There is no clear connection between social media engagement and page views for news publishers, according to a new study.
Also, less than 1% of readers of news articles come from social media, according to research by Memo.
Why we care Using social media to increase your coverage doesn’t seem to be paying off as much as it used to for news publishers. It’s also important to know that just because people engage on social media doesn’t necessarily mean they’re actually engaged with the news.
The study. In 2022, Memo conducted research comparing social engagement and article readership. Given the dynamic changes in the social landscape, Memo decided to revisit this study in 2024. The company analyzed 26,000 news articles published between January 20 and February 20, covering a wide range of topics and industries.
the results. Memo investigated the correlation coefficient between social engagement (total reactions, comments and actions) and readership (unique visitors to news articles). To provide context, a perfect positive correlation is represented by 1, while 0 indicates no correlation. Across industries, Memo found that the correlation mostly hovered around or below 0.1. As Memo explains”
“Across all the articles and topics we analyzed, we found no clear connection between social engagement and actual news readership.”
Exceptions Among the categories studied, only three showed a trend toward moderate low-end correlation: Politics, Sports and Athletics, and Crisis (eg, incidents such as mass shootings and major brand crises).
What Memo says. Memo said in a statement:
“The social media landscape is changing. Platforms are adjusting algorithms to de-prioritize news in an effort to combat the spread of misinformation.” “While social media used to be seen as the pulse of consumer interest, today’s communications teams know it’s not the be-all and end-all.”
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deep dive. read the to study in full for more information.
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