The redesign of StumbleUpon: the impact for advertisers and consumers
With StumbleUpon launching its re-vamped sharing portal this week, the conversation around sharing and content discovery is reignited. The portal is now more closely aligned in look and connectivity with other properties like Pinterest and showcases features that ensure the interests of the users’ community are pooled with friends.
Collective connectivity and the idea of multi-share content is appealing to all content producers but what makes users want to share / like / comment and why has StumbleUpon taken this step now?
Firstly, there is a great deal of debate within the social advertising community about what makes content shareable and how we enable producers to create content consumers want to discover and share.
The good news for StumbleUpon is that its new layout does enable quick viewing and showcases a more creative approach to sourcing content, something that can only drive views and interest.
It will be an interesting ride over the next few months to see if the new StumbleUpon can drive deeper interest from its existing audience and also how much take-up increases through improved connectivity via Facebook and even word of mouth. It has to be said that we’ve noticed more and more publishers are adding StumbleUpon to their button line-up, which shows that this sharing option is now considered as a top tier solution alongside it’s more famous counterparts, Twitter and LinkedIn.
The more consumers review, select and like content the greater insight the industry gets into what excites and influences them and their preferred methods of delivery. We’ve seen that consumers like the discovery journey and value insight from connections about what’s next or new but do they even know what they want? As the market is so flexible, hard and fast advertising rules don’t apply but where StumbleUpon have made a valuable addition to the consumer journey is with the addition of their DNA tag. Enabling a consumer to see their percentile interest in topics should provide them with a greater focus for their content sourcing and therefore it will be interesting to see if that ultimately translates into shaping sharing moving forward.
Rupert Staines is MD Europe of RadiumOne.