Curation is on the rise, according to a recent Pew study. But not only is curation a growing trend, thanks to sites like Tumblr and Pinterest, but so is original content. Of course, content is loosely defined. Pew found that 46 percent of adult Internet users post the photos and videos they themselves have created. It also found that 41 percent of adult Internet users curate the content they find.
Some other interesting stats about these social platforms: 12 percent use Pinterest; 12 percent use Instagram; 5 percent use Tumblr; 16 percent use Twitter; 20 percent use LinkedIn; 60 percent use Facebook.
These platforms are breeding grounds for both content creators and curators: 56 percent do at least one; 32 percent do both.
Another interesting tidbit: the creators are in the younger, 18-29 subset, and many of them live on the social platforms. LinkedIn, not surprisingly, skews older.
Based off of this study, marketers may want to start creating content that is not only easily shared via each platforms sharing mechanism, but content that speaks to the growth of curation: better creative with photos and videos that people can reblog, repost, repin and retweet.
More in Media
BuzzFeed’s sale of First We Feast seen as a ‘good sign’ for the M&A media market
Investor analysts are describing BuzzFeed’s sale of First We Feast for $82.5 million as a good sign for the media M&A market — which itself is an indication of how ugly that market had become.
Media Briefing: Efforts to diversify workforces stall for some publishers
A third of the nine publishers that have released workforce demographic reports in the past year haven’t moved the needle on the overall diversity of their companies, according to the annual reports that are tracked by Digiday.
Creators are left wanting more from Spotify’s push to video
The streaming service will have to step up certain features in order to shift people toward video podcasts on its app.