Published on Aug 12th, 2015
by Tania Yuki
Originally posted on Adweek's SocialTimes by Tania Yuki
In July, U.S. media publishers accounted for 1.6 billion total social actions (likes, comments, shares, retweets, favorites, dislikes), with 815 million actions from Facebook, 50 million from Twitter, 709 million from Instagram, and 12 million from YouTube. The media publishing industry saw a 4% increase in total actions compared to June 2015 and represents 33% of all actions taken on content published by brands in July.
Of the Top Ten, Bleacher Report saw the highest growth in engagement at 61%, jumping to number two from the sixth spot in June 2015, driven by a 110% increase in likes, comments and shares on Facebook. BuzzFeed Video claimed the top spot on Facebook and YouTube, BuzzFeed dominated Twitter, and National Geographic maintained its number one ranking on Instagram. Complex saw a 58% growth, scoring in the Top Ten for the first time.
Key engagement drivers in July
In July, Bleacher Report’s 110% social growth on Facebook can be largely attributed to its 55% increase in post frequency on the platform. The sports publisher’s most socially engaged Facebook posts revolved around the WWE and Leo Messi . On average, the top Facebook post regarding WWE’s John Cena captured 40x more social actions than an average Bleacher Report Facebook post received in July.
Complex ’s 58% growth, driving its entrance into the Top Ten, can be attributed to Facebook and YouTube where the publisher saw respective 68% and 61% increases in total social actions. Complex ’s top Facebook and YouTube posts involved rappers, particularly Drake . Video is a successful engagement driver for Complex , accounting for 6% of all its Facebook posts, but driving 12% of its total social actions on Facebook.
Finally, BuzzFeed Food continues to see massive social growth after its debut in the Top Ten last month. The publisher’s 23% growth in social actions was driven by a 27% spike on Instagram. The publsiher’s campaign , #buzzfeast , which was accompanied by delectable images of food, accounted for 73% of BuzzFeed Food ’s content on Instagram in July and captured 77% of the publisher’s actions on the platform.
Fastest Growing Categories and Publishers
The fastest growing categories by total social engagement were Men’s Interest (+87%), Food (+61%) and Sports (50%). Thrillist had the highest growth in the Men’s Interest category at 109%. In the Food category, Wine Spectator and BuzzFeed Food saw the highest growth rates at 32% and 23%, respectively. Bleacher Report and Golf World had the highest growth for the Sports category at 61% and 41%, respectively. Mashable - Social Media saw the highest growth of any publisher in June at 1,120%.
View the original article on SocialTimes.