NewsWhip Webinar: Three Years of Social Data

February 23, 2017 Liam Corcoran, Head of Communications

BEFORE WE GET STARTED...

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WHAT WE’LL COVER TODAY

• Five key findings from our forthcoming ‘Three Years of Social Data’ report.

• Three takeaways and pieces of advice for publishers looking to succeed on social in 2017.

• Any questions?

Analyze DeliverUse artificial intelligence and statistical analysis to determine which stories matter to each end user and predict potential outcomes.

Deliver critical information and recommendations of actions via via personalised dashboards and mobile notifications.

Real time signals drawn from the activity of billions of individuals

DiscoverDetect all forms of digital objects, within seconds of them appearing on the open web or on any network.

1: WHERE DOES NEWSWHIP’S DATA COME FROM?

Biggest Social Content Database CreatedShowing the stories, writers and topics that resonate with your audience

Content Intelligence PlatformPlan, deliver and analyse your content strategy

Competitive BenchmarkingAnalyse how your own web & social content is performing against your competitors

NEWSWHIP ANALYTICS

1. Facebook engagement has grown and is more evenly spread for top publishers since 2014

Monthly Facebook Engagement for the Top 10 Sites, 2014 - 2016

Total Facebook engagements for the top 10 English language sites on Facebook in each month.

0K

110,000K

220,000K

Feb 2014 Dec 2016

218,800,492

148,760,143

Engagements on articles published in the relevant months only. Data: NewsWhip Analytics.

In May 2014, the top two sites dominated

*Total Facebook engagements on content published in May 2014 only.

The Top Sites on Facebook, May 2014

Huffington Post

Buzzfeed

Fox News

IJR

NBC

The Guardian

The New York Times

Daily Mail

CNN

Upworthy

0 13333333.3333 26666666.6667 40000000

5,618,879

6,791,715

6,951,413

8,043,260

8,851,762

10,540,409

12,323,364

15,283,165

25,280,391

32,900,849

By the end of 2017, engagement was much more evenly spread

The Top Sites on Facebook, December 2016

*Total Facebook engagements on content published in December 2016 only.

IndiaTimes.com

NBC

Fox News

The Huffington Post

CNN

Goal.com

Daily Mail

BBC

The New York Times

USA Today

0 8666666.6667 17333333.3333 26000000

18,773,761

19,338,166

19,864,883

20,603,059

20,786,280

21,040,797

22,921,487

24,121,368

25,531,284

25,819,407

2. Two main content strategies for top publishers

#1: High output, high total engagement

Monthly Article Count for the Top 10 Publishers on Facebook, 2014 - 2016

Total article output for the 10 most engaged English language sites on Facebook each month.

0K

140K

280K

Feb 2014 Dec 2016

276,000

118,130

#2: Lower output, high average engagement

Growth in Average Facebook Engagements for the New York Times

The average engagement rate on nytimes.com links grew by 47% between February 2014 and December 2016.

0K

2K

4K

Feb 2014 Dec 2016

3,558

1,145

Engagement = all Facebook interactions. Source: NewsWhip Analytics.

3. Native content is now more important than ever for publishers

Growth in Engagements on Native Video, Jan - Oct 2016Total Facebook engagements on native videos per month

Fox News

CNN

BBC News

Mic

0 6666666.6667 13333333.3333 20000000

925,655

2,061,220

3,577,605

5,492,593

3,496,480

6,352,365

9,578,093

19,436,333

October 2016

January 2016

*Average based on total engagements on videos posted to publishers’ main Facebook pages.

Facebook Video Engagements as % of TotalHow much do engagements on Facebook videos contribute to publishers’ overall monthly totals?

Mic.com

CNN

BBC News

Fox News

The Guardian

National Geographic

NBC News

Vox

0 0.2667 0.5333 0.8

12%

37%

20%

16%

28%

25%

37%

50%

22%

32%

34%

43%

46%

54%

62%

75%

*Based on total engagements of videos posted to publishers’ main Facebook pages during each month.

