Interactive infographics and other forms of organic content are considerably more effective at boosting SEO than influencers, according to a new study shared with Mobile Marketer.
In-depth research covering more than 2,000 pieces of travel content found that influencer posts drive 152 social shares on average. This puts it way behind interactive content such as infographics and shoppable videos, which gain a sizeable 4,136 shares per post.
While the impact of influencers appears to be waning, the report noted that they still have a role to play in the marketing mix, and that they are best deployed as collaborative partners. Rather than looking to influencers to amplify the power of messages, they should instead be used to provide added value for viewers and customers.
Traditional organic content still pulls its weight in terms of driving engagement as non-influencer posts garnered 1,385 shares on average. While standard videos have emerged as a primary format for branded content in recent years, they were less shareable than written posts with an average of 1,222.
The latest study again feeds into the current trend of authentic and relevant content. Using influencers merely to provide backlinks can put off consumers who are now eager to read and watch meaningful content. Therefore, collaboration during the creative process is more likely to deliver content that resonates with end users.
Brands aiming to improve performance in search engine results in 2019 should focus on techniques such as site speed, mobile friendliness and keyword, title and heading optimisation.
