Content is everywhere, anywhere, anytime. As both content consumers and producers, we are confronted with this reality every day. Consequently, we are forced to ask ourselves every single day: how can we help brands create content that stands out amidst this avalanche, and wins the battle for the consumer’s attention?
5 human needs underpinning social behaviour
If you ask us, data driven insights are a good place to start, when trying to solve this (or any!) riddle. Eight years of Wave* (the world’s largest and longest-running social media research study, organized by UM) has shown us that there are 5 real, human and fundamental needs that underpin all social behavior: learning, relationship, diversion, progression and recognition. These needs are as important in the world of content as they are in the social space.
The social reputation economy
When plotting Belgian consumer’s content behavior with these social needs, an important learning is that the content we value for our own consumption is not always the content we share.
The content active Belgian internet users value the most for their own personal consumption is content that provides useful information (valued by 37%), content that teaches them about the brand (valued by 29%) and which tells them something new and unexpected (valued by 27%).
On the other hand, the content which most Belgian respondents indicate as the kind they will be likely to share is content they find entertaining and fun (indicated by 31%), which relates to their passions and interests (indicated by 26%) or contains useful information which others don’t know (indicated by 25%).
Today’s consumers are increasingly aware of the value of their online identity. When we share something online, we are actually seeking recognition and want to add value to our online presence. Consequently, people are much more likely to share content that expresses their point of view or will be of value to their network. In other words, they share content that allows them to communicate something to others.
When creating social content, brands should keep in mind both what their consumers will value and what they will share. Meet your consumer’s needs by providing them with both informative and surprising content. In addition, help them build their online presence by allowing them to share entertaining, relevant and useful content with their network. It should prove to be a great start in winning that content battle 🙂
Curious about other insights resulting from the wave study, or want to discuss how your brand’s content can win the battle for consumer’s attention? We’d be happy to oblige 🙂 Drop us a line at email@example.com!
*UM’s Wave is the world’s largest and longest-running social media research study. Covering 75 countries in total, it represents the views, needs and behaviors of 1.3 billion of the world’s most influential internet and social media users. The numbers mentioned here above are based on the Belgian data from Wave 8, conducted in 2014 among 4290 Belgian respondents.