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Research / Insights on current and emerging industry topics

2016 DCN content distribution impact research

May 12, 2016 | By Rande Price, Research VP – DCN

The 2016 DCN Content Distribution Impact Research report – the first comprehensive examination of content distribution’s impact on premium publisher’s brand websites across content type — examines the current market for content distribution, consumer motivations for interactions with various platforms and the impact on engagement with premium publishers’ brand sites.

Available to DCN members only, the research showed when known brands appear on the social platforms measured – Facebook, Twitter, Snapchat and Instagram – they saw a double-digit net increase in engagement. The research also showed Snapchat Discover currently has the greatest ability to drive longer engagement with premium brands (53% between 10 and 20 minutes) and 51% of respondents noted they’re more likely to engage with a brand that publishes on its Discover offering.

The research also found that nearly 75% of consumers access more information now that their favorite brands are on social media: Social is additive – respondents who plan on spending more time accessing information from brands on social media sources don’t plan to reduce their content consumption on brand sites and apps.

Additional findings from the report:

  • Usage – Current events and depth of information on brand sites/apps drive usage.
  • Impact – A majority of consumers are likely to visit a brand’s site or app after reading a story on a social media platform.
  • Engagement – Viral and personalized content are hidden drivers for engagement on premium websites.

Important Note: If you are a DCN publisher member, please be sure to log in or register to access this special members-only research, which will appear below this notice once you have logged in.