Embed Size (px)
Citation preview
UK newsbrands hit record highs on social media
@Telegraph@MailOnline
@guardian @DailyMirror@Independent
@EveningStandard
@thetimes
Analysis of data from August 2015
Headlines
• UK newsbrands drove 605.3 million social
media actions* so far, during the year 2015
• Facebook: 398.1.2 million article likes, 94 million comments, 64.8 million shares
• 42.8 million Twitter shares
• 3.6m LinkedIn shares
• 2.2m pins on Pinterest
• 25% increase in monthly social media
interactions from January – August 2015
*Direct activity from newsbrand URL. Excludes likes etc for newsbrand Facebook pages, Twitter
following, favourites & re-tweets. Global data.
Global social media interactions* from UK
newsbrand articles have grown by 92% year on
year
41,729
48,041
56,757
50,592 46,015
64,447
56,037
71,021 67,608
82,393 86,939
96,481
80,324
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
000s social media interactions
Source: Newswhip
UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk,
metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
*Facebook likes, shares & comments; Twitter, LinkedIn and Pinterest shares
Newbrands have more social media interactions than
Buzzfeed
41,728
80,324
27,964
34,203
7,836 5,894
7,836
21,979
2,204
2,075
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
000s social media interactions
Newsbrands Buzzfeed Upworthy BBC Huffington Post
Source: Newswhip
UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk,
metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
UK newsbrand article shares experienced steady
growth throughout the year
8,094 8,641
10,638
7,656 7,162
9,104 9,0009,350
9,80010,114
11,03411,738
10,525
4,271 4,377 4,796 4,722
3,998
5,6575,034
5,5945,169
5,5315,190 5,402 5,187
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
000s shares
Facebook Twitter Estimated data
Source: Newswhip
*UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk,
metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
***
*
Facebook and UK newsbrands
Facebook is the most important social media
brand for newsbrands
Source: Newswhip
UK Newsbrands total interactions Jan-Aug 2015: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk,
express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
52% 54% 53% 56% 56% 59%64%
69% 70%65% 66% 67% 64%
19% 18% 19% 15% 15% 14% 8%7% 5% 12% 13% 12%
13%
17% 18% 19% 18% 18% 17% 18%15% 16% 15% 15% 14% 15%
10% 9% 8% 9% 9% 9% 9% 8% 8% 7% 6% 6% 7%1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
Share of UK newsbrand interactions by social media brand*
Facebook Likes Facebook Shares Facebook Comments Twitter Shares LinkedIn/Pinterest
Total Facebook interactions for UK newsbrands
have doubled over the year
37,071
43,244
51,520
42,592 41,518
58,236
50,437
64,69961,797
76,08580,925
90,211
74,354
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
000s&
Source: Newswhip
UK Newsbrands Jan-Dec 2014 : dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk,
standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
…And UK newsbrand articles’ Facebook likes
have also more than doubled in the last year
21,724
25,867
30,268 28,270
26,189
38,038 36,106
49,156 47,518
53,761 57,033
64,868
51,595
7,251 8,73510,614
9,016 8,18811,093 10,014 10,833 10,986 12,210 12,857 13,604 12,234
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
000s
Facebook likes Facebook comments
Source: Newswhip
UK Newsbrands Jan - Dec 2014 : dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk,
standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
Daily Mail
152.1m
Daily Mirror
145.5m
New York
Times
121.1m
W/ton
Post
84.4m
USA
Today
68.5m
Total Facebook interactions January - August 2015
Source: Newswhip Jan-Aug 2015
UK has three of the top four biggest English
language newspapers on Facebook
The
Guardian
115.5m
Generally UK newsbrands are less reliant on
Facebook than US providers
Source: Newswhip August 2015
UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk,
metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
99.1%
87.8%
76.9%
74.3%
80.6%
70.0%
68.3%
62.5%
55.5%
53.4%
40.0%
70.0%
45.3%
0.9%
12.2%
23.1%
25.7%
19.4%
30.0%
31.7%
37.5%
44.5%
46.6%
60.0%
30.0%
54.7%
upworthy.com
buzzfeed.com
dailymail.co.uk
huffingtonpost.co.uk
metro.co.uk
mirror.co.uk
express.co.uk
standard.co.uk
independent.co.uk
telegraph.co.uk
thetimes.co.uk
theguardian.com
bbc.co.uk
Shares only – Facebook vs Twitter
Facebook shares Twitter shares
• Pure players more reliant on very high numbers
sharing each article, especially Upworthy
• UK newsbrand success more dependent on larger
number of articles being shared
• BUT the most shared UK newsbrands also have
highest ratio of shares to articles
