Zero-click marketing

I’ve been reading about an idea called “zero-click marketing”. Basically, marketers have noticed that impressions are rising, but clicks are dropping. The platforms don’t want users adding links to posts. And even if you do get a click you can’t tell where it’s coming from. AI is now summarizing content, so it has become impossible for people to visit your site from the search results. The click is dead.

Focus is shifting to impressions. Create content that gives the audience immediate value that they can consume right away. For every five “deposits” of zero-click content, you make one “withdrawal” – an ask like joining a newsletter or visiting the site.

The idea of zero-click marketing is an example of the term in action. The company that originated the term (SparkToro) has been slowly releasing information about this shift. They’ve built algorithmic capital, and positioned themselves as experts in the paradigm shift. And here I am doing their work for them.