Because video drives shares on Facebook, we wanted to find out more about the types of videos that grab viewers’ attention. Facebook describes these compelling videos well.

They are Thumb-Stopping.

To identify common features of highly shared videos, we used the BuzzSumo Facebook Analyzer to look at 3000 videos with a high number of shares, likes, and comments. All of them were posted during the last 12 months.

BuzzSumo Facebook Analyzer

The average interactions–shares, likes, and comments– for these videos ranged from 228,723 to an astounding 8.4 million, with a median of 752,737.

One thing that surprised me in the data was that average and median shares were higher than average and median comments.

My hypothesis is that videos may be especially viral in nature…not so much something we comment on, but something we pass on to friends. This definitely needs more research. (I’d love to hear about your experiences with shares

It’s tempting to love our blog posts so much that we expect others to find and share them automatically. We produce blog posts and display them for the world to see, without thinking about the content amplification strategy . But how often are those posts seen? Your content is competing for attention with millions of others published every day.

Publishing quality content, even beautiful content, is not enough. You need to have an amplification strategy to ensure your content reaches your audience.

We recently asked Barry Feldman, consultant, copywriter, and author of The Road To Recognition, to deliver a lesson on amplification on a BuzzSumo webinar. Below I’ve set out the amplification strategies he shared, along with a series of questions from the marketers who attended the webinar and answers from Barry and Steve Rayson.

Key Takeaways

  • Content amplification is the process and practice of drawing attention to your

We gathered some industry experts for a half-day conference in London this spring, and our tickets and waiting list spots filled so quickly that we couldn’t even really market the event.

Here’s what we learned from Jason A. Miller, global content marketing leader at LinkedIn, and Lukasz Zelezny, Growth Hacker and SEO consultant, as well asDixon Jones of Majestic.

Here are our top 10 takeaways:

(You can see our summary of each speaker’s presentation below)

  1. Don’t be fooled by anyone who suggest links don’t matter. These virtual handshakes are as crucial in the digital world as an introduction to an influencer is in real life.
  2. The “fact” that goldfish have a longer attention span than humans is a myth! (I’m relieved about this–aren’t you?)
  3. Building links isn’t just about keywords and alt-tags…it requires content that is authoritative, valuable and novel.
  4. People shift their focus from topic to topic very

As you know, at BuzzSumo we love to dig into content marketing data to discover what types of articles perform best.  Most recently, we wanted to find out more about long-form LinkedIn Publishing. So we researched more than 228,000 posts published at, and an additional 136,000 articles published on other sites.

We shared the research with Content Marketing Institute. Read the full report here.

Here’s the cheat sheet version:

  • The number of long-form posts published on has grown substantially since all users were given publishing access in 2014. 80,000 articles were published in 2015; 130,000 in 2016; and if early indicators hold, 2017 will see 377,000 articles.
  • Shares of content published on nearly doubled from 2015 to 2016 — going from from 31 million to almost 73 million.
  • In 2016, LinkedIn surpassed Facebook and Twitter for social shares of B2B content in many areas, even when that

When it comes to finding and consuming marketing data effectively, a great tool is just half of the picture. That tool needs to be fully integrated into a system or process in order to provide maximum value to its user.

We wanted to help our clients quickly and fully integrate BuzzSumo into a process that scales to meet the needs of agencies handling content marketing for multiple clients and brands. To do this, we worked with Neal Schaffer, social media strategist, consultant and author. Neal is an instructor at Rutgers University in New Jersey and at the Irish Management Institute. He is also the founder of his own social media agency, PDCA Social.

Neal, a self-avowed BuzzSumo power user, outlined a 5 step process that we think will not only help social media agencies, but brands and PR firms to get up to speed quickly with BuzzSumo.

The steps are …

Recently we teamed up with Mari Smith to discuss our research into Facebook’s most engaging posts, and Mari’s top tips for your Facebook content strategy in 2017. There were many questions from the content marketers who attended the session, so we followed up with Mari to provide the best answers to the most important questions.

We’ve divided this treasure trove of resources into three corresponding sections:

Research into the Facebook posts that performed best this year (Infographic)

Mari’s recommendations for the year ahead

Answers to marketers’ questions about Facebook marketing

If you’d like to skip ahead, you’ll find Mari’s recommendations here, and the Q and A section here.

And, if you, like us, are a fan of Lee Odden’s advice to be the best answer to your customers’ questions, you might just want a list of the questions, so that you can provide in-depth posts about them.

We’ve added the

Adapt or fade out of the Facebook newsfeed.

Facebook analysis is critical in a world of ever-changing social algorithms. In 2016, Facebook announced a series of changes to its newsfeed algorithms. The tweaks were designed to emphasize content from friends and family, reduce clickbait, and deliver content each user would find informative.

They also sent a clear signal to content marketers: the path to organic reach is narrower than ever, and it depends on serving your audience content they will find engaging. Two of our favorite experts summarized this well:

“Study what content generates most shares and engagement (both on your own page + others in your niche), and focus on publishing that type of content.” Mari Smith


“More engagement means more visibility in Facebook’s news feed. Facebook’s algorithm is more likely to give more visibility to posts that resonate well, to audition it in front of more people.”

Nurturing an audience, like scaling a mountain, requires skill and commitment. Multi-part blog series, in-depth webinars, and e-books are all a part of the process, and they require you or your team to do most of the heavy labor. But, these labor intensive content pieces aren’t an end in themselves. The aim is an engaged audience. With content curation, someone else’s labor sparks the conversation for you.

Think of quality content curation as the sherpa of content marketing — it gets you closer to the goal, while keeping the attention focused on you.

Content curation can:

  • Help you establish yourself as a trusted source for quality information about your industry.
  • Give you the opportunity to interact with your audience more often.
  • Build your own list of possible blog topics, speeding up your writing by providing a ready list of ideas to choose from.
  • Make reporting on earned media mentions much

When professionals from all over the world gather to talk about their craft, they create a tremendous number of ideas for themselves and their colleagues. That’s exactly what happened this week at Content Marketing World, the annual conference presented by our friends at Content Marketing Institute.

Set in Cleveland, it wasn’t hard to believe that for these few days at least, Cleveland was, as Joe Pulizzi, has envisioned, “the Content Marketing capital of the world.”

Cleveland rocks with football

The Content Marketing World Speakers blew us away with the depth and breadth of their presentations. Their ideas ranged from futuristic, philosophic, and disruptive to classic, actionable, and bottom-line focused.

Here are our 30 top takeaways from our time at the conference, with special thanks to other attendees who answered our call for help in providing you with the best summary possible. 

  1. “Mediocre content will hurt your brand more than nothing at all.” Joe Pulizzi.

Our latest research shows that video is now the top performing format on Facebook. The team that is killing it with their Facebook video is BuzzFeed Tasty with an astounding average of over 470,000 interactions per video. In this post we will share 5 lessons we’ve learned by analyzing BuzzFeed Tasty. You can improve the performance of your Facebook videos by applying them now. 

Go straight to the lessons.

You can see the overall growth of video shares on Facebook here:


Other types of content, particularly links, have not fared as well–they are creating less referral traffic than they did a year ago.

To learn more about what types of videos resonate with the Facebook audience, we analyzed the top 500 recorded videos posted during April and May 2016, as well as the best performing videos from the pages whose videos got the highest average number of interactions.