Have you ever come across a really interesting social post and then after 1 sentence you have to click a link – go to a website – put in your email – just to finish reading? Annoying isn’t it – even as a marketer!
Not only is it annoying for the audience, but you may notice your engagement rates are very low, despite your content being the best thing ever created. You see, links are starting to create friction, algorithms dislike them, and users scroll right past, especially if they are forced to click to get the value out of your post.
That’s where zero-click content comes to save the day and is one of my favorite marketing terms & practices at the moment.
What Is Zero-Click Content?
Zero-click content delivers immediate value where it’s posted, without asking users to click a link to another page, website, or platform. It focuses on your audience on the platform they are on, with content that’s ‘complete’.
Unlike regular content that pushes for clicks and action, zero-click content is self-contained: the user gets the insights, entertainment, or solution right there in the feed. It respects the audience’s time and makes content consumption. effortless.
Examples of Zero-Click Content on Social Media
- LinkedIn Carousels: Actionable slide decks that teach, explain, or inspire. Example: “5 steps to writing better headlines.”
- X Threads: Multi-tweet posts that break down complex topics into bite-sized insights. Example: A full case study or “10 lessons I learned doing X.”
- Infographics: Visual snapshots of data, processes, or quick tips.
- Short-Form Videos: TikToks, Instagram Reels, and YouTube Shorts that solve problems, entertain, or provide quick wins in under a minute.
- Facebook and LinkedIn Text-Only Posts: Story-driven posts or thought leadership insights that don’t rely on external links.
Why Zero-Click Content is Rising
User behavior is changing, there are too many platforms and sources to keep up with and people want convenience with their content. They don’t want to hunt for information – it needs to be served to them on a plate. This is especially true for videos on TikTok that cut a full video into 8 parts and make people click the profile the find the other parts. It’s frustrating for the user.
Another reason pushing zero-click content is social media algorithms. These platforms prioritize content that keeps users engaged on-platform. Zero-click content drives likes, shares, and comments – all metrics algorithms love. I have tested this on LinkedIn where articles with links to my website bring less engagement than those with no links at all.
From a brand perspective, offering value upfront builds trust and credibility. Instead of asking for clicks, zero-click content earns the right to be seen, shared, and remembered. Hence driving the popularity of this form of content.
What’s the Point and Benefits of Zero-Click Content?
Zero-click content isn’t a sneaky marketing tactic, it’s more of a focus on how platforms, users, and social behaviors are evolving. Here’s why it’s so effective and why brands are moving to adopt it:
1. Algorithms Prefer It
Social media platforms are more focused on keeping users on-platform. The longer someone scrolls, swipes, or engages – the happier the algorithm becomes and pushes that content – the more ads they see – the more money the platform makes… yes it all comes down to money, the platforms don’t care about user happiness (sorry). For example, Hootsuite found that tweets – now X posts – without links received 25% more engagement than those with links
So Zero-click content aligns perfectly with what the algorithm wants which leads to:
- Better Visibility: Algorithms prioritize content that drives engagement (likes, comments, shares, saves). Zero-click content often delivers more value upfront, which naturally drives more interaction.
- More Reach: Platforms reward posts that perform well with a wider organic reach. By focusing on zero-click formats that don’t force users to leave the app, you’re increasing the chance new audiences will see your content.
2. Builds Trust and Authority
What’s the best way a brand can build trust?
Deliver value first.
Zero-click content gives your audience exactly what they need, where they are, with no strings attached and no hoops to jump through. When 61% of consumers will recommend a brand they trust to a friend, it’s important that you focus on trust-building.
This will help your brand become a go-to resource as people will remember and trust that you provide value. Zero-click content isn’t focused on being transactional. You’re not asking users to “click here” or “read more” – instead you’re offering insights they can consume instantly. This earns their trust and keeps them coming back for more. Which over time, builds credibility and authority within your niche.
Remember while zero-click content doesn’t drive traffic immediately, it lays the foundation for future opportunities where followers can turn into leads, users seek out your website on their own accord, and users become brand advocates.
3. Supports Dark Social
Dark social is the sharing of content in private or ‘invisible’ channels such as DMs, group chats, private Facebook groups, or email. It’s one of the most influential (and least trackable) ways content spreads. Zero-click content is actually perfect for this as when you create content that provides instant value, it’s easy for users to share it directly.