• Optimising number of shares, particularly on
Facebook is key to social media success
UK newsbrands prompt more Facebook interactions than
the BBC, led by MailOnline, Mirror and The Guardian
37,071
43,244
51,520
42,59341,518
58,236
50,699
64,699 61,797
76,085
80,925
90,211
74,354
5,8448,657
11,9199,725 9,662 10,679 10,324
15,698 16,126
20,703 19,74222,126
18,145
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
000s shares, likes & comments
Newsbrands bbc.co.uk theguardian.com dailymail.co.uk mirror.co.uk
Source: Newswhip Jan-Dec 2014
UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk,
metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
Some top Facebook stories
August 2015, telegraph.co.uk
1189,263 interactions, 42,953 shares
July 2015, theguardian.co.uk
359,090 interactions, 80,443 shares
July 2015, dailymail.co.uk
250,109 interactions, 44,082 shares
August 2015, independent.co.uk
237,513 interactions, 35,757 shares
June 2015, independent.co.uk
142,247 interactions 39,631 shares
August 2015, mirror.co.uk
126,825 interactions, 42,953 shares
It’s not just trivia, lists and snippets
• Biggest among UK top newsbrand stories, Facebook
August 2015:
• 54 UK and world news, current affairs and comment
• 3 sport
• 10 showbiz
• 4 video/gallery links
• 6 science
• and just 1 list/quiz
The most shared story was
from theguardian.com…
“I think I first saw the Guardian on
Facebook. Friends just started posting
links to articles. I found myself clicking on
them. After a while I liked the page and
began reading more. Then when I started
getting the train regularly I found myself
buying the paper for the journey
Camille, 23
Developing newsbrand readership
habits via Facebook
Source: Generation News 2015
73 % of Millennials say they that:
‘ If I hear about an interesting news story on
social media I’ll go to my preferred newspaper
website to get more info’
Source: Generation News 2015
Developing newsbrand readership
habits via Facebook
UK newsbrand Twitter shares similar to BBC
4,271
4,377
4,796 4,722
3,964
5,657
5,034
5,594
5,169
5,531
5,190 5,402 5,187
3,498
3,960
4,212 3,960 3,752
4,563
5,038
5,411
3,605
3,946 3,570
3,947 3,574
865 880 924 861 820 937
1,501
1,079 964 954 1,054 903 833
132 152 142 118 99 140 107 117 109 110 110 134 118
Twitter shares (000s)
UK newsbrands BBC Buzzfeed Huffington Post
UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
Some top Twitter shares
June 2015, theguardian.com
7,236 sharesJuly 2015, telegraph.co.uk
49,326 shares
August 2015, dailymail.co.uk
10,755 shares
July 2015, independent.co.uk
11,051 shares
June 2015, independent.co.uk
15,442 shares
August 2015, telegraph.co.uk
8,679 shares
How many follow UK newsbrands
35%
17%
49%
59%
Follow newspaperbrand
Follow newspaper sub-brand
Follow newspaperjournalist
Any of these
% Twitter users
Source: You Gov January 2014
Base: All UK Twitter Users (1266)
Newsbrands often are Twitter conversation
catalysts
Following The Mail on Sunday's publication of an extract from Lord
Ashcroft's unathorised biography of David Cameron 'Call me Dave',
#Hameron #Oink and #piggate were trending on Twitter.
According to it, the British Prime Minister, David Cameron, took part in an
obscene act with a dead pig's head in his young student days, as part of an
initiation ceremony…
A Twitter account @Cameron’s Pig was created within minutes
and gained over 15,000 followers within 24 hours …
Gossip/Banter
I want to relax and enjoy myself
Twitter has a unique humorous side to news stories. It’s a backstage pass into the lives of
celebrities and allows me to be part of the gossip.
Knowledge
I want to be the first to know
Twitter gives me instant access to the news and is where news stories tend to break first. It’s the best place to follow news stories as
they develop during the day.
Community
I want to find out about things I care about
Twitter gives me the chance to engage with stories relevant to me with a community of
like-minded people. Discovering people with shared interests I wouldn’t otherwise meet
through shared news interests.
Opinion
I want to know what people think
Twitter is a way of discovering different points of opinion and commentary on news stories. More personal opinions of celebrities/writers.
Interaction with the news on Twitter
Twitter adds four core benefits as a news
platform for users…
Source: #NewsOnTheTweet 2014
Gossip/Banter
Witty and celebrity columnists
Newsbrands are responsible for some of the most popular individual tweeters. Individual
journalists are key contributors to the humour content on Twitter.
Knowledge
Trusted instant updates
Newsbrand handles provide legitimacy and authority when news is breaking on Twitter.
