In April, U.S. media publishers accounted for 1.4 billion total social actions (likes, comments, shares, retweets, dislikes), with 670 million actions from Instagram, 655 million from Facebook, 58 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 April. Total actions for the media publishing industry saw a 7 percent decline compared to March, due to an 8 percent decrease on Instagram, a 7 percent slide on Twitter and a 5 percent drop on Facebook.
Of the top 10, The Dodo saw the highest growth in engagement, at 31 percent, breaking into the top 10 for the first time ever. Bleacher Report grew 17 percent and kept its hold on the top spot on Twitter in April, while Tasty and National Geographic maintained their top spots on Facebook and Instagram, respectively.
Key engagement drivers in April
The Dodo’s 31 percent growth in engagement was driven by its 53 percent growth in Facebook video engagement. Video accounted for 32 percent of The Dodo’s Facebook content and drove 81 percent of its social actions on the platform. The Dodo increased Facebook video posts by 60 percent in April compared to March, with top performing posts led by videos featuring adorable animals, feel-good stories and a “BADASS” cat.
Video also drove Bleacher Report’s 17 percent growth in April, with actions on video increasing 23 percent compared to March. Bleacher Report’s highest engaged posts were topped by videos of Villanova University’s upset at the 2016 NCAA Men’s Division I Basketball Championship tournament final, as well as a feature of Baylor University football player LaQuan McGowan.
BuzzFeed’s Tasty saw 10 percent growth in April, driven by its 9 percent increase in Facebook video actions. The media publisher’s top content featured video recipes for Churro Ice Cream Bowls, Fajita-Stuffed Chicken and Pizza Bread Bowls. The Churro Ice Cream Bowl post was the highest-engaged social post by a U.S. brand in April.
Fastest-growing categories and publishers
The fastest-growing categories by social engagement month over month were family (15 percent), driven by mom.me; sports (8 percent), driven by Bleacher Report and Golf Digest; and food (4 percent), driven by Tasty and Taste of Home.