Social media sharing buttons. Like. Tweet. Pin. We’ve all seen them, we’ve all used them and we’ve all been annoyed by them. In this article, I want to show you why having fewer of them on your blog can actually help you get more traffic and more shares.
The basic premise is that readers will be more inclined to share your content if given only a few choices to choose from. This in turn will translate into a higher number of shares among a smaller number of social platforms, which will raise the likelihood of that content being promoted or even going viral on any one network.
For example, one of the factors that goes into the ranking algorithm behind Facebook posts is the number of likes associated with that content. More shares equals more value in Facebook’s eyes, so they give a higher weight to those items in the news feed.
So if you’re looking to get more traffic from Facebook, you need to get likes and lots of them. Let’s assume you already have the Facebook “like button” installed on your blog, but nobody seems to be clicking on it. What’s the problem? It could be the fact that you have ten other buttons staring at your visitors, each equally vying for their attention.
This situation happens all the time. I was guilty of it for a long time, thinking that the more options I provide to my readers, the happier they’ll be. The opposite is true. Barry Schwartz explains this very well, in his book (which I highly recommend) titled The Paradox of Choice. The paradox he’s talking about is the argument that when given more choices, decisions become more difficult and might even lead us to take no action at all.
Sure, you might get ten shares on Twitter, one on Tumblr, two on StumbleUpon and one on Pinterest, but with such a diversified array of shares, you’ll never have your content get that extra boost it needs on any individual network. Those few shares on Tumblr, StumbleUpon and Pinterest (or wherever) would have been put to much better use on one or two single networks in order to build traction.
So, what is the ideal number of social sharing buttons to strive for? That’s really up to you and your particular audience. A general rule that I like to stick to is to never display more than five different social sharing buttons.
The only three that I would could as absolutely essential for any blog to include are the Facebook like button, Twitter tweet button, and Google +1 button. The others should be based on your particular audience.
On this blog, I chose to include a LinkedIn share button, because my ideal audience consists of marketing professionals who are likely to be using that service. I also included a Buffer button, which many folks outside of the social media marketing and search engine optimization field probably don’t even know about. However, since Buffer is popular in this field, I’ve included it and have seen it used frequently.
On that point, let me remind you that you’re never going to get this formula correct on the first try. You need to test various buttons, see what works and adjust it accordingly. For instance, if I wasn’t getting a fair amount of shares from my Buffer button, I’d simply remove it. There’s no need to waste space with useless features if they aren’t appropriate for your unique audience.
So, in closing I hope you get my point that you need to take a very individualized approach when it comes to deciding on which social sharing buttons to display. The only absolute rule is that you should be careful not to overdo it, since more does not mean better in this case.
If you found this post useful (and since you have social sharing buttons on your mind) please give it a “like” or a “tweet” and share it with the world. I’d greatly appreciate it!