In this edition of the Digiday+ Research Briefing, several key trends and strategies in the media and marketing industries are highlighted based on proprietary data from Digiday+ members.
Publisher-Hosted Events and Influencer Partnerships
Publisher-hosted events are becoming a significant marketing opportunity. According to a survey of 174 marketing professionals, 52% of publishers plan to grow their events business in 2024. These events allow brands to promote products through sponsorships and collaborations, generating brand buzz and driving sales.
Influencer partnerships are another key strategy. Influencers enhance event exposure and create lasting impressions. Posts about brand events on Instagram and YouTube have higher engagement rates compared to other sponsored content. For instance, Instagram posts about brand events had a 5.6% engagement rate versus the average 4.0%.
The New Yorker's Newsletter Strategy
The New Yorker refocused its newsletter strategy by sending them less frequently and offering early access to paid subscribers. This change led to increased onsite page views and time spent by newsletter users, contributing to higher engagement and conversion to paid subscriptions. A Q1 2024 survey found that 54% of brands and retailers and 50% of agencies invest in email newsletter sponsorships or display ads.
Programmatic Advertising
Programmatic advertising remains crucial for marketers. Seventy-seven percent of brand and retailer professionals and 80% of agency professionals reported using programmatic site display ads.
Exploring the Fediverse
Digital media companies like The Verge and 404 Media are exploring the fediverse to control referral traffic and audience engagement. The fediverse allows interaction across different social media platforms without needing separate accounts. This move comes as social referral traffic declines and platforms deprioritize publisher content.
Social Media Platform Usage
Publisher use of Facebook has declined, with 91% posting content in 2023, down from 99% in 2022. Usage of X (formerly Twitter) also dropped, with 73% posting in 2023 compared to 89% in 2022. Conversely, Instagram usage is increasing, with 91% of publishers posting content in 2023, up from 86% in 2022.
Insights and Quotes
- Mikayla Noguiera, beauty influencer: Emphasizes the value of immersing audiences in event experiences through posts.
- Nicholas Thompson, CEO at The Atlantic: Highlights the importance of events for brand awareness and revenue.
- Jessanne Collins, The New Yorker’s director of newsletters: Focuses on driving engagement and converting users to paid subscribers.
- Jason Koebler, co-founder of 404 Media: Advocates for direct reader engagement without reliance on major social media platforms.
These insights and strategies reflect the evolving landscape of media and marketing, emphasizing the importance of events, influencer partnerships, newsletters, programmatic advertising, and new social media approaches.
