In October, U.S. media publishers accounted for 1.4 billion total social actions (likes, comments, shares, retweets, favorites, dislikes), with 696 million from Instagram, 666 million actions from Facebook, 48 million from Twitter, and 15 million from YouTube (excluding views).
The media publishing industry represents 22 percent of all actions taken on content published by U.S. brands in October. Total actions for the media publishing industry remained flat compared to September 2015, with Instagram generating more actions than Facebook for the third consecutive month. While Facebook actions (likes, comments, shares) saw a slight month over month increase at just under 1 percent, impressions for the media publishing industry grew by 4 percent.
Of the Top Ten, E! Online saw the highest growth in engagement at 51 percent, jumping to number three in October from number seven in September 2015, driven by a 73 percent increase in likes and comments on Instagram. Bleacher Report saw the second highest growth at 43 percent and claimed the top spot on Facebook and Twitter largely due to the publisher’s 66 percent increase in video content, which drove an 87 percent spike in actions compared to September. National Geographic upheld its claim to number one on Instagram.
Key Engagement Drivers in October
Growth in engagement for E! Online was driven by the publisher’s 80 percent increase in content posted on Instagram. BuzzFeed Food also increased post frequency by 80 percent on Instagram, capturing most of its engagement on photos featuring celebrity couples, including Chrissy Teigen and John Legend, Jessica Biel and Justin Timberlake, and Khloe Kardashian and Lamar Odom. Instagram also drove Complex’s 19 percent growth in total social actions, with likes and comments increasing 28 percent compared to September. Instagram posts of old photos of Back to the Future, The Fresh Prince of Bel-Air and Drake scored the most social actions for Complex.
Beyond its 61 percent growth on Facebook, Bleacher Report also saw a 23 percent growth on Instagram and 19 percent growth on Twitter. Video dominated the top posts and tweets across social, featuring humourous tricks, inspiring feats and contributions from fans.
Bleacher Report and BuzzFeed also saw high growth rates, at 43 percent and 19 percent, respectively, largely driven by their growth on Facebook. BuzzFeed, which saw a 25 percent growth on Facebook, captured the most likes, shares and comments on image and video posts featuring cute, funny, and heartwarming stories.
The fastest growing categories by total social engagement month over month were Sports (+31 percent), driven by Bleacher Report; Women’s Interest (+11 percent), driven by Working Mother Magazine and SheKnows, and Home & Garden (+10 percent), driven by Veranda Magazine. Yahoo Celebrity saw the highest growth of any media publisher in September at 191 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.
Top image courtesy of Shutterstock.