As marketers, we love clean attribution. We want to see where every click came from, tie every interaction back to a sale, and prove that our efforts moved the needle. But the reality of today’s digital landscape is that not every marketing opportunity is measurable, and that’s okay. Welcome to the world of zero-click searches and zero-click content: an evolving paradigm that’s changing how we approach brand visibility, engagement, and long-term growth. Even when clicks are elusive, the right content can still do its job.

What Is A Zero-Click Search? How Common Are They?

A zero-click search happens when someone Googles something but never leaves the first page of results before their inquiry is finished. They might find their answer directly in a featured snippet, AI overview, knowledge panel, or meta description. They also might refine their search for clarity and search again. Essentially, they find what they need without clicking a single link.

A large percentage of searches end up becoming zero-click. According to 2024 data from Datos, only about 42% of U.S. Google searches result in a click. Of that, 70.5% go to organic results, while 28.5% go to Google-owned properties like YouTube or Maps. That leaves a staggering 58.5% of searches ending in no clicks at all.

Google’s evolution largely drives this shift. The search engine now prioritizes its own properties and has added features like featured snippets, knowledge graphs, and AI-generated summaries. These tools answer questions instantly, which is great for the user, but less so for brands relying on traffic to validate marketing performance.

While zero-click search seems detrimental to digital marketing, there is a silver lining: zero-click doesn’t mean zero impact. You still have opportunities to boost your brand recognition if you know how.

What Is Zero-Click Content And Why Should You Create It?

As third-party cookies head toward extinction (they’re already blocked in Firefox and Safari, with Google Chrome to follow soon), tracking user behavior, including on social media, is becoming more difficult. Some social media platforms like TikTok and Instagram don’t support external links in posts, and on platforms where links are allowed, algorithms deprioritize them, and referral data often disappears altogether. This leaves your analytics in the “dark social” void, where you can’t track all social media engagement or traffic.

This is where zero-click content comes in. Coined by Amanda Natividad, VP of Marketing at SparkToro, zero-click content refers to content that delivers value right on the platform without requiring the audience to click elsewhere. This type of content may not drive immediate traffic, but it does something just as valuable. It builds brand awareness, establishes thought leadership, and most social media algorithms prioritize native content, which gives you better reach. 

You can still use zero-click content to drive sales even if you have a harder time with attribution. Zero-click content means that more people are seeing your content, more people remember your brand, and more people engage when they’re ready.

What Are Some Examples Of Zero-Click Content?

Zero-click content doesn’t mean to be passive. It means to be present where your audience already is. Here are some examples:

• Insightful social posts on LinkedIn, BlueSky, Threads, and X (Twitter) that offer valuable tips, summaries, or original perspectives without linking out. 
• Short video snippets pulled from longer content, such as podcast episodes or webinars, can highlight the most engaging or thought-provoking moments and drive interest without needing a click. 
• Email previews or social media posts that deliver immediate value rather than teasing content and pushing a link give your audience a reason to engage without opening another app. 
• Infographics and multi-slide carousels like those on LinkedIn and Pinterest that tell a complete story or walk through a process in one swipe can help promote you as an authority on a subject. 
• Traditional marketing formats, like billboard ads or product placement in entertainment, count as zero-click strategies by generating brand awareness without requiring the audience to take immediate action. 

Zero-click doesn’t mean passive. It means to be present where your audience already is.

Connecting With Your Audience On The Platforms That Matter To Them

Even with a reduced ability to attribute marketing initiatives to sales metrics, you can still increase your online presence, especially if you connect with your audience on the platforms that matter to them specifically. You don’t need to be everywhere, but you do need to be where your people are. Whether that’s TikTok, LinkedIn, X, or your inbox, show up in a way that adds value without demanding a click. Yes, attribution matters, but brand visibility and awareness matter just as much, especially as the marketing landscape gets more complex and less trackable.

Amanda Natividad argues that to succeed in this environment, creators should focus on delivering complete, engaging content directly within the platform, such as informative threads, concise videos, or insightful posts, that satisfy the audience’s needs upfront. “For the audience, Zero-Click content means less time wasted,” remarked Natividad, “You’re busy. You want the dopamine hit now, and then you’ll decide if it’s worthy of committing to reading a 2,000-word blog post, watching a 26-minute YouTube video, or listening to a 50-minute podcast.” Foregoing clickbait in favor of true content helps the audience decide whether to engage further.

Rand Fishkin, Co-Founder of SparkToro, has emphasized the importance of meeting your audience where they already are and thinking outside the box to measure the return on investment. When asked about zero-click content KPIs, Fishkin said, “There’s no one type of campaign, no single kind of goal, and no singular KPI. Every type of investment you make will have different ways of measuring impact.” For example, a video’s purpose may be reflected in reach and engagement, a blog about an event could be measured in ticket sales for 72 hours after posting, or a placement regarding a new product or feature could be measured by how many people try it out. “Every campaign and tactic will be different,” he stated.

A Zero-Click Success Story

A great real-world example of zero-click content in action is the Italian rice brand Acquerello. The company initially launched its United States sales on Amazon and later reached out to possible affiliates. This led to features in publications like Bon Appétit that include affiliate links. As they tracked the results, they noticed a significant increase in business coming directly from those articles without users necessarily clicking through to their website. Recognizing the power of this indirect exposure, Acquerello doubled down on zero-click strategies. They began pitching press outlets through PR, inviting journalists and influencers to visit their rice farm in Italy, requesting Italian chefs to prominently feature their brand on menus, and collaborating with international chefs who served their rice across multiple countries. These efforts allowed Acquerrelo to build brand awareness and trust through channels that didn’t require users ever to visit their website. While they couldn’t definitively pinpoint which strategy had the best ROI, they nonetheless had a massive increase in sales. Their story is an excellent demonstration of how zero-click strategies can dramatically impact your business.

Next time you’re creating content or developing a strategy, don’t just ask yourself if your audience will click a link, but ask whether or not your content will make a lasting impact. Is it interesting? Is it informative? Does it deliver something worthwhile? Does it build trust? Digital marketing is always evolving, which means we need to evolve, too. Zero-click content is a pathway to show up in searches, build trust, reinforce recognition, and secure sales, even if the ROI source isn’t immediately visible. Zero-click doesn’t mean zero impact. Sometimes, the best content simply gives without asking anything in return.