In March, U.S. media publishers accounted for 763 million total social actions, with 536 million actions from Facebook, 33 million from Twitter and 194 million from Instagram. This represents a 17 percent growth of social engagement for the category, compared to February 2015, more than three times the average growth of US brands and properties during the same time period.
The Top 10 Social Publishers in March
In the March edition of the Shareablee Media Publishing Social Scorecard, Cosmopolitan entered the Top Ten for this first time with a 76 percent growth in social engagement since February, largely due to a spike in Facebook actions.
BuzzFeed took over the top spot on Facebook from The Huffington Post and grew 64 percent, climbing up to the Number 2 rank overall in March. National Geographic once again dominated social engagement on Instagram with over 90.5 million actions, followed by Playboy (2.7 million actions). Bleacher Report continues to lead Twitter with over 2 million social engagements in March.
The Media Publishing category saw 22 percent growth in social engagement on Facebook, 2 percent growth on Twitter and 8 percent growth on Instagram. Cosmopolitan and BuzzFeed drove a large part of the increase in Facebook engagement, growing 98 percent and 76 percent in Facebook actions, respectively.
Social Video is Highly Shareable
Cosmopolitan saw massive social success by increasing its use of social video in March, publishing 154% more video compared to February 2015. The two best performing posts were videos that reached viral status, receiving 27.3 million and 17.8 million video views, respectively. The most socially engaged post, a video featuring a young man making an important point about body image, captured 1.3 million total actions including 294,442 shares; and the second best performing video post with a little boy promoting his GoFundMe page received over 1 million total actions including 440,093 shares, four times more shares than what the average media publisher received in March.
Fastest Growing Categories and Publishers
The fastest growing categories by total social media actions were Automotive, Family, and Travel growing 65 percent, 65 percent and 42 percent, respectively. The Automotive category’s growth of 32 percent was driven largely by two properties: Car and Driver and Motor Trend, with 125 percent and 101 percent growth rates. Family Circle had the highest growth for the Family category at 168 percent; and in the Travel category, Travel + Leisure saw the highest growth at 79 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.