Which blog posts get shared the most? Everyone wants to know. So when I read that “longer articles tend to be shared far more often,” according to an article cited by “Content Marketing: Dance Like Nobody’s Looking,” I shared that quote on Facebook. I was delighted when Angelique Geehan responded with the thoughtful reply you’ll find below.
By the way, I think of this post as an example of the serendipity of Facebook. I would never have met Angelique without Facebook, where she followed her boss in becoming a fan of the Investment Writing Facebook page. We’ve had some great online exchanges since then.
Do longer articles really get shared more often?
by Angelique Geehan
I saw “longer articles tend to be shared far more often” and my immediate inner “Huh?!?” made it clear I had better stop and reconsider what I’ve been harping on my coworkers about.
I’ve been telling them to write shorter articles and posts. I’ve told them people don’t have time for long pieces regularly (which may still be true). I’ve forwarded them links to articles about getting mileage out of topics that require longer explanations by using the blog equivalent of chapters.
So the question you posed, Susan, about whether that takeaway agreed with my experience, was a reality check.
It didn’t take long for me to reflect and realize that I do tend to both “like” and share more longer articles than shorter ones. I do so when they are particularly meaningful on a personal level — when I perceive they might add to the discourse on their topic, either in ways I have not encountered before or in ways I think are so fundamental that (1) I would like my friends to read it so they can understand me better, or (2) we can continue the discussions in person when we do meet.
That said, it can take me a very long time to get to these longer articles. Some of them I open in a tab or send to myself in an email to read when I can spare the time. In contrast, I read and possibly “like” shorter pieces right away. And I know I read more short pieces than long ones, mostly through my RSS feed, Facebook shares, and email subscriptions. Often, the short pieces are what I’ll email to friends who are not active on social media or post links to directly into Facebook groups where the topic comes up. I’m also more likely to comment on a shorter post, because I might have a few thoughts or contributions in response, instead of a zillion to mull over and take with me for a week and into conversations. And I will have had time to comment before other tasks call.
For me, it isn’t as much about pure length as it is about how complete a piece is. Posts that are topic-based “101s” or introductions to something must usually be longer than newsy or single-point posts, but they can be the most useful to me for sharing. If I do manage to read a longer, atmospheric piece, one that has snared me from the beginning and kept me hooked … well … it has obviously made an impact and earned some of my loyalty. From there, the “share” is a natural consequence: something meaningful has an impact on me, and I want my friends to experience it, too.
Besides, using that button’s faster than taking scissors to newspaper, addressing and stamping an envelope, and waiting for delivery. And it goes to a few hundred folks without my ever having to go near a copy machine.
Angelique Geehan is a Managing Director for Index Strategy Advisors, Inc. (ISA), a Houston-based Registered Investment Advisor that specializes in optimizing a range of investors’ portfolios using exchange-traded funds. She hopes one day to slay an elusive but persistent writer’s block that has been her poor excuse for not posting for ISA’s blog for a few (erm, ahem) weeks.