In 2015 Shareaholic released statistics about the state of social media in that day’s market. According to the site, social media had grown to be the number one referral traffic source on the web, overtaking email campaigns and direct advertising. In all, it was driving 31.24% of overall traffic on its own.
During 2017, a controversial and aggressive year in online news and discussion, search overtook social media. But the social side is creeping back up, and it is clear that the importance of narrowing focus on social campaigns can’t be overstated.
The Big Problem with Social Media Referral Traffic
With the above stats in mind, let’s not try to hide the elephant in the room: Social media traffic doesn’t convert that well and for two obvious reasons:
Intent!!! This is the biggest one. Social media users are not there to buy: They are browsing pictures or talking to friends. Your offer distracts them rather than giving them what they wanted. Unlike search traffic where users are there to find what you are looking for, social media traffic isn’t matched to the users’ expectations
Attention span. Somewhat related to #1, social media traffic is mostly lurkers. They are in a hurry,… Read More