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Social Deep Dive: Newsbrands & Social Media Interactions in the UK

Explore the impact of newsbrands on social media in the UK. Discover the key readership facts, Newswhip analysis, and the role of Facebook and Twitter. See how newsbrands drive social media interactions and engage with their audience.

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Social Deep Dive: Newsbrands & Social Media Interactions in the UK

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  1. Social Deep Dive

  2. Table of contents Key readership facts 4 Newswhip analysis 8 Overview 9 Newsbrands & Facebook 12 Newsbrands & Twitter 22 News on the tweet 29 Summary 32 Newswhip methodology 33

  3. @thetimes @Independent @TheSun @guardian @DailyMirror @EveningStandard @MetroUK @MailOnline @Telegraph

  4. 30 million social media users read newsbrands every week That’s 75% of all social media users Source: TGI Clickstream Mobile 2017 Q2

  5. Digital newsbrand readers are more likely to use social media for different activities Source: TGI Clickstream Mobile 2017 Q2

  6. In fact, digital newsbrand readers are more likely to use social media for different activities Source: TGI Clickstream Mobile 2017 Q2

  7. Newsbrands make social media twice as effective • Source: IPA Databank UK case studies 2012-2016 (52% of all cases)

  8. UK newsbrands have driven 1.1 billion social media interactionsin the last 12 months globally 957m interactions 10m interactions 97m interactions 2m interactions Source: NewswhipAug ‘16 – Jul ‘17

  9. UK newsbrands reach on social media is growing.. Social media interactions (000) Source: NewswhipAug ‘16 – Jul ‘17

  10. UK newsbrands have more interactions than Buzzfeed or the BBC Social media interactions (000) Source: NewswhipAug ‘16 – Jul ‘17

  11. UK newsbrands and Facebook

  12. Facebook is the leading social networks used weekly for news in the UK Source: Reuters Institute for the Study of Journalism - Digital News Report 2015

  13. Facebook is the most popular social media brand for UK newsbrands Social Media Interactions (000) Source: Newswhip Aug ‘16 – Jul ‘17

  14. Over the last few years, likes for newsbrands pages have been steadily increasing Facebook page likes (000s) Source: Facebook June 13 – June 17

  15. They have been fuelling conversation Facebook interactions (000s) Source: Newswhip Jun ‘16 – May ‘17

  16. Online newsbrand readers are more likely to use Facebook compared to other media users Source: IPA TouchPoints 2016

  17. What’s the best time to post a story on Facebook? % of Top stories shared at this time The most shared stories were published between 4pm and 10pm Source: Newswhip Blog

  18. Examples of stories popular on Facebook 1.2m 410k 343k 464k 627k 347k Source: Newswhip Jun ‘16 – May ‘17

  19. Developing newsbrand reading habits “ 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

  20. Developing newsbrand reading habits “ 73% of Millennialssay 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

  21. UK newsbrands and Twitter

  22. Over the last few years, more and more people are following newsbrands Twitter followers (000s) Source: Twitter June 13 – June 17

  23. They have been fuelling conversation Twitter followers (000s) Source: Newswhip Jun ‘16 – May ‘17

  24. Online newsbrand readers are more likely to use Twitter compared to other media users Source: IPA TouchPoints 2016

  25. Examples of some stories popular on Twitter 71k 53k 67k 20k 5k 58k Source: Newswhip Jun ‘16 – May ‘17

  26. 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 #Oinkand #piggate were trending on Twitter.

  27. 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..…

  28. Twitter adds four core benefits as a new platform for users Source: Newsworks, #NewsOnTheTweet 2014

  29. Twitter adds four core benefits as a new platform for users Source: Newsworks, #NewsOnTheTweet 2014

  30. The whole is stronger than the sum of the parts Twitter helps newspaper brands to become part of breaking news in people’s minds through instant updates Newspaper brands provide an authoritative viewpoint and offer verified news in a user generated content world. 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. Twitter enables newspaper readers to connect with newsbrands and content in a more direct dialogue Newspaper brands offer content and recognisable brands that can bring people together through shared interests Source: Newsworks, #NewsOnTheTweet 2014

  31. Summary 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 UK newsbrands have driven 1.1 billion social media interactions in the last 12 months NEWS

  32. Methodology What 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.

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