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2016 SECOND QUARTER Social Media Report Social Network Share of Total Magazine Media Industry Likes/Followers % Growth in Number of Magazine Media Industry Likes/Followers by Social Network (Second vs First Quarter 2016) Facebook Twitter Google+ Instagram Pinterest 7.2% 5.5% 7.2% 2.5% 15.8% 13.8 3.5 21.1 1.7 22.8 (millions) Facebook Twitter Google+ Instagram Pinterest 206 211 26 438 (millions) Facebook Twitter Google+ Instagram Pinterest 157 Total Magazine Media Industry Likes/Followers by Social Network (as of June 30, 2016) Growth in Number of Magazine Media Industry Likes/ Followers by Social Network (Second vs First Quarter 2016) 46.2% 21.2% 2.6% Mar 31, 2016 15.0% June 30, 2016 42.2% 19.8% 15.1% 2.6% DATA PROVIDED BY SOURCES: Facebook, Twitter, Google+, Instagram, Pinterest: Automatic collection through the social networks’ APIs (Application Program Interface). Magazine Media Industry: Data shown are collected from approximately 200 magazine media brands from 36 companies. Growth in number or % of page likes/followers: The absolute or % difference between total number of page likes/followers on June 30,2016 and total number of page likes/followers on March 31, 2016 for brands that were measured in both periods. Facebook Page Likes, Twitter Followers, Google+ Followers, Instagram Followers, Pinterest Followers: Number of people who have opted in to receive messages (posts, tweets, or pins) from that particular social entity (page or handle). For Pinterest, includes all those following any or all “boards” on the publisher’s page. All statistics gathered on last day of month. 20.3% 15.0%

2016 QUARTER - Magazine Social Media Report Social Network Share of Total Magazine Media Industry Likes/Followers % Growth in Number of Magazine Media Industry Likes/Followers by Social

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2016SECOND QUARTERSocial Media Report

Social Network Share of Total Magazine Media Industry Likes/Followers

% Growth in Number of Magazine Media IndustryLikes/Followers by Social Network (Second vs First Quarter 2016)Facebook

Twitter

Google+

Instagram

Pinterest

7.2%

5.5%

7.2%

2.5%

15.8%

13.8

3.5

21.1

1.7

22.8

(mill

ions

)

Facebook Twitter Google+ Instagram Pinterest

206 211

26

438

(mill

ions

)

Facebook Twitter Google+ Instagram Pinterest

157

Total MagazineMedia IndustryLikes/Followersby Social Network(as of June 30, 2016)

Growth in Number of Magazine Media Industry Likes/Followers by Social Network (Second vs First Quarter 2016)

46.2% 21.2%

2.6%

Mar 31,

2016 15.0%

June 30,

2016

42.2% 19.8%

15.1%

2.6%

D ATA P R O V I D E D B Y

SOURCES: Facebook, Twitter, Google+, Instagram, Pinterest: Automatic collection through the social networks’ APIs (Application Program Interface).

Magazine Media Industry: Data shown are collected from approximately 200 magazine media brands from 36 companies.

Growth in number or % of page likes/followers: The absolute or % difference between total number of page likes/followerson June 30, 2016 and total number of page likes/followers on March 31, 2016 for brands that were measured in both periods.

Facebook Page Likes, Twitter Followers, Google+ Followers, Instagram Followers, Pinterest Followers: Number ofpeople who have opted in to receive messages (posts, tweets, or pins) from that particular social entity (page or handle). ForPinterest, includes all those following any or all “boards” on the publisher’s page. All statistics gathered on last day of month.

20.3%15.0%

Natl. Geographic Mag 85,147,960

ESPN The Magazine 57,844,538

National Geographic 54,490,063

Vogue 35,123,753

The Economist 32,577,942

Time 32,398,888

Playboy 23,130,661

Forbes 18,694,187

Natl. Geographic Traveler 17,098,863

People 16,758,259

Elle 16,084,587

Cosmopolitan 13,128,116

Entertainment Weekly 12,999,054

Discover 12,957,385

Women's Health 12,666,949

Men's Health 12,233,283

Wired 11,882,752

Glamour 11,587,906

Harper's Bazaar 11,584,421

Vanity Fair 11,525,835

Popular Science 11,322,343

The New Yorker 11,093,691

InStyle 11,032,235

Teen Vogue 10,292,546

Martha Stewart Living 9,557,701

2016SECOND QUARTERSocial Media Report

MAGAZINE TOTAL LIKES/FOLLOWERSBRAND (COMBINED NETWORKS)

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

Top 25Magazine Brands –Likes/Followers(as of June 30, 2016)

Growth in % of likes/followers represents the % difference between total number of page likes/followers on June 30, 2016 and total number of page likes/followers on March 31, 2016 for brands that were measured in both periods.

