Content amplification success really took off when the use of social media marketing began to proliferate. Now, anyone could — for free — promote their content on Facebook, Twitter, or YouTube simply by talking about it and pointing the reader back to their blog or website to learn more. And let’s not forget LinkedIn, Instagram, and Pinterest. LinkedIn has been a boon to business-to-business (B2B) marketers who can self-publish articles for free, promote their company and people to potential employees, and share their content with their followers.
Content amplification in the fields of beauty, fashion, food, and travel — to name a few — further proliferated with the advent of Instagram and Pinterest. Think of all the recipes you can find on Pinterest. Or the nature photographers you follow on Photo Restoration Service Instagram. Most all link back to someone who is trying to amplify related content. Like LinkedIn, Twitter has become more of a content amplification tool for businesses than business-to-consumer (B2C) marketers. In some ways, Twitter is like a modern-day outlet for press releases to amplify your content — only you’re more in control. Tweet out a message about your new product or service or latest blog post and link it back to your website. And who could forget YouTube? YouTube represented the birth of video marketing, AKA content amplification via video.
What started as goofy folks making funny videos evolved into a bonafide site where millions and millions of videos are hosted on every topic under the sun. Since then, social media channels, similar to blog posts, have evolved. We now live in the era of podcasting and voice-based social (e.g., Clubhouse, Discord), which both represent even more content amplification opportunities. Furthermore, we also now have “paid social” — paid ads on social media, such as Facebook ads, LinkedIn ads, and more. Most any social media platform you can think of takes paid ads, and if it doesn’t yet, it probably will soon.