We unveil the definitive guide to the biggest English language publishers on Twitter in June 2015.
Who were the most tweeted sites last month?
In May, we saw that there was still a strict hierarchy amongst the top few spots, with news publishers dominating.
– The Huffington Post and BuzzFeed return to the top 10, after an absence in May.
– Taylor Swift’s open Tumblr post to Apple is the second most tweeted link of the month.
– There is growth in engagement for publishers overall, despite a slow-down in growth at the top.
These were the top ten for June, based on data from Spike:
At the top, the BBC retains its number one position, despite a slight fall-off in tweets since May. They were followed by the New York Times and Mashable, who have both been holding their respective positions for a few months. In June, Mashable was the only top 5 May publishers to grow their total considerably, while the NYT’s tweet count dipped.
The Guardian and NBC also both dropped in total tweets, with the Guardian taking less of a hit to move into fourth.
After an absence in May (13th), BuzzFeed return to the top 10, with a total of 1,053,000 for the month. Interestingly, their two best-performing pieces of June were very much in the news spectrum. ‘These Are The Victims Of The Charleston Church Shooting‘ was tweeted over 20,000 times, while ‘Texas Police Officer Suspended After Pulling Weapon On Teams During Pool Party‘ had over 16,000 tweets.
The Huffington Post also made a return to the top ten, coming in at sixth overall, up from 15th in May.
The Independent retain their spot in the top ten, with just over 1 million tweets for the month of June – an addition of 30,000 since May.
One of the most tweeted links of the month came from Taylor Swift. Her call for Apple Music to pay royalties during their three month trial was tweeted over 59,000 times. In first place was a Sky Sports story about Arsenal player Alexis Sanchez covering a One Direction song. Any other band may not have been able to deliver quite the same level of exposure, but a retweet from Niall Horan (as shown below using Spike’s Influencers feature) made sure that the story was the most retweeted of the month.
Further down the list, Bloomberg are a notable newcomer to the top 25. No surprises that their big story for the month was Paul Ford’s ‘What Is Code?‘ opus, which was tweeted over 21,000 times last month, and was also a huge hit for the site in terms of traffic. The story itself is a wonderful example of digital native storytelling, but it wasn’t the only hit for Bloomberg last month. Also successful for the site was a story about a meeting of US and Venezuelan diplomats (15,500 tweets), and a fascinating graphic illustrating the effects of climate change (15,100 tweets). That graphic was showcased nicely on Twitter with a Gif, ensuring Bloomberg made full use of their social lede:
— Bloomberg (@business) June 24, 2015
With these successes, Bloomberg really announced their entrance to the competition on Twitter, and we can expect to see more of them in the coming months.
Overall, June’s figures show a slight slow-down in tweets of links from the top players.
Looking back to June 2014, the World Cup provided a boost in engagement on the platform. Monthly interaction rates were growing fast for all publishers. In June 2015, while the overall figures are much higher, there doesn’t seem to be the same momentum at the very top. Despite this, there was still considerable growth for many sites.
One thing that comes to mind here is the format of content that can be shared on Twitter.
As we’ve seen with our recent posts looking at engagement with Instagram posts and Facebook video, images and video seem to be attracting far higher average levels of engagement on various social platforms than links. On Twitter, links remain the dominant form of content. Even as rich media entities, it’s a bit harder to drive engagement with them over things that look nice and load instantly, i.e. images and videos. We haven’t yet looked at the performance of Twitter’s native video player, and will be interested to see how it’s been performing since its launch in January.
However, with its rich appetite for news and current content of all types, Twitter remains an essential and invaluable platform for content teams.
Where the Data Comes From
All the data comes from Spike, our content discovery platform. We’re tracking the stories that matter around the world in real time – Sign up for a free trial today.
Data for the top 25 sites below. For more on our methodology, see this blog post.
While we strive for complete coverage, sometimes we will miss some content for some publishers. If it looks to you like we’re missing something or have our numbers wrong, please feel free to drop us a line.