For users, copying and pasting to share content holds obvious appeal: It’s almost frictionless, and it allows the sharer to choose exactly what to pass on to a friend or social network.
“You probably have a lot of friends sharing the same article,” Tynt general manager Greg Levitt said. “But when you can specifically call out a personalized, relevant aspect, it makes the story your own.”
On the search side of the equation, copy-and-paste analytics give publishers information about what content is actually driving users away from their sites.
Tynt also reported that while the vast majority of copied-and-pasted content is text, 12% of copied content was images.