Social Leaderboard in April: New Heights

While top publishers pull 5% of traffic from social, Wetpaint breaks a record at 38%

I was pretty excited in December when Wetpaint Entertainment became the #1 social publisher on the web, but this month’s Social Leaderboard chart is like that rare but spectacular sunny day in Seattle.  For the sake of modesty, I’ll explain further down the page.

Mostly Cloudy

Unfortunately, the sun isn’t shining on everyone.  Total social traffic to the Top 50 publishers fell by 13% in April.  As for social traffic as a percent of overall traffic, the average publisher lost 1.5 percentage points.  In fact, 48 of the Top 50 publishers lost ground on social traffic composition this month.

Facebook’s April experiments and changes to the EdgeRank algorithm are likely to blame.  Publishers who put Facebook at the center of their distribution strategy were able to rebound quickly, while others fell behind.

Who’s Weathering the Storm?

MTV made good on its reputation as one of the most social-savvy TV brands by breaking into the Top Five (and bumping CBS down to #7).  People reclaimed the #2 spot that it ceded to NBC in March.

Three new players showed up in the Top Ten this month:  welcome, The Guardian, Patch, and Yahoo!The Guardian gets the “most improved” award for advancing from 14th place all the way up to #6.

Of course, as in The Hunger Games, we can’t all be winners on the Social Leaderboard.  MLB, Break, and Us Magazine – three publishers who have consistently been in the Top Ten since January – were washed downstream in April.  Us Magazine in particular is all wet:  after slipping slowly from #3 to #5 to #6 over the last few months, it plummeted to #18 in April.  Ouch.

And Who’s Outperforming the Rest by 3X?

Not only is Wetpaint Entertainment the #1 social publisher for the fifth month in a row, but we’re now getting 38% (a Leaderboard record) of our traffic from social.  That’s more than 3x the social traffic of the second-best social performer (People), and almost 8x the average publisher (Top 50 average = 5%).  All in a month where we had record reach, as well (more on that soon).

Thanks to the team for working so hard to build and execute a best-in-class social distribution strategy that’s a cut (or two or three) above the rest.

10 Million(!)

10 million monthly users – Wetpaint Entertainment hit this milestone in March, only 18 months out of the gate.  For a little context (and bragging rights): according to Quantcast, The Huffington Post took more than 3 years to build an audience that size.

We hit the 10 million mark in such a short time by using a super-secret and complex formula that I’ll share with you today:

1. Know deeply what our audience loves.

2. Give them the very best of it every moment of every day.

Sounds simple, right?  But executing on those principles took a ton of data and a great team.  And a willingness to take the risk and bet that this paradigm shift toward digital and social is not only the best way to deliver on the formula above, but also the only way forward for media.

While other publishers were looking at digital as a death sentence, we recognized it as a gift:  an opportunity to know our audience far better than anyone ever before.   So we took our secret formula (see above), along with our social media expertise, and built the best audience insights system on the planet.

Our proprietary distribution technology did a lot of the heavy lifting, too.  Once we knew what the audience wanted, we fed those insights into a distribution system that publishes straight to the newsfeed, and voila: 10 million users and social engagement that far outshines any other major media property.

We couldn’t have done it without best-in-class content, of course.  Knowing exactly what our audience wants helps our editorial team create and curate content that delights beyond audience expectations.  We know what TV shows, celebrities, news events and themes resonate with our users.  That content, delivered in the right way and at the right time, begets strong relationships:  our 1.9 million Facebook fans see us 38 times per month (38! on average!) and look forward to Wetpaint posts in their newsfeeds.

I knew we were onto something when we started building our platform around audience insights and social distribution, but the speed at which we’ve developed our audience has been surprising even to me.

Congratulations to my team at Wetpaint on achieving every media company’s dream:  outstanding content, strong engagement from a big audience, and technology that lets us do it all an order of magnitude better than anyone else.