Unfortunately, you don’t have control over this and it’s near impossible to track – but it is highly effective and the more valuable your content is the more likely it is to be shared through dark social.
4. Helps Build a Social Ecosystem and Brand
A strong social presence isn’t built on links to your website, it’s built on conversations, consistency, and value. Zero-click content supports brands in creating an effective social ecosystem where audiences are engaged, trusting, and interactive. This all helps to:
- Own the Feed: Zero-click content allows you to dominate a platform’s ecosystem. The more value you deliver on-platform, the more your audience engages, sees, and shares your content.
- Build a Stronger Audience: High-quality zero-click content sparks conversations. It opens the door for comments, replies, and real interactions—turning followers into an active, invested community.
- Reinforce Your Brand Identity: Every thread, carousel, or short video is an opportunity to showcase your tone, expertise, and values—building a stronger brand identity over time.
How to Use Zero-Click Content
Of course, zero-click content doesn’t just happen, it needs to be created and carefully designed to deliver immediate value in a way that fits into the platform where it’s posted. To make it work effectively, you need to think about everything from the format to the message to how your audience will perceive it. Here are some tips:
1. Lead with Value First
As mentioned throughout, zero-click content is built upon the foundation of giving value upfront, no strings attached. This means there’s no time for vague teasers or bait-and-switch tactics. Instead, your content should feel complete and satisfying on its own, whether someone reads a single Facebook post, watches a short video, or scrolls through a carousel.
To lead with value, focus on identifying the specific problems your audience faces or the insights they crave the most. Your content should provide a solution, perspective, or answer in a concise yet powerful way.
For example:
- A LinkedIn post that breaks down ‘5 strategies to boost your email open rates’ provides actionable steps someone can immediately implement with all 5 strategies. The thread doesn’t rely on a link to elaborate, it’s self-contained and leaves the reader feeling satisfied with new knowledge.
- An Instagram carousel summarizing ‘The ultimate checklist for a successful product launch’ which puts an entire blog post’s worth of value into 10 clear, swipeable slides. It’s easy to digest, visually appealing, and immediately useful.
Leading with value isn’t just beneficial for your audience, it also builds brand trust. Your audience will start to associate your brand with genuinely helpful content, making them more likely to engage with your posts in the future.
2. Optimize for Platform-Specific Formats
Each social media platform has its own unique style, audience expectations, and content formats. What works on Instagram might completely bomb on X, and vice versa. To create effective zero-click content, you need to adapt your approach to fit the platform you’re targeting. For example:
- On LinkedIn, longer-form storytelling and carousel posts are the norm. A thoughtful text post that shares a personal story or a lesson learned can drive engagement, while a carousel post allows you to break down a larger content ideas into smaller, bite-sized slides. Visuals are important here, and so is the tone.
- For Instagram, visuals are the main driver. The best options for delivering zero-click content are infographics, swipeable carousels, and Reels. Each format should be engaging, clean, and easy to consume with at a glance. For instance, a carousel could outline ‘5 time-saving productivity hacks’ with each slide featuring a different tip, while a Reel could show a 30-second demonstration of a useful trick.
- X is all about short and impactful posts. The most successful zero-click content here includes threads that unpack a topic over multiple tweets or single tweets with one-liner wisdom. Think of it as microblogging, that’s concise, engaging, and instantly valuable.
- For TikTok, you need to hook viewers in the first three seconds. Quick, relatable videos that entertain perform best.
3. Review Through Your Audience’s Eyes
Before you hit publish, take a step back and look at your content as if you were part of your target audience. Brands often create content that benefits them and doesn’t seem to consider their audience – it’s designed more to promote their products or services than to provide value genuinely.
Ask yourself:
- Does this solve a problem my audience is currently struggling with?
- Does it provide insights or entertainment that are immediately useful?
- Is it structured in a way that’s easy to consume, even at a glance?
- Do I have to go further to discover the point or the message?
For example, if you’re posting a carousel about project management tips, does each slide deliver a clear, actionable point that someone could apply right away? Or does it feel vague and incomplete? Similarly, if you’re creating an X thread, is the information broken down into manageable, logical steps, or are you cramming too much into one post?