October 2016

January 2016

4. Popular content themes are changing

USA TODAY’s Most Engaging Headlines: 2015 vs. 2017

January 2015 January 2017

Budweiser Unveils the Commercial That will Make You Cry on Super Bowl Sunday Russia Parliament Votes 380-3 to Decriminalize Domestic Violence

The Patriots Should be Disqualified from the Super Bowl For One Anti-abortion Group, Women’s Match was ‘Brutal’

Gospel Music Pioneer Andraé Crouch Dies at 72 Chicago Facebook Live Beating Suspects Charged with Hate Crimes

Marshawn Lynch Fancily Participates in Press Conference … for Skittles At 2.5 Million Strong. Women’s Marchers Cruch Expectations.

Obama to Propose Free Community College March for Life Participants Optimistic about Trump, Pence

Study: Men Who Take Selfies May be Psychopaths 5 Things You Need to Know about ‘xXx’ Star Deepika Padukone

New Police Radars can ‘See’ Inside Homes Sanders Slams Democrats Who Voted with the Pharmaceutical Industry

Watch the Gnarliest Ski Video Ever Made Trump Hiring Freeze Includes the Short-staffed VA

Police Officer Caught Singing Taylor Swift’s ‘Shake It off’

Obamas, Out. Trumps, In: Flipping the White House is a 5-hour Sprint

Young Killer Nears Prison Release, Seeks Fresh Start Student Creates an Adidas Commercial That is So Amazing, It Deserves to be a Real Ad

*Calculated form engagement on publisher’s content across Facebook, Twitter, Pinterest, and Linkedin. January 2015, and January 1st - 28th. 2017 only.

BuzzFeed’s Most Engaging Headlines: 2015 vs. 2017

January 2015 January 2017

25 Things All Long Distance BFF’s Know t be True These Reports Allege Trump has Deep Ties to Russia

38 Things That Will Take ‘80s Kids Back to Their Elementary School Days 21 of the Funniest Memes about Germany

23 Insanely Clever Ways to Cook with Cauliflower Instead of Carbs

People are Obsessed with This High Schooler Who Made a Fierce Statement with His T-shirt

These 24 Charts are All You Need to Eat Healthy This Year

Joe Biden Broke Down in Tears Receiving a Surprise Medal of Freedom from Obama

The Only 12 Exercises You Need to Know to Get in Shape 31 Stunning Engagement Rings That aren’t Made with Diamonds

12 Historical Women Who Gave No F*cks 35 Things People with ADHD Want Everyone Else to Know

If Hermione was the Main Character in “Harry Potter” Sorry, But Whataburger is Better Then On-N-Out and Shake Shack

25 Reasons Texas Should be off Your Bucket List Flights Packed with Women’s March Participants are Cheering All the Way to DC

This is for Everyone Suffering from Freezing Office Syndrome A “Queer Dance Party” Erupted Outside Mike Pence’s DC Home

36 Times “Breaking Bad” was the Cleverest Show on Television 31 Dwight Schrute Quotes to Live Your Life By

*Calculated form engagement on publisher’s content across Facebook, Twitter, Pinterest, and Linkedin. January 2015, and January 1st - 28th. 2017 only.

5. Instagram engagement is growing significantly for publishers

Increases In Monthly Instagram Engagements, 2016

*Based on total Instagram engagements (Likes and Comments) on each publishers’ main Instagram pages.

Fox News

Bleacher Report

CNN

Business Insider

The Huffington Post

0.00% 166.67% 333.33% 500.00%

23%

78%

152%

285%

408%

ADVICE FOR SUCCESSFUL SOCIAL PUBLISHING IN 2017

• Focus on organic engagement in 2017. Improve the ways people can pass on your stories.

• Focus on holistic metrics: what does the sum of all parts of your audience’s behaviour mean?

• Aim to become the definitive news source to your social and mobile audience in 2017. Be credible, authoritative, and accessible.

Questions? Get in touch!

contact@newswhip.com

And check out newswhip.com for more.

@_liamcorcoran