Social media is driving a global trend for the sharing of entertaining content, according to the annual Global Entertainment Study conducted by PR firm Edelman.
One of the study’s most pertinent findings is that entertainment is the most shared form of content. While exemplified by the viral sensation that is PSY’s Gangnam Style, this points to how critical it is to invest in catchy, compelling content rather than churn out weary self-promotional sales videos.
Also of note, the report found that emerging markets are spearheading the trend for content sharing.
Jon Hargreaves, managing director, technology, Edelman Europe said: “Developing countries are leading the way in creating great content and building the infrastructure to provide people with access that allows them to interact whenever and wherever they want.”
‘Shareability’ is the holy grail of any content marketing effort, with the ultimate goal always being to offer something so compelling that people can’t help but pass it on via their social communities. Yet, igniting that desire to ‘pass it on’ also presents one of the toughest challenges in social media marketing
Brands have to work harder than traditional content creators, say film companies or established musicians, to make their work translate onto social media; consumers these days are too switched on to willingly become marketing catalysts.
But when a piece of content is irresistible social media users are happy to be seen linking to it. In fact, Edelman’s study reveals that people using social media are as likely to share information about entertainment (76%) as about themselves (75%) and their friends (75%), suggesting a genuine thirst for great stuff to share. Globally, India, China, Brazil and Turkey lead this particular trend.
In terms of what types of entertainment fare best, items that are’ useful’, ‘popular’ and’ funny’, tend to be the most widely shared.
Edelman’s study also highlights the trend for dual -screening and its impact on purchase intent. Some 60% of respondents expressed interest in consuming content while simultaneously using a mobile device to buy merchandise. This interest in ‘couch-commerce’ rises to 75% in China.
The survey polled around 6,500 adults across the UK, US, Brazil, China, Germany, India, Korea and Turkey. All in all, it’s an interesting study which, cultural variance aside, reveals a global audience actively seeking out entertainment and often in the preferred form of online video. People are accessing this content via mobile and multi-screen access, which offers an exciting opportunity to engage with people at a moment where they are both ready to be entertained and warmly receptive to marketing.
