For the first time, we provide a ranking of the biggest publishers in Germany, France and Canada, with exclusive Facebook data.
After our quick look at some of the best-known publishers in Spain, France and Germany a few months ago, we’re taking a more in-depth look at some international sites.
We looked at the top 8 Facebook publishers in Germany, France and Canada, based on the data available to us from Spike’s extensive database.
The data showed up familiar names in each country, and illustrated how national publishers are faring at facing up to localised versions of global media brands on social media.
In Germany, there were some familiar names in the top rankings. Bild was the run-away winner, with over 2.6 million Facebook interactions in December, enough to put the site respectably inside the top 60 English language sites globally.
In Germany, Bild are well-known for their tabloid coverage of current affairs and celebrity gossip.
Although the site is far ahead in terms of overall interactions, their share count was actually very slightly behind Der Spiegel’s. Instead, they make up the overwhelming bulk of their interactions through likes, suggesting that much of their social interaction takes place on Facebook itself, helped by their own 1.7 million page likes.
Der Spiegel is a current affairs magazine, well-known for its reporting. Further down the list, other well-known German names including Die Welt (over 1 million interactions), Stern, and Zeit all made the top 8.
It’s interesting to see the proliferance of established media names on the list. There could be a lesson for English-language magazines in how some of these German publishers, including Der Speigel, Stern and Focus, have managed to successfully adapt to using social media to distribute their content. All traditional weekly news magazines, they seem to have managed to diversify their product for social. Granted, the German publishers don’t have the same raft of digital upstarts to contend with that many US and UK sites do, but they’re still attracting impressive social engagement.
However, there are some obvious missing publishers compared to the English language rankings – digital natives with aggressive social strategies.
In late 2014, BuzzFeed launched a German edition. It’s probably too soon to make any judgements on the success of the Berlin bureau, but our data put them achieving a relatively modest 77,500 Facebook interactions on under 100 German language articles in December. The Huffington Post’s German edition fared much better, with over 330,000 interactions, albeit with substantially more content. Meanwhile, the German edition of Vice also performed respectably, with 133,000 Facebook interactions over the month.
In the French line-up, there’s a pretty similar scenario to the German rankings – a lot of established media names doing reasonably well.
L’Equipe is the biggest on Facebook, buoyed by their famous sports coverage and analysis. They’re followed by L’Express and Metro News.
One surprise appears to be regional site La Voix Du Nord (‘The Voice of the North), which comes in in seventh place. Overall, the trend is very much focussed on news, current affairs and sports. There seems to be even more engagement than for the German sites, with all 8 top sites with more than 1 million engagements.
Finally, here are the top 10 Canadian sites last month, ranked by total Facebook interactions:
Compared to the social engagements achieved by some of the bigger French and German sites, the Canadian publishers haven’t managed to make a huge impact on Facebook. Only three sites had over 1 million engagements in December.
Global News topped the rankings, with an enviable 2.22 million interactions in December. Their closest rivals, CBC, are over a million engagements behind. Next comes the Canadian edition of the Huffington Post, CTV News, and three major newspapers finish off the remaining eight. They’re joined by a very successful Canada-based music site, Much Music, which seem to be doing quite well in targeting readers on Facebook.
For these rankings, we did not look at the performance of French language Canadian sites.
If you’re interested in what social rankings look like in any particular region or country, feel free to drop us an email. Turkey is the latest section added to Spike, which now covers 30 regions and countries, in 12 languages.