We share 27 million pieces of content every day, a new study says, and that number is increasing everyday. But what types of content are consumers more likely to share? It’s a question top-of-mind for big brands and organizations investing in social media outreach. Here’s a hint.

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For starters, content that is industry-specific is twice as likely to be shared as general information. That’s good news for B2B marketers. No surprise there. The more relevant the detail, the more likely it will be passed around from friend to friend, and co-worker to co-worker. This interesting research by AOL and Nielsen also points out where the sharing is happening. Hint, hint. Twitter is tops for industry-specific information sharing.

There are a few other interesting insights here to consider: