When it comes to magazines’ social media presences, Facebook still dominates the game according to a recent study released by The Association of Magazine Media (MPA). The report recorded a seven percent growth in social media likes/followers across magazine media brands on Facebook, Twitter, Google+, and Pinterest for the first quarter 2015.
Instagram had the highest rate of growth in followers at 18 percent, with The Economist, Recoil, and Bloomberg Businessweek showing the largest percent growth on that network. In terms of absolute growth, Twitter had the most new followers of any network, with 10.3 million new followers of magazine media brands. The publications with the largest followings on Twitter were ESPN The Magazine, National Geographic, and The Economist.
“While there is still no broad agreement on what actually matters in social media, insights gleaned from this report can be valuable in gauging the efficiency of our strategies and investments in reaching our audience,” said Mary G. Berner, president and chief executive officer of MPA. “With notable growth across all networks and brands, the report clearly demonstrates that consumers are enthusiastically interacting with magazine media brands on social platforms.”
Facebook still has the greatest absolute size, with ESPN The Magazine, National Geographic, and Playboy possessing the most Page Likes.
Certain editorial categories saw greater growth in the share of likes/followers: Health/Fitness saw a 6.2% growth on Twitter; Science/Technology grew 4.7% on Google+; and on Instagram, Luxury grew 15.3% and Travel grew 27.6%.