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11
What Type of Content Do You Share?
Users prefer to share content that is either funny or informational, and
say that funny content garners the most amount of attention from
fans and followers.
35%
Share entertaining content
38%
Share informational content

11
What Type of Content Do You Share?
Users prefer to share content that is either funny or informational, and
say that funny content garners the most amount of attention from
fans and followers.
35%
Share entertaining content
38%
Share informational content

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Editor's Notes

  • Companies and content producers have an opportunity to get their message across to even more people.

    Focus on producing HIGH QUALITY content that helps address an issue or cause the public is passionate about that is both informational and humorous—“edutainment” is the sweet spot.

    When thinking about the audience, focus less on attracting media attention and more on the everyday person. The content source, individual company, or brand isn’t as important, but where they can find content is.

    One size does not fit all: Strategies for targeting emerging markets should differ from mature markets. Content for emerging markets should focus on entertainment or humor, while content in mature markets should focus on helpful information. Social media users in emerging markets report that they are overwhelmed with ads. To get noticed, these markets need to produce high quality content.
  • Social media is a part of everyday life. Almost half of the respondents with social media profiles report being active sharers of content on social media.

    KEY TAKEAWAY: Companies and content producers have an opportunity to get their message across
    to even more people.
  • Mini-trend of emerging markets (China, Brazil, Mexico, Turkey) being the biggest sharers.
  • MINI TREND: Both the most active and least active users are in Asia: four in ten (41%) in Hong Kong say they ALWAYS share interesting content online, while half in Japan say they NEVER share content.
  • Active sharers are twice as likely to cite feeling cool as the main reason for sharing content (11% versus 5% for non-active sharers). They share when content is newsworthy and informative, and prefer that content from organizations they follow on social media is candid.
  • Also, one size does not fit all: Strategies for targeting emerging markets should be different from mature markets.
    Content for emerging markets should focus on entertainment or humor, while content in mature markets should focus on helpful information.
  • Even though social media users say that funny posts result in the most engagement from their fans and followers, they are equally likely to share informational content even though it doesn’t get as big of a reaction.
  • Summary slide.
  • About half of social media users (53 percent) find offensive content off-putting, and less than one in five have a negative reaction to ads.
    • Hong Kong, USA, and Korea react most negatively to ads, with over a quarter of users in each country saying that ads are the most off-putting type of content they see.
    Offensive content is less off-putting in the Asian countries surveyed, compared to their European counterparts (48 percent versus
    percent). A similar trend is seen in emerging markets versus mature markets: Six in ten (61 percent) respondents in mature markets say offensive content is the most off-putting, compared to less than half (46 percent) in emerging markets.
    Surprisingly, few cite the volume of content as the most off-putting, indicating that the amount of content is not a deal breaker.


  • In general, ad quality is rated as at least good by a majority of users, and a little over half say they read or watch these ads at least half the time. American and Japanese users are most likely to give a lower rating on the quality of branded content and also least likely to watch such content.
  • Japanese, Mexican, and Korean social media users tend to care the most about brand association, with about a quarter citing this as the primary reason for liking or following organizations. About three in ten Japanese and Polish users say their main reason is to give feedback.
  • Coke is regularly named as producing great content, part of their “liquid and linked” ambition and focus on content strategy.
    In the US the main brands are actually publishers and brands appear less prominently.
    Surprisingly some of the big names in content creation – Red Bull and GoPro – don’t appear as much as we would have expected.
  • In Asia there’s a high prominence of national companies appearing in the list i.e. SoftBank for Japan and Samsung for Korea. Could be because those companies have a higher profile in that market or could be because there is genuinely stronger content produced for their home country.
    Tech brands featuring prominently here: Sony, Panasonic, Samsung, Sina, Taobao, Tudou, Google, YouTube.
  • Less publishers and traditional media companies appear in Asia and Europe than they did in the Americas.
    Again, national brands appear strongly.
  • Companies and content producers have an opportunity to get their message across to even more people.

    Focus on producing HIGH QUALITY content that helps address an issue or cause the public is passionate about that is both informational and humorous—“edutainment” is the sweet spot.

    When thinking about the audience, focus less on attracting media attention and more on the everyday person. The content source, individual company, or brand isn’t as important, but where they can find content is.

    One size does not fit all: Strategies for targeting emerging markets should differ from mature markets. Content for emerging markets should focus on entertainment or humor, while content in mature markets should focus on helpful information. Social media users in emerging markets report that they are overwhelmed with ads. To get noticed, these markets need to produce high quality content.

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