Study: Who shares your content matters

Partnering with influential social media users is popular among marketers, and for good reason: A recent study revealed that most people are swayed by them, rather than contents’ source.


What’s more important when it comes to grabbing attention: Who shares content, or who published it?

According to a new study from the Media Insight Project, it’s the sharer, rather than the publisher, who inspires people to take interest.

The study, which was a collaboration between The Associated Press-NORC Center for Public Affairs Research and the American Press Institute, took a fake news story about diabetes and labeled it as either something from the Associated Press or DailyNewsReview.com.

Half of the participants saw the story posted by a celebrity they trusted, while the remainder saw the story from a celebrity they didn’t trust.

Half of the participants said that the story was accurate when a trusted celebrity shared the story. Only 35 percent said it was accurate when an untrusted source shared the story—regardless of whether the story came from its original source or the fictional site.

Half of the study’s participants remembered who shared the article, but only 20 percent of them remembered the source.

The bottom line is this: It matters who shares your story.

For marketers, your “influencer marketing” alarm bells should be ringing. Building strong, authentic relationships with heavily active social media users who will share your content should be a big piece of your marketing plan, if it isn’t already.

Focus on creating great content, but don’t forget to reach the right people to share it for the right reasons. That’s the secret sauce to cutting through the noise online.

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