There was once a time (Grandma tells...) when, as a content manager, you could write an article pretty easily, add some keywords and land at the top of Google within weeks.

You probably noticed it yourself, but those times are gone forever.

These days, you run into more and more challenges. Google is increasingly showing direct answers in featured snippets, preventing users from clicking through to your website. And social media algorithms penalize posts with external links, so your carefully written articles hardly get any engagement.

The result? A steady decline in website traffic, increased competition within search engines and the feeling that you have to swim against the current to still be visible.

As a content manager at Buzzlytics, I recognize this frustration all too well. I too notice that it is becoming increasingly difficult to get organic traffic to our website and that old ways of measuring the effectiveness of our content strategy no longer work.

The solution to this problem? Create more zero-click content.

In this article, I explain to you what exactly zero-click content is and why it has become so important for content managers. You will get practical tips for creating effective zero-click content, concrete examples that you can apply immediately and tools to measure the success of your zero-click content. After reading this article, you can implement this strategy immediately and you will see your online visibility and authority improve.

Nearly 60% of searches in the European Union end without a click (source: SparkToro)

Zero-click content is content that provides valuable information to users without requiring them to leave the platform they are on. Introduced by Amanda Natividad, VP of Marketing at SparkToro, the term refers to content that can be consumed directly on the platform itself, without the need to click a link.

The concept originally comes from the world of SEO, where search engines display answers within search results pages (SERPs). Think featured snippets, knowledge panels and video carousels that appear when you type in a search query. Users get answers without having to click through to a Web site, hence the term "zero-click.

An extensive SparkToro study from 2024 shows that nearly 60% of searches in the European Union end without a click. Users therefore find their answer directly on the search results page, without clicking on a link to a website.

But zero-click content happens on social media, too. Just think of all those videos and carousels/slideshows you see passing by on LinkedIn and Instagram.

In essence, zero-click content is a tried-and-true marketing strategy in a new guise: create content that offers immediate value to your users, without requiring them to go elsewhere first.

Because zero-click is a phenomenon both in search engines and on social media (with corresponding best practices), I'm splitting this article into two parts. In the first part, I will discuss zero-click search and in the second part, zero-click content for social media.

Most companies that create content for their website do so with the goal of attracting more traffic to their website. So optimizing for zero clicks feels counterintuitive. But that Google is sending less and less traffic to websites is a fact, and by optimizing for zero-click search, you actually increase the chances that people will visit your website now or later.

This has the following benefits:

When your content appears in featured snippets, knowledge panels or other prominent positions in Google, your brand gains significantly more visibility. Even if users don't click through, they become familiar with your brand name, reinforcing brand recognition. This increased visibility is especially valuable in competitive markets where every bit of brand awareness counts.

Users who want more detailed information still click through to your website from a featured snippet.

Content selected by Google for zero-click results is considered authoritative and trustworthy. By regularly appearing in these positions, you build authority in your field. This strengthens your reputation not only with potential customers, but also with Google itself, which can positively affect your overall search rankings.

While users may not click through directly from a zero-click result, your visibility can lead to indirect traffic. Users remember your brand and may later search for you specifically. In addition, featured snippets and other zero-click results are often only part of the answer - users who want more detailed information will still click through to your website.

The search world is moving toward a more conversational, answer-oriented experience, especially with the rise of voice-activated devices and AI search assistants. These systems often extract information from zero-click content. By optimizing for these formats now, you are preparing for the future ways people will find information.

When your content is displayed prominently in zero-click results, you instantly gain ground against competitors. You literally take up screen space that would otherwise go to your competitors. In many cases, a good featured snippet can even place you above the number one organic search result (position 0 in Google), giving you a huge competitive advantage.

To successfully optimize for zero-click search, you must answer your target audience's questions directly:

• Focus on frequently asked questions in your niche. Focus specifically on long tail searches like the Big 5 and provide detailed, complete answers. This will increase your chances of appearing in featured snippets or the "People Also Ask" section.
• Implement structured data (schema markup). This code helps search engines better understand what your content is about, which increases your chances of appearing in rich search results such as FAQ snippets, reviews or how-to steps.
• Make your content scannable. Use clear headings, bullet points, tables and visual elements to make information easily digestible. Google likes to show these elements in search results because they help users quickly.
• Show expertise and authority. Reference experts and research in your field. This strengthens your position as a reliable source of information and aligns with Google's focus on "helpful content."
• Work on a strong link profile. A website with high domain authority is more likely to appear in featured snippets. Invest in quality inbound links from reputable websites in your industry.

