Likes/Followers Analysis And Social Media Engagement Factors
Social Media Report2018 Qtr 2Likes/Followers AnalysisandSocial Media Engagement FactorsTHE ASSOCIATION OF MAGAZINE MEDIAmagazine.org
2018 Qtr 2Social Media ReportTable of Contents Social Media Report Q2OverviewLikes/Followers FindingsEngagement Factor FindingsIndustry Stats by NetworkTop Magazine Media BrandsNetwork Use by Content Category Social Media Engagement Factor Q2MethodologyOverview by Social NetworkEngagement Factors by NetworkTrend by Social NetworkSummary by Content CategoryReport Addendum Number of Likes/Followers (Alphabetical)by Magazine Brand by Social Network andPercent Change vs. Prior Quarter Engagement Factors (Ranked) by MagazineMedia Brand and Non-Magazine Media Brandby Social Network Engagement Factors by Network by ContentCategories (Magazine Media Brands vs.Non-Magazine Media Brands)THE ASSOCIATION OF MAGAZINE MEDIAmagazine.org2
Social Media Report – Second Quarter 2018— Overview —The Magazine Media 360 Social Media Report complements MPA’s Magazine MediaBrand Audience Report by capturing and reporting brands’ social media performanceacross networks, demonstrating the strong connections magazines have with onlineusers who are passionate about their content.Starting third quarter of 2017, a supplemental metric that measures consumerengagement was added to the quarterly Social Media Report. The Social MediaEngagement Factor measures by brand, the relationship of audience reaction to thecontent posted by magazine media versus non-magazine media brands.The only media industry to capture and report social media performance, the SocialMedia Report is based on data provided by SocialFlow and CrowdTangle, exclusivelyfor MPA. The report tracks four leading social networks (Facebook, Twitter, Instagramand Pinterest) for about 30 media companies.THE ASSOCIATION OF MAGAZINE MEDIAmagazine.org3
Social Media Report – Second Quarter 2018— Likes/Followers Findings —The Q2 2018 Social Media Report reveals that magazine brand Likes/Followers are upslightly ( 2.4%) versus the prior quarter. In the last three months, Likes/Followers on thefour tracked social networks increased 26 million to a total of 1.1 billion.Facebook remains the social media behemoth with the largest share of Likes/Followersand accounting for nearly half of the magazine brand industry’s Fans. As the largest of thetracked social networks, Facebook consistently posts only modest growth rates.Twitter and Instagram jockey for second place at approximately one-quarter each ofindustry Fans, with Instagram on the verge of solidifying its position as the second mostLiked/Followed social network after Facebook. Over the past three years, Instagram hasregistered the highest growth rate of all four tracked networks. This quarter it reportedgrowth at nearly 5%.Pinterest has the lowest use among the four and has hovered at less than 1% growth each quarter.THE ASSOCIATION OF MAGAZINE MEDIAmagazine.org4
Social Media Report – Second Quarter 2018— Engagement Factor Findings —Magazine brands have an undeniable connection with their consumers, resulting in higher levels ofengagement than non-magazine brands. For second quarter 2018, magazine brands outperformnon-magazine brands on social media engagement on three of the four platforms—Facebook,Instagram and Pinterest—establishing magazine media brands as significant social media influencers.While Facebook has been the leading network for the magazine brand industry in terms of sheervolume of fans (approximately half of the Likes/Followers across the four measured networks),Instagram takes the lead in engagement with a media Engagement Factor of 3,073 versus 1,843 fornon-magazine brands for second quarter.Facebook ranks second in Social Media Engagement Factor, with magazine brands coming in higherat 189 than non-magazine brands which post a 131 factor. Twitter has a far lower Engagement Factorthan either Instagram or Facebook and is the one network where non-magazine brands performbetter than magazine brands on engagement. This is largely due to the nature of the content sharedon Twitter, which is geared toward real-time happenings and trending hashtags.Pinterest has the lowest median Engagement Factor at only 6 for magazine brands, which is slightlyahead of non-magazine brands who come in at a 5.THE ASSOCIATION OF MAGAZINE MEDIAmagazine.org5
2018 Qtr 2Industry Stats by Social NetworkSocial Media Report527Total MagazineMedia IndustryLikes/Followersby Social NetworkSocial Network Share of Total Magazine MediaIndustry Likes/Followers (Second Quarter 2018 vs First Quarter 2018)289(as of June 30, 2018)27447.3%26.1%Total: 1.1 billion46.9%MAR. 31JUN. k24.5%Pinterest2.7%Growth in Numberof Magazine MediaIndustry Likes/Followers bySocial Network25.8%2.7%% Growth in Number of Magazine Media Industry Likes/Followers by Social Network (Second Quarter 2018 vs First Quarter 2018)11.8Facebook0.9%(Second Quarter 2018 vsFirst Quarter cebookTwitterInstagramPinterestPinterest2.2%Growth in number or % of page likes/followers: The absolute or % difference between total number of page likes/followers on June 30, 2018 and total number of page likes/followerson March 31, 2018 for brands that were measured in both periods. Magazine Media Industry: Data shown are collected from about 230 magazine media brands from 31 companies.Facebook Page Likes, Twitter Followers, Instagram Followers, Pinterest Followers: Number of people who have opted in to receive messages (posts, tweets, or pins) from thatparticular 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, Instagram, Pinterest: Automatic collection through the social networks’ APIs (Application Program Interface).(Facebook, Twitter, and Instagram compiled from CrowdTangle, Pinterest compiled by SocialFlow.)THE ASSOCIATION OF MAGAZINE MEDIAmagazine.org6
2018 Qtr 2Top Magazine Media BrandsSocial Media ReportTop 25 MagazineBrands–Likes/FollowersTop 10 Magazine Brands – Likes/Followers by Social Network(as of June 30, 2018)(as of June 30, 2018)MAGAZINE BRANDTOTAL LIKES/FOLLOWERS(COMBINED NETWORKS)1 Natl. Geographic Magazine111,241,7732 ESPN The Magazine63,381,7513 Vogue42,409,1304 National Geographic Traveler35,877,7995 Food Network Magazine35,210,2026 Time34,118,1657 The Economist33,974,0798 People19,853,1419 Elle15,985,82010 The New Yorker15,186,41511 Women’s Health14,879,05112 Men’s Health14,831,36213 Cosmopolitan14,784,59514 Wired14,216,47815 Harper’s Bazaar13,696,17416 Natl. Geographic Adventure12,688,01417 Entertainment Weekly12,447,80818 InStyle11,989,47219 Food & Wine11,867,28320 Vanity Fair11,734,19321 Travel Leisure10,803,41622 Health10,712,55123 HGTV Magazine10,338,32024 House Beautiful10,077,06525 Architectural Digest9,524,796MAGAZINE BRANDFACEBOOKPAGE LIKESMAGAZINE BRANDTWITTERPAGE LIKESMAGAZINE BRANDINSTAGRAMPAGE LIKES88,941,3751 Food Network Mag28,919,5101 ESPN The Magazine34,239,9581 Natl. Geographic Mag2 Natl. Geographic Mag21,951,2952 The Economist23,474,8222 Natl. Geographic Traveler23,848,8363 ESPN The Magazine18,927,1083 Time15,667,9843 Vogue18,971,2984 Time12,707,2384 Vogue13,765,0344 ESPN The Magazine10,174,8825 Cosmopolitan10,379,0645 Wired10,561,4325 Playboy6,597,6046 Natl. Geo. Adventure9,631,1086 The New Yorker8,628,9796 Food Network Magazine6,287,2467 HGTV Magazine9,005,5387 People7,885,2487 Time5,637,7988 Men’s Health8,939,6688 Elle6,905,7708 People4,731,8809 Vogue8,912,7319 Entertainment Weekly6,826,4709 GQ4,193,12710 The Economist8,685,78710 Natl. Geographic Traveler 6,770,19110 Vanity Fair3,741,895Top 10 Magazine Brands – % Growth by Social NetworkMAGAZINE BRANDFACEBOOKPAGE LIKES1 Town & Country405%MAGAZINE BRANDTWITTERPAGE LIKESMAGAZINE BRANDINSTAGRAMPAGE LIKES1 The Strategist41%1 Ski107%103%62%2 Hot Rod11%2 Money3 Departures41%3 Louisiana Cookin’10%3 Country Gardens93%4 The Strategist31%4 The Cottage Journal7%4 The Family Handyman55%5 Working Mother14%5 TeaTime6%5 The Atlantic25%6 SI Planet Futbol9%6 National Geographic Magazine4%6 The Cottage Journal25%7 Outside7%7 Select All4%7 Yachting23%8 Southern Lady4%8 Jp4%8 Vulture21%9 National Geographic Traveler4%9 Super Chevy4%9 Consumer Reports19%4%10 The Family Handyman4%10 Guns & Ammo1 Harper’s BazaarPINTERESTPAGE LIKES4,573,5802 Better Homes and Gardens 1,683,6503 Ski1,556,6784 HGTV Magazine1,291,0395 LIFE1,022,8596 Martha Stewart Living955,7117 Smithsonian923,2528 Real Simple774,8879 Vogue760,06710 This Old House675,418(Second Quarter 2018 vs First Quarter 2018)2 Ski10 TIME HealthMAGAZINE BRAND18%MAGAZINE BRANDPINTERESTPAGE LIKES1 Golf Digest12%2 Taste of Home10%3 Southern Lady10%4 Domino9%5 Motorcycle Classics9%6 Allure8%7 People8%8 Vogue7%9 TeaTime7%10 SI NBA / The Crossover7%Growth in number or % of page likes/followers: The absolute or % difference between total number of page likes/followers on June 30, 2018 and total number of page likes/followers onMarch 31, 2018 for brands that were measured in both periods. Magazine Media Industry: Data shown are collected from about 230 magazine media brands from 31 companies. FacebookPage Likes, Twitter 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, Instagram, Pinterest: Automatic collection through the social networks’ APIs (Application Program Interface). (Facebook,Twitter, and Instagram compiled from CrowdTangle, Pinterest compiled by SocialFlow.)THE ASSOCIATION OF MAGAZINE MEDIAmagazine.org7
