News & Opinion

Newsbrands account for 47% of all social media engagements with UK content

Nearly half of all engagements on social media are powered by commercial newsbrands, according to the News Media Association's analysis of NewsWhip's 100 top-performing UK websites.

The data shows that eight out of the top 10 most shared UK websites on social media over the 12 months between August 2016 and July 2017 were newsbrands. During the general election period, this increased to nine out of 10 websites.

This highlights the roles newsbrands play in fuelling social networks. In July 2017, MailOnline became the biggest website on Facebook for the first time recording over 26 million interactions to become the most engaged website on the platform.

As the NMA points out, although newsbrands have grown audiences on social networks over the past year, in 2016 94% of the growth in the UK digital advertising market went to search engines and social media platforms.

Ashley Highfield, chairman of the NMA, said: "Newsbrands contribute enormous value to social networks by investing in agenda-setting and highly trusted journalism that people want to read and share with their friends.

"It is essential that this contribution is recognised. News media publishers are not currently appropriately rewarded for their investment in news and that imbalance must be rectified if the journalism which consumers and social media giants rely on is to have a sustainable future."

David Dinsmore, vice chairman of the NMA, added: "Journalism is at the heart of the social debate, whether it be breaking the story, verifying the story or, later, commenting on the story. Yet none of the growth in ad revenues is coming back to the publishers who invest billions across the globe in that content creation. News publishers are seeking a fair reward for the considerable value they add to the digital ecosystem."

You can access the press release here.

by Lydia O'Neill 07/09/17

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