Readers say newsbrands are trustworthy, relevant to them and make them feel involved, particularly when the experience of print and online is combined

1. Social
Deep Dive

2. @Telegraph@MailOnline
@guardian @DailyMirror@Independent @EveningStandard@thetimes
@MetroUK

3. It’s not just trivia, lists and snippets…
33%
World news
12%
Current Affairs
21%
UK news
8%
Science
3%
Gallery
14%
Showbiz
Source: Newswhip Jan ‘16 – Sep ‘16
3%
Humour
2%
Culture

4. 555m
interactions
86.7m
interactions
6.2m
interactions
3m
interactions
UK newsbrands have driven 651 million social media
interactions so far in 2016
Source: Newswhip Jan ‘16 – Sep ‘16

5. 84,298
69,091
73,944
60,192
65,804
72,418
75,272 75,767
74,309
Social media interactions (000)
Source: Newswhip Jan ‘16 – Sep ‘16

6. 84,298
69,091
73,944
60,192
65,804
72,418
75,272 75,767
74,309
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16
Newsbrands Buzzfeed Upworthy BBC Huffington Post
UK newsbrands have more interactions than Buzzfeed
or the BBC
Social Media Interactions (000)
Source: Newswhip Jan ‘16 – Sep ‘16

7. Brand Facebook Likes Twitter Followers
The Times 551,747 854,000
The Guardian 6,386,000 5,910,000
The Sun 2,412,000 1,190,000
Daily Mirror 2,270,000 808,000
Daily Mail 6,006,000 1,970,000
London Evening Standard 676,000 407,000
The Daily Telegraph 3,659,000 1,850,000
The Independent 4,966,000 2,020,000
i 247,040 831,000
Metro 1,360,000 248,000
Our stakeholders

8. UK newsbrands
and Facebook

9. 29%
14%
7%
3% 3%
0%
5%
10%
15%
20%
25%
30%
35%
Facebook Twitter YouTube Google+ WhatsApp
Source: Reuters Institute for the Study of Journalism - Digital News Report 2015
Facebook is the leading social networks used weekly
for news in the UK

10. 89% 84% 77% 85% 85% 85% 86% 88% 88%
10% 14%
22%
13% 13% 13% 13% 11% 11%
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16
Facebook Twitter LinkedIn/Pinterest
Facebook is the most popular social media brand for
UK newsbrands
Social Media Interactions (000)
Source: Newswhip Jan ‘16 – Sep ‘16

11. 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
The most
shared stories
were
published
between 4pm
and 10pm
What’s the best time to post a story on Facebook?
% of Top stories shared at this time
Source: Newswhip Blog

12. Examples of some stories popular on Facebook
Total number of facebook interactions
882k 460k
302k
249k 236k
249k
Source: Newswhip Jan ‘16 – Sep ‘16

13. “
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: Newsworks, Generation News 2015
Developing newsbrand reading habits

14. Developing newsbrand reading habits
“
73% of Millennials
say they that:
If I hear about an interesting news
story on social media I’ll go to my
preferred newspaper website to
get more info
Source: Newsworks, Generation News 2015

15. UK newsbrands
and Twitter

16. 0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16
UK newsbrands BBC Buzzfeed Huffington Post (UK)
UK newsbrand Twitter shares
Deaths of
David
Bowie &
Alan
Rickman
Source: Newswhip Jan ‘16 – Sep ‘16

17. Examples of some stories popular on Twitter
Total number of twitter interactions
57k
33k
71k
13k
14k
6k
Source: Newswhip Jan ‘16 – Sep ‘16

18. UK newsbrand 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.

19. UK newsbrand 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..…

20. Twitter adds four core benefits as a new
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: Newsworks, #NewsOnTheTweet 2014

21. Twitter adds four core benefits
as a new platform for users
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: Newsworks, #NewsOnTheTweet 2014

22. 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
Source: Newsworks, #NewsOnTheTweet 2014

23. Newsbrands are also big content providers
for LinkedIn and Pinterest
Social Media Interactions (000)
0
100
200
300
400
500
600
700
800
900
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16
LinkedIn Pinterest
Source: Newswhip Jan ‘16 – Sep ‘16

24. Summary
UK
newsbrands
have driven
651 million
social media
interactions in
2016
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
NEWS

25. Methodology
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.