In June, U.S. media publishers generated more than 1.45 billion total social actions (likes, comments, shares, retweets, dislikes), a 2 percent decline compared with the previous month.
Publishers’ engagement by platform was led by Instagram at 48 percent, followed by Facebook (47 percent), Twitter (4 percent) and YouTube (1 percent).
The media publishing industry represented 22 percent of all actions taken on content published by U.S. brands in June.
The slight decline in month-over-month engagement can be attributed to publishers generating 2 percent fewer Facebook actions and 1.5 percent fewer Instagram actions. Engagement actually increased on Twitter and YouTube by 4 percent and 2 percent, respectively.
Among the top 10 publishers, The Huffington Post experienced the most month-over-month engagement improvement, at 63 percent. HuffPost was ranked outside of the top 10 last month.
- i Total actions include all post-level likes, shares, retweets, dislikes and comments (does not include views).
- ii Total content includes all posts, tweets, media and YouTube videos posted by each brand across platforms.
- iii Total fans/followers includes fans/followers for all properties under each brand as of June 30.
- iv The percent change in actions metric calculates the growth or decline in total actions in June compared to May.
Key Engagement Drivers in June
HuffPost’s engagement growth was driven by a 91 percent increase in actions from video content in June, and 99 percent of that engagement came on Facebook. Four of HuffPost’s top Facebook posts were videos, and its most engaging one was a video about cats getting brain freezes. Other top posts included videos of Muslims praying after the Orlando nightclub shooting and an artist’s incredible work with fabric.
Bleacher Report experienced the most month-over-month engagement growth after HuffPost, at 28 percent. The sports website generated more engagement on every platform in June, but its greatest gains came from Facebook (64 percent) and Twitter (33 percent). Bleacher Report also generated 54 percent of its engagement in June from video. Top Facebook posts were driven by the National Basketball Association Finals, in which the Cleveland Cavaliers defeated the Golden State Warriors in dramatic come-from-behind fashion. Some of its top posts are humorous superimposed videos featuring the Cavaliers players and Warriors star Stephen Curry, along with another example of video editing with LeBron James.
Fastest-growing categories and publishers
The fastest-growing categories by social engagement month over month were general news (37 percent), driven by HuffPost; sports (21 percent), driven by Bleacher Report; and science and technology, driven by The Verge, Gizmodo and TechCrunch.