In a surprising new study, Memo has found that there is no clear correlation between social media engagement and page views for news publishers. This means that using social media to increase coverage may not bring as much benefit as it once did for publishers. Furthermore, the study revealed that less than 1% of readers to news articles actually come from social media.
Memo conducted research in 2022 comparing social engagement and article readership, and decided to revisit the study in 2024 due to the rapidly changing social landscape. The company analyzed 26,000 news articles published between January 20 and February 20, covering a wide range of topics and industries.
The results of the study were surprising. Memo investigated the correlation coefficient between social engagement (total reactions, comments, and shares) and readership (unique visitors to news articles) and found that the correlation mostly ranged around or below 0.1 across various industries. In other words, there was no clear connection between social engagement and actual readership of the news.
However, there were a few exceptions. Among the categories studied, Politics, Sports & Athletics, and Crises (such as mass shootings and major brand crises) showed a tendency toward a low-end moderate correlation.
Memo suggests that the shifting social media landscape may be the cause of this lack of correlation. Platforms are adjusting algorithms to de-prioritize news in an effort to combat the spread of misinformation. This means that social media is no longer the pulse of consumer interest and should not be relied upon as the only means of engaging with news.
The implications of this study are significant for news publishers who have heavily relied on social media to increase their reach and readership. It suggests that they may need to explore alternative strategies to attract and engage readers. While social media can still be a valuable tool for certain categories such as politics and sports, it should not be seen as the sole indicator of success.
As the social media landscape continues to evolve, news publishers will need to adapt and find new ways to connect with their audience. This may involve a greater focus on other channels such as email newsletters, search engine optimization, and direct website traffic. The study by Memo serves as a reminder that social media engagement does not necessarily equate to genuine engagement with the news.
For more information and a deep dive into the study, readers are encouraged to read the full report. The study provides valuable insights into the changing dynamics of social media and its impact on news publishers. It is clear that the traditional methods of using social media to increase readership may no longer be as effective, and publishers will need to explore new strategies to stay relevant in the digital age.
In conclusion, the study by Memo has found no correlation between social media engagement and content readership for news publishers. This highlights the need for publishers to adapt their strategies and explore alternative channels to engage with their audience. While social media can still be valuable for certain categories, it should not be relied upon as the sole means of reaching readers. The shifting social media landscape requires publishers to be innovative and find new ways to connect with their audience and deliver high-quality news content.
