Hearst is capitalizing on Facebook’s current focus on high-quality articles, Digiday reports.
“Facebook is now Hearst’s No. 1 referral source, driving 25 percent of traffic, up from 4 percent a year ago, beating out even Google. For Cosmopolitan alone, it’s 44 percent, and for Harper’s Bazaar, it’s 59 percent,” Lucia Moses writes.
“Across all publishers, Facebook drove 21 percent of traffic as of March, according to Shareaholic, which measures traffic across 300,000 sites. … Brian Madden, Hearst’s executive director of audience and partnerships, said the company has made a concerted effort to look for stories with ’emotional heft.'”
Properties like Cosmopolitan, Harper’s Bazaar, Esquire, and Marie Claire are approaching stories with an emphasis on shareability – and succeeding. Cosmo recently scored 450,000 shares and 227 comments posting “18 Signs You’re With the Man You Should Marry,” while Road & Track racked up 10,000 shares with “Saleen knows Ford Mustangs. This is their 2015 S302.”
Beyond the obvious titans of social, such as BuzzFeed, Digiday points out Vox as another publisher building traffic from Facebook.
To read more about Hearst’s Facebook strategy, visit Digiday.
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