Wetpaint CEO Ben Elowitz on the Future of Digital Media
How much social traffic did the top 50 web publishers attract in March? The results are in – and it is a mixed month.
Measuring by total visits, March was the second highest month on record for social traffic to the top publishers. The number of social (Facebook + Twitter) visits to the top 50 grew by 2.9% in March to 403 million.
Volume growth aside, social’s share of traffic to the top 50 dropped slightly, dipping by 0.3% in March. That’s because even while traffic from social grew, it didn’t grow as fast as traffic from other sources.
What gives? It’s possible that each and every one of the top publishers’ social media teams was distracted last month by March Madness and solar flares. It’s also possible that Facebook’s aggressive mobile push is putting downward pressure on this measurement (the comScore data we use for benchmarking overall site traffic doesn’t include mobile traffic, alas).
The solar flares must have been particularly distracting to one publisher’s social team: Us Magazine continued its downward slide, falling out of the top 5 entirely this time after dropping last month from 3rd to 5th.
NBC is on a roll, climbing up another rung (after jumping two spots ahead in February) to #2 on the leaderboard. NFL also ran the ball for an impressive number of yards, moving from #9 to #5.
Wetpaint Entertainment continued to hold a definitive lead, outperforming the closest rival by 9.3 percentage points. We’re able to maintain this lead by constantly improving our proprietary social analytics and distribution system through rapid experimentation and a deep understanding of our audience. The amazing thing is that our social growth has not come at the expense of search traffic. Indeed, our search traffic has been rising as a result of our social success, and total traffic has recently hit record highs of 10 million uniques and more.
And we’re not done yet – social users are the most valuable users, and we want more.