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Buffer, the social media scheduling platform, lost almost half of their referral traffic in the past 12 months. The article, written by Kevan Lee, dissects the team's hypotheses on why this has occurred. Also, Kevan speaks on what this means for the future of social marketing and what experiments the Buffer team are running.

  • LS

    Logan Stoneman

    almost 4 years ago #

    This article is true to Buffer's transparency and open-centered values, and I'm glad their team can share their social loss with us.

    I continued to the bottom of the post to read the readers' comments and found some respond with solutions like "create scarier headlines" and "make simple shareable listicles". These types of responses are common, and I believe if Buffer took that action, they'd only lose more traffic.

    IMO, the problem with content is that they is too much low-hanging fruit content. Readers leave and refuse to share if the quality is low, and the content is not well-written and thought-out. Each article should be so good it HAS to be shared. Posting just to post usually results in lower overall traffic.

    To stand out, Buffer needs to focus on delivering high shareable quality (paired with good design, creative headlines, and honesty) and not stoop to "quick" traffic tactics.

    Posts like this, by Kevan, are a great start.

  • RT

    Roman Temkin

    almost 4 years ago #

    TBH I felt this was more of a PR move from buffer than an honest case study on social traffic.

  • JL

    Jice Lavocat

    almost 4 years ago #

    I'm not sure this post could be considered related to (positive) growth :-)

    • AA

      Anuj Adhiya

      almost 4 years ago #

      I disagree with this statement.
      If anything, it's about figuring out (positive) growth given the reality that confronts Buffer.

    • LS

      Logan Stoneman

      almost 4 years ago #

      I have to agree with @AnujAdhiya here. Positive growth often comes with accepting what you are currently doing is not working, admitting the loss, and testing new ideas.

  • SA

    Suzan Abdurrahman

    almost 4 years ago #

    Thanks Logan for sharing. I know if anyone can figure out the solution to this matter it's the folks at Buffer.

    Although this doesn't help with their social referral traffic I recommend making hyperlinks to other pages open to a new window.

    As for referral traffic, I recommend that they make the social share images and text more aesthetic and concise. Even in this article to the image is blah.

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