We’ve been talking about the importance of content in social media for a while now. But it’s a pretty broad subject and the details can feel a bit fuzzy. So for the past couple months we’ve been working with Millward Brown Digital and Added Value, two market research firms, to get more clarity. They helped us understand what makes an engaging media consumption experience and how content affects people’s behavior online.
We ended up with a ton of data. Way more than we can cram into one post. So today we’re just introducing the main themes and we’ll post more about each of them over the next couple weeks. Anyway, here’s what we learned:
- The quality of content is the most important thing users look for in social media platforms.
- The content that artists, musicians, brands, and others create for Tumblr is far more resonant than what gets shared on other networks.
- Resonant content, especially from brands, drives consumer actions like online research and purchases.
First, high quality content is the most important thing people want from a media platform.
Of the top ten things people said they were looking for in a media platform, half related to content. And when people were asked to rank different social networks on those qualities, Tumblr scored highest in each category. Here’s a comparison of the way people describe Tumblr (and the content they find here) to the average score they gave other media platforms that they use:
And keep in mind that this is content from the Tumblr community. It’s from the artists, photographers, illustrators, musicians, and brands that create and share things people are passionate about. Overwhelmingly, people think the best stuff on the internet is posted on Tumblr. Which brings us to point number two: