In April, U.S. media publishers accounted for 783 million total social actions, with 524 million actions from Facebook, 35 million from Twitter and 224 million from Instagram. The average media publisher saw a 4 percent growth in social engagement compared to March 2015, driven by a 3 percent growth on Twitter and 15 percent growth on Instagram.
The Top 10 Social Publishers in April: BuzzFeed Video Enters the Top Ten
In the April edition of the Shareablee Media Publishing Social Scorecard, Entertainment Weekly saw the highest growth of any publication in the Top Ten with a 43 percent spike in social engagement since March, due to a 46 percent and 18 percent growth in Facebook and Twitter actions, respectively. People.com’s 34 percent growth drove it to the Number 4 spot in the ranking from Number 7 in March, attributed to a 130 percent growth on Facebook, 98 percent growth on Twitter and 243 percent growth on Instagram.
BuzzFeed Video took over the top spot on Facebook with 11.93 million actions, followed by Hollywood Life with 11.23 million Facebook actions. National Geographic grew 23 percent overall and dominated social engagement on Instagram with over 115.58 million Instagram actions, a 28 percent growth over March. Bleacher Report led Twitter with over 1.80 million Twitter engagements in April.
Entertainment Weekly’s growth in engagement was driven by the publisher’s Facebook posts promoting Fast & Furious 7 and tributes to the late actor, Paul Walker, which accounted for 31 percent of all Facebook engagement captured in April. Similarly, People.com’s growth came from content celebrating Paul Walker, as well as celebrity babies born to Justin Timberlake and to Jill (Duggar) Dillard. BuzzFeed Video saw a 21 percent growth due to a 10 percent increase in posted content, further proving that social video is on the rise and showing no signs of slowing down.
Fastest Growing Categories and Publishers
The fastest growing categories by total social engagement were Science & Technology, Travel, and Men’s Interest growing 17 percent, 7 percent and 6 percent, respectively. The Science & Technology category’s growth was driven largely by VentureBeat, which grew 37 percent. Sunset Magazine and Coastal Living had the highest growth rates for the Travel category at 40 percent and 25 percent, respectively; and in the Men’s Interest category, AskMen saw the highest growth at 121 percent.
Tania Yuki is founder and CEO of Shareablee, a leading provider of social content analytics for business. She has spent most of her career in digital marketing, measurement and analytics, and was recently honored with a Great Mind Award from the Advertising Research Foundation and featured in Fast Company and Forbes as one of 12 women driving digital in New York.