In May, U.S. media publishers accounted for more than 1.4 billion total social actions (likes, comments, shares, retweets, dislikes), with 710 million actions from Instagram, 639 million from Facebook, 57 million from Twitter and 15 million from YouTube (excluding views).
The media publishing industry represented 22 percent of all actions taken on content published by U.S. brands in May. Total actions for the media publishing industry grew 2 percent compared with April, driven predominantly by Instagram.
Among the top 10, The Dodo saw the highest growth in engagement for the second consecutive month, at 25 percent, jumping from No. 7 in April to No. 5 in May. Tasty, Bleacher Report and National Geographic maintained their top spots on Facebook, Twitter and Instagram, respectively.
Key engagement drivers in May
Video drove 78 percent of The Dodo’s Facebook engagement in May, with videos of a baby and her puppy, rescue stories and edible six-pack rings that will save marine animals’ lives leading its top performing posts.
BuzzFeed’s 13 percent growth in May was driven by a 17 percent growth in Instagram actions and 16 percent growth in Facebook actions compared with April. BuzzFeed’s top Instagram content featured memes and reposts of Tumblr threads about cute and funny animals. On Facebook, BuzzFeed’s top posts were impressive videos of animals, rescuers and dancers.
Finally, BuzzFeed Video saw 12 percent growth in May driven by its 14 percent increase in Facebook video actions. The media publisher’s top content featured videos across a variety of interesting and touching topics, including personality tests, dermatologists, stories of survival and babies.
Fastest-growing categories and publishers
The fastest-growing categories by social engagement month-over-month were family (55 percent), driven by Scary Mommy; politics (6 percent), driven by Breitbart and Western Journalism; and fashion and style (5 percent), driven by Vogue.