European publishers prefer Facebook and Instagram to increase their international audiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 08, 2019, 2:31 PM UTC

But one quarter of those surveyed said that no social platforms were effective.

A study by Digiday shows that 42% of 103 publishers surveyed relied on Facebook to increase their international audience and 25% of them looked at Instagram for the same. Camilla Newman, publishing director of Glamour UK said, “Platforms, like Facebook, still play a major factor in how far a publisher’s messaging can reach global audiences”.

The survey also showed that publishers usually chose more than one platform, with an average of 1.54 used. “Media owners can dictate how people consume content so we have to ensure our content is in relevant formats for differing platforms,” said Ryan Skeggs, chief commercial officer of Givemesport.

Smaller platforms like Pinterest can also help publishers to grow their global audience. “Pinterest continues to surprise us with a slow-moving, but constantly growing, global audience,” said Newman”.

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