When broken down by social platform, different publishers emerge as top recipients of referral traffic, underscoring the importance of publishers promoting content tailored for each platform. For example, Forbes’ and Mashable’s business content are tailor-made for LinkedIn, while The Kitchn’s and Better Homes and Garden’s content are appropriate for Pinterest.
According to the report, BuzzFeed articles fare best on Face- book and Pinterest, while Mashable’s articles are most popular on Twitter and LinkedIn. MSN drives the most article shares on Google+, followed by the Wall Street Journal, Mashable, Forbes and NBC. Meanwhile, popular outlets driving traffic across various social media platforms include the Huffington Post, CNN, The New York Times, the Daily Mail, the BBC, Women’s Health, The Kitchn, Greatist, Better Homes and Gardens and Inc.
Buzzsumo and Fractl’s 2014 research on 2.6 billion shares of 1 million articles, knowledge-based verbs, positive adjectives and headlines with action words drive referrals. For example:
- Use knowledge based verbs such as understand, know, think, prove and believe
- Use positive adjectives such as hilarious, happiest, cutest, greatest and adorable
- Use headlines with action words such as focused, shaped, investigated, targeted, guided, investigated and visualised
- Add photos and videos to posts. Users are more likely to click on content posted with a photo
The study also revealed that each social media plat- form has resounding content themes that drive post popularity:
- Facebook has become a favourite social media net- work for news sites because its content genres are many: entertainment, news and commercial
- Twitter: Pop culture
- Google+: World and industry news
- Pinterest: Food, home, health, and beauty
- LinkedIn: Professional development and business The study also explored the distribution of articles shared and to what degree across social media, by publisher, including The New York Times, Daily Mail, The Mirror, The Telegraph, The Guardian, Vice, Huffington Post and BuzzFeed. While half or more of the articles from the New York Times, Daily Mail and Mirror appear to go unnoticed, the 12 percent of BuzzFeed do so. “Unnoticed” is defined as an article receiving fewer than 100 shares. Meanwhile, some publishers are more successful at driving social media referrals for articles to become popular or even viral. According to the study, 24 percent of Buzzfeed articles have become popular, that is, have been shared 2,000 to 10,000 times, compared to 11 percent each for the Huffington Post and the Daily Mirror. Fewer than 10 percent of The New York Times, Daily Mirror, Telegraph, Guardian and Vice articles have become popular or viral during the survey period.
For more information, or to download the executive summary of the 2015 Global Digital Media Trendbook, go to www.wnmn.org.