Social media: Creating contagious content

This paper aims to help publishers understand what makes content shareable and how to best optimise their output with the 'Contagious Content' framework.

Social media: Creating contagious content

James Burke and Euan Mackay Kantar Media

Introduction

Kantar Media Custom advises media clients on using research to fuel decisions. Increasingly our clients want to understand how to harness the power of social media to extend the reach of their content. We had noted the impressive diversity of content that is enjoyed in the social world, but were struck by the fact that the available social media metrics can only identify what is popular (volume of tweets, mentions, likes, etc), not why it is popular.

Despite a wealth of existing metrics helping...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands