Today we are going to discuss an issue that’s bothering a lot of people.
Amanda Natividad from Spark Toro gave it a nickname.
It’s called zero click-through content.
Every social media platform wants to keep its users on the platform.
A huge example of this is Google.
Look at how their search results page is constantly changing in order to provide the user with the information they need, without clicking on another website.
Here are a few examples:
And obviously, Google Maps showcases businesses around you.
See the pattern?
Everything to keep you on Google, without having to visit another website.
Every platform would love to have zero clicks going to other websites. They want users to stay with them.
But who cares?
Well… You should, because the algorithm will reward content that will make them more money, by keeping their users inside longer.
Ok, so now what?
- You should create content on every platform, without expecting to send users elsewhere.
- Provide all the information that the user might need to get a conversation without having to leave the platform.
What about tracking?
Some conversions will be obvious, and others will take time to pinpoint, but as you keep doing this, and growing your brand, you will notice an increase in volumes in certain areas, and it will require some guestimating on your part.
Over time, by providing useful and actionable content, users will start searching for your brand.
This is a good sign that you are doing things right.
What kind of content should I post?
- Anything with a zero-click-through rate mentality.
- Don’t expect anything out of your viewers.
- Offer value, real value, and the rest will follow. That’s what branding is all about, and that’s how people grow their platform.
- Focus your brand on 1 niche! If your brand has different niche products, then you should grow them and their content independently.
Click-baiting is just low quality.
People are searching for good content, the millennial generation has learned how to sift through promotional stuff.
Look at the top influencers today, do you see them promoting links?
They offer value, and that’s why they are at the top.
The goal is to engage your audience with short, concise, and actionable content that will help the user, and then they will much more likely be your podcast listener or 5,000-word blog post, reader.
Use feelings, and emotions, and show the people a clear process to action approach.
Zero click content may seem like you won’t get much out of it but it’s not true.
You will be able to create more traction over time than going viral.
Going viral is cheap, building a lasting brand, and driving sales over time is what matters.
Just to wrap up
We are living through an interesting time.
Large companies are freezing their hiring, while also dealing with (the great resignation.)
And while this is happening, companies are focused on hiring creators and influencers.
There is a fine line between advertising and content creation.
That gap is closing up, and people should put their energy into what they are good at.
Every person is turning into a platform.
This is beyond this article, but stay tuned for my digital real estate post.
It’s all related.