Social Media Report2018 Qtr 2Network Use by Content Category% Share by NetworkTOTAL MAGAZINEMEDIA INDUSTRYLifestyleRural LifestyleHobbiesMotorcyclesAutomotiveGeneral InterestBoating & AviationGeographical LifestyleOutdoor EnthusiastEpicureanYoung Women’s LifestyleHealth & FitnessHome & GardenWomen’s LifestyleWomen’s ServicePolitics & CommentaryRegionalPop Culture & EntertainmentParents & KidsParticipatory SportsScience & TechnologyNews & InformationGeneral EditorialSpectator SportsWomen’s Fashion & BeautyBusiness & FinanceCurrent Events & CultureMen’s LifestyleTravelMagazine Media Industry: Data shown is collected from about 230 magazine media brands from 31 companies. Facebook Page Likes, Twitter 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, includesall those following any or all “boards” on the publisher's page. All statistics gathered on last day of month. June 30, 2018SOURCES: Facebook, Twitter, Instagram, Pinterest: Automatic collection through the social networks’ APIs (Application Program Interface). (Facebook,Twitter, and Instagram compiled from CrowdTangle, Pinterest compiled by SocialFlow.)THE ASSOCIATION OF MAGAZINE MEDIAmagazine.org8
Methodology for Measuring Audience EngagementMPA’s Social Media Engagement Factor for a brand is calculatedby comparing Social Media Actions (likes, comments, favorites,retweets, repins, sharing, etc.) to Publisher Posts. Using thismethodology, an average Social Media Engagement Factor isdeveloped for each magazine and non-magazine brand on thefour reported social media networks (Facebook, Twitter, Instagramand Pinterest), and a median Engagement Factor is reported bynetwork and content category.In order to be included in this analysis, both magazine brands andnon-magazine brands must meet the following criteria: 1) Qualifyfor measurement in the Likes/Followers section 2) Have metrics forboth Social Actions and Publisher Posts in the reported time period3) Have Publisher Posts of at least an average of 90 per quarter, or1 per day 4) Have Social Actions of at least an average of900/quarter, or 10 per day.METHODOLOGYENGAGEMENT FACTOR Total SocialActions Total PublisherPostsTHE ASSOCIATION OF MAGAZINE MEDIAmagazine.org9
Social Media Engagement Overview by Social NetworkWhat our analysis shows is that, not surprisingly, Social Media Engagement varies a lot by social medianetwork, by content category and by magazine brand. Each network has its own characteristics that work toenhance the connections that magazine brands make with their audiences through the social media platform.Facebook Facebook’s high number of postscomes from the huge popularity andsize of this network, at 500 millionfans of magazine brand pages The relatively lower engagementfactor stands to reason when thesize and potential dilution ofthe audience is considered Industry experts note thatengagement tends to declineas fan size increases The tremendous volume ofcontent on Facebook also hassignificant impact on engagement,with a notably greater pool ofcontent for fans to react to Facebook’s recent addition ofReaction emotions (angry, sad, etc.)have joined Likes, Comments andShares as engagement opportunities Facebook is known to drive farmore click traffic than any of theother three platformsTwitter Twitter’s fast-paced, conciseformat makes it easy for a brand,or a person to connect Twitter engagement optionsare limited to two (favoriteand retweet) Twitter’s format serves as a‘ticker’ of information, butpeople consume far moreTweets than they react to Celebrities and media figureshave successfully leveragedTwitter’s capacity to share timelycontent, fleeting information,topics, ideas and photos Twitter successfully connectsstrangers around information,rather than people withpre-established relationships Twitter’s capacity to supportreal-time happenings and easilysearchable hashtags