Any growth folks have experience with sharing in-product content to different social networks? Looking for advice on how you built - did you use native OS share sheet or build your own? What platforms performed best for your type of content? Which platforms provided the best analytics? How did you attribute acquisition based how content was shared? Currently thinking about this in the context of sharing Cameo videos. Thinking about platforms from a strategic perspective in three buckets:
- Messaging - share via text, Facebook messenger, Whatsapp, telegram, etc. Meant for sharing 1:1 or with small groups. This will link back to Cameo app.
- Feed-based social networks: share to Facebook, twitter, reddit. Meant for broadcasting. Track off platform views using open graph tags and provide a link to attribute acquisition back to each social network
- Video-native social networks: share to Instagram, Tiktok, snapchat. Meant for broadcasting. Very hard to attribute. Rely on heavy branding on videos to drive acquisition.
I recently launched a tool with a core feature being sharing video content. We needed to be able to do this from two perspectives – that as a creator “hey i just published this” and that as a consumer “hey i just watched this” so the tl;dr with your questions:
Did you use native OS share sheet or build your own?
Both. Different use cases and research for both the creator and consumer showed us the want / need for both depending on what type of content (we have about 4 different types and growing, all photo/video based) and when (as in where they are in the app).
What platforms performed best for your type of content?
Instagram has been the main focus for this app. The creators/coaches are all highly influential fitness trainers (~300-500k followers) - all with swipe up capabilities. Their shares are branded with dynamic link to each piece of content. We had to map out lots of flows for what happens from this swipe up moment for a user.
For a consumer, we have also created branded content (a personalized overlay) for them to share directly to stories. We even use the native keyboard clipboard to store the influencer’s name for quick tagging – simulating copy/paste!
We’ve just started to dive into share to tiktok both ways.
Which platforms provided the best analytics?
I wish I had a better answer here - we have had to get pretty creative and crafty with our analytics, particularly because creator compensation is tied back to content shares & engagement.
How did you attribute acquisition based how content was shared?
We use Firebase dynamic links for content shares and tracking acquisition – We have created very robust funnels to track events and conversions. We also leverage in-app messaging and push notifications as part of these funnels.
It’s something I’ve been spending a lot of time on this year!
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