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.
We’re back with the Media Industry Social Leaderboard, fresh off the presses with February results. For any newcomers, the Social Leaderboard is a ranking of the top 50 media publishers by their effectiveness at driving traffic from Facebook and Twitter.
From January to February, social traffic composition was flat, with the average staying at 7%. The gap between Facebook and Google traffic coming in to the Top 50, which had been rapidly closing since November, froze in February with Google holding on to its 30% lead for one more month.
Only four publishers in the top 10 improved their social traffic scores this month: NBC (+1.5%) took third place by trading places with Us Magazine (the biggest loser in the top 10 with -3%, now at #5). Break (+2%) and TMZ (+0.5%) leapfrogged the pack of MTV, NFL and MLB, pushing those three back to #8, 9 and 10.
But the biggest mover and shaker was Wetpaint Entertainment. Wetpaint took an even more decisive lead by adding 7% to social traffic composition since January, vaulting it into the elite group of publishers who, based on Compete data, receive more traffic from Facebook than from Google (in good company with People, Yahoo!, AOL, MSN, Fox Sports, and The Post Game).
With 29% of traffic coming from social, Wetpaint is outperforming its closest competitor by nearly 2x. Is this a data aberration? Some kind of leap year phenomenon?
Let me fill you in on the story behind the 29%: over the last two years, we took a gamble by building a new platform for social media distribution. It wasn’t a sure bet, and not many other publishers were doing it, but we had seen compelling evidence that social was the only way forward for the media industry.
We threw all of our time and talent at the problem, building up a fan base while developing and testing and refining new strategies for delivering content through social channels. We collected tons of data in real time about the preferences of our fans, and then we leveraged that insight to personalize and program their newsfeeds.
Today, the rest of the media industry is just starting to figure out the value of winning fans and courting likes. But because of our early investment, we’re already two steps ahead – we’re focusing on what to do with our 1.7 million fans. We’re delivering over 1,000 posts a week, each one targeted for the right fan with the right content at the right time.
And it’s starting to pay off.