supportscontent ‘of the moment’,demonstrated by its having thehighest number of publishers postsInstagramPinterest Instagram accounts for thehighest number of actions by farof the 4 networks measured, butthe lowest number of posts Instagram’s higher engagement A highly-visual platform rewardsmagazine media’s highly curatedcontentbe made from a mobile device,driving mobile usage, butlimiting third-party applicationsand making it more laborintensive to post Instagram generally does notvisuals, based on product,tips/recipes and inspiring ideas,allowing users to curate contentfound on the internet Pinterest’s dynamic of pullingrates are in part, due to highuse of visuals and limited,user-friendly response icons Instagram posts generally must Pinterest lends itself to richin content from other placesto collect in a grouping is incontrast to Instagram’s pushingout of an individual user’scontent The Pinterest audience mayclick to buy or find out moreabout a product, leading topotential for commercial value Pinterest pages are far fewer formagazine brands than for theother social networks trackedpermit click-through to apublisher’s website, somonetization is more difficultTHE ASSOCIATION OF MAGAZINE MEDIAmagazine.org10
2018 Qtr 2SOCIAL MEDIA ENGAGEMENT FACTORS BY SOCIAL NETWORKMagazine Media Brands vs. Non-Magazine Media BrandsMAGAZINE MEDIAFacebookTwitterPinterestTotal Likes/Followers% of Industry ,05524%30,233,6323%Total Engagement Actions% of Industry 406TwitterInstagramTotal Publisher Posts% of Industry PostsEngagement Factor* (median)FacebookNON-MAGAZINE MEDIAInstagramPinterestTotal Likes/Followers% of Industry 0%5,5930%Total Engagement Actions% of Industry 391,8435Total Publisher Posts% of Industry PostsEngagement Factor* (median)*SOCIAL MEDIA ENGAGEMENT FACTOR SOCIAL MEDIA ACTIONS PUBLISHER POSTSELIGIBILITY RULES: To be included in this report, both magazine brands and non-magazine brands must meet the following eligibility criteria: Participate in thequarterly Social Media Report (measuring Likes/Followers) Have reported metrics for BOTH Social Actions and Publisher Posts in a given time period HavePublisher Posts of at least an average of 90 per quarter – basically 1 per day Have Social Actions of at least an average of 900 per quarter – basically 10 per day.Sources: Facebook, Twitter, Instagram, Pinterest: Automatic tabulation through social networks’ APIs (Application Program Interface)collected by SocialFlow and CrowdTangle.THE ASSOCIATION OF MAGAZINE MEDIAmagazine.org11
Social Media Engagement Factor – Trend by Network(Measured quarterly since Q3 2017 launch)Q3 2017Q3 2017magazine media brandsmagazine media brands316non-magazine media brands31non-magazine media brands28234Q4 2017Q4 20172429523281Q1 2018Q1 20182426929221Q2 2018Q2 201826189301310350035Source: Facebook Automatic tabulation through social networks’ APIs (Application Program Interface) collected by SocialFlow and CrowdTangle.THE ASSOCIATION OF MAGAZINE MEDIAmagazine.org12
Social Media Engagement Factor – Trend by Network(Measured quarterly since Q3 2017 launch)Q3 2017Q3 2017magazine media brandsnon-magazine media brandsmagazine media brands3,1179non-magazine media brands1,620Q4 20178Q4 20173,19582,6085Q1 2018Q1 20184,090102,5758Q2 2018Q2 20183,14061,843054500010Source: Facebook Automatic tabulation through social networks’ APIs (Application Program Interface) collected by SocialFlow and CrowdTangle.THE ASSOCIATION OF MAGAZINE MEDIAmagazine.org13
2018 Qtr 2SOCIAL MEDIA REPORT ENGAGEMENT FINDINGS BY CONTENT CATEGORYMagazine Media Brands vs. Non-Magazine Media BrandsContent/CategoryAction and Adventure EnthusiastAutomotive (Specialty)Business and FinanceCurrent Events and Political CommentaryEpicureanHealth and FitnessHome and GardenMen’s Fashion, Grooming and LifestyleNews and InformationParents and KidsPopular Culture and EntertainmentScience, Technology and ExplorationSpectator SportsThought LeaderTravelWomen’s Fashion and BeautyFacebook TwitterInstagramPinterest n/a n/a tietie tie tietie tie tie Women’s Service and Lifestyle All Magazine Brands n/an/an/a n/a n/a n/a n/a tie n/an/an/a THE ASSOCIATION OF MAGAZINE MEDIAmagazine.org14
Magazine Media Industry: Data shown is collected from about 230 magazine media brands from 31 companies. Facebook Page Likes, Twitter 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).
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