Social Embeds Drive 20% More Pageviews For Publishers (And Twitter Accounts For Almost Half Of That)

By WNIP | December 15, 2020

As seen on WNIP

New report from Kargo shows that social embeds now appear on 30% of publisher pages, providing brands a safe and premium social media advertising opportunity. 

The mobile advertising company Kargo analyzed over two billion pages across Comscore top 250 publishers as well as Kargo’s 700+ premium publisher properties for social embeds, and found them on more than 30% of all article pages, with Twitter making up 46% of the total.

Social embeds include images, videos or posts originating from a social media platform that are placed within articles to enhance the timeliness and relevance of a story. 

As Twitter has become an incredibly powerful source of quick and timely news, it is the go-to social platform for publishers to embed—representing the highest percentage of social embed activity.

Today, social media drives news cycles. Publishers are increasingly adopting social embeds to tap into cultural moments in categories such as sports, entertainment, news, fashion, and more. And embeds have become a strong indicator as to when social content breaks through to traditional media.

“Publishers understand that news breaks first on social media. They’re jumping on this by incorporating social embeds in more of their content, and they’re opening up adjacent advertising spaces to help brands get in on the visibility.” Abe Storey, Director of Product Management at Kargo

The report finds that social embeds drive a significant increase in pageviews, and that the trend is growing. This is due to the timeliness and relevance of the content attracting readers and prompting more sharing.

On average, pages with social embeds get 20% more views than other pages, and the average number of embeds per page has increased from 3.14 in Q2 to 3.52 in Q3, showing that publishers prefer to include multiple embeds in a single article.

“Social embeds are a win-win for publishers and advertisers. They bring more energy to editorial coverage and because they’re hand-picked by professional journalists, they offer up a brand-safe environment for brands otherwise cautious about social marketing.” Harry Kargman, CEO and Founder of Kargo

You can download a copy of the report here.

Majid Baber