fraction of your typical engagement.

That’s not an unusual challenge, especially as platforms focus on keeping you engaged within the container of whatever app you’re on. It’s why every social media app has text, photo, and video formats with varying levels of focus.

So what do you do with your efforts? Do you only publish on social media without having your own platform for people to visit? Or do you look for your audience elsewhere? Neither option is very appealing – you can’t just ignore social media, and other discoverability methods are few and far between.

This is the gap that zero-click content fills. 

What is zero-click content?

Think of it this way: that piece of great, long-form content you worked on needs to be seen. Your audience will benefit from it – it could be a great launchpad for your business or creative efforts. But the algorithm is deprioritising it because it’s shared through a link – what to do?

Zero-click content, a term coined by Amanda Natividad, VP of Marketing at SparkToro, refers to content that provides valuable information to users without requiring them to leave the platform they're on. It’s taking what you’ve already made and repurposing it for another channel.

Why create zero-click content

We’ve already hinted at why zero-click content is a valuable strategy for your social media, but you might think, “It seems unwise to give away all that value.” We're here to tell you that it's not – here's why.

1. Play nice with social media algorithms: Platforms prioritize keeping users engaged within their platform. Algorithms tend to favor posts without external links, as evidenced by experiments showing better performance for linkless posts on platforms like Instagram, TikTok, Snapchat, and LinkedIn. Instead of fighting against the current, create content that doesn't require users to leave the platform. This approach, known as zero-click content, tends to perform better and is often rewarded by the algorithm.
2. It’s considerate of the experience of your audience: Social media users generally prefer not to switch between platforms. Clicking on links interrupts their scrolling and requires effort. Therefore, content and calls-to-action (CTAs) should be compelling enough to motivate users to click. By creating content that can be fully consumed within the platform, you're catering to your audience's preferences and reducing their effort. This approach not only benefits your current post's performance but improves the likelihood of your future posts being favored by the algorithms.
3. It can help you build your business and personal brand: Posting content that resonates and provides value can enhance your brand's sentiment and reputation. Your social community will expand as …read more

   Source:: Buffer Blog

         

   

   Author: Aaron