Facebook Page Likes, Twitter Followers, Google+ Followers, Instagram Followers, Pinterest Followers: Number of people who have opted in to receive messages (posts, tweets, or pins) from that particular socialentity (page or handle). For Pinterest, includes all those following any or all “boards” on the publisher’s page. All statistics gathered on last day of month.

SOURCES: Facebook, Twitter, Google+, Instagram, Pinterest: Automatic collection through the social networks’ APIs (Application Program Interface).

Top 10 Magazine Brands– % Growth by Social Network (Second vs First Quarter 2016)

Top 10 Magazine Brands– Likes/Followers by Social Network (as of June 30, 2016)

D ATA P R O V I D E D B Y

MAGAZINE INSTAGRAMBRAND FOLLOWERS

1

2

3

4

5

6

7

8

9

10

MAGAZINE FACEBOOKBRAND PAGELIKES

1

2

3

4

5

6

7

8

9

10

MAGAZINE TWITTERBRAND FOLLOWERS

1

2

3

4

5

6

7

8

9

10

MAGAZINE GOOGLE+BRAND FOLLOWERS

1

2

3

4

5

6

7

8

9

10

MAGAZINE PINTERESTBRAND FOLLOWERS

1

2

3

4

5

6

7

8

9

10

MAGAZINE INSTAGRAMBRAND FOLLOWERS

1

2

3

4

5

6

7

8

9

10

MAGAZINE FACEBOOKBRAND PAGELIKES

1

2

3

4

5

6

7

8

9

10

MAGAZINE TWITTERBRAND FOLLOWERS

1

2

3

4

5

6

7

8

9

10

MAGAZINE GOOGLE+BRAND FOLLOWERS

1

2

3

4

5

6

7

8

9

10

MAGAZINE PINTERESTBRAND FOLLOWERS

1

2

3

4

5

6

7

8

9

10

National Geographic 41,156,427

Natl. Geographic Mag 20,820,254

Playboy 16,816,249

ESPN The Magazine 14,759,465

Time 10,017,724

Cosmopolitan 8,058,945

Vogue 7,718,017

Men's Health 7,232,535

The Economist 6,898,063

Women's Health 6,625,945

ESPN The Magazine 28,958,399

The Economist 14,714,331

National Geographic 12,418,329

Vogue 11,375,098

Time 10,999,182

Forbes 9,801,017

People 7,263,411

The New Yorker 6,473,420

Wired 6,285,332

Elle 5,744,338

The Economist 10,391,395

Natl. Geographic Mag 9,397,587

ESPN The Magazine 8,728,407

Time 8,575,500

Discover 7,790,654

Popular Science 7,235,529

Food Network Mag 6,159,778

Forbes 5,085,775

Elle 4,224,478

Vogue 4,164,021

Natl. Geographic Mag 54,744,398

Vogue 11,414,536

Natl. Geo Traveler 10,996,086

ESPN The Magazine 5,364,412

Playboy 5,099,342

Super Street 2,916,165

GQ 2,914,975

Time 2,717,909

Harper's Bazaar 2,183,426

Vanity Fair 2,035,035

Harper's Bazaar 4,523,075

Ski 1,580,391

Better Homes & Gardens1,397,013

HGTV Magazine 987,481

Smithsonian 935,719

National Geographic 915,307

Martha Stewart Living 815,362

Real Simple 683,330

This Old House 677,483

GQ 554,351

Autoweek 75%

New York Magazine 41%

EatingWell 35%

Town & Country 29%

Bon Appétit/Epicurious 24%

Consumer Reports 24%

Sunset 20%

Boating 19%

Travel + Leisure 17%

Condé Nast Traveler 17%

Town & Country 192%

Woman's Day 140%

Popular Photography 68%

Super Street 54%

Road & Track 50%

Architectural Digest 48%

Country Living 45%

OK! Magazine 39%

Veranda 37%

Circle Track 34%

Mopar Muscle 12%

Vegetarian Times 10%

Birds & Blooms 9%

Health 9%

Sport Fishing 8%

Cooking Light 8%

Bloomberg Businessweek 8%

Runner's World 8%

Dwell 7%

Scientific American 7%

Town & Country 101%

4 Wheel & Off-Road 60%

Money 59%

Jp 49%

Salt Water Sportsman 46%

Flying 46%

Field & Stream 45%

EatingWell 44%

Fortune 40%

Architectural Digest 39%

The Atlantic 104%

Wood 69%

Bicycling 62%

Sport Fishing 59%

Scientific American 56%

Cycle World 56%

Popular Science 50%

Mother Earth News 46%

The Family Handyman 43%

Islands 38%

2016SECOND QUARTERSocial Media Report

TOTAL MAGAZINEMEDIA INDUSTRY

% Share by Network by Editorial Category, June 2016

Magazine Media Industry: Data shown are collected from almost 200 magazine media brands from 36 companies.

