This title is of course reminiscent of the now famous Buffer article recently published entitled, We’ve Lost Nearly Half Our Social Referral Traffic in the Last 12 Months. You read that right – Buffer lost nearly 50% of their social traffic, year-over-year. How could this be? What’s happening out there in social land? The article opines that Mark Schaefer’s content shock concept is likely to blame.
The logic here seems reasonable and the idea behind content shock is simple enough – there are only so many people on the planet connected to the Internet and only so much content they can consume in a 24 hour period. While at the same time, the amount of content produced and published online is increasing at an incredible pace.
Mark points to various studies that show a 500% increase in the amount of information on the web from 2015 to 2020 in his latest book, “The Content Code”. This creates an inherent visibility and engagement problem for marketers producing content for web consumption…
We’ve Lost 17% of Our Social Traffic In The Last 12 Months, But…
