Instagram trumps Facebook for social engagement in September
New data shows that US media publishers accounted for 1.4 billion total social actions (likes, comments, shares, retweets, favourites etc) during September. Instagram topped the list with 699 million, whilst YouTube came last with only 13 million social actions. Compared to August the media publishing industry saw a 5% decrease in total actions. BuzzFeed Food, BuzzFeed Video and Playboy saw the biggest growth due to an increase in social actions on Facebook. 

In September, U.S. media publishers accounted for 1.4 billion total social actions (likes, comments, shares, retweets, favorites, dislikes), with 699 million from Instagram, 666 million actions from Facebook, 46 million from Twitter, and 13 million from YouTube (excluding views). This represents 22 percent of all actions taken on content published by brands in September. The media publishing industry saw a 5 percent decrease in total actions compared to August 2015.