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)
68
UK news,
world news
and current
affairs
2
Sports
15
Showbiz
5
Videos/
Gallery
links
8
Science
2
List/Quiz

Headlines
Source: Newswhip Jan ‘15– Dec ‘15
Facebook
622m likes
116m shares
148m comments
Twitter
71m shares
LinkedIn
6.1m shares
Pinterest
3.6m 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
64,447
56,037
71,021
67,608
82,393
86,939
96,481
80,324 80,284
84,121
122,092
75,567
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15
S o c i a l M e d i a I n t e r a c t i o n s ( 0 0 0 )

UK newbrands have more social media interactions* than
Buzzfeed
0
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?’’
29%
14%
7%
3% 3%
0%
5%
10%
15%
20%
25%
30%
35%
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

Facebook is the most popular social media brand for UK
newsbrands
*Facebook (likes, shares and comments)
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%
Facebook Twitter LinkedIn/Pinterest

Facebook interactions for UK newsbrands are growing
every month
0
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 t i 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
9% 9%
15%
17%
20%
17%
13%
6 am to 12pm 12pm to 2pm 2pm to 4pm 4pm to 6pm 6pm to 8pm 8pm to 10pm 10pm to 6am
% o f To p 1 0 0 s t o r i e s s h a r e d a t t h i s t i m e

Examples of some stories popular on Facebook
Facebook (likes, shares and comments)
Source: Newswhip Dec ‘15
Dec 2015, independent.co.uk
107k shares
Dec 2015, metro.co.uk
75k shares
Dec 2015, stamdard.co.uk
68k shares
Dec 2015, theguardian.co.uk
203k shares
Dec 2015, mirror.co.uk
55k shares
100k 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

UK newsbrand Twitter shares are similar to the BBC..
0
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 ‘15
Dec 2015, mirror.co.uk
10,720 shares
10,210 shares
3,850 shares
Dec 2015, theguardian.co.uk
8,850 shares
Dec 2015, bbc.co.uk
14,020 shares
Dec 2015, standard.co.uk
780 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.

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…
Gossip/Banter
I want to relax and enjoy myself
Twitter has a unique humorous side to news stories. It’s a
backstage pass into the lives of celebrities and allows me
to be part of the gossip.
Knowledge
I want to be the first to know
Twitter gives me instant access to the news and is
where news stories tend to break first. It’s the best
place to follow news stories as they develop during
the day.
Community
I want to find out about things I care about
Twitter 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
Gossip/Banter
Witty and celebrity columnists
Newsbrands are responsible for some of the most popular
individual tweeters. Individual journalists are key
contributors to the humour content on Twitter.
Knowledge
Trusted instant updates
Newsbrand handles provide legitimacy and authority
when news is breaking on Twitter. They also provide
journalists that offer quicker, more accurate instant
updates on stories as they happen.
Community
An opportunity to connect with like-minded content and
people
Through 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
0
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

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Uk newsbrands and social media