uk newsbrands and social media

UK newsbrands hit record highs on social media

Analysis of data from Jan ‘15 – Dec ‘15

@Telegraph@MailOnline

@guardian @DailyMirror@Independent

@EveningStandard

@thetimes

It’s not just trivia, lists and snippets…

*Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares)Source: Newswhip Dec ’15 (Top 100 newsbrand stories)UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk, thetimes.co.uk, dailystar.co.uk (May 2014)

68UK news,

world news and current

affairs

2Sports

15Showbiz5

Videos/Gallery

links

8Science

2List/Quiz

Headlines

*Facebook (likes, shares and comments), Twitter (Shares), LinkedIn (Shares), Pinterest (Shares)Source: Newswhip Jan ‘15– Dec ‘15UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk, thetimes.co.uk, dailystar.co.uk (May 2014)

Facebook622m likes

116m shares148m comments

Twitter71m shares

LinkedIn6.1m shares

Pinterest3.6m shares

UK newsbrands have driven 967 million social media interactions* so far in 2015. That’s a 17% increase from January to December.

Social media interactions* from UK newsbrand articles have increased by 17% since January

Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15

64,44756,037

71,021 67,608

82,39386,939

96,481

80,324 80,284 84,121

122,092

75,567

S o c i a l M e d i a I n t e r a c ti o n s ( 0 0 0 )


UK newbrands have more social media interactions* than Buzzfeed



20,000

40,000

60,000

80,000

100,000

120,000


Newsbrands Buzzfeed Upworthy BBC Huffington Post

75,567k

28,269k

3,721k

21,993k

2,542k

Leading social networks used weekly for news in the UK

Source: Reuters Institute for the Study of Journalism - Digital News Report 2015, 2,149 Adults aged 18+ ‘’Which, if any, of the following have you used for any purpose/for reading, watching, sharing, or discussing news in the last week?’’

0%

5%

10%

15%

20%

25%

30%

35%

29%

14%

7%

3% 3%

Facebook Twitter YouTube Google+ WhatsApp

Our stakeholders

Brand Facebook Likes Twitter Followers

The Times 464,298 676,000

The Guardian 5,188,019 4,930,000

The Sun 2,037,241 990,000

Daily Mirror 1,925,063 618,000

Daily Mail 3,345,876 1,410,000

London Evening Standard 525,621 291,000

The Daily Telegraph 2,891,880 1,500,000

The Independent 3,725,167 1,670,000

i 188,495 757,000

Metro 1,143,605 221,000

https://pbs.twimg.com/profile_images/3111904944/70e416199baa403ad5ba77d006a15621.png







U K n e w s b ra n d s a n d Fa c e b o o k

Facebook is the most popular social media brand for UK newsbrands

*Facebook (likes, shares and comments)Source: Newswhip Jan ‘15– Dec ‘15UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk, thetimes.co.uk, dailystar.co.uk (May 2014)


90% 90% 91% 91% 92% 94% 93% 92% 93% 93% 90% 92%

9% 9% 8% 8% 7% 6% 6% 6% 6% 6% 9% 7%1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%

S o c i a l M e d i a I n t e r a c ti o n s ( 0 0 0 )Facebook Twitter LinkedIn/Pinterest

Facebook interactions for UK newsbrands are growing every month



20,000

40,000

60,000

80,000

100,000

120,000


Likes Shares Comments Total Interactions

75,567k

46,602k

10,377k

10,147k

66% of Facebook interactions are likes…

70%

13%

17%

F a c e b o o k I n t e r a c ti o n s B r e a k d o w n

Likes Shares Comments


What’s the best time to post a story on Facebook?

Source: Newswhip blog. Times are GMT. Based on data from MailOnline, BuzzFeed, Huffington Post, Upworthy, The New York Times, Elite Daily, MTV and Fox News

The most shared stories

were published

between 4pm and 10pm

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%

% o f T o p 1 0 0 s t o r i e s s h a r e d a t t h i s ti m e

Examples of some stories popular on Facebook

Facebook (likes, shares and comments)Source: Newswhip Dec ‘15UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk, thetimes.co.uk, dailystar.co.uk (May 2014)

Dec 2015, independent.co.uk107k shares

Dec 2015, metro.co.uk75k shares

Dec 2015, stamdard.co.uk68k shares

Dec 2015, theguardian.co.uk203k shares

Dec 2015, mirror.co.uk55k shares

Dec 2015, independent.co.uk100k shares

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: Generation News 2015

Developing newsbrand reading habits

“If I hear about an interesting news story on

social media I’ll go to my preferred newspaper website to get more info

73% of Millennials say they that:

Source: Generation News 2015

U K n e w s b ra n d s a n d Tw i tt e r

UK newsbrand Twitter shares are similar to the BBC..



2,000

4,000

6,000

8,000

10,000

12,000


UK newsbrands BBC Buzzfeed Huffington Post (UK)

7,608k

3,967k

1,1220k

182k

Examples of some stories popular on twitter

Source: Newswhip Dec ‘15UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk, thetimes.co.uk, dailystar.co.uk (May 2014)

Dec 2015, mirror.co.uk10,720 shares

Dec 2015, independent.co.uk10,210 shares

Dec 2015, independent.co.uk3,850 shares

Dec 2015, theguardian.co.uk8,850 shares

Dec 2015, bbc.co.uk14,020 shares

Dec 2015, standard.co.uk780 shares

Twitter (Shares)

UK newsbrands 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.

http://www.dailymail.co.uk/news/article-3242550/Cameron-pig-bemused-look-face-future-PM-took-outrageous-initiation-ceremony-joining-Oxford-dining-society.html#ixzz3mTXrd64H

UK newsbrands 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 news 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: #NewsOnTheTweet 2014

Newsbrands underpin these 4 key benefits

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: #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

Newsbrands are also big content providers for LinkedIn and Pinterest

Source: Newswhip Jan ‘15– Dec ‘15UK Newsbrands: dailymail.co.uk, theguardian.com, independent.co.uk, telegraph.co.uk, mirror.co.uk, express.co.uk, standard.co.uk, metro.co.uk, thetimes.co.uk, dailystar.co.uk (May 2014)


100

200

300

400

500

600

700

800

900


LinkedIn Pinterest

263k

571k

Summary and implications

• UK newsbrands have driven 967 million social media interactions in 2015.

• 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

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.

Methodology

uk newsbrands and social media

Data & Analytics