Insights, tools and research to advance journalism

Twitter has a big influence on news organizations, but it only drives 1.5% of traffic for the typical news organization

Nieman Lab

You might have heard: Nearly 9 in 10 Twitter users say they use Twitter for news

But did you know: According to a new analysis from Parse.ly, Twitter may not be as important as news organizations think it is. Taking data from its 200 client websites over two weeks in January, Parse.ly analyzed how much traffic and revenue Twitter drives, finding that for a typical news organization, Twitter only drove 1.5 percent of traffic. Those publishers saw an average of 8 tweets per post, 3 clicks per tweet, and 0.7 retweets for each original tweet. Parse.ly says that the key to success on Twitter and other social media platforms is figuring out what your audience “finds interesting and make sure that you are creating content that reflects this.”

Read More

Need to Know newsletter

The smart way to start your day

Each morning we scour the web for fresh useful insights in our Need to Know newsletter. Sign up below.

Featured topics

Go deeper on…

Dive deep on everything we produce about these key topics.

Strategy Studies

The best practices for innovation within news organizations

This Strategy Study presents examples and insights about journalism innovation, offering actionable advice and methods to move your journalism and business forward.