As we continue further into Coronavirus-induced social distancing, people are turning to digital content to entertain themselves from the comfort of their living rooms. As brands, it is important to understand where this media consumption is occurring. For publishing, an industry pushing out new media constantly, this especially holds true.
In the last three weeks, the publishing industry has seen a shift in content consumption. Comparing March 9th through March 30th to the three weeks prior to social distancing, February 17th through March 8th, we see a shift in where consumers are going to engage with publishers on social. In particular, we’re seeing drops in engagement on Instagram (-2%) and Twitter (-9%) while Facebook (+4%) and YouTube (+10%) are on the rise.
It’s no surprise that YouTube has gained this increase in content responses as, during the same time period, across publishing, YouTube earned a 15% increase in official video views as well. With YouTube now the primary driver of social growth in publishing, knowing what content is driving video views and responses is key to remaining engaged with your fans on social right now.
Top Publishing YouTube Videos Ranked by Views: March 9-30, 2020
Looking at the most viewed videos among publishers on YouTube, it is easy to tell that coronavirus-related topics pull a high volume of views. Science Insider has averaged 207K views per YouTube video so far in 2020 without Coronavirus-related topics. However, since Coronavirus took over mass media, Science Insider began publishing videos on the virus. These videos average 2.5M views per video, +999% more than Science Insiders’ previous average. Other media publishers like Vox, NowThis News and The New York Times are seeing similar viewership spikes.
Top Publishing Coronavirus-Related YouTube Videos Ranked by Views: March 9-30, 2020
Outside of Coronavirus videos, video views are booming for food-related content. In the last three weeks, Buzzfeed Tasty (+38%), Bon Appetit (+14%), First We Feast (+5%), So Yummy (+2%), Insider Food (+20%) and Eater (+13%) all rank among the 50 most viewed publishing brands on YouTube, gaining their respective increases in YouTube video views.
Top Publishing Food-Related YouTube Videos Ranked by Views: March 9-30, 2020
Last, while the health crisis continues to fuel social distancing and changes in media consumption, YouTube viewers are shifting their attention to economic, financial and political media for keeping up-to-date on the crisis. The Washington Post (+256%), The New York Times (+140%), Wall Street Journal (+75%), and Yahoo Finance (+264%) saw surges in new fans in the last week. Driving fan growth and social exposure, all top content from these publishers are coronavirus-related.
Top Economic / Political / Financial Media Publishing YouTube Videos Ranked by Views: March 9-30, 2020
While social distancing in its infancy still and people are having to entertain themselves digitally, shifting content strategy to connect with your social media audience is pertinent for keeping a publishing brand relevant once this passes. Right now, YouTube is showing the greatest social growth opportunities for publishing brands, specifically those who fall into the categories discussed above.