SlideShare a Scribd company logo
WhipSmart Insights 2019
#WhipSmartLondon
Facebook publishing insights
Native and web content
#WhipSmartLondon
● Likes are by far the most
common reaction to posts on
Facebook
● Shares are also a fairly common
reaction
● Among the reaction buttons,
Love has been the most
common this year
● Anger is almost non-existent
among the very top posts
FACEBOOK PUBLISHING
Reactions to Top
10,000 Facebook
Posts
#WhipSmartLondon
Facebook Posts
by Format
● Photos are the most
popular format
● Native video outperforms
vs. the number of live
videos posted
● Live Video is very rarely in
the top posts
FACEBOOK PUBLISHING #WhipSmartLondon
● Engagement is significantly
up compared to 2018, also
higher than 2017
● Week-to-week engagement
tends to be roughly
consistent, with a slight
variance depending on
news topics
Web Engagement
FACEBOOK PUBLISHING #WhipSmartLondon
Story types
in Top 100
FACEBOOK PUBLISHING
● Politics dominated the
headlines among the top
hundred
● Death announcements also
featured heavily
● Outside politics, there was
more soft news in the top
100 than hard news
#WhipSmartLondon
● Our data is used in the
University of Michigan’s Iffy
Quotient, which measures
engagement to ‘iffy’ news
sites across the web
● Outright misinformation has
been on a downtrend since
the 2016 election
● Partisanship and identity
are playing more of a role
University of
Michigan Iffy
Quotient
FACEBOOK PUBLISHING
Brand Insights
Nike & Gillette Campaigns
#WhipSmartLondon
BRAND INSIGHTS
● Engagement can go
both ways and some
brands capitalized on a
polarized environment
● Gillette and Nike received
some partisan criticism,
but the campaigns were
generally good for sales
and brand reputation
Reactions to
Nike Ad
Web articles about Nike
● There were some negative
articles among the top ten
● None of these came from
Nike’s target audience
● Most engaged articles came
from Patriotic Express and
Trump Betrayed, two
hyperpartisan sites
BRAND INSIGHTS #WhipSmartLondon
BRAND INSIGHTS
● The picture was different
on Facebook, with much
more positive and neutral
coverage
● Lots of the top posts
were sports publishers
sharing the campaign
Facebook posts about Nike
#WhipSmartLondon
● Among the top 100 posts
about the campaign on
Facebook, the reaction was
hugely positive
● Nearly 750k Love reactions
vs. 158k Angry reactions
Reactions
BRAND INSIGHTS #WhipSmartLondon
Reactions to Gillette Ad #WhipSmartLondon
Reactions to
Gillette Ad
BRAND INSIGHTS
● Some negative reaction
to YouTube ad, but
Facebook video was
widely beloved
● 240k+ shares, 102k+
likes, 95k Loves
#WhipSmartLondon
● Roughly even split in
sentiment of top articles
● 37 positive articles
● 22 negative articles
● 41 neutral articles
Reactions to
Gillette Ad
BRAND INSIGHTS #WhipSmartLondon
● Top story came from
blog Scary Mommy
● Scary Mommy article
had more than 10x
the engagements of
any negative article
● Majority of top articles
were of a neutral or
positive sentiment
Top Web Articles about Gillette Ad
BRAND INSIGHTS #WhipSmartLondon
Thank you

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NewsWhip London Salon May 2019 Intro Presentation

  • 2. Facebook publishing insights Native and web content #WhipSmartLondon
  • 3. ● Likes are by far the most common reaction to posts on Facebook ● Shares are also a fairly common reaction ● Among the reaction buttons, Love has been the most common this year ● Anger is almost non-existent among the very top posts FACEBOOK PUBLISHING Reactions to Top 10,000 Facebook Posts #WhipSmartLondon
  • 4. Facebook Posts by Format ● Photos are the most popular format ● Native video outperforms vs. the number of live videos posted ● Live Video is very rarely in the top posts FACEBOOK PUBLISHING #WhipSmartLondon
  • 5.
  • 6. ● Engagement is significantly up compared to 2018, also higher than 2017 ● Week-to-week engagement tends to be roughly consistent, with a slight variance depending on news topics Web Engagement FACEBOOK PUBLISHING #WhipSmartLondon
  • 7. Story types in Top 100 FACEBOOK PUBLISHING ● Politics dominated the headlines among the top hundred ● Death announcements also featured heavily ● Outside politics, there was more soft news in the top 100 than hard news #WhipSmartLondon
  • 8. ● Our data is used in the University of Michigan’s Iffy Quotient, which measures engagement to ‘iffy’ news sites across the web ● Outright misinformation has been on a downtrend since the 2016 election ● Partisanship and identity are playing more of a role University of Michigan Iffy Quotient FACEBOOK PUBLISHING
  • 9. Brand Insights Nike & Gillette Campaigns #WhipSmartLondon
  • 10. BRAND INSIGHTS ● Engagement can go both ways and some brands capitalized on a polarized environment ● Gillette and Nike received some partisan criticism, but the campaigns were generally good for sales and brand reputation Reactions to Nike Ad
  • 11. Web articles about Nike ● There were some negative articles among the top ten ● None of these came from Nike’s target audience ● Most engaged articles came from Patriotic Express and Trump Betrayed, two hyperpartisan sites BRAND INSIGHTS #WhipSmartLondon
  • 12. BRAND INSIGHTS ● The picture was different on Facebook, with much more positive and neutral coverage ● Lots of the top posts were sports publishers sharing the campaign Facebook posts about Nike #WhipSmartLondon
  • 13. ● Among the top 100 posts about the campaign on Facebook, the reaction was hugely positive ● Nearly 750k Love reactions vs. 158k Angry reactions Reactions BRAND INSIGHTS #WhipSmartLondon
  • 14. Reactions to Gillette Ad #WhipSmartLondon
  • 15. Reactions to Gillette Ad BRAND INSIGHTS ● Some negative reaction to YouTube ad, but Facebook video was widely beloved ● 240k+ shares, 102k+ likes, 95k Loves #WhipSmartLondon
  • 16. ● Roughly even split in sentiment of top articles ● 37 positive articles ● 22 negative articles ● 41 neutral articles Reactions to Gillette Ad BRAND INSIGHTS #WhipSmartLondon
  • 17. ● Top story came from blog Scary Mommy ● Scary Mommy article had more than 10x the engagements of any negative article ● Majority of top articles were of a neutral or positive sentiment Top Web Articles about Gillette Ad BRAND INSIGHTS #WhipSmartLondon