In December, U.S. media publishers accounted for 1.5 billion total social actions (likes, comments, shares, retweets, dislikes), with 728 million from Instagram, 667 million actions from Facebook, 52 million from Twitter, and 17 million from YouTube (excluding views).
The media publishing industry represents 22 percent of all actions taken on content published by U.S. brands in December. Total actions for the media publishing industry grew 6 percent compared to November 2015, due to a 6 percent increase on Instagram and Facebook, a 3 percent increase on Twitter and a 29 percent increase on YouTube.
Of the top ten, Playboy saw the highest growth in engagement at 72 percent, soaring to the number four spot from its number thirteen spot in November 2015, driven by growth rates of 109 percent on Facebook, 60 percent on Instagram, and 35 percent on Twitter. Bleacher Report claimed the top spot on Facebook for the third consecutive month and was also the top media publisher on Twitter, edging out Billboard by a mere 16,000 actions. National Geographic scored the number one spot on Instagram.
Key Engagement Drivers in December
Though Playboy posted 2 percent less on Facebook in December compared to November, the media publisher increased Facebook video posts by 25 percent which drove a 75 percent increase in social video actions. Playboy’s top Facebook post was a video related to Star Wars which captured more than 147,000 social actions. On Instagram, Playboy also saw an impressive 60 percent growth in engagement driven by a 41 percent increase in Instagram posts, all of which featured Playboy Playmates.
Instagram drove Bleacher Report’s 44 percent growth in total social actions, with likes and comments increasing 6 percent in December. This growth can be attributed to Bleacher Report’s 49 percent increase in Instagram posts during this time period, with funny, heartwarming and shocking basketball-related photos and videos leading its top posts. Bleacher Report also saw a 30 percent growth on Twitter by utilizing a similar content strategy mixing comedy and inspiration.
Complex saw a 29 percent growth in Facebook actions in December, a 50 percent increase compared to November. Dance videos claimed four of Complex’s top ten Facebook posts, capturing over 1 million actions on the platform.
Fastest Growing Categories and Publishers
The three fastest growing categories by social engagement month over month were Men’s Interest (+27 percent), driven by Playboy; Sports (+23 percent), driven by Bleacher Report; and Auto (+9 percent), driven by 4-Wheel & Off-Road Magazine and Mopar Muscle Magazine. BuzzFeed Partner saw the highest growth of any media publisher in December at 299 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 Playboy on Facebook.