Nearly all Upworthy articles go on Facebook; Mashable content more evenly shared across different networks
With Facebook still reigning as the largest social network, it’s no surprise that it sees the most sharing of content—by a long shot. According to an August 2014 report from marketing consultancy agency Fractl and social media analytics tool BuzzSumo, 81.9% of articles shared socially were done so on Facebook. The analysis of 2.6 billion social media shares of 1 million articles from H1 2014 found that Twitter was a distant second, with 8.6% of shares, followed by Google+, Pinterest and LinkedIn, in that order.
But that breakdown varied moderately depending on the publisher of the article. Upworthy’s mission-driven content is fitting for a platform where followers can easily discuss and debate topics. It follows that nearly 100% of Upworthy articles were shared on Facebook. Mashable content, which comprises all things digital, was shared a bit more evenly across different social networks. Facebook still got the bulk of Mashable article shares, but Twitter and LinkedIn saw approximately one-quarter each.
Pinterest is heavily driven by do-it-yourself and how-to content, so it didn’t get much action from news publishers, but BuzzFeed listicles are well suited for the platform. Nearly one in 10 BuzzFeed articles were shared on Pinterest.