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Chart of the week: How important is social media referral traffic?

Social media is held up to be a valuable if not the most important source of traffic through referrals. Apparently social media referral traffic is bigger than search traffic for online publishers. But is it really all that it’s cracked up to be, if your aim isn’t just diverting users to your site, but actually getting them to engage with your content?

Here is an overview based on data collected by Parse.ly that shows which users referred from which sources (if at all) engage the longest with any given content. Social media doesn’t fare well according to these findings: “Perhaps unsurprisingly, we learned that social referrals led to the fewest seconds of engaged time (57 seconds per post)”, Parse.ly concludes.

Reviewing social media referral traffic ()

Download the chart here

Source: Statista

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