If Mark Zuckerberg needed any more proof that the new place to share things with your social network is chat apps, not fusty old social networks like Facebook and Twitter, Buzzfeed is providing it. Buzzfeed told Re/code that when they dropped a 'share to WhatsApp' button on their stories, the number of shares via WhatsApp rapidly exceeded the number of shares via Twitter.
This is important for two reasons: First, in as much as what we share is who we are on social media, it means that chat apps are, increasingly, how we are defining ourselves in relation to our social network. Second, it shows that the shift to private sharing-what Farhad Manjoo called 'ephemeral' media (paywall), also embodied by Snapchat-is in full swing.
It also shows that publishers would do well to make sharing as easy as possible for visitors on mobile devices. A one-click way to share articles might not matter much for users on PCs, but on a mobile device, any way to reduce friction is going to increase the number of times something is shared.
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