New Research: What’s Really Happening with Search, Dark Social, and AI

Key Takeaways

Increased focus on social video: Media companies are finding new opportunities through social video platforms. 2025 is projected to be a pivotal year for social video.
Global audience insights: The reports highlight audience behavior trends, revealing shifts in engagement across different platforms during 2025 and 2026.
Referral sources: Research indicates that a specific traffic source is responsible for driving 40% of pageviews for many media companies, emphasizing the need to optimize for visibility.
KPIs for optimizing conversion rates: Essential engagement KPIs have been identified to guide companies in enhancing their conversion strategies.
Traffic, engagement, and device trends: An analysis spanning several years provides insight into how device types and engagement levels have changed, helping inform future content strategies.

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Summary

This research emphasizes the evolving landscape of audience engagement, particularly through the lens of social video and data-driven insights on traffic and conversion strategies.