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.