Facebook Page Likes, Twitter Followers, Google+ Followers, Instagram Followers, Pinterest Followers: Number of people who have opted in to receive messages (posts, tweets, or pins) from that particular social entity (page or handle). For Pinterest, includes all those following any or all “boards” on the publisher’s page. All statistics gathered on last day of month.

SOURCES: Facebook, Twitter, Google+, Instagram, Pinterest: Automatic collection through the social networks’APIs (Application Program Interface).

D ATA P R O V I D E D B Y

Motorcycle

Lifestyle - Adults

Automotives

Boating

Fishing & Hunting

Fitness

Shelter

Men's Fashion, Grooming & Lifestyle

Lifestyle - Women

Health

Parents & Kids

Women's Service

Regional

Participatory Sports

Epicurean

Adventure & Outdoor Recreation

Women's Fashion & Beauty

Popular Culture & Entertainment

General Interest

Photography

Science & Technology

Spectator Sports

Business & Finance

Travel

The Aftermath: Moving Forward with Social Strategy After Facebook’s Algorithm ChangeBy Jim Anderson, CEO of SocialFlow

In early July, Facebook announced that it was changing the algorithms that power the News Feed to prioritize

content from friends and family at the expense of content from media companies. This news wasn’t necessarily

surprising, as our metrics show that our media company clients have been seeing a decline in Facebook reach

since the beginning of the year. Below we offer three quick takes on these changes.

1YOU MAY SEE FURTHER DECLINES IN REFERRAL TRAFFIC FOR YOUR FACEBOOK PAGES. BUT THERE ARE A FEW MITIGATING CIRCUMSTANCES:

• Facebook does tend to experiment with changes before announcing them, so it’s possible that we’ve already seen much of the impact.

• High-quality pages tend to generate quite a bit of sharing from their users. If you have enough sharing, the increased benefit of the sharing could offset part or all of what would otherwise be a decline in reach. With content that is truly “share worthy” you could conceivably even see an increase in traffic from the change.

2

YOU SHOULD ANALYZE WHETHER YOU’RE DOING ALL YOU CAN TO DRIVE REACH AND ENGAGEMENT:

• SocialFlow’s optimization technology can help, as we help make sure the right message is delivered to the audience at the right time. About half of the posts going through our system are optimized, a quarter are published immediately (e.g., breaking news), and a quarter are scheduled. If you’re still scheduling a significant amount of your content, we recommend that you consider optimization as a way to combat the traffic declines.

• Video posts are performing quite well. We have seen an 8x increase in reach and a 12x reach in sharing from video posts, when compared with other types of posts.

3

THIS CHANGE HIGHLIGHTS THE URGENCY TO DEVELOP MONETIZATION APPROACHES THAT EXTEND BEYOND REFERRAL TRAFFIC.

• If a significant portion of your revenue comes from digital advertising, it may be time to accelerate your consideration of different approaches.

• Our AttentionStream in-feed offering complements your native offerings by allowing advertisers to sponsor your highest-performing editorial content. And it can do so at scale.

Want to learn more? SocialFlow CEO Jim Anderson and Co-Founder/Chief Product Officer, Frank Speiser address the Facebook changes, the current landscape for media companies and how to continue to be successful socially. Watch the webcast!

MORE RESOURCES

For more information, visit www.socialflow.com/resources, follow us on Facebook and Twitter, or email us at [email protected].