Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Audience Building in the
Age of Platforms
Josh Schwartz, Chartbeat
@joshuadschwartz
September 17, 2016 #ONA16CB
2
3
INTRODUCTION
This talk
■ Traffic from platforms over
time
■ Where and when people are
reading
■ How platforms change wha...
PLATFORMS AND TRAFFIC
Across our network
■ Over 75% of external, non-dark
traffic comes from the top 5
referrers
Exception...
PLATFORMS AND TRAFFIC
Despite algorithm changes,
total traffic driven by
platforms has been constant
over the last year
5
PLATFORMS AND TRAFFIC
Despite algorithm changes,
total traffic driven by
platforms has been constant
over the last year
.....
CONSUMPTION PATTERNS
Facebook-referred traffic is nearly all mobile. Google is roughly an even split.
7
8
CONSUMPTION PATTERNS
And time of day is very different
Facebook peaks at night. Google is steady throughout the day.
CONTENT DIFFERENCES
9
What we search for
is nearly limitless,
whereas social
sharing is much
more narrow
CONTENT DIFFERENCES
Except during
breaking news,
where search and
social have very
similar profiles
10
CONTENT DIFFERENCES
During breaking news, search
traffic often reacts even more
quickly than social traffic
11
CONSUMPTION PATTERNS
Three types of search:
■ Evergreen
■ Direct / branded search
■ New stories
12
CONSUMPTION PATTERNS
13
AMP traffic, though, is much
more news-heavy
14
CONTENT DIFFERENCES
The perspectives of what we
write about, what we search
for, and what we share are
completely diffe...
AUDIENCE LOYALTY
On large sites, direct visitors are more than twice as likely
to return as other visitors
15
16
AUDIENCE LOYALTY
Facebook traffic varies in loyalty
by type of site:
■ Non-English sites, and many
sports sites, have m...
Search topics that bring new visitors who
come back in the next week:
■ Highest performers (>10%)
▸ Non-English sites
▸ Te...
■ Algorithm changes have had minimal effects
on Facebook traffic on the whole, but many
publishers have seen wild traffic ...
■ Algorithm changes have had minimal effects
on Facebook traffic on the whole, but many
publishers have seen wild traffic ...
Upcoming SlideShare
Loading in …5
×

Audience Building in the Age of Platforms: ONA 2016

923 views

Published on

Josh Schwartz, Chief Data Scientist at Chartbeat, discusses building loyal audiences in the age of distributed content on the main stage at ONA 2016.

Published in: Internet
  • Be the first to comment

  • Be the first to like this

Audience Building in the Age of Platforms: ONA 2016

  1. 1. Audience Building in the Age of Platforms Josh Schwartz, Chartbeat @joshuadschwartz September 17, 2016 #ONA16CB
  2. 2. 2
  3. 3. 3 INTRODUCTION This talk ■ Traffic from platforms over time ■ Where and when people are reading ■ How platforms change what content people read ■ Audience loyalty ...and plenty of time for questions
  4. 4. PLATFORMS AND TRAFFIC Across our network ■ Over 75% of external, non-dark traffic comes from the top 5 referrers Exceptions ■ Pinterest drives as much as 15–20% of external traffic to Fashion, Decor, and Food sites ■ LinkedIn drives as much as 10–15% of traffic to Business sites 4
  5. 5. PLATFORMS AND TRAFFIC Despite algorithm changes, total traffic driven by platforms has been constant over the last year 5
  6. 6. PLATFORMS AND TRAFFIC Despite algorithm changes, total traffic driven by platforms has been constant over the last year ...but at a site level, individual sites have seen an average 74% variance in Facebook traffic between their best and worst months 6
  7. 7. CONSUMPTION PATTERNS Facebook-referred traffic is nearly all mobile. Google is roughly an even split. 7
  8. 8. 8 CONSUMPTION PATTERNS And time of day is very different Facebook peaks at night. Google is steady throughout the day.
  9. 9. CONTENT DIFFERENCES 9 What we search for is nearly limitless, whereas social sharing is much more narrow
  10. 10. CONTENT DIFFERENCES Except during breaking news, where search and social have very similar profiles 10
  11. 11. CONTENT DIFFERENCES During breaking news, search traffic often reacts even more quickly than social traffic 11
  12. 12. CONSUMPTION PATTERNS Three types of search: ■ Evergreen ■ Direct / branded search ■ New stories 12
  13. 13. CONSUMPTION PATTERNS 13 AMP traffic, though, is much more news-heavy
  14. 14. 14 CONTENT DIFFERENCES The perspectives of what we write about, what we search for, and what we share are completely different
  15. 15. AUDIENCE LOYALTY On large sites, direct visitors are more than twice as likely to return as other visitors 15
  16. 16. 16 AUDIENCE LOYALTY Facebook traffic varies in loyalty by type of site: ■ Non-English sites, and many sports sites, have much higher loyalty than traditional news and lifestyle sites ■ Larger social audiences are less loyal
  17. 17. Search topics that bring new visitors who come back in the next week: ■ Highest performers (>10%) ▸ Non-English sites ▸ Tech content on tech sites ▸ Political content on polarized sites Ailes coverage on left-leaning sites, Clinton Foundation coverage on right-leaning sites ■ Lowest performers (<6%) ▸ Commodity viral news (e.g. Ryan Lochte) ▸ Harambe 17 Search visitors vary significantly in loyalty depending on the content they land on AUDIENCE LOYALTY
  18. 18. ■ Algorithm changes have had minimal effects on Facebook traffic on the whole, but many publishers have seen wild traffic fluctuations ■ The set of pages getting search traffic is vastly more diverse than those getting social traffic ■ Social traffic concentrates on emotional stories ■ There are significant variations in audience loyalty between platforms 18 CONCLUSION
  19. 19. ■ Algorithm changes have had minimal effects on Facebook traffic on the whole, but many publishers have seen wild traffic fluctuations ■ The set of pages getting search traffic is vastly more diverse than those getting social traffic ■ Social traffic concentrates on emotional stories, search on informational stories ■ There are significant variations in audience loyalty between platforms 19 Questions? Josh Schwartz josh@chartbeat.com @joshuadschwartz press@chartbeat.com CONCLUSION

×