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A white paper by
Playbuzz: A Case Study in Engagement
Facebook Shares
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Playbuzz has established a content engagement baseline unlike most Playbuzz 10,218,843
others. In just a year of operation, it has built a platform that has Huffington Post 8,668,569
a 94% item completion rate from its audience and challenged – and BuzzFeed 7,089,734
surpassed – the social sharing traffic of BuzzFeed and Huffington Post. Fox News 4,407,667
BBC 2,283,898
Yahoo 2,112,079
0 2M 4M 6M 8M
10M
Data: blog.newswhip.com
Our research also found that positive emotions correlate highly to initial views.
This is a crucial point for content platforms: Earning the initial click is half the
battle in user engagement. Playful Content wins big at generating positive
emotions because users are excited to participate in order to showcase their
knowledge, share their preferences, or learn more about themselves.
Beyond the positive association with participation, the topics themselves can
build on a user’s warm regard for a particular piece of content. Pop culture
themes can quickly and easily inspire amusement or positive associations
among fans, but serious subjects such as science and literature are also
successful in playful, interactive formats. These two examples alone have
garnered more than 4 million Facebook interactions.
1%
10%
44%
When we asked 1,000 social media users what is most important to
THEY WANT TO ENTERTAIN.
them when they share content online, 44% ranked entertaining their
20%
friends, followers, and social circles as the most important factor. THEY WANT TO EDUCATE.
Playbuzz offers an extensive library of material to choose from, THEY WANT TO SHARE SOMETHING
THAT IS A REFLECTION OF WHO THEY ARE.
including categories such as education, psychology, geography,
THEY WANT TO SHOW
politics, and more. Users can easily find content that will appeal to SUPPORT FOR A CAUSE.
nearly anyone on their friends list. THEY WANT TO LEARN SOMETHING ABOUT
THE PEOPLE ON THEIR FRIENDS LIST.
25%
84% of users ranked being a good friend as the most important value
they consider when sharing content online. Sharing interactive content
enables users to achieve this goal by: 84% of survey respondents said their
relationships and “being a good friend to
1. demonstrating to their social circles that they want to share a 84% those I care about” are important values when
moment of enjoyment and entertainment. they share content online.
3. establishing a social image of the themes and ideals with which they
want to be associated.
3% 2.2%
4.3%
The design of Playbuzz’s content is smart in its appeal to people’s
8.6%
innate curiosities and also in its easy integration with the world’s
largest social media platform. 81.9% of sharing happens on Facebook, Facebook
and Playbuzz quizzes display easily within newsfeeds and can be 81.9% Twitter
included as menu options in Pages. Their content and design are so Google+
well matched with Facebook’s platform, in fact, that Playbuzz earned Pinterest
more shares and comments than any other online publisher in LinkedIn
NewsWhip’s most recent engagement report.
1. https://hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral/
2. http://www.theblaze.com/stories/2014/10/15/how-well-do-you-really-know-the-u-s-constitution-see-if-you-can-answer-all-15-questions-correctly/
3. https://www.playbuzz.com/samanthahealey10/how-long-would-you-survive-in-the-zombie-apocalypse
4. https://blog.playbuzz.com/best-ways-make-content-shareable/
5. https://www.playbuzz.com/sarakeeton10/can-you-pass-an-8th-grade-science-test
6. https://www.playbuzz.com/jonb10/what-classic-novel-describes-your-life
7. https://blog.playbuzz.com/top-10-shared-quizzes-of-2014/
8. http://www.viralgains.com/2014/11/target-generations-identity-social-media/
9. https://www.facebook.com/RandPaul?v=app_222219647807785
10. http://blog.newswhip.com/index.php/2014/11/likes-shares-comments
11. http://contently.com/strategist/2014/08/19/this-study-of-2-6-billion-shares-reveals-which-platforms-and-publishers-dominate-social/