In November, U.S. media publishers accounted for 1.4 billion total social actions (likes, comments, shares, retweets, dislikes), with 687 million from Instagram, 632 million actions from Facebook, 51 million from Twitter, and 13 million from YouTube (excluding views).
The media publishing industry represents 20 percent of all actions taken on content published by U.S. brands in November. Total actions for the media publishing industry declined 3 percent compared to Oct. 2015, due to a 10 percent decrease in social content.
Of the top ten, People.com saw the highest growth in engagement at 19 percent, maintaining its number nine spot in November 2015, driven by growth rates of 21 percent on Facebook and 22 percent on Twitter. Bleacher Report claimed the top spot on Facebook for the second month in a row; and Billboard dominated Twitter engagement, capturing 56 percent more likes and retweets than any other media publisher. National Geographic held on to the number one spot on Instagram.
Key Engagement Drivers in November
Growth in engagement for People.com was driven by its 17 percent increase in Facebook video content, which drove a 149 percent growth in Facebook video actions. People.com’s #SexiestManAlive issue captured the highest engagement among the publisher’s posts in November. Facebook content about Paris, Sofia Vergara’s wedding, and a video trailer for Jennifer Gardner’s new film, “Miracles from Heaven,” also were top performing posts for the publisher.
E! Online grew engagement by 16 percent, driven primarily by its 24 percent increase in Instagram likes and comments. The publisher’s Instagram posts were topped by images of the Victoria’s Secret Fashion Show models and entertainers, “The Hunger Games” premiere.
Instagram also drove National Geographic Travel’s 9 percent growth in total social actions, increasing 9 percent compared to October. Instagram posts honoring Paris, and shots contributed by users featuring stunning scenery, such as the Northern Lights over Iceland, scored the most likes and comments for National Geographic Travel.
Fastest Growing Categories and Publishers
The three fastest growing categories by social engagement month over month were Family (+29 percent), driven by Scary Mommy; Entertainment (+14 percent), driven by Telemundo Entretenimiento and The Wrap; and Home & Garden (+12 percent), driven by Good Housekeeping. Telemundo Entretenimiento saw the highest growth of any media publisher in November at 385 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.