In March, U.S. media publishers accounted for 1.5 billion total social actions (likes, comments, shares, retweets, dislikes), with 732 million from Instagram, 692 million from Facebook, 62 million from Twitter and 15 million from YouTube (excluding views).
The media publishing industry represented 22 percent of all actions taken on content published by U.S. brands in March. Total actions for the media publishing industry saw 1 percent growth compared with February, due to a 4 percent increase on Instagram and a 2 percent rise on Twitter.
Tasty’s growth was closely followed by The Huffington Post, which saw a 25 percent spike in engagement, driving it back into the top 10 after its hiatus since June 2015.
Key engagement drivers in March
Tasty’s 30 percent engagement growth in March was driven by Facebook video. Video accounted for 65 percent of Tasty’s Facebook, Twitter and Instagram content and drove 95 percent of its social actions on those platforms. Tasty’s tutorial videos that drove its highest social engagement were recipes for Sparkling Strawberry Kiwi Sangria, Broccoli Tots and Spinach Dip Mozzarella Sticks.
HuffPost’s 25 percent growth in March was due to a 29 percent increase in Facebook actions, driven by a video post titled “Lap elephants!” showing elephant calfs acting like lap dogs. That post was also the the top post by a U.S. brand on social media in March.
National Geographic Travel’s 22 percent growth in March was driven by its 22 percent increase in both Instagram content and Instagram actions. The social platform accounts for 99 percent of National Geographic Travel’s total social actions. The media publisher’s top content was contributed by photographer Carlton Ward and featured stunning shots of Old Saint Augustine Road, the Amazon River and the Iguazu River.
Fastest-growing categories and publishers
The fastest growing categories by social engagement month over month were: home and garden (44 percent), driven by BuzzFeed’s Nifty, which launched March 10; travel (21 percent), driven by Condé Nast Traveler and National Geographic Travel; and nature (14 percent), driven by National Geographic and The Dodo. Young Hollywood saw the highest growth of any media publisher in March at 204 percent.