Before Reuters.com began working with True Anthem, its approach to social media had evolved from a pure linkback strategy to taking full advantage of native formats when engaging directly with users.
Reuters publishes 2.2 million unique stories every year, and social media represents its biggest potential for growth. The publisher wanted to increase the capacity of its social media and online editing teams to scale volume of content distribution and transform social media activities into a strategic asset providing traffic generation, monetization of content and audience acquisition.
By using True Anthem, Reuters was able to drive 146 percent more traffic, on average, to Reuters.com than its average scheduled social media posts previously did.
This amounts to growth of more than 200 percent in traffic coming from the social networks versus 18 months ago.
With 2,600 journalists stationed around the world, Reuters publishes thousands of videos, photos and news stories each day. It wanted to leverage artificial intelligence to augment its editors' capabilities.
In 2015, True Anthem began applying its artificial intelligence to optimally distribute Reuters’ content across Facebook and Twitter. These optimized, AI-powered posts actually performed better during supposed “off hours” than Reuters’ manually curated and scheduled posts during peak hours.
Reuters’ content distribution optimization enabled new newsroom endeavors and content creation, such as Twitter Moment Collections and Facebook Live events. It is now creating four times as much native video on Facebook as it was 18 months ago. More important, this kind of audience engagement is fueling organic audience growth, with higher reach and ultimately more referrals driven back to Reuters-owned properties.