The types of content that people share may be driven more by ego than anything else, finds 33Acrossin a newly released study. Examining 450 of its largest publishers across 24 content categories, 33Across found that topics with high share rates often have low clickback (link clicks/shares) rates, meaning that a significant proportion of readers share these links, but few people read them. The researchers found that these content types generally were “esoteric,” suggesting that the intent of sharing revolves more around “personal branding” (ego?) than practicality.
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