In February, U.S. media publishers accounted for 652M total social actions, with 439M actions from Facebook, 32M from Twitter and 181M from Instagram. This represents a 3 percent growth of social engagement for the category, compared to January 2015.
Red Carpet Season
Entertainment was the top performing publisher category, ranked by volume of social media actions across all platforms, followed by General News and Fashion & Style, capturing 78.6M, 44.7M and 28.1M total social actions, respectively. BuzzFeed, The Huffington Post and ELLE Magazine were the top performing properties in each of these categories.
February’s red carpet season and “The Dress” debate drove most of the month’s social activity. BuzzFeed, the first outlet to promote the Tumblr post igniting #TheDress debate, captured more than 515K combined actions across Facebook, Twitter and Instagram for posts related to the #TheDress. Posts from the GRAMMYs and The Academy Awards also brought in the most actions for the Entertainment media publishing category in February, with posts about Taylor Swift and Lady Gaga capturing the highest social buzz during the shows.
New York Fashion Week and The Academy Awards played a large part in the growth of the Fashion & Style category. Vogue led the category on Instagram, with Fashion Week-themed posts featuring the Beckham clan, Taylor Swift and Karlie Kloss. ELLE Magazine, the most socially engaged property in the category, captured the highest engagement with an Oscars-themed tweet featuring Patricia Arquette. Vanity Fair, boasting a 94 percent growth since January, saw social success with its Facebook post featuring Jennifer Lopez on The Oscars red carpet.
The Top 10 Social Publishers in February
In February’s edition of the Shareablee Publisher Social Scorecard, Entertainment Weekly netted the highest social engagement growth at 59 percent to place number 9 after the property’s hiatus from the ranking since November. Billboard saw a 46 percent growth in social engagement, propelling the property to the secure the number 7 spot in February, from number 9 in January. The Huffington Post and BuzzFeed led the media publishing category on Facebook with over 11M and 10.5 million actions, respectively. Bleacher Report captured the number one spot on Twitter with 1.9M actions.
For the first time since the publisher ranking’s inception, there was a decline in total actions on Instagram for the media publishing category. This was largely due to a 9% decrease in National Geographic’s total Instagram actions, which posted 16% less on the platform compared to January. The media publishing category saw a 4% increase in social engagement on both Facebook and Twitter.
Fastest Growing Categories and Publishers
The fastest growing categories by volume of social media actions were Fashion & Style, Entertainment and Home & Garden, growing 32 percent, 22 percent and 12 percent, respectively. The Fashion & Style category’s growth of 32% was driven largely by two properties: Marie Claire and Vanity Fair, with 147 percent and 94 percent growth rates. OK! Magazine had the highest growth for the Entertainment category at 220 percent; and in the Home & Garden category, ELLE Decor saw the highest growth at 37 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.