Multi-platform research

Insight and analysis into the roles of multi-platform newsbrands in delivering effective advertising.

Newsbrands and social media

Newswhip analysis of newsbrand content on social media, looking at interactions and popular stories (based on data from Jan 2016 – Dec 2016).

Newsbrands and social networks enjoy a close relationship. While social networks help newsbrands to share their stories and reach a wider audience, newsbrands provide social networks with content and help to fuel debate.

#Piggate is one of the recent examples of newsbrands setting the agenda for social media conversations. Following The Mail on Sunday's publication of an extract from Lord Ashcroft's unauthorised biography of David Cameron 'Call me Dave', #Hameron #Oink and #piggate were trending on Twitter. In addition, a Twitter account @Cameron’s Pig was created within minutes and gained over 15,000 followers within 24 hours.

Latest data from Newswhip, for December 2016, shows that the relationship between newsbrands and social media is as strong as ever. Facebook is particularly important, accounting for the majority of shares for almost all newsbrand sites. In fact, the Daily Mail, the Daily Mirror, the Independent and the Guardian are in the top 20 most popular English language news publishers on Facebook in December. Likewise, The Guardian, the Daily Mail and the Independent are in the top 20 most popular English language news publishers on Twitter. 

Key findings:

  • UK newsbrands drove 901 million social media actions in 2016.
  • Newsbrand articles have enjoyed 7.7 million interactions on Twitter and 72 million interactions on Facebook in December 2016 alone
  • Newswhip analysis shows that the most shared stories in the UK are published between 4pm and 10pm

For more information on the different newsbrands platforms and downloadable charts, visit our market overview section. 

News on the Tweet

News on the Tweet

Exploring the relationship between newsbrands and Twitter

Post Office Super sunday

Post Office - Super Sunday

How newsbrands helped to drive buzz on social media

post daily twitter

Fast Fact

 Newsbrand followers are more than twice as likely to post daily on Twitter


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