The most important thing about social traffic

    The main difference between media projects and ecommerce is that their main product is the traffic itself, and not the money that it spends on the site. Therefore, instead of increasing conversions and finding sources with profitable CTA, content-oriented sites have their own tasks: engaging the audience and natural sources of traffic. Today I will talk about one of the most important such sources, as well as about its features for online media.

    Under the cut you will find some interesting facts, graphics and explanations for them. The data in the article was taken from sources measured by us , and also supplemented by data from the site index.ru .

    At the moment, approximately 8% of all traffic we measure comes from social networks.. As you might guess, the specifics of sites greatly affect this number. So, for example, the media receive about 15% of the traffic from the social. networks, specialized portals - about 3%, and the record holders are posters, they have up to 20% of social traffic. For comparison, I can point out that in the Western media this number now reaches 26% and is in competition with search traffic.

    In a way, social and direct traffic is represented by two direct opposites: visitors who come to your landing page are people who come to your site in general, and not to its specific material. At the same time, people who came from social services. Networks are people who want to read a specific article, and may not know which site they are visiting. This is a double edged sword. On the one hand, “social” visitors are more likely to read the material in full. On the other hand, they are least likely to return to your site, and if they return, then most likely from the same referring source. So, for example, the average share of new visitors (who have not visited the site at least a month before) on the sites studied is 30% -35%, while for social traffic this indicator is 40-45%. As for repeated visits per week, only about 15% go to the site more than once a week. For Twitter, this indicator, by the way, is one and a half times lower.



    Another important difference between social traffic is that it is the source that is most easily affected. So, for example, attracting visitors to a repeated direct visit through the main page is an art. Search traffic (especially for the media) - often dictated by luck and moon phases. But then we can clearly choose which articles and in which social networks to promote. For this reason, the shares of different networks in the social traffic of different media vary very much and depend on what audience and social media. Network editors decided to focus. If we talk about the average temperature in our hospital, then Facebook holds the first place with 45% of traffic, the second and third places are Twitter with 25% and VK with 20%. Classmates show activity less than 5%, and I suspect that this is the specificity of our sample. Probably,



    Often, by “audience engagement” media workers mean social involvement, the number of likes, shares, tweets, etc. There really is some truth in this, but there is one more thing. We took a selection of articles located on the site so that their length was not less than two screens in height, measured the average depth of their reading by users, and then measured the number of social activities on them. And they got absolutely no correlation. Simply put, social inclusion and engagement of the readership are two completely independent factors.



    Well, in conclusion, it is worth mentioning the breakdown of traffic by time of day. On the graph on the right, it is noticeable that social traffic seems to be shifted an hour forward relative to total traffic. Here, apparently, plays a role as a delay between the publication of articles in the social. networks and their further distribution, and the fact that social. Networks are used more often in the evening than other sites on average. By the way, our delivery schedule by time is not similar to the average schedule of most resources due to the wide distribution of client sites by time zones. Although most of the visitors are from Moscow, users from Vladivostok to Kaliningrad give a noticeable impurity.

    As a conclusion, it’s worth summarizing that social traffic is a very serious source of new users, gradually catching up with search, but to turn these new visitors into regular ones, you need to make additional efforts: stimulate the audience to re-share other materials from the site, as well as attract new visitors to follow your pages in social networks.

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