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BETSY FAST - TRANSITIONING TO DIGITAL - OUR STORY
- 4. 1 IN 3 UK WOMEN1 IN 3 UK ADULTS 1 IN 4 UK MEN Source: TGI Clickstream July 16 – June 2017, ABC Jan-June 2017, social analytics July 2017 1 IN 2 ONLINE UK MILLENNIALS THAT’S ACCESSIBLE EVERYWHERE EXCEPTIONAL CONTENT OUR REACH 109M Video views Unique users 17M 1M Snap subscribers 23M Fans & followers
- 7. SMART REPACKAGING from site to social and back again 5k UU 10k UU
- 8. SWARMING
- 9. THE LOVE ISLAND SWARM Cosmopolitan coverage: 8 weeks | 1.7m Uus || 4.8m PVs || 6.5m video views on videos over 1min 15K UU 17K PV
- 10. WHICH WAS THEN A VIDEO 65k UU 2.2 M Video Views 5,730,055 People Reached 112,012 Reactions, comments & shares 0:49 Average watch time 6k Shares 2.08m Av dwell WHICH WAS THEN EDITED FOR SNAPCHAT
- 11. OPTIMISING LOVE ISLAND FOR SNAP 1M UUs 1M Votes cast
- 12. EVEN MORE LOVE ISLAND 3k Referrals Instagram 17k Referrals Facebook
- 13. We are now up 47% MOM and 965% YOY to 22.5k referrals from Instagram stories as a traffic source
- 14. ONE LAST SLIDE ON LOVE ISLAND 1M Views 3778 Shares 778K Views 468 Shares 4500 UU
- 16. Love islandESQUIRE TRANSLATES THEIR LOVE of LEO TO VIDEO 2.2MM Views 4K+ Shares 4.8K Comments
- 17. THE LADIES LOVE THEIR GIN 2.8m views (2m GH) 23k shares 10k comments
- 18. INSIGHT LED CHEESECAKE 5.3m views (2.7m GH) 35k shares 12k comments
- 22. THANK YOU
Editor's Notes
- This is Helen Gurley Brown, TK editor of Cosmo US from TK to TK. Even many moons after this photo, when magazines moved online, dig eds lived a life this retro. Bleeding from cutting 1 photos in 20 different sizes into a prehistoric content managing system. Charming! THEN CMSs improved and digital editors could GET TO IT. Generating story ideas, finding the right photos, writing it up and publishing it on the site. NOW that we’ve moved to distributed publishing platform, we create original content for all the different places we publish, including Insta, SC, FB, Insta Stories, etc
- ONE TEAM: dedicated brand teams + centralized newsroom and video ONE CMS: giving eds real-time, actionable data ONE GOAL: to surprise, delight & engage our readers BUT MANY platforms: how we’ve changed the way we structure our day, our storytelling, we are platform-first and what those platforms are
- In the UK market our business has exceptional content that’s accessible and has REAL scale…….
- Our growth is exciting and truly makes my heart sing. BUT it’s not everything. Yes, we’ve grown our online audiences exponentially in the past 6+ months but what's really important? What drives me and all of Hearst's digital editors is our readers. Readers first, readers first.
- Here's a fun Cosmo listicle. So many of the points were interesting and surprising but got ‘lost’ in the listicle headline so, we pulled them out and did separate news stories on them which gave us x20 the amount of traffic.
- The power of memes! Stat When this story was first published in September to June it got 5k UUs. When it was resocialled using this meme it got 10k UUs
- “Like bees to this pregnant woman during her ~unusual~ maternity photo shoot, we swarm subjects that our audiences respond to. Changes brand to brand, but here’s a deep dive on Cosmo:
- Over the 8 weeks the show spanned in June/July, Cosmo’s coverage achieved 1.7m UUs, 4.8m PVs and 6.5m video views on videos over 1min (not including millions on GIFs). A few examples:
- interesting note re snap: The vid ran as a tile on Snapchat, had 6k shares, 50% longform conversion and an average dwell time of 2.08mins – extremely rare for video content on Snap.
- Love Island did insanely well on the site, but could be a bit hit or miss on Snap since news gets old super fast on the platform. So, harnessing the successes it had online, we used the new-at-the-time opinion poll function on Snap to create a game: ‘How popular are your Love Island opinions?’ The edition had 1million UUs and the polls had a total of 1million votes cast. NOTE cosmo avgs 5+ min dwell, up to 7 min in aug which is forever in phone time
- We continued to push to make the final month of this show work as hard for us as possible, signing up a fan favourite for a column adding him to our instastories ….
- INsta split story got 3,006 referrals from Instagram , 17,888 referrals from Facebook and securing a Facebook Live with the show’s hilarious narrator
- Video only, where we thought it was a quick win story that was better told with video Love island boys synchronized swim next example: We knew we had to lead with the video as it was all about seeing the funny moments, the jokes, the fails, etc (they don’t translate quite as well over words). So we went about researching the moments we wanted to include in the video. But while we were doing this, it was constantly sparking new ideas that, while weren’t quite right for the video (and/or would have made the video too long), felt like a great reason to build a wider article that was broader than the clips in the video. We’re also generally in the habit of creating a strong circle of content, with video linking back to articles and articles encouraging views on embedded video views, and the more integrated the two, the better the result.
- This is the face Esquire's digital editor when I suggested he rethink his stance on Love Island. Lowbrow, etc. But he took me seriously, and here's where it gets interesting. Not paying attention to what’s working on the internet and CHALLENGING yourself to find a crossover with your brand is a mistake. It's doing so, where the magic happens Eds get better when they have to get out of comfort zone and figure out how to cover pop culture moments without losing brand identity. Also a total win: 36K+ uus, 3k shares
- using a story win to create a video for the weekend 2.2 MM views, 4000+ shares, 4800 comments
- GH filmed a recipe video of G&T loaf cake (think lemon drizzle cake but for gin lovers) that was originally featured in the magazine last year. The cake proved a hit. It was also cross posted by six other brands including Cosmo UK, Red, Prima and House Beautiful and clocked up nearly 3M views in total.
- The digital team then worked with the print cookery team to create another gin recipe especially for online to see if we could replicate the success. The print team created a gin cheesecake based on insights form the digital team (we know cheesecake is a popular recipes for readers). This video generated 5.3M views and was cross posted by 14 other brands including Elle, Cosmo, GH.com and Red.
- G&T slushie 461k views (100k for GH.co.uk) Other gin related videos include G&T ice lollies and G&T cupcakes – both teams are now working on Christmas recipes and videos that can incorporate sloe gin to see if the trend works across different seasons
- While politics is never a big traffic play for us, we felt really passionately about encouraging our readers to vote and informing them in their choice as much as possible. Content in this collection had 27k uniques and 41k page views in the month spanning the election, with 5 pieces achieving over the section average of 3.4k UU. Coverage was led by easy to understand explainers, including interviews with all of the lead parties, in which we asked them to summarise their policy on 9 key Cosmopolitan issues in tweets.
- On Instagram, we partnered with #SheVotes to create informative quote cards to remind women that their voices need to be heard We ran a general election themed edition the day before the actual election, so our readers had time to get up to speed on the main parties’ policies before (fingers crossed) casting their vote. Fewer users clicked through, but higher number of people completed. edition had 12.5k shares and on the Labour manifesto in tweets , there were 8k shares, 5k were screenshots of info COINCIDENCE OR COSMO?