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Written by: Samantha Russell
Clicking can be an addictive habit, whether scrolling through social media or browsing blogs for information. People are always searching for something that can either entertain or inform them. The problem is that people must click links to new websites or open articles in apps when browsing sites. Which can be a major hassle, but what if there was a solution to this issue? Believe it or not, there is, and it’s called zero-click content. Read on to find out what zero-click content is, how it helps, what made it famous, and more.
What is Zero-Click Content?
Zero-click content provides valuable information and knowledge to users without having to leave a platform. It’s made to be a one-shop stop for those posting things online. For example, if you’re on LinkedIn, you put all the vital information into one post instead of linking to a blog. That way, people stay on that platform and don’t need to click to get that content or information (zero-click content). The person who introduced this term, Amanda Natividad, stated that zero-click content is made to beat the platform as their own game. Since half of Google searches end without a click, social media platforms ding you for linking out.
Why is Zero-Click Content Popular?
There are many reasons for zero-click content to be popular with advisors, but one of the big ones concerns a beneficial Google search function: Featured Snippets. Featured snippets are search results selected as the most related/helpful to your query. They appear as a box under the search bar and tend to have highlighted text, images, or videos that Google deems proper for your search. They’re great for SEO, and zero-click content is a big assistor in getting content in that featured snippet.
Zero-click content is also popular because it’s easier to create content for. You don’t need to go to another site and make a blog, edit it, and then finally publish it just to have to share the link. Advisors can write, edit, and share the content directly on one platform. It’s an excellent way for advisors to produce simple and informative content efficiently and effectively.
What Benefits Does Zero-Click Content Provide?
Next, it’s essential to take note of the benefits that zero-click content can provide. Without benefits, there wouldn’t be much difference between doing zero-click content and your regular blogs/posts. Here are some of the benefits of zero-click content brings:
- Social media algorithms love zero-click content (it keeps users on their site)
- Eliminates clickbait, which readers appreciate
- Provides a guaranteed value
- Gives more content in less time with a great satisfaction rate
- Helps build social brand
These are just some of the benefits that zero-click content can provide. Helping you to build your social media brand, provide valuable content, and eliminate clickbait is a great way to build your brand and attract new followers.
5 Tips to Create Zero-Click Content Strategy
Now that you know what zero-click content is and how it can benefit advisors, you could use some help. Here are X tips to help you create, adjust, and share zero-click content.
1. Use Eye-Catching Headlines
The first step to creating successful zero-click content is getting internet users to stop scrolling and take a look. The best way to do this is by creating eye-catching headlines that stop scrollers. For example, if you post about an important industry event or update, title it in a way that creates intrigue and urgency. Something like “Current Events Could Change the Way You Advise!” Something that catches the eye and makes you want to stop and read. Don’t go overboard and head into clickbait territory, as that can hurt your credibility and reputation. Below, you’ll see a Twitter/X thread created by Samantha Russell, which uses an effective headline to draw attention and add credibility to the information that follows.
2. Provide Valuable Information
The next tip is to ensure that the information you provide is valuable to those reading it. That doesn’t just include making the information relevant but presenting it in a way that’s effective and efficient. For example, this post by Money Maven’s Nicole Burdick does a great job of sharing important information by using a bulleted list and eliminating any unnecessary copy.
3. Avoid Using Links
Most social media platforms want to keep users on their platforms. This is one of the main reasons for zero-click content and why it should not contain links to other resources. Silvia Manent of Manent Capital does a great job showcasing zero-click content on her Instagram. Sharing an image that highlights her message and then creating a caption that goes further into the topic.
4. Include a CTA on Each Post
Lastly, as an advisor, you work hard to create content that will benefit your followers. But why not make the post benefit you as well? When wrapping up your zero-click content creation, include a CTA (Call-to-action). This CTA can relate to your business or instigate conversation for engagement. The main idea is to provide some way to continue interacting and engaging. It’s a great way to help build brand awareness, attract prospects, and improve your online presence. Michael Murray of Peabody Wealth Advisors does an excellent job of this on LinkedIn, posting and sharing the important parts of each bullet point while closing out the post with a CTA that initiates a conversation.
5. Consider Your Chosen Platforms
Next, when creating content requiring zero clicks, you want to ensure you have enough content to support your message. For example, if you’re writing about certain industry statistics, it helps to have images or videos that support your information. It’s much like providing a source without linking to websites or blogs. Some zero-click content is just video or images, so keep that in mind when deciding what type of content you want to post.
Twitter/X
For Twitter/X, it’s best to post by creating a thread. Threads allow users to go beyond character limits by linking together multiple tweets. Twitter/X also allows for easy sharing of videos and images.
Next, Facebook is one of the easiest platforms to post zero-click content because of how big it allows its posts to be. Unlike Twitter/X, the character limit is an astonishing 63 thousand, so feel free to let your inner writer out. Facebook also allows for lengthy videos and high-quality images to be shared.
Next is Instagram, which is much different from other social media platforms. Unlike the other platforms, Instagram isn’t much for text, as the site’s main draw is images and videos. Instead of posting lengthy paragraphs, share videos and images that keep viewers’ attention and provide them with valuable information.
Lastly, we have LinkedIn, another great platform to share informative mini-blogs. Like Facebook, LinkedIn allows for relatively long, lengthened posts where individuals can share information, images, and videos to highlight their points. Feel free to type up a storm and share your knowledge on a topic using LinkedIn.
Wrap Up
Zero-click content is a great way to bring in new followers and grow your brand. It gives people content to use while keeping them on the platform, helping your SEO and credibility. Use our five tips to ensure you get the most out of your zero-click content. Now get out there and make sure you don’t need to click.