newsbrands and social media 2016
TRANSCRIPT
SocialDeep Dive
@Telegraph@MailOnline
@guardian @DailyMirror@Independent @EveningStandard@thetimes
@MetroUK
It’s not just trivia, lists and snippets…
34%World news
14%Current Affairs
18%UK news
8%Science
3%Gallery
13%Showbiz
Source: Newswhip Jan ‘16 – Sep ‘16
4%Humour
3%Culture2%
Sports
778m interactions
111m interactions 8.7minteractions
3.5m interactions
UK newsbrands have driven 901 million social media interactions during 2016
Source: Newswhip Jan ‘16 – Dec ‘16
Jan-16
Feb-16
Mar-16
Apr-16
May-16
Jun-16
Jul-16
Aug-16
Sep-16
Oct-16
Nov-16
Dec-16
84298.208
69090.95973944.307
60192.12865803.699
72417.84275272.047 75767.311 74308.827
84560 8471780969
Social media interactions (000)
Source: Newswhip Jan ‘16 – Dec ‘16
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
84,298
69,091
73,944
60,192
65,804
72,41875,272 75,767 74,309
84,600
84,717
80,968
Newsbrands Buzzfeed Upworthy BBC Huffington Post
UK newsbrands have more interactions than Buzzfeed or the BBCSocial Media Interactions (000)
Source: Newswhip Jan ‘16 – Dec ‘16
UK newsbrands and Facebook
0%
5%
10%
15%
20%
25%
30%
35%
29%
14%
7%
3% 3%
Facebook Twitter YouTube Google+ WhatsApp
Source: Reuters Institute for the Study of Journalism - Digital News Report 2015
Facebook is the leading social networks used weekly for news in the UK
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
89% 84% 77% 85% 85% 85% 86% 88% 88% 88% 89% 89%
10% 14%22%
13% 13% 13% 13% 11% 11% 10% 10% 9%
Facebook Twitter LinkedIn/Pinterest
Facebook is the most popular social media brand for UK newsbrandsSocial Media Interactions (000)
Source: Newswhip Jan ‘16 – Dec ‘16
6 am to 12pm 12pm to 2pm 2pm to 4pm 4pm to 6pm 6pm to 8pm 8pm to 10pm 10pm to 6am
9% 9%
15%
17%
20%
17%
13%
The most shared stories
were published
between 4pm and 10pm
What’s the best time to post a story on Facebook?% of Top stories shared at this time
Source: Newswhip Blog
Examples of stories popular on Facebook in 2016Total number of facebook interactions
882k 460k
249k 627k
328k347k
Source: Newswhip Jan ‘16 – Dec ‘16
“I think I first saw the Guardian on Facebook. Friends just started posting links to articles. I found myself clicking on them. After a while I liked the page and began reading more. Then
when I started getting the train regularly I found myself buying the paper for the journey
Camille, 23
Source: Newsworks, Generation News 2015
Developing newsbrand reading habits
Developing newsbrand reading habits
“73% of Millennials
say they that:If I hear about an interesting news story on social media I’ll go to my preferred newspaper website to
get more info
Source: Newsworks, Generation News 2015
UK newsbrands and Twitter
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-160
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
UK newsbrands BBC Buzzfeed Huffington Post (UK)
UK newsbrand Twitter shares Deaths of
David Bowie &
Alan Rickman
Source: Newswhip Jan ‘16 – Dec ‘16
Examples of some stories popular on TwitterTotal number of twitter interactions
57k
33k
71k
14k
67k 13k
Source: Newswhip Jan ‘16 – Dec ‘16
UK newsbrand are often conversation catalysts on Twitter
Following The Mail on Sunday's publication of an extract from Lord Ashcroft's unathorised biography of David Cameron 'Call me Dave', #Hameron #Oink and #piggate were trending on Twitter.
UK newsbrand are often conversation catalysts on Twitter
A Twitter account @Cameron’s Pig was created within minutes and gained over 15,000 followers within 24 hours..…
Twitter adds four core benefits as a new platform for users
CommunityI want to find out about things I care aboutTwitter gives me the chance to engage with stories relevant to me with a community of like-minded people. Discovering people with shared interests I wouldn’t otherwise meet through shared news interests.
Opinion I want to know what people think Twitter is a way of discovering different points of opinion and commentary on news stories. More personal opinions of celebrities/writers.
Interaction with the news on Twitter
Source: Newsworks, #NewsOnTheTweet 2014
Twitter adds four core benefits as a new platform for users
CommunityAn opportunity to connect with like-minded content and peopleThrough their sub-section handles and the overarching strength of newsbrand identities newsbrands offer users the opportunity to discover more content that is relevant to them and engage with other people through these communities.
Opinion Honest and expert opinions and debate Newsbrands offer expert opinion pieces and the individual journalists offer honest and frank opinions as well as engaging with followers.
Interaction with the news on Twitter
Source: Newsworks, #NewsOnTheTweet 2014
The whole is stronger than the sum of the parts
Newspaper brands provide an authoritative
viewpoint and offer verified news in a user
generated content world.
Twitter helps newspaper brands to become part of breaking news in people’s
minds through instant updates
Newspaper brands provide detailed
analysis behind 140 character Tweets
Twitter provides opportunities for users to engage with newspaper
brands that they wouldn’t normally read in other
formats.
Newspaper brands offer content and recognisable brands that can bring
people together through shared interests
Twitter enables newspaper readers to connect with
newsbrands and content in a more direct dialogue
Source: Newsworks, #NewsOnTheTweet 2014
Newsbrands are also big content providers for LinkedIn and PinterestSocial Media Interactions (000)
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-160
100
200
300
400
500
600
700
800
900
1,000
LinkedIn Pinterest
Source: Newswhip Jan ‘16 – Dec ‘16
Summary
UK newsbrands have driven 901 million social media interactions in 2016
Massive shared audiences on a daily basis
Facebook sharing is increasing UK newsbrand audiences, this is vital to social media velocity
Wide range of stories to tap into for advertisers
NEWS
MethodologyWhat Are NewsWhip’s Social Rankings?Each month, NewsWhip publishes lists of the top social publishers of the previous month, covering Twitter, Facebook and sometimes LinkedIn and Pinterest.The rankings are based on the number of shares, tweets, comments and other interactions accrued to content published by each site in the relevant month.
What content is covered?For Facebook, NewsWhip combines the total number of likes, shares and comments on content published during that month alone.For Facebook, if someone on a site uses an on-site share button to share an article to their timeline, that action counts as one share. If someone copy-pastes the link directly to Facebook, that share will count in the exact same way.The rankings have nothing to do with the number of people who ‘like’ a publication’s Facebook page that month, although that may have some effect on how engaged the audience is with the content. A publisher with many “likes” has better audience access and may have access needed to drive more activity around their content.For Twitter, NewsWhip counts the total number of tweets that include links to each publisher’s articles (that includes re-tweets) from that month. Twitter favourites are not currently included.For all sites, the figures relate solely to content published during the month in question alone. Older content that continued going viral, or archived material posted without a new URL is not taken into account.
Where does the data come from?All the data comes from Spike, which monitors about 50,000 publications in 12 languages, categorising content from each one by country, topic and publisher, and gathering data on topics, authors, and videos associated with each story. Spike tracks the speed at which each story spreads on Facebook and Twitter.