They also provide journalists that offer quicker, more accurate instant updates on
stories as they happen.
Community
An opportunity to connect with like-minded content and people
Through their sub-section handles and the overarching strength of newsbrand identities
newsbrands offer users the opportunity to discover more content that is relevant to
them and engage with other people through these communities.
Opinion
Honest and expert opinions and debate
Newsbrands offer expert opinion pieces and the individual journalists offer honest and frank opinions as well as engaging with
followers.
Interaction with the news on Twitter
Newsbrands underpin these 4 key benefits
Source: #NewsOnTheTweet 2014
Newspaper brands provide an
authoritative viewpoint and
offer verified news in a user
generated content world.
Twitter helps newspaper
brands to become part of
breaking news in people’s
minds through instant
updates
Newspaper brands provide
detailed analysis behind 140
character Tweets
Twitter provides opportunities for
users to engage with newspaper
brands that they wouldn’t normally
read in other formats.
Newspaper brands offer
content and recognisable
brands that can bring
people together through
shared interests
Twitter enables newspaper
readers to connect with
newsbrands and content in a
more direct dialogue
The whole is stronger than the sum
of the parts
http://www.newsworks.org.uk/newsonthetweet
For further information see:
Top 10 most shared UK newsbrand stories
each month on Twitter are almost all in top 35
of Facebook shares – usually with higher
interactions on Facebook
But top Facebook stories are not always big
on Twitter:
• timing of story?
• demographics?
• Twitter more biased towards quality sector and serious news
Source: Newswhip Jan - Aug 2015
What’s the best time to post a story on
Facebook?
9 9
15
17
20
17
13
6 am to 12pm 12pm to 2pm 2pm to 4pm 4pm to 6pm 6pm to 8pm 8pm to 10pm 10pm to 6am
Source: Newswhip blog. Times are GMT. Based on data from MailOnline, BuzzFeed, Huffington Post, Upworthy, The New York Times, Elite Daily,
MTV and Fox News
The most shared stories were
published between 4pm and 10pm.
% of Top 100 stories
shared at this time
Newsbrands are also big content providers for
LinkedIn and Pinterest
266 280
328 332
264
409367
431404
440
496
529508
120141
112 120144 145
199
298
238
337 328 340
275
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
000s interactions
LinkedIn Pinterest
UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk,
metro.co.uk (from March 2014), thetimes.co.uk (May 2014), dailystar.co.uk (May 2014)
@Telegraph
@MailOnline
@guardian @DailyMirror@thetimes
418,420 likes
537,000 followers*
*excluding sub-brands and journalists
@standardnews
445,927 likes
252,000 followers*
4,836,984 likes
4,220,000 followers*
1,808,465 likes
477,000 followers*
@Independent
3,341,844 likes
1,420,000 followers*
2,918,735 likes
1,160,000 followers* 2,586,649 likes
1,220,000 followers*
@TheSunNewspaper
1,882,520 likes
853,000 followers*
Summary and implications
• UK newsbrands drove 605.3 million social media
actions so far, during the year 2015
• Massive shared audiences on a daily basis
• Facebook sharing is increasing audiences to UK
newsbrands and is vital to social media velocity
• Wide range of stories to tap into for advertisers
methodology
What Are NewsWhip’s Social Rankings?
Each month, NewsWhip publishes lists of the top social publishers of the previous month, covering Twitter, Facebook and sometimes
LinkedIn and Pinterest.
The rankings are based on the number of shares, tweets, comments and other interactions accrued to content published by each site in
the relevant month.
What content is covered?
For Facebook, NewsWhip combines the total number of likes, shares and comments on content published during that month alone.
For Facebook, if someone on a site uses an on-site share button to share an article to their timeline, that action counts as one share. If
someone copy-pastes the link directly to Facebook, that share will count in the exact same way.
The rankings have nothing to do with the number of people who ‘like’ a publication’s Facebook page that month, although that may have
some effect on how engaged the audience is with the content. A publisher with many “likes” has better audience access and may have
access needed to drive more activity around their content.
For Twitter, NewsWhip counts the total number of tweets that include links to each publisher’s articles (that includes re-tweets) from that
month. Twitter favourites are not currently included.
For all sites, the figures relate solely to content published during the month in question alone. Older content that continued going viral, or
archived material posted without a new URL is not taken into account.
Where does the data come from?
All the data comes from Spike, which monitors about 50,000 publications in 12 languages, categorising content from each one by country,
topic and publisher, and gathering data on topics, authors, and videos associated with each story. Spike tracks the speed at which each
story spreads on Facebook and Twitter.
