Traffic Referrals: BuzzFeed Report Examines Power of the Social Web
By Rob Scott
September 4, 2012
September 4, 2012
- BuzzFeed’s latest Social Intelligence Report describes Reddit as “a monster for traffic referrals,” while arguing that Pinterest may be little more than a “social gimmick.”
- “In July, Reddit set a new page views record, topping 3.1 billion for the month,” reports Adweek. “Yet even more impressive is the jump that publishers in the BuzzFeed Network saw in Reddit referrals, which increased by 64 percent from June to July.”
- “The report also shows that StumbleUpon, the long-reigning king of traffic referrals to the network, continues to fall, which suggests that Reddit’s socially sharable content may be taking users away from the browsing platform.”
- About 114,000 referrals came from Pinterest, according to the report, significantly below the service’s 400,000-referral peak in April.
- “Things aren’t all gloomy for Pinterest though,” notes Adweek. “The site has seen a 200 percent increase in referral traffic throughout its first full year of public operation.”
- The article suggests that online publishers and advertisers should note the referral trends as a crucial shift: “By a large margin, the success of content from sites like Reddit to generate referral traffic stems from how well it resonates on an emotional level with an audience.”
- “The trend of publishers creating engaging content that understands and connects in a meaningful way with an audience may be a reaction to the previous, more robotic era of search-optimized content, but it has proven results to draw viewers as denizens of the Web exhibit a growing dependence on social networks,” concludes the post.
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