SOCIAL EMBEDS HAVE FOREVER CHANGED THE WAY ONLINE NEWS IS CREATED AND CONSUMED.

Published: Fall 2020

Today, social media drives news cycles. Publishers are increasingly adopting social embeds to tap into cultural moments in categories such as sports, entertainment, news, fashion, and more. And embeds have become a strong indicator as to when social content breaks through to traditional media.

Background

Proving to not only be an effective strategy for Publishers but also a new advertising opportunity for Marketers, Kargo took to its intelligence platform to analyze over two billion pages across the Comscore top 250 publishers as well as Kargo’s 700+ premium publisher properties to get a better understanding of the adoption and usage trends behind this social extension.

The Goal & methodology

Kargo’s Social Canvas presents a unique opportunity to gather data on the trends that matter most to brands, publishers, and consumers. Our technology detects and analyzes the metadata—including categories, social accounts, hashtags, and keywords—from social embeds placed within mobile web articles. Embeds are the best indicator of when social content breaks through to traditional media. In this report, we will provide an analysis of the data collected from social embeds throughout Q3 2020.

Key Learnings

• What is an Embed?

• Given the sheer volume of social activity that takes place on a daily basis, how do you delineate between what’s true and what isn’t?

• What are the top content categories for social embed?