Digiday Research: European publishers still look to Facebook and Instagram to grow abroad
In a survey of 103 publisher executives by Digiday this February, 42% said that Facebook has been an effective platform to grow their audience while 25% said the same about Instagram. Meanwhile, 20% of respondents found Twitter a capable platform to develop fresh audiences. One-quarter of survey takers said social platforms were not adequate tools to grow their international audiences.
“Facebook is great to cultivate new communities and grow interactions with your brand, but the days of it being a chief driver of organic referrals are largely over,” said James Dickens, global editor-in-chief of U.K.-based Goal.
But ultimately the sheer size of Facebook, as well as Instagram, still matter to some publishers.
“Social growth is inherently dependent on the ‘network effect’ and scale. Platforms, like Facebook, still play a major factor in how far a publisher’s messaging can reach global audiences,” said Camilla Newman, publishing director of Glamour UK.
Publishers in the Digiday survey also selected an average of 1.54 platforms in their responses signaling there’s no single right way to grow audiences abroad.
“Media owners can dictate how people consume content so we have to ensure our content is in relevant formats for differing platforms,” said Ryan Skeggs, chief commercial officer of Givemesport.
For its part, Givemesport said it has had success distributing editorial content and repurposed video across Apple News to new readers in the U.S. and putting out localized content about cricket at scheduled times in countries like India.
“Twitter is big across the world for us, but especially in Japan. Meanwhile, we have doubled down on quality content on YouTube over the last year,” added Dickens.
Meanwhile smaller platforms that have drawn less attention from publishers can also provide opportunities to expand global footprints.
“LinkedIn has seen substantial growth and Pinterest continues to surprise us with a slow-moving, but constantly growing, global audience,” said Newman.
French advertising organizations lodge complaint with competition regulator over Apple privacy changes
The coalition of trade bodies allege Apple's upcoming changes, related to its identifier for advertisers, are a sign of it leveraging its dominant position to distort competition.
‘Great position to steal share’: As use-it-or-lose-it ad spending picks up, TikTok emerges as an unlikely beneficiary
TikTok could emerge as one of the unlikely winners during the end-of- year scramble from advertisers to dump as much of their media dollars as possible.
CNN, Tastemade and ForwardPMX are Digiday Marketing and Advertising Awards Europe shortlisters
As an unprecedented health crisis has swept across the globe, marketers and advertisers across Europe have been forced to communicate with consumers in unprecedented ways.
SponsoredBrands are tapping gameday energy to drive engagement with content on social
As the world adjusts to the new normal, sports and entertainment publishers are faced with a challenge — with live audiences no longer able to take their seats at stadiums and arenas, how do they get passionate fans involved in the energy of the moment on social media? From the NBA to MTV, publishers had to […]
Bloomberg Media tunes up ABBA to break down barriers between its ads and subscriber businesses
The business news publisher's ad ops and product groups now sit in the same organization as its subscriptions team.
The 74’s publisher Jim Roberts on bridging equality divides in education and making trust bonds with audiences
One of The 74's central focuses before the pandemic was the achievement gap in America's education system.