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Facebook Publishing: Q3 2020 Oct 2020 FACEBOOK PUBLISHING: Q3 2020 Table of contents INTRODUCTION 11. Top Facebook posts of Q3 2020 The Facebook posts that received the most 1. Total and average engagement by year engagement with some filtered out (p. 15) The engagement achieved by English language web content in Q3 (p. 4) 12.Top Page by reaction type The top Page on Facebook for each engagement 2. Most engaged publishers type (p. 16) The fifteen web publishers who drove the most engagements on Facebook (p. 5) 13.Top post by reaction type The top post on Facebook for each engagement 3. Number of stories in the top 10,000 type (p. 17) The twenty publishers that had the most stories among the top 10,000 articles (p. 6) 14. Reactions to top 10,000 Facebook posts by percentage 4. Most engaged stories A breakdown of the percentage of each kind The web stories that received the most overall of engagement to the top posts(p. 18) engagement on Facebook (p. 7) 15.Number of posts in top 10,000 posts 5. Most commented stories by format The web stories that received the most comments A breakdown of what post formats performed on Facebook (p. 8) the best in Q3 (p.19) 6. Most shared stories 16. Key takeaways The web stories that received the most shares A summary of the report and of our on Facebook (p. 9) key findings on the topic (p. 21) 7. Types of articles in the top 100 stories A breakdown of the genre of stories that were i responsible for the top articles (p. 10) WHAT YOU WILL LEARN NATIVE PUBLISHING ON FACEBOOK IN THIS REPORT 8. Top Facebook Pages of Q3 2020 The Facebook posts that received the most • The top web publishers of Q3 2020 engagement overall (p. 12) on Facebook 9. Top Facebook publishers of Q3 2020 • The genres of stories that were The Facebook posts that received the most successful in Q3 engagement overall (p. 13) • The top Facebook formats of Q3 2020 10.Top Facebook posts of Q3 2020 The Facebook posts that received the most • The breakdown of different reaction engagement overall (p. 14) types to top Facebook content *Source NewsWhip Analytics from July 1st - September 30th, 2020 only 2 Web publishing on Facebook Q3 2020 Free demo: 3 www.newswhip.com click here FACEBOOK PUBLISHING: Q3 2020 Total and average engagement by year: Q3 2020 Q3 2020 saw a significant increase in the number of engagements to web content Total engagement in Q3 by year on Facebook compared to the same quarter in previous years. 2020 9,799,104,978 There were 9.8 billion engagements to web content on Facebook last quarter compared to 6.5 billion in 2019. 2019 6,548,070,459 This was, however, a less dramatic increase than we saw in Q2 year over year, and a slight reduction from the 16 2018 4,970,581,822 billion we saw in Q2 and the 14 billion in Q1 of this year. 2017 6,348,907,922 Average engagement in Q3 by year The average engagements were also down relatively compared to Q2, dropping from 430 to 247 interactions 2020 247 per article between quarters. While it was up compared to previous Q3s, the ratio was less dramatic 2019 185 compared to that of the total engage- ments, showing that it was driven at least in part by a greater number of 2018 134 articles being written. 2017 171 *Source NewsWhip Analytics from July 1st - September 30th, 2020 only 4 FACEBOOK PUBLISHING: Q3 2020 Most engaged publishers: Q3 2020 The top 15 publishers last quarter were the one NBC’s umbrella experienced, dropping generally less engaged than in Q2. from 330 million to just over 300 million. As usual, we should take a moment to note here The Daily Wire was one of the few top publishers that the numbers include subsidiaries for the big that saw more engagement in Q3 than Q2, rising cable publishers. This means that NBC contains from 213 million to 286 million. local news stations under its umbrella, as does Fox News. Generally the number of Facebook engagements each of the top 15 publishers received fell, NBC and its subsidiaries was once again the top dropping from an aggregate total of 3.47 billion publisher overall, though with significantly fewer in Q2 to around 2.45 billion this time around. engagements. In Q2, they had 550 million engagements, and this had dropped to a little This was actually a slightly higher ratio of the over 330 million this quarter. total, with the top publications responsible for around 25 percent of the total, whereas in Q2 Fox News also saw a slight drop in the number of this