Digital
Online gaming in India is among the world’s most vibrant, says MoS I&B Dr L Murugan at Storyboard18 DES 2025
Explainer: What is 'Zero-Click Content' and why is it becoming essential for marketers
The rising importance of zero-click content reflects how users now consume information: quickly, passively, and without friction
In an era where attention spans are short and options are endless, users expect instant value.
For years, marketers have wrestled with a fundamental challenge: social media platforms are designed to keep users scrolling, not clicking away. Posts with external links often get penalized by algorithms, while audiences themselves hesitate to leave the feed they’re immersed in.
What Is Zero-Click Content?
Enter zero-click content, a strategy coined by Amanda Natividad of SparkToro. It refers to posts and search results that deliver useful information directly within the platform, requiring no additional click to extract value. Think Google’s direct answers on its results page or a LinkedIn post that offers a complete insight or framework without linking out.
In 2025, this strategy has shifted from “nice to have” to “necessary.”
Why It Matters Now
People want value immediately. In a landscape where attention spans are short and distractions endless, audiences prefer information that is fast, frictionless, and platform-native. Social media platforms like LinkedIn, Instagram, TikTok, and Snapchat also prefer it that way, boosting posts that keep users engaged onsite.
For marketers, zero-click content isn’t just about appeasing algorithms. It’s a way to meet audiences where they are and deliver what they need in the moment, building trust and relevance in-feed.
Building Trust and Shareability
Zero-click content is also designed for how people share today. It thrives in “dark social,” the private sharing that happens via DMs, texts, and emails — spaces where links often go ignored but easily digestible, high-value posts get forwarded and discussed. This can keep your brand present in conversations you can’t track, building mindshare in invisible but powerful ways.
The Strategy Shift
None of this means links are obsolete. But it does call for a mindset shift: rather than measuring success purely by clicks, marketers should evaluate how their content delivers instant impact and positions their brand as a valuable resource.
A balanced strategy that combines zero-click content for reach and trust with purposeful links for deeper engagement can help brands thrive in an ecosystem where visibility is everything and attention is a scarce commodity.
SPOTLIGHT
The Storyboard18 Digital Entertainment Summit (DES) unpacked India's strategy for leading the digital entertainment economy, with top policymakers where they putlined how talent, technology, and governance would fuel future-ready growth.
Read MoreIn Photos: At DES 2025, India charts ambitious course for digital entertainment leadership
At the Storyboard18 Digital Entertainment Summit in New Delhi, policymakers and industry leaders outlined how talent, technology, and governance will drive India’s push to dominate the global entertainment economy.