In the Headlights: May 13, 2020 Issue

In The Headlights

A special announcement this week. We’re excited to share with you our latest research, in collaboration with our colleagues at Talkwalker: Social Media Audience Trends During The Pandemic. In this paper, you’ll learn which social media networks grew the most in the early weeks of the pandemic, which networks are holding onto their audiences, and the three big trends to take advantage of as we navigate the ever-changing situation. You’ll see practical examples of brands and techniques, Action Steps and takeaways for each major trend, and ways to pivot your marketing to make the most of what you have to work with.

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The Bright Idea

This week’s Bright Idea is a tidbit from our upcoming webinar on May 19th with Talkwalker on the Social Media Audience Trends During The Pandemic. Here’s a slogan to print and hang up in your home office: Niches Hide Riches. (also a handy clue on how to pronounce niches) One of the heaviest use social networks so far? Twitch. The ubiquitous video streaming and social platform lets you live-stream just about anything. If you haven’t played around with it, set up an account and see what it’s all about. This niche – if your audience is there – could be a powerful way to reach your audience in a non-traditional manner.

Want to hear more about it? Tune into the webinar on May 19th by registering here.

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Rear View Mirror Data

This week’s Rear View Mirror looks at the month of April for top-ranking content. What can we learn about content that attracted the most traffic?

2020 05 13 09 33 14

What we see in April is surprising. The number of average social shares for a piece of content is anywhere from 5-11 times greater than the amount of actual pageviews the content received. What’s even more unusual is the substantial inverse correlation between traffic and social shares, -0.79 (Pearson R). One would think, intuitively, that the more a piece of content was shared, the more readership it should earn, but this relationship suggests the opposite – the more it’s shared, the less it’s read.

What are we to make of this? In April, social media usage rocketed up (see our report at the top of the newsletter), and one of the most common habits people have on social media is sharing an article after reading only the headline and preview. The headline is all they care about, and it’s what they share.

What does this mean for us as marketers? If the goal is to create shallow engagement, go for the clickbait headlines. You may not see a bump in your web analytics, but you’ll get the shares. If the goal is to create deep engagement, to have people consume your content and take action from it, then you must obtain traffic from other channels in addition to social media. Sharing may be caring, but sharing definitely isn’t reading.

Methodology: Trust Insights used Ahrefs SEO software to extract content statistics for the top pages posted to the web in April 2020. Data was sourced using the top 25 most common words in the English language; the data thus has a bias towards the English language. The date of the study period is April 1, 2020 – April 30, 2020. The date of extraction is May 13, 2020. Trust Insights is the sole sponsor of the study and neither gave nor received compensation for data used, beyond applicable service fees to software vendors, and declares no competing interests.

In Case You Missed It
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Shiny Objects

Shiny Objects is a roundup of the best content you and others have written and shared in the last week.

Data Science and AI

SEO, Google, and Paid Media

Social Media Marketing

Content Marketing

Get Back To Work

We’ve changed things up in Get Back To Work, and we’re looking at the top 310 metro areas in the United States by population. This will give you a much better sense of what the overall market looks like, and will cover companies hiring in multiple locations. Want the entire, raw list? Join our Slack group!

What do you do with this information?

By looking at this data, you’ll see what the most popular titles are; use any of the major job/career sites to ensure your resume/CV/LinkedIn profile matches keywords and phrases for those titles. For companies, search job sites for those companies specifically to see all the open positions and apply for them.

You can also hit up LinkedIn and see who you know at companies listed, and see if your connections have any inside tips on hiring.

Top Marketing Positions by Count, Manager and Above

  • Marketing Manager : 420 open positions
  • Digital Marketing Manager : 227 open positions
  • Social Media Manager : 181 open positions
  • Pharmaceutical Marketing Accounts Manager : 134 open positions
  • Account Manager : 132 open positions
  • Marketing Director : 119 open positions
  • Director of Marketing : 115 open positions
  • Product Marketing Manager : 88 open positions
  • Product Manager : 84 open positions
  • Project Manager : 75 open positions

Top Marketing Hiring Companies by Count, Manager and Above

  • SingleCare : 134 open positions
  • Northrop Grumman : 130 open positions
  • Services LLC : 116 open positions
  • Amgen : 64 open positions
  • Amazon Web Services, Inc. : 61 open positions
  • Deloitte : 44 open positions
  • Raytheon Technologies : 44 open positions
  • Salesforce : 41 open positions
  • JP Morgan Chase : 40 open positions
  • Reynolds and Reynolds : 39 open positions

Top Locations of Hiring Companies by Count, Manager and Above

  • Seattle, WA : 187 open positions
  • New York, NY : 186 open positions
  • San Francisco, CA : 137 open positions
  • Los Angeles, CA : 115 open positions
  • Austin, TX : 88 open positions
  • Atlanta, GA : 84 open positions
  • Boston, MA : 78 open positions
  • Chicago, IL : 75 open positions
  • San Francisco, CA 94105 : 73 open positions
  • Denver, CO : 69 open positions

Methodology: Trust Insights uses the API to extract open positions from a geographic area focused on marketing analytics, marketing, social media, data science, machine learning, advertising, and public relations, with a filter to screen out the most junior positions.

Our Featured Partners are companies we work with and promote because we love their stuff. If you’ve ever wondered how we do what we do behind the scenes, chances are we use the tools and skills of one of our partners to do it.

Join the Club

Are you a member of our free Slack group, Analytics for Marketers? Join 800+ like-minded marketers who care about data and measuring their success. Membership is free – join today.

Upcoming Events

Where can you find us in person?

  • Women in Analytics, August 2020, virtual
  • ContentTech Summit, August 2020, virtual
  • INBOUND 2020, August 2020, Boston, MA
  • MarTech East, October 2020, Boston, MA
  • HELLO Conference, October 2020, New Jersey
  • MadConNYC, December 2020, New York City

Going to a conference we should know about? Reach out!

Want some private training at your company? Ask us!

In Your Ears

Would you rather listen to our content? Follow the Trust Insights show, In-Ear Insights in the podcast listening software of your choice:

Stay In Touch

Where do you spend your time online? Chances are, we’re there too, and would enjoy sharing with you. Here’s where we are – see you there?

Required FTC Disclosures

Events with links have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them.

Trust Insights maintains business partnerships with companies including, but not limited to, IBM, Talkwalker, Zignal Labs, Agorapulse, and others. All Featured Partners are affiliate links for which we receive financial compensation. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which we may receive indirect financial benefit.


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