4. Prioritize Scroll-Stopping Hooks
Social media feeds move fast and if your content doesn’t grab attention within the first few seconds, it’s likely to get lost in the shuffle. This is why a strong hook, whether it’s a headline, an opening statement, or a eye-catching visual is essential for any post.
A great hook should stop someone mid-scroll and make them want to engage. There are a few proven strategies for creating scroll-stopping hooks:
- Ask a bold question that sparks curiosity or pain points. For instance, ‘Are you making these 3 common mistakes in your marketing strategy?’ instantly grabs attention by making the user curious if they are making those mistakes and it hints at valuable insights to follow.
- Make a surprising statement. A hook like ‘Most people think X is the key to success, but they’re wrong’ creates intrigue and sets up your content as a must-read.
- Use numbers or lists. Posts with headlines like ’10 tools that will save you hours every week’ are easy to understand, promise clear value, and have been proven to work over the years..
Every hook should be complimented with a strong visual element where possible, such as a standout first slide on a LinkedIn carousel, an eye-catching thumbnail on Instagram, or an entertaining intro in a TikTok. Remember, your hook is the first impression, get it right, and your audience will stay for the value.
5. Include a Call-to-Action (CTA)
Zero-click content doesn’t mean abandoning CTAs completely, it just means being more creative. Instead of the typical ‘click here to learn more,’ your CTA should focus on encouraging engagement and interaction within the platform.
For example:
- ‘Save this post for later’ works perfectly for Instagram carousels or infographics packed with valuable information, also for LinkedIn posts too.
- ‘Let me know your thoughts in the comments’ invites audiences to a conversation which really drives brand community.
- On TikTok or Instagram Reels, a simple ‘Follow for more tips like this’ reminds viewers to stay connected for future content.
The goal isn’t to push your audience off-platform, it’s to deepen their engagement where they already are. This keeps your content circulating in the algorithm and strengthens your relationship with your followers over time.
6. Keep It Short and Structured
Zero-click content performs best when it’s easy to consume. Overloading your audience with too much information or poorly structured content can cause them to lose interest before they finish, such as a Facebook or LinkedIn post that’s 4 pages long with no paragraphs, bullet points, or break in the content.
To keep it optimized:
- Use clear, concise language. Avoid jargon and get straight to the point.
- Break up text into smaller chunks, using bullet points or numbered lists where appropriate.
- If you’re creating a carousel, make sure each slide focuses on a single, specific point.
- Keep videos short and snappy, aim for 15 to 60 seconds, depending on the platform.
Other Considerations
You might be concerned about leaving links out of your content, especially if your goal is to drive people elsewhere, but don’t overlook the power of zero-click content. Here are some extra considerations:
Zero-Click Doesn’t Mean Zero ROI
Delivering value through zero-click content builds trust and brand authority in your industry. When audiences consistently receive valuable insights directly in their feeds, they develop a positive perception of your brand, increasing the likelihood of future interactions and conversions.
Measuring the ROI of zero-click content involves focusing on metrics other than direct clicks. Key performance indicators include visibility (impressions), engagement rates (likes, comments, shares), follower growth, and brand mentions (social listening). These metrics will identfiy how well your content is impacting your audience and its potential to drive long-term value.
Zero-Click and Traffic Goals
While zero-click content really focuses on engaging audiences on-platform, it’s important to integrate strategies that guide users to your deeper content when appropriate. One effective approach is to offer ‘bonus content’ or lead magnets after providing initial value. For example, a LinkedIn post could deliver tips and conclude with an invitation to download a comprehensive e-book for more in-depth information.
Another strategy involves teasing insights with a subtle call to action. After sharing valuable content, you might add, ‘For the full guide, head here,’ with instructions of where to go IF the user wants more. This approach maintains the integrity of zero-click content while providing audiences with the opportunity for more detailed information.
Zero-Click Content Metrics to Watch
To assess the effectiveness of your zero-click content, monitor the following metrics:
- Engagement Rates: High levels of likes, comments, and shares indicate that your content resonates with your audience.
- Impressions and Reach: These metrics show how many people have seen your content, reflecting its visibility.
- Saves: On platforms like Instagram and LinkedIn, saves suggest that users find your content valuable enough to revisit later.
- Follower Growth: An increase in followers signifies that your content attracts and retains audience interest.
- Brand Mentions or Direct Messages (DMs): Organic mentions and direct interactions indicate heightened brand awareness and engagement.
