UK newsbrands hit the headlines on social media
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UK newsbrands hit the headlines on social media
@Telegraph@MailOnline
@guardian @DailyMirror@Independent
@EveningStandard
@thetimes
Analysis of date from
Headlines
• UK newsbrands drove 133.5 million social media actions* in the first five months of 2014
• Facebook: 57.6 million article likes, 30.2 million comments, 30.1 million shares
• 14.2 million Twitter shares• 827k LinkedIn shares• 61k pins on Pinterest
• Facebook is the most important social medium for sharing stories for all UK newsbrands – and it’s still growing
• BBC much more biased to Twitter – but total UK newsbrands now rival BBC for Twitter shares
*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 exceed 25 million monthly
Jan-14 Feb-14 Mar-14 Apr-14 May-14
25,659 25,131
29,211
26,079
27,451
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
UK newsbrands closing the gap with Buzzfeed
Jan-14 Feb-14 Mar-14 Apr-14 May-14
25,659 27,451
41,434
28,510
5,711 5,754
9,389 9,399
2,945 1,545
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 articles are shared around 9 million times each month on Facebook and Twitter
Jan-14 Feb-14 Mar-14 Apr-14 May-14
5,990 5,840
6,748
5,606 5,964
2,812 2,685 3,039
2,622 3,033
000s shares
Facebook Twitter
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: NewswhipUK Newsbrands total interactions Jan-May 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)
Jan-14 Feb-14 Mar-14 Apr-14 May-14
40% 42% 43% 45% 45%
23% 23% 23% 21% 22%
25% 24% 22% 22% 21%
11% 11% 10% 10% 11%1% 1% 1% 2% 1%
Share of UK newsbrand interactions by social media brand
Facebook Likes Facebook Shares Facebook Comments Twitter Shares LinkedIn/Pinterest
News content on Facebook growing fast
• Total interactions for news content up from 393.6m in January 2014 to 482.8m in April 2014
Source: Newswhip blog http://blog.newswhip.com/
Likes 927,055 m
Comments 381,901 m
Shares 434,874 m
Total interactions Jan-April 2014
+ 26% Apr vs Jan
+ 30% Apr vs Jan
+ 8% Apr vs Jan
• Shares growing at fastest rate
Total Facebook interactions for UK newsbrands reach 23+million monthly
Jan-14 Feb-14 Mar-14 Apr-14 May-14
22,66622,264
25,883
23,032
24,126
000s
Source: NewswhipUK Newsbrands Jan-May 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)
UK newsbrand articles’ Facebook likes increase to nearly 12.5 million monthly
Jan-14 Feb-14 Mar-14 Apr-14 May-14
10,340 10,495
12,679
11,61612,468
6,3365,929
6,4565,810 5,695
000s
Facebook likes Facebook comments
Source: NewswhipUK Newsbrands Jan-May 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)
US providers more reliant on Facebook
upworthy.com
buzzfeed.com
metro.co.uk
huffingtonpost.co.uk
dailymail.co.uk
mirror.co.uk
express.co.uk
theguardian.com
independent.co.uk
telegraph.co.uk
standard.co.uk
bbc.co.uk
99.8%
97.2%
95.5%
94.1%
92.8%
89.5%
89.0%
86.7%
83.4%
78.5%
77.0%
64.8%
0.1%
1.9%
4.3%
5.5%
6.1%
10.3%
10.7%
12.1%
15.8%
19.9%
21.1%
33.9%
Share of interactions by social media brand
Facebook likes, shares and comments Twitter shares
Source: Newswhip Jan-May 2014
Guardian50.3m
But UK titles are the biggest English language newspapers on Facebook in first half of 2014
Daily Mail48.5m
New York Times47.9m
USA Today25.2m
W/tonPost
22.5m
Total Facebook interactions Jan-June 2014
Source: Newswhip Jan-June 2014
Facebook shares higher than Twitter for most UK newsbrands
Source: Newswhip Jan-May 2014UK 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)
upworthy.com
buzzfeed.com
metro.co.uk
huffingtonpost.co.uk
dailymail.co.uk
mirror.co.uk
express.co.uk
theguardian.com
independent.co.uk
telegraph.co.uk
standard.co.uk
bbc.co.uk
99.6%
93.0%
82.8%
79.9%
79.7%
69.0%
65.7%
64.9%
58.1%
51.6%
43.7%
40.1%
0.4%
7.0%
17.2%
20.1%
20.3%
31.0%
34.3%
35.1%
41.9%
48.4%
56.3%
59.9%
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
“We actually created that huge traffic jump in June producing fewer stories, not more. On the day-to-day operational side, the team has made dozens of changes that add up to the newsroom working better and more efficiently. Seemingly mundane things make a huge difference – things such as better planning, more creative story conferences, and using audience data to decide what to stop doing.”Jason Seiken
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14
1,152
2,086 2,039 2,073
2,701
3,609
5,916
