Unlock your content

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We discuss how Rock Content’s Ion platform provided a completely new experience for readers of this year’s report. Leveraging the new interactive format, the user could navigate through highlighted trends such as ROI, social commerce and customer experience, with videos, case studies and quizzes inviting them to interact with the content.

The experience included an open ebook that users could download, but Hootsuite also invested in creating more in-depth gated content — like webinars, whitepapers, and playbooks — with advice on how marketers can succeed with each of the trends featured in Social Trends . That interaction was where Hootsuite got its downloads (and qualified leads!). The experience was a balanced mix of unlocked and locked content.

You might think: “If I explain every trend and make content available without restrictions, I won’t generate any sales opportunities .” Hootsuite’s experience has shown that this is a clear marketing myth.

The shift to an interactive experience ultimately brazil phone number list led to greater engagement, as consumers had easier access to information, including much of the information available online, rather than through mass file downloads.

Speaking of general numbers: unique traffic visiting these pages increased by 34%, as well as the time spent on said page (up 119%), while the number of downloads grew by more than 30% .

I'll go into further detail to explain the strategy behind this.


Hootsuite began its efforts with the Social Media Trends report seven years ago, when marketing technology and customer behavior were slightly different than they are today.

Consumer preferences are always changing, and so are the tools that measure how well marketers can reach customers and encourage them to take action.

When the Social Media Trends report was first released, the average Hootsuite user may have had more time to consume content and, more importantly, more patience.