How Content Is Really Shared: Close Friends, Not ‘Influencers’

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By: Jack Krawczyk and Jon Steinberg |

There is little data to support so-called influencer behavior in social marketing. Rather, the data suggest that content and ideas online spread through large numbers of people sharing with small groups.

Engaged social users come to platforms like Buzzfeed and StumbleUpon to discover content to share with friends, family and colleagues. Together, we see more than 4 billion page views each month across a wide range of content types.

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