There is a universal shift taking place in news content consumption. Publishers are distributing it on digital channels and consumers have learned where to go for timely updates on the web. In fact, Brafton previously noted that 61 percent of Millennials prefer to get their updates from online news outlets over traditional publishers. Brands have likewise welcomed this trend, turning their websites into news resources with fresh custom content about topics that interest consumers.
Marketers often share the titles of news pieces on social networks to alert followers of updates and drive more traffic to their companies’ web pages. According to data recently compiled by Statista, these posts will be more effective on Facebook. The largest social network is also the most lucrative source of referral traffic for news outlets.
Twitter was responsible for driving the second-most traffic to news articles, followed by Reddit and StumbleUpon. Other social networks have a minimal impact on homepage visits for news providers, according to the data.
To increase website traffic and generate more leads, marketers should distribute their news stories as social media content on Facebook and Facebook. However, they must also consider the networks where target audiences are most active. If it’s LinkedIn, brands might want to share stories that appeal to professional readers, while a strong Pinterest following might call for content that lends itself to graphics and visual representations.