This is the first post in LiftMetrix’s latest blog series surrounding our recent webinar: “2016 in Review and Social Trends for 2017“. The full presentation can be downloaded by clicking here, or you can view the recording by clicking here.
We dove into various industries and their presence on social platforms such as Facebook, Twitter, Instagram and Pinterest during our presentation to drive business objectives and we will be highlighting them over the course of this blog series. To start, let’s take a look at the Media Publishing industry and its social presence on Facebook.
Some of the best practices utilized by media publishers in the past year include media accompanied by links, captivating captions and live videos from current events. Research found that viewers spend 300% more time watching live videos compared to standard video and visual content is more than 40x more likely to be shared on social media. In 2016 we saw more brands utilize these best practices to drive their business objectives.
We took our analysis one step further and compared two top media publishers that took social best practices and applied them towards their business goals. We examined the social practices of The Wall Street Journal and Bloomberg and what they’re doing on their sites to drive conversions.
Bloomberg, who used a short-ended quote about Trump in one of their top performing posts, redirects users to their site where they hope to drive page views, ad clicks and video views. The use of quotes in social posts help to grab viewer’s attention and direct them towards the company’s site.
The Wall Street Journal on the other hand uses Live Video, with the example of the live coverage of the launch of the iPhone 7, to bring users to their site. Once on the WSJ site you can find attempts to gain subscriptions, ad clicks, video views and page views. Using Live Video on social platforms helped transform the way brands used social and engaged their viewers in 2016.
The WSJ and Bloomberg implement social practices such as quotes and live video on Facebook to help drive conversions to their site and drive business objectives. These best practices help optimize video views, increase subscription and email collection and drive ad revenue.
Stay tuned for our next post in this blog series which will analyze how the hospitality industry is using social to drive business conversions. In the meantime, you can download the “2016 in Review and Social Trends for 2017” presentation by clicking here, or you can view the presentation recording by clicking here.