Some things are made for sharing - family-sized bags of crisps, pots of coffee, the lingering feeling of disappointment and vague bitterness you pass on to your children. With the emergence of social media networks as a major playing in the marketing world, content is something else that needs to be made with connections in mind.
According to a study by video search website Blinkx almost half of people aged between 18 and 24 search for 'content' - whether that be news, advice, product guidance or what-have-you - on sites like Twitter before turning to Google.
For marketers, this means that it is no longer enough to produce high-quality copy or images and hope they will engage with consumers. Instead, they need to produce interactive, shareable content that will prove a hit on Facebook and other digital hubs.
Suranga Chandratillake, chief strategy officer and founder of Blinkx, told Marketing Week that while search engines remain the most efficient and popular way of finding things overall, social media has had a big impact on the 'spontaneous' discovery of online material.
"When a big news story hit 20 years ago, people found out about it on TV, they read it in the paper or they were told about it by someone. Today, most of us find out about big stories through some kind of online media," he added.
But how can the digital marketing industry take advantage of this change in how consumers gather information?
Blinx's research found that that video sharing is especially popular on social media, with 68 per cent of people admitting that they actively share their favourite videos with family and friends online after watching them.
With this in mind, a number of brands have recently created high-quality video campaigns tailor-made for online success. The 2012 Internet Advertising Bureau and PricewaterhouseCoopers adspend report showed growth of over 46 per cent year on year in this area, highlighting its growing importance to the industry.