Q3 2022

This was largely driven by two articles — one from the Wall Street Journal and one from the UK’s ITV — that each got thousands of engagements.

ITV’s article was actually framed around Christmas, but the details were the same as the Thanksgiving issues, with bird flu wiping out turkeys and driving up the price.

By now it’s clear that Home Depot was the front runner when it comes to brands generating public interest, but it’s important to see how it compared to other brand stories, and note what stood out in each. 

Scrub Daddy snagged a spot among the top articles for a story about Halloween sponges in the shapes of ghosts, pumpkins and Frankenstein. Although overall there was less engagement to Scrub Daddy than the other brands, there were still 25 other articles written about the themed sponges.

Hershey found itself in the news for its candy, but not in the way we might expect. This year the company warned it might not be able to meet the demand for Halloween candy partially due to supply chain issues related to the Russia/Ukraine war. There were nearly 900 articles written about Hershey’s potential candy shortage, and it came in second to Home Depot in terms of engagement.

There’s plenty of time still to go before Halloween of course, but the publisher already has plenty of content with tens of thousands of engagements talking about what brands have planned for the holiday.

Featured brands included Starbucks, McDonald’s, Home Depot, Dollar Tree, Lowe’s and many more as brands were the main focus of the publisher’s efforts when it came to Halloween.

The vast majority of the top content was driven by just two authors — Natalie Vitelli and Brittanie Pyper.

Cranberries have been highly discussed, and the top article was about an author’s preference for canned cranberry sauce over homemade recipes. 

Pies and cakes have been among the top five so far, as was a homemade mac and cheese recipe and cranberry oatmeal bars.

Politico’s story went on to be the biggest article written about Roe v. Wade, earning over 946k engagements, which is nearly 4x higher than when it was officially overturned on June 24th. 

Other articles featured in the top five included one about a doctor’s perspective on abortion, and Nancy Pelosi being barred from Holy Communion over support for Roe v. Wade.