The median number of shares content pieces receive on social media has fallen over the past two years due largely to increased competition, changes made by Facebook, and the rise of private sharing, according to recent research from BuzzSumo.
The report was based on an analysis of the public social shares of 100 million posts published in 2017, as well as third-party data. The researchers compared the results with data from a similar study conducted in 2015.
The median number of public social shares per content piece fell from 8 in 2015 to just 4 in 2017.
Some 90% of content pieces published in 2017 garnered fewer than 62 shares, and 95% garnered fewer than 343 shares.
Increased content production by individuals and brands has correlated to fewer social shares per piece, the analysis found.
For example, as the number of content pieces related to the topic of machine-learning grew over the past two years, the average number of Twitter shares per piece on that topic steadily declined.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji