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UK Readers Engage with News Brands on Twitter

Twitter offers a way for UK news brands to expand their reach

March 25, 2014 | Social Media | Media & Entertainment

Newspaper circulations in the UK remain in relatively poor health, but news brands as a whole—incorporating a newspaper’s digital presence—are doing just fine. Mobile, in particular, is helping in this respect. And when it comes to social media, a news brand’s presence here presents an opportunity to expand its reach even further.

According to a December 2013 Newsworks study conducted by YouGov in partnership with Twitter, 60% of UK Twitter users agreed that the social platform allowed them to engage with newspaper brands that they wouldn’t normally read in print format. A further 55% said Twitter gave them an opportunity to engage with news brands that they wouldn’t read online.

Attitudes of UK Twitter Users Toward Twitter's Role in Newspaper Brand Engagement, Dec 2013 (% of respondents)

Having a Twitter presence sounds like a good idea, especially when one considers that many people—and young people in particular—are choosing this platform as their primary source for news content. October 2013 research conducted by ResearchBods for Logicalis UK indicated that one-quarter of UK teen internet users went to social networks first for news, putting this platform level with TV.

Primary Source that UK Teen Internet Users Go to First for News, Oct 2013 (% of respondents)

The “double whammy” of news readers heading increasingly for Twitter and then engaging with news brands they otherwise wouldn’t consider is too tempting a proposition to miss. And if news brands’ growing digital readership levels are anything to go by, they clearly aren’t.

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