Zero-Click Content: What It Is And Why You Should Be Using It

Finding ways to drive traffic and increase engagement is an uphill battle, especially with algorithms and audience preferences constantly changing. While adding links used to be the way to share information, people have gotten hesitant to leave the site they are on. Zero-click content helps you share information, without hurting your discoverability or losing your audience’s attention.

What Is Zero-Click Content?

Zero-click content is content that provides information to users, without them having to leave a platform. Zero-click platforms can be lists, threads, carousel slides, videos, or anything else that gives your audience useful information without them needing to follow a link to get more information.

Why Use Zero-Click Content?

One of the biggest reasons to use zero-click content is simply because the algorithms like it better. Platforms like to keep users on their own platform, rather than referring them to external sites. Because of this, they are more likely to promote your posts if they are zero-click, leaving users on their site.

Aside from platforms favoring zero-click content, users tend to prefer it as well. While it is not impossible to get your audience to click external links, it makes for easier scrolling when they can stay on their current platform. This makes them less likely to exit out before they view your content. With external links, they are more likely to get click-bait titles that don’t deliver or have to go searching for the content they want. Providing zero-click content encourages them to stick around and see what you have to say!

Zero-click content helps lean into the growing shift towards “dark social”. Dark social refers to content that is sent through private channels such as email, direct messages, or direct copying, making it hard to track. Having zero-click content makes it easy for users to share this content, and while you might not be able to track it, you will be growing your audience! Having zero-click content with dark social also helps your content from being flagged as suspicious.

How To Create Effective Zero-Click Content:

One of the most important things to remember about zero-click content is that it needs to have standalone value. This means that you need to get to the point by the end of the post. For example, say you’re scrolling though Instagram and you see a video promoting a recipe that looks tasty to you. You watch a rushed version of it, waiting for the ingredients and instructions only to see “visit my website for the full recipe”. You might go searching for the recipe, or you might keep on scrolling. However, if you see the same recipe with the directions listed in the caption and on the screen and the creator makes the recipe, you are more likely to save it for later or share it with a friend. Although this doesn’t seem like a big difference, it can seriously boost your engagement rates and followers.

Zero-click content doesn’t need to be lengthy. In fact, it tends to do better when it is quick and direct. Although you might have a lot to say on the topic, try to narrow the information down to the most important pieces. You are more likely to keep your audience’s attention if you create a 2 minute video, rather than a 10 minute one filled with facts that aren’t necessarily useful to them. The shorter you can make your content, the better!

While you don’t need to make all of your content zero-click, it is a good idea to start creating more zero-click content. Add your call-to-action, create engaging content, and experiment to see what works best for you. By growing your audience and providing them with the type of content they are looking for, they will start to seek you out and become loyal customers.