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The Impact of Audience Engagement

We are often asked how on-site engagement drives KPIs like pageviews, time-spent, click-through rates, and user registration.

So we took a look at the behaviours of millions of users across our network of over 600 media brands to find out.

The Impact of Engagement on Pageviews, Time-Spent & User Registration

In order to measure this impact, we compared the behaviours of several million users in two groups: those who visited pages with our engagement tools, and those who did not. The results were striking: those who visited pages with engagement tools produced a 248% lift in weekly pageviews per user and a 364% lift in time-spent on-site per week.

Here are the results:

Total Weekly Pageviews per User Total Weekly Attention Time per User
Did not view Comments 2.07 4.07 minutes
Viewed Comments 7.20 18.80 minutes
Lift
+248%
+364%

We also found that over 80% of all user registration occurred on pages which featured on-site engagement tools and user-generated content such as comments.

In a recent article from Ernst-Jan Pfauth, Co-founder & Publisher, De Correspondent, Pfauth confirms publishers and media organizations need to give reader comments a chance (and for real, this time) not only because it is their duty to drive audience engagement around their content but it also makes sound business sense.

The Impact of Moderation on Engagement KPIs

Our Audience Development Platform  features a suite of moderation tools aimed at fostering an increase in audience engagement and user-generated content. In our recent case study with a world-leading national broadcaster, we reported how Viafoura’s enhanced community and user management features resulted in a 23% decrease in flagging, a 62% increase in likes per user, and most impressively a 34% increase in replies to comments, and a 45% increase in new daily user registrations.

cbc-stats-2016*Last updated November 2016

Journalists are also more likely to engage in the comments if it’s more than a garbage removal exercise, and instead, connect directly with audience members around the content they produce. A recent study with the Engaging News Project and NICD (National Institute for Civil Discourse) found that when journalists engage in the comments, publishers can drive a further 15% reduction in incivility, which drives an increase in audience engagement, time-spent, and user registration.

See the value in comments but can’t bear the cost or effort it takes to manage and moderate your community?
Contact an Audience Development Specialist to learn how Viafoura empowers publishers and media companies to engage, discover and grow their audience.

Learn More:

CBC drwebsite-comment-webinarives real conversations below the fold and manages a growing online community with enhanced community and user management features.
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Discover how Viafoura Smart automated algorithmic Moderation (SaaM) automates real-time moderation, on-site and across social channels, so you can go all in on engagement.
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