Increase your chances of ending up in a featured snippet or the More to Ask section by providing detailed, complete answers.

With the rise of AI-powered search assistants such as Google's AI Overviews and ChatGPT, the landscape of zero-click content becomes even more important. These tools present summaries of information without requiring users to visit Web sites.

Instead of fighting this, you can capitalize on it by creating content that:

• Offer unique insights that AI cannot yet generate
• Personal experiences and case studies includes
• In-depth analysis and contextual information
• Share current and industry-specific knowledge

By positioning yourself as a valuable source of insights beyond what AI can provide, you ensure that your content remains relevant, even in a future where more and more interactions will be zero-click.

Read also: The impact of AI on SEO: This you need to know

Start monitoring where your zero-click content appears. Tools like SEMrush, Ahrefs and Moz offer features to track how often your content appears in featured snippets and other rich search results. Keep track of which searches you reach these positions for and how long you maintain them.

Zero-click content contributes significantly to brand awareness. Use surveys and brand studies to measure whether your target audience recognizes and associates your brand more with specific topics or solutions. Google Trends can also provide insight into growing interest in your brand over time.

A successful zero-click strategy often leads to more branded searches (searches that include your brand name) and direct traffic. Users see your information in a featured snippet, remember your brand, and later search for you directly. Track growth in these metrics to measure the indirect effect of your zero-click content.

Even though you may get fewer clicks on pages that appear as featured snippets, we often see that related content actually attracts more traffic. Users who see your brand in a featured snippet may end up on other pages of your site during their search for more information.

Content that is seen as authority in Google is also often mentioned and shared on social media and in industry publications. Use social listening tools to monitor how often your content and brand are mentioned, especially in relation to the topics you are targeting with your zero-click strategy.

For B2B companies and local businesses, it's important to measure whether your zero-click content leads to more phone calls, store visits or requests for demonstrations. Ask new leads how they found you and if they saw your content before contacting you.

Most social media platforms have one thing in common: they want to keep users on their platform for as long as possible. This principle is evident on platforms like Instagram, where it is still not possible to put a link in a caption.

Even on platforms where it is possible to add links, several experiments have shown that posts without links perform better and that sharing links to YouTube videos is detrimental to reach.

By creating content that users can consume without leaving the platform, you work with the algorithms instead of against them. Not only do your zero-click posts perform better, but the algorithms will also reward your future posts.

Posts without links get better reach on social media.

As a social media user, you probably recognize that it's not nice to constantly switch between platforms. Most users are reluctant to click on links because it takes effort and interrupts scrolling.

By creating content that can be consumed directly on the platform, you respect your audience's time and experience. You eliminate clickbait, provide guaranteed value and enable users to consume more content in less time.

The most successful brands on social media don't simply post links to their latest articles. They give the algorithms and their audience what they want by creating content that provides immediate value.

By posting valuable and engaging content, you improve sentiment around your brand and build a stronger reputation. Your community naturally grows with you as more users share your posts and engage with you.

Co-owner of Buzzlytics Daan Schmidt regularly shares short videos with practical tips and excerpts from his podcast on his LinkedIn profile. Not only are these native videos (uploaded directly to LinkedIn), but they contain value of their own. Daan does share a link to each podcast excerpt for people who want to watch or listen to the entire episode, but they don't necessarily have to click through to get anything of value from the excerpt.

'Dark social' (not to be confused with 'dark web') is when people share your content through private channels such as email, WhatsApp and Facebook Messenger. This is difficult to track and measure.

'Dark social' plays a crucial role in the customer decision process, especially in B2B. As much as 80% of the purchase decision is made before buyers contact a company, and much of this process takes place through dark social.

The most important criteria when creating zero-click content is that it provides standalone value. Good zero-click content teaches users something without leaving the platform.

Ask yourself these questions:

• What are you trying to teach your audience?
• Does your content have a beginning, middle and end?
• If this post appeared in your feed, would you learn anything from it without going to your website?
• Is it practical?

Zero-click content is usually longer than a post that focuses on a link. To encourage users to read the full post, share the value of your post right at the beginning to grab their attention.

