In July, U.S. media publishers accounted for 1.6 billion total social actions (likes, comments, shares, retweets, favorites, dislikes), with 815 million actions from Facebook, 50 million from Twitter, 709 million from Instagram, and 12 million from YouTube. The media publishing industry saw a 4 percent increase in total actions compared to June 2015 and represents 33 percent of all actions taken on content published by brands in July.
Of the top ten, Bleacher Report saw the highest growth in engagement at 61 percent, jumping to number two from the sixth spot in June 2015, driven by a 110 percent increase in likes, comments and shares on Facebook. BuzzFeed Video claimed the top spot on Facebook and YouTube, BuzzFeed dominated Twitter, and National Geographic maintained its number one ranking on Instagram. Complex saw a 58 percent growth, scoring in the top ten for the first time.
In July, Bleacher Report’s 110 percent social growth on Facebook can be largely attributed to its 55 percent increase in post frequency on the platform. The sports publisher’s most socially engaged Facebook posts revolved around the WWE and Leo Messi. On average, the top Facebook post regarding WWE’s John Cena captured 40x more social actions than an average Bleacher Report Facebook post received in July.
Complex’s 58 perent growth, driving its entrance into the top ten, can be attributed to Facebook and YouTube where the publisher saw respective 68 percent and 61 percent increases in total social actions. Complex’s top Facebook and YouTube posts involved rappers, particularly Drake. Video is a successful engagement driver for Complex, accounting for 6 percent of all its Facebook posts, but driving 12 percent of its total social actions on Facebook.
Finally, BuzzFeed Food continues to see massive social growth after its debut in the Top Ten last month. The publisher’s 23 percent growth in social actions was driven by a 27 percent spike on Instagram. The publsiher’s campaign, #buzzfeast, which was accompanied by delectable images of food, accounted for 73 percent of BuzzFeed Food’s content on Instagram in July and captured 77 percent of the publisher’s actions on the platform.
Fastest Growing Categories and Publishers
The fastest growing categories by total social engagement were Men’s Interest (+87 percent), Food (+61 percent) and Sports (50 percent). Thrillist had the highest growth in the Men’s Interest category at 109 percent. In the Food category, Wine Spectator and BuzzFeed Food saw the highest growth rates at 32 percent and 23 percent, respectively. Bleacher Report and Golf World had the highest growth for the Sports category at 61 percent and 41 percent, respectively. Mashable – Social Media saw the highest growth of any publisher in June at 1,120 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. Tania was also named by Cynopsis Media as a Top Woman in Digital and listed in Direct Marketing News and Multichannel News’ 2015 40 under 40 list.
Image courtesy of Complex on Facebook.