I have read a lot about the efficiency of BuzzSumo content analyzer for viral content discoveries. Great content that generates lots of buzzes and viral effects on the internet.
There is no doubt a very useful tool for online content marketers and bloggers. Buzzsumo content analyzer is a great content analysis tool for quick and easy access to discover content that is loved and shared most by readers.
Discovering most shared content is just one of the many uses of Buzzsumo. You could also use Buzzsumo to analyze the backlinks profile of a web page. With the pro version, you can use it for influencer marketing too.
There is so much to use Buzzsumo for than just great content discoveries. You can also use Buzzsumo for SEO purposes rather than social share count. And in my opinion, Buzzsumofor SEO is much a better use and reliable tool.
But in this article, I only want to discuss its uses for discovering the most shared pieces of information. And using that as a yardstick for finding popular blog topics.
In my recent findings, I discover some facts that may render the social shares counts provided by the BuzzSumo content analyzer not enough information to rely on if the social share counts are your basis of judging the viral effect of content.
My Findings, Arguments, and Facts.
After reading a lot about BuzzSumo from different authority blogs on several occasions, I decided to try it out for my next blog post. Through keyword research, I already know what I want to write about. But need inspiration from what other publishers might have written on the subject in the past.
So I type in my focus keyword – Studioress themes – BuzzSumo content analyzer returns a couple of relevant results and to my surprise…my article was among the returned results.
This marks the beginning of my doubt about Buzzsumo content discovery tools based on the number of social shares count a post gets across the internet.
Since one of the content Buzzsumo return was written and published by me on this blog. I believe I can confidently say a lot about it and break it down for you in simple detail.
Buzzsumo Shared Counts -- A Case Study
So, here we go.
I wrote this content sometimes ago…to be precise on August 19 of this year (2014). The purpose of writing the post was to promote affiliate products – StudioPress child themes. So I tried as much as possible to get it across too many people I could possibly reach and beyond.
The image below was the result BuzzSumo return that contains a post URL from this blog.
I used sites like Justretweet to get many content marketers and bloggers to help re-tweet to their followers.
But I didn’t stop there.
So I take it out and shared this content across “hundreds” of Facebook groups I belong to. For two consecutive days, I did this.
I also used Facebook paid ads to get the post out to as many as possible. And from this Facebook paid ads promotion, the post received dozens of likes from fans who didn’t even visit the blog to read what the content is all about.
For a reason best known to these fans, they’re just clicking on the likes button without even bordered what the information is all about. A waste on my money, cause I didn’t advertise for likes but visit.
So I know first hand that, that particular post didn’t get “readers generated shares” but my “marketing-generated shares” across these social platforms.
There is a very BIG difference between readers sharing your content across social media sites after reading it to their followers. And “you”, the author promoting your content across multiple social media channels in whatever way you can.
The awful side of this is…..
As you’re pasting your post URL to each group you belong to on Facebook. Clicking the “post” button on the Facebook group’s floor, it generates likes back on that particular post on your blog and adds up to the number of total post likes.
If you doubt this fact, log in to your Facebook “personal account” – not your Facebook fan page account.
Then pick a post URL on your blog, start posting on the group’s floor to see yourself. But before that, make sure to note down the amount of Facebook likes that the post already had. So you could know when it adds up the number of likes as you do this.
Taking it Beyond…
You may say this is on a very small-scale and not applicable to big brands that got most of their shares from real blog users.
But with the rise of a site like social link mart where an advertiser can easily buy likes, shares, retweet, and even G+ shares, etc. From publishers who are ready to sell these likes for a small amount of fee depending on their kred scores.
It is very likely and possible that the numbers you see on these content are being manipulated. Or not even very close to what you see on them.
This is because most of these social shares are marketers generated. They are not readers generated shares. Most readers didn’t even visit or read the content before sharing across multiple social media platforms.
With sites like Justretweet, you can easily get hundreds of retweet and G+ shares on your content. You can buy credit shares or if you already have enough credits in your account.
I’m not saying these figures on Buzzsumo is not to be taken as a signal to determine the viral effect of content.
But caution has to be taking and other metrics such as backlinks to the particular content given more priority. Reader’s reactions – comments, usefulness, etc. These should be considered first ahead of social share count.
Of course, you have to read the content yourself. All these and more should be other important metrics to watch out for.
Buzzsumo is a great content discovery tool, no one can doubt this fact. An indispensable content analysis tool.
But with all things internet marketing tools. It has its own flaws too and maybe this is just one of the flaws of Buzzsumo content analyzer.
What has been your experience so far using BuzzSumo for discovering content topics that have done quite well in the past? I’ll like to hear your very side on this issue in the comment box below.