Some tips per format:

• Put the most important message on the first slide in carousels
• For short videos, include the essence in the first 3 seconds, the cover image and/or the caption
• Include the core message in the first post of a thread

Good zero-click content teaches users something without leaving the platform.

When creating zero-click content, you want users to read the entire message. Depending on the format, this means maximizing viewing time, scrolling through the entire carousel or reading all the way to the last message.

Guidelines for different formats:

• Short video (TikTok, Reels, Shorts): 60-90 seconds
• Post captions (Facebook, Instagram, X): 200-300 words
• Longer videos (YouTube, etc.): 2-3 minutes
• Threads (X): Up to 10 posts
• Carousels (LinkedIn, Instagram): 5-10 slides

This is a best practice for all social media content, but this principle is even more important when the post itself is the content. Zero-click content has a slightly higher cognitive load than regular social content.

Some tips:

• Use lists or bullet points instead of long paragraphs in threads or on carousel slides
• Ensure clear and accessible design, use alt text and follow all accessibility guidelines
• Add a simple visual, such as a graphic or illustration
• Present the essence clearly and directly at the beginning

The goal of zero-click content is that you provide value in the message itself.

You don't have to create new content all the time. Look at your best-performing existing content for ideas:

• Take an excerpt from your podcast (and add visuals)
• Get the three most important lessons from a video
• Use the headlines of a blog post or newsletter to create an outline

When reusing long content, you don't just add a teaser. The goal is to provide value in the post itself. You can still add a link to the original content, most likely users will click on it to see more details.

Short, informative videos are perhaps the original form of zero-click content. You rarely watch videos whose sole purpose is to lead you to a link. Instead, the most successful short videos are the ones that tell a complete story or solve a problem within the format itself.

Short videos work particularly well for:

• How-to's and tutorials that can be explained in 60-90 seconds
• Quick tips that solve a specific problem
• Before-and-after demonstrations showing rapid transformation
• Unpacking products with instant reactions
• Facts and trivia that can be conveyed in seconds

The power of short videos lies in their ability to show rather than tell immediately. A short demonstration of how something works can be much more effective than a textual description.

Plus, video lets you convey emotions you can't convey in a text. Someone talking enthusiastically about the topic on camera can have much more impact than even the best written text.

Carousels allow you to explain a concept or topic step by step, with each slide containing a new insight or learning point. This format works particularly well for explaining complex ideas in bite-sized chunks.

An effective carousel starts with a catchy first slide that clearly communicates the value, followed by a logical sequence of slides that build the information at a digestible pace. Closing with a slide that summarizes key points or suggests a next step completes the experience.

Effective threads on X (formerly Twitter) combine valuable information with a well-constructed storyline. Instead of just sharing a link or image, content creators can write an entire thread explaining a topic step by step.

Another effective approach is to share a behind-the-scenes look at a project or campaign. By showing the thought and collaboration process rather than just touting the end result, you create content that resonates more deeply with your audience and draws them into your process.

Carousels work well for breaking down complex ideas into bite-sized pieces.

With zero-click content, marketers can't use traditional social media KPIs such as clicks on links or conversions to measure success. Instead, you have to use other metrics, such as reach and engagement.

In this case, tracking your impressions (reach) and engagement per post indicates how valuable your posts are to users. With these metrics, you can easily compare posts and find out which zero-click posts resonate best with your audience.

While zero-click content can work for any brand, there are nuances to implementation depending on each brand and its audience. To find out what resonates with your target audience, it's a good idea to experiment on social media.

Create some hypotheses about what you think might work, and create at least five posts to test each hypothesis. Then use your social media analytics to determine which content types perform best.

Even after you've completed experiments, After you've completed your experiment, keep checking the performance of your zero-click content regularly and adjust your formats and content pillars accordingly.

Whether it's a featured snippet, an educational carousel or a short video with practical tips - content that provides immediate value without requiring users to click through will always perform better.

People want to consume valuable information without interrupting their scrolling. By creating zero-click content, you meet this need and increase the likelihood that your content will be seen, appreciated and shared.

At Buzzlytics, we teach content managers in our marketing and sales program to optimize their content strategy with zero-click content. We see time and again that this approach not only leads to increased engagement, but also a stronger brand identity and a growing, engaged community.

Are you ready to make zero-click content a regular part of your content strategy? Start small, experiment with different formats and keep an eye on your analytics to see what works best for your target audience.