was closer to 22 percent. engagements, though it was less dramatic than Top web publishers by Facebook engagement: Q3 2020 nbc.com 338,438,893 foxnews.com 303,968,903 dailywire.com 286,538,775 cnn.com 219,385,924 dailymail.co.uk 191,808,366 nytimes.com 139,163,415 breitbart.com 119,000,117 washingtonpost.com 118,385,105 bbc.co.uk 110,239,053 nypost.com 109,320,460 yahoo.com 106,106,149 thehill.com 103,613,155 cbsnews.com 103,830,490 theblaze.com 102,614,127 npr.org 100,055,655 *Source NewsWhip Analytics from July 1st - September 30th, 2020 only 5 FACEBOOK PUBLISHING: Q3 2020 Number of stories in the top 10,000: Q3 2020 When we look at the number of stories in the The Daily Wire is the publication that had the top 10,000, we get a picture of who has had most stories in the top 10,000 this quarter, with consistently high-performing stories, as some 709. We have covered The Daily Wire’s rise opposed to simply having lots of extensively on our blog. engagements with lots of stories. Fox had the second highest number of stories This is now, unlike the previous graph, on a with 438, closely followed by CNN with 405. domain level, so NBC News is split out from other NBC properties, and the same is true The Blaze, The New York Times, and The for Fox News etc. Washington Post all had around 200 stories in the top 10,000 articles on Facebook for the last quarter. Number of stories in top 10,000 by publisher dailywire.com 709 foxnews.com 438 cnn.com 405 nbcnews.com 322 theblaze.com 239 nytimes.com 215 washingtonpost.com 210 dailymail.co.uk 199 nypost.com 192 breitbart.com 174 npr.org 167 westernjournal.com 161 thehill.com 141 huffpost.com 130 bbc.co.uk 125 bluelivesmatter.blue 114 msnbc.com 102 forbes.com 98 washingtontimes.com 91 newsweek.com 88 *Source NewsWhip Analytics from July 1st - September 30th, 2020 only 6 FACEBOOK PUBLISHING: Q3 2020 Most engaged stories: Q3 2020 We broke out the top stories by their overall The Atlantic’s report of Trump’s alleged Facebook engagement, and politics was comments about veterans was the second dominant, as you might expect going into most engaged on the platform, while the BBC’s a presidential election. report of Trump suggesting delaying the election was third. The most engaged article was from NPR, and focused on the death of pioneering Supreme Overall, eleven of the top fifteen stories were Court Justice Ruth Bader Ginsburg. This piece political in nature, with the most engaged non- received more than 10 million engagements political story being the death of Black Panther on Facebook. actor Chadwick Boseman. Most engaged web content in Q3 2020 Publisher Headline FB engagement Justice Ruth Bader Ginsburg, Champion Of Gender Equality, npr.org Dies At 87 10,445,015 theatlantic.com Trump: Americans Who Died in War Are ‘Losers’ and ‘Suckers’ 6,844,758 bbc.co.uk Trump calls for delay to 2020 US election 5,803,082 Trump’s Taxes Show Chronic Losses and Years of Income Tax nytimes.com Avoidance 5,303,936 Black Panther Star Chadwick Boseman Dies at 43 Due to Colon comicbook.com Cancer 4,873,646 apnews.com Trump gives $35 million to aid human trafficking victims 4,793,065 nbcnews.com Joe Biden selects Kamala Harris as his running mate 4,060,706 Trump’s Executive Order Will Drop the Price of Insulin Down cnsnews.com to Pennies a Day 3,777,945 9gag.com You Can Buy Arms For Your Chicken 3,731,091 HHS confirms coronavirus hospital data will now be sent to cnn.com DC instead of CDC 3,693,906 cnn.com Justice Ruth Bader Ginsburg dead at 87 3,648,140 unicef.org UNICEF responding to destruction in Lebanon 3,666,967 Opinion | John Lewis: Together, You Can Redeem the Soul of nytimes.com Our Nation 3,371,763 This aviator just became the US Navy's first Black female businessinsider.com fighter pilot 3,468,292 New Hydroxychloroquine Study Proves Trump Right, Says It www1.cbn.com 'Significantly' Cuts Death Rate 3,391,582 *Source NewsWhip Analytics from July 1st - September 30th, 2020 only 7 FACEBOOK PUBLISHING: Q3 2020 Most commented stories: Q3 2020 The most commented stories tend to reflect nearly half of each’s engagements coming from articles that stir a bit more controversy comments. among an audience. The New York Times’ investigation into Donald The most commented stories are largely still Trump’s taxes was the third most commented political, with many of the same stories story, with 1.8 million. appearing here as we saw in the most engaged overall.
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