We give our take on some of the best publishers and brands on social media this year
We've been analysing some of the most successful examples of publishers and content marketing on social media on our blog throughout the year.
We've come across lots of great examples of publishers and brands engaging with their readers (and viewers) in imaginative and innovative ways in 2016.
This week, we looked at some of the best publishers and brands on social media in 2016, based on the data and analysis we've published throughout the year. The results are our Whippie Awards, our annual look at the sites and brands that deserve special mention for their work on social media.
There was a huge range to chose from, and there are plenty more names we could have included. However, a few names stuck out in particular.
For publishers on Facebook, our picks were the Huffington Post, the Washington Post and Goal.com. On the brand side, we singled out NASA, Red Bull and Taco Bell.
In the best Instagram publisher category, we were impressed by the National Geographic, Fox News and ESPN. We have plenty more categories from both fields, including best new publishers on social, and the best use of Community Engagement from brands.
As we noted last week, 2016 has been a turbulent year for publishers and even brands on social media. While engagement and use of social platforms generally has never been so high, both sets found it a little harder to get noticed in news feeds with increased competition.
However, these sites show that there's been plenty of development in connecting with social audiences in new ways in the last 12 months.
Each of these sites and brands managed to combine strong engagement with innovative storytelling on Facebook, Instagram, Twitter, and more.
Best Facebook Live Videos and Influencer campaigns
There’s no doubt that Facebook Live video has been the biggest social media format consideration of the last 12 months for publishers. That's why we devoted a new Whippie category to looking at the best publisher uses of Facebook Live throughout the year. BBC News, CNN and BuzzFeed take the top spots this year - be sure to read the full blog for more inspiration.
2016 was also a year when Influencers have helped brands drive wider engagement and reach new audiences. Since influencers already have established audiences, whom they’ve fostered authentic interest with, some brands have been enthusiastically partnering up this year to try and improve their reach.
We've also looked at some of the best influencer marketing campaigns of the year, from Mercedes Benz to GoPro.