Total Facebook interactions 000’s Mirror.co.uk
“The Mirror, which we noted entering the top 25 in June, made further gains (in July), to come in at 17th overall, their best performance yet. Their biggest stories of July were mainly sports related, such as an interactive poll which asked readers their pick of the best goalkeeper of the World Cup, which gained over 200,000 engagements on Facebook.”Newswhip blog
“At the digital first Mirror.co.uk, the four main weekday peak times, with devices, are as follows:
7am - Mobile
Midday - Desktop
4.30pm - Desktop and Mobile
8pm - Mobile and Tablet
To respond to these surges in expectant visitors, the Mirror’s newsroom has big refreshes of content at each of these times. Posting new stories on Facebook at these times is part of that strategy.”Newswhip sharing guide
Source: Newswhip Jan-May 2014
UK newsbrands prompt more Facebook interactions than the BBC, led by Guardian and MailOnline
Jan-14 Feb-14 Mar-14 Apr-14 May-14
22,666 22,264
25,883
23,03224,126
6,5965,659
4,947 4,6615,645
7,199 8,051 7,8058,462
9,2519,592
7,6178,296
7,3807,076
000s shares, likes & comments
Newsbrands bbc.co.uk theguardian.com dailymail.co.uk
Source: Newswhip Jan-May 2014UK 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
January 2014, MailOnline586,250 interactions, 132,024 shares
March 2014, telegraph.co.uk489,947 interactions, 140,945 shares
March 2014, mirror.co.uk231,445 interactions, 129,983 shares
January 2014, MailOnline637,245 interactions, 195,818 shares
May 2014, independent.co.uk221,542 interactions, 44,024 shares
March 2014, theguardian.com221,542 interactions, 44,024 shares
It’s not just trivia, lists and snippets…
• In July 2014 this story helped the Guardian break the 10m monthly Facebook interactions barrier for the first time
July 2014, theguardian.com250,000 Facebook interactions
It’s not just trivia, lists and snippets
• Story length is no barrier to sharing
• Analysis of top 10 most shared stories for 5 big publishers on Facebook showed that long form, high quality writing and interesting editorials make up the bulk of the big hits (except BBC)
• The Guardian’s top stories averaged 1,740 words and included a six-part multimedia feature on NSA revelations, totalling 4,000+ words
It’s not just trivia, lists and snippets
• Biggest UK newsbrand stories, Facebook May 2014:• 31 UK and world news, current affairs and comment• 6 sport• 3 showbiz• 3 video links• 2 science• 2 books• 1 beauty• and just 3 lists or quizzes (though this was the most shared)
Headlines/pics from most shared storiesActual front page
Source: Newswhip experiment
Actual front pageHeadlines/pics from most shared stories
Source: Newswhip experiment
UK newsbrand Twitter shares similar to BBC
Jan-14 Feb-14 Mar-14 Apr-14 May-14
2,812 2,685
3,039
2,622
3,033
2,704 2,490
2,729
2,876
3,607
756 846 855 864 782
98 113 115 97 108
000s shares
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
Jan 2014, theguardian.com9,732 shares
Jan 2014, independent.co.uk16,330 shares
Feb 2014, theguardian.com15,714 shares
May 2014, MailOnline23,801 shares
Mar 2014, telegraph.co.uk7,868 shares
Feb 2014, mirror.co.uk5,838 shares
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-May 2014
How many follow UK newsbrands
Follow newspaper brand
Follow newspaper sub-brand
Follow newspaper journalist
Any of these
35%
17%
49%
59%
% Twitter users
Source: You Gov January 2014
Base: All UK Twitter Users (1266)
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.
CommunityI 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.
CommunityAn 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:
Newsbrands are also big content providers for LinkedIn and Pinterest
Jan-14 Feb-14 Mar-14 Apr-14 May-14
120109
196 199 203
6172
94
226
89
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
256,377 likes
233,811 followers*
*excluding sub-brands and journalists
@EveningStandard
275,712 likes
18,105 followers*
3,581,538 likes
2,548,816 followers*
1,025,531 likes
190,715 followers*
@Independent
2,432,175 likes
760,647 followers*
2,009,489 likes
673,968 followers* 1,723,859 likes
582,163 followers*
@TheSunNewspaper
1,600,951 likes
587,468 followers*
Summary and implications
• UK newsbrands are highly influential social media activators, delivering more than 25 million social interactions every month
• 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.