What brands and publishers need to know about Science and Tech on social in 2018

April 9, 2018

Written by Benedict Nicholson

In our latest report, we look at the most successful science and tech publishers on Facebook and Instagram in 2018 so far to see what tactics and content worked best.

Tech and Science are two of the biggest verticals on social, and often end up going viral if given the opportunity.

As a result, we decided to examine how the content around this vertical works, what is successful, and why.

Science and Tech Facebook insights

Video had a huge part to play in terms of earned media for science and tech content on Facebook, with the vast majority of engagements coming from Facebook Native Video. The majority of Pages had this as their main source of engagements.

There were some exceptions to this, however, with I F*cking Love Science a notable exception in terms of links, and NASA leading the way with its photo content.

Video dominated across all of the Pages as far as garnering engagements goes. The graphs below show the averages across all ten pages we looked at for this section of the report.

Video, despite being only around 22 percent of the content posted, was responsible for some 62.5 percent of the engagements driven, meaning it dramatically over performed.

Photo over performed too, being just 3 percent of the content posted but responsible for 11% of the engagements, mainly thanks to NASA and IFLScience.

All this, of course, means links were the least successful, at 76 percent of the posts but only 26 percent of the engagements.

Science and Tech Instagram insights

While Facebook performs very well in terms of earned media for science and tech content, Instagram does extremely well for owned media for science and tech brands, as we can see from the graph below.

Instagram content drove more engagement than Facebook content for all the top  brands we looked at apart from Intel, Oracle, and Samsung, which again highlights its power as an emerging platform for brands and their content.

What the report covers

The above is just a taster of what the report covers, and the following topics are expounded upon in depth:

  • Earned media on the web
  • Earned media on Facebook
  • Earned media on Instagram
  • Owned media across the web and social

The full report is available for download here.

Benedict Nicholson

Benedict Nicholson is the Head of Research and Editorial at NewsWhip. An Englishman in New York, he is interested in the intersection of PR, brands, and journalism, and the trends and innovation around that.

Email Benedict via benedict.nicholson@newswhip.com.

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In addition to leading the NewsWhip Research Center in New York, Benedict Nicholson manages partnerships with internationally recognized media outlets furthering data journalism, which includes NewsWhip’s Data for Democracy program. Benedict also facilitates consultations with communicators from the top 10 public relations agencies across America and Europe and with Fortune 500 brands to discuss consumer engagement trends and effective media monitoring. Email Benedict via benedict.nicholson@newswhip.com.

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