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Social Media and Publishers, DONA Copenhagen, November 2016
@_liamcorcoran, NewsWhip
Analyze DeliverUse artificial intelligence and statistical analysis to determine which stories matter to each end user and predict potential outcomes.
Deliver critical information and recommendations of actions via via personalised dashboards and mobile notifications.
Real time signals drawn from the activity of billions of individuals
1DiscoverDetect all forms of digital objects, within seconds of them appearing on the open web or on any network. 2 3
What is NewsWhip?
I’ll cover: Three areas of focus, and some advice
• Challenges, and advice for 2017.
• The rise of Facebook Video, and how publishers are reacting.
• How engagement with publishers’ content on Facebook and Instagram is changing.
Social Media & Publishers in 2016
• Questions around the role of quality publishers in a social first landscape emerged.
• Video has become the defining feature of most users’ social news experiences.
• Native distribution became a reality. Link engagement declined, Instant Articles and Live Video emerged.
• Publishers’ platform priorities changed, and so did consumers’ behaviours and expectations.
Five data points on Facebook video for publishers in 2016
1. There has been huge growth in engagement with native video on Facebook
0
2500000
5000000
7500000
10000000
CNN BBC News The Guardian
2,590,646
6,352,365
9,578,093
564,859
2,061,220
3,577,605
202,482273,26587,498
Total Engagements on Facebook Videos per Month
January 2016June 2015 October 2016
2. Videos have the highest average share rates, above Instant Articles, for most publishers
Average share rate per post type, October 2016
Links: 693Photos: 51Video: 5,207
Links: 1,088Photos: 1,215Video: 4,149
Links: 339Photos: 104Video: 2,560
3. So, publishers are posting more videos
Number of Facebook videos on main page per month
June 2015: 35January 2016: 164October 2016: 627
June 2015: 17January 2016: 46October 2016: 83
June 2015: 68January 2016: 176October 2016: 385
4. …and the proportion of native video posts is growing…
% of Native Video Posted to the main CNN Facebook Page
77%
23%
56%
44%
January 2016 October 2016
Other PostsNative Videos
*Based on total engagements of videos posted to publishers’ mainFacebook pages during each month.
Mic.com
CNN
BBC News
Fox News
The Guardian
0.00% 26.67% 53.33% 80.00%
15.58%
28.06%
24.72%
36.61%
50.25%
43%
46%
54%
62%
75%
5. Meaning that videos are accounting for more of publishers’ monthly total engagements.
October 2016
January 2016
What else is working for publishers on Facebook and Instagram?
We are moving to a more conversationalstyle of output on Facebook.
• Successful stories are conversational and descriptive.
• Algorithm changes mean that it’s tougher to get surfaced in news feeds.
• Publishers should not withhold information, or create misleading expectations with their headlines.
What’s working, and what isn’t?
Less successful - Sites that didn’t experiment with any form of native content formats. - Generalist sites that failed to define a niche audience.
More successful: - Sites with strong op-ed sections on hot topic issues for readers. - Publishers that incorporated native formats like Live video in their reporting.
Instagram has grown hugely as anengagement channel for publishers in 2016
• Instagram passed 300 million active daily users in summer 2016. 80% are based outside the US.
• Like Facebook, video is driving engagement for publishers.
• Engagement on publishers’ pages grew hugely in 2016: Fox News increased engagement by almost 200% from January to September (NewsWhip data).
• With links coming to Instagram Stories, expect to see more potential for publishers on Instagram in 2017. However: Don’t see it as a ‘magic bullet!’
Publisher problems on social, and advice for 2017
Outside revenue, problems remain for publishers…
• Metrics troubles and the unpredictable nature of social algorithms. What formats are favoured, and for how long?
• How best to balance video experience with cultivating a loyal audience? How to scale social video?
• Building trust with the audience.
Advice for 2017
• Speak to readers’ specific interests on social media - whether they be through personal pages, sub-topics, or otherwise.
• Focus on holistic metrics: what does the sum of all parts of your audience’s behaviour mean?
• Aim to become the definitive news source to your social and mobile audience in 2017. Be credible, authoritative, and accessible.
Questions? Get in touch!
And check out newswhip.com for more.
@_liamcorcoran
