Study shows consumers “passionately interact” with magazine brands on social media

Instagram is the fastest growing of the social media platforms for magazine media and, for the first time, surpassed Twitter in total Likes/Followers among magazine brands participating in the Social Media Report. Overall, Facebook continues to dominate the social media landscape, with more than twice as many Likes for magazine media pages than Twitter Followers of the same brands. While Facebook added 23 million new page Likes, Instagram was not far behind with 21 million new Followers. For perspective, the other three social media covered in the report added 19 million new Likes/Followers combined.

Commenting on the Magazine Media 360° Social Media Report, Linda Thomas Brooks, president and CEO of MPA, said: “We continue to see extremely impressive engagement with magazine media brands on social media, continuing to prove that consumers enjoy our members’ content in every format. Magazine media brands are experts in knowing what type of content works best on each unique platform and consumers seek the magazine media content they love on every new platform.”

The Social Media Report incorporates data from 37 companies, tallies certain measures of social media for the quarter ended June 30, 2016 and reports changes by network and magazine brand compared to prior quarter for Facebook Page Likes, Twitter Followers, Instagram Followers, Google+ Followers, and Pinterest Followers.

The Magazine Media 360° Social Media Report complements the Magazine Media 360° Brand Audience Report, introduced in September 2014 to capture and report magazine media reach across platforms and formats, a first for any media industry.