“Now witness the firepower of this fully ARMED and OPERATIONAL battle station!”
Buffer describes their new app, Daily, as “Tinder for content sharing.” It’s an intriguing concept. Can you take the simplistic controls of a social hookup app and apply them to content discovery and curation?
The answer, it turns out, is yes. You can do that. And, with Buffer’s usual polish, you can do that really, really well.
Here’s our experience having one of our Mention Blog posts recently featured on Daily. Or as we like to put it: here’s what happened when Buffer unleashed their fully functional “Death Star for content sharing” on us — and totally blew us away.
That’s no moon…
On the surface, Daily seems like a super simple idea. Swipe through a Tinder-like feed of articles, blog posts, inspirational quotes, and long-form content to either directly add them to your Buffer queue or send them straight into the sarlacc pit of rejected content.
But your eyes can deceive you on this one. There’s a lot going on with Daily when you consider the amplification effect an app of its kind can have. Almost every post they feature includes the Twitter handle of the original author. That means every time someone swipes right in Daily, the author gets a direct mention.
Add in the ability to send posts to Pocket and Instapaper, and mix that with Buffer’s primary focus on smart-scheduling content, and you have a great recipe for long tail sharing.
Not only do you get an initial (huge) boost of social activity, you also get the 2nd and 3rd waves of friends (and friends of friends) retweeting.
Boom! Content sharing !
Here’s what the effect looks like. On July 31st, we published a guest post — 6 Tips for Making Your Customers Feel Awesome (and Why It Matters) — by Alice Default, Head of Marketing at Front.
The post was doing well, but obviously by the 2nd of August, we’d reached the peak of our own audience.
Then something crazy happened. On Sunday the 3rd, we started getting a ton of mentions from the article. It didn’t take us long to figure out where they were coming from (almost all of them had Buffer’s characteristic buff.ly link shortening going on).
I had a hunch it was Daily. So I fired up the app, and sure enough, after a few swipes through other content, there was our guest post.
Because Mention tracks keywords in URLs (even if they’re parsed through a link shortener first), we also saw the huge increase in our Statistics & Exports section as well.
Compared to the previous month, the 3rd of August saw a total increase of 127% in references to Mention as a keyword — all because of the Daily feature.
— Mention (@Mention) August 4, 2014
One week out and the effect has continued to show itself with a net increase of about 78% compared to July.
Perhaps one of the most encouraging signs of Daily’s powerful amplification effect has been the amount of influencers, as well as what we can only call our “startup BFFs,” that have subsequently gone on to share the post.
— KISSmetrics.com (@KISSmetrics) August 5, 2014
— GrowthHackers (@GrowthHackers_) August 8, 2014
— CloudPeeps (@cloudpeeps) August 7, 2014
KISSmetrics, GrowthHackers, CloudPeeps — they all shared the post, and, from the looks of it, irrespective of the Daily app. Because of the sheer amount of people who’d shared the post through Daily (all at varied times thanks to the randomizing effect of Buffer’s scheduling tools), there appears to be a genuine sense of increased engagement. Instead of a tons of tweets all at once, there’s more of a sprinkling effect that emphasises (or approximates) sustained interest amongst an audience.
The Force is strong with this one…
Daily raises some interesting questions about the merits of “sharing for sharing’s sake” — the posting of a piece of content based solely on a title and image preview. (We’re curious to know how many people actually click the “Read this post” button before swiping right.)
In the end, the answer may be to consider Daily’s impact on traffic. That is, if the posting of a link through Daily actively leads to a large amount of click-throughs to the content in question.
“6 Tips for Making Your Customers Feel Awesome (and Why It Matters)” is currently our most popular post according to WordPress (based on the amount of tweets, perhaps). Taking a look at the number of visits in Google Analytics from July 31st (when we originally published the article) to August 11th (at the time of writing this post), it actually comes in second to our most organically successful article: “The 5 Best Front-End Developer Tools.”
But being our second most trafficked post with over a thousand views is nothing to scoff at. Especially when you see the other numbers in the top 5. Daily drove a significant amount of sustained traffic, demonstrating a rare combination of both a giant boom (on a Sunday no less) and a long trail of follow up traffic that continued for several days.
In the long run, perhaps it’s less helpful to think of Daily as the Death Star of content sharing that we thought. Maybe it’s more like The Force (and we ‘ain’t talking Midi-chlorians here). A mysterious and benevolent new force to be reckoned with when it comes to content sharing and distribution online.
What do you think? Have you tried Daily? Let us know in the comments below!
For more content shares, download our free checklist:
Subscribe to Marketing + Monitoring Weekly
Get hot blog posts, insanely useful resources, and funny gifs every Friday.