Danny Wong

Your audience raves about you. Help them discover and share your best content too.


Facebook is the social network to end all social networks. At least, we have a bit of evidence to support that claim.

In the 2nd Quarter 2014 edition of the Shareaholic Social Media Traffic Report, we reveal data that demonstrates Facebook’s absolute dominance as the leading driver of social referrals to sites across the web. Year-over-year, its “share of visits,” a percentage of overall traffic — direct traffic, social referrals, organic search, paid search, etc. — sites received, skyrocketed, even as it has decreased brands’ organic reach.

This April, we crowned Facebook and Pinterest king and queen of social referrals. As it stands, that is still true. That said, our updated figures will still surprise you.

Our newest study, which focuses on how much traffic the 8 most popular social media platforms referred to our network of sites*, is broken up into two main parts:

  • Section I: Social referrals over Q2 2014 (March – June 2014) — A brief look at four months of data collected from 300,000+ websites reaching a global audience of more than 400 million unique visitors.**
  • Section II: Social referrals year-over-year (June 2013-2014) — A deeper analysis of thirteen months of data collected from 200,000+ websites reaching a global audience of more than 250 million unique visitors.**

Let’s dig into the numbers.

Section I: Social Referrals Over Q2 2014

Our first chart observes “share of visits” for each social network over the months of March, April, May, and June 2014. The final column quantifies how much each social platform’s share has changed from March (end of Q1) through June (end of Q2).

Social Media Traffic Referrals Q2 July 2014 chart
Of the top 8 social networks, only Facebook drove a greater share of traffic at the end of Q2 than it did at the end of Q1.

By increasing its share 10.09% (2.14 percentage points), it may be fair to suggest that Facebook stole share from the seven remaining social networks, which lost a collective 1.97 percentage points.

Social Media Traffic Referrals Q2 July 2014 graph
To understand if this was part of a greater, lasting trend, we also decided to look at how “share of visits” changed year-over-year.

Section II: Social Referrals Year-Over-Year

Social media is now a well-developed and highly sophisticated medium.

Within seconds, a 140-character message can be shared across the world, in real time. In extreme cases, social media helps pioneer revolutions. For everyday users, it’s a means of discovering and sharing content and stories that matter to them — and that leads to valuable traffic for businesses and publishers.

But how has social media as a source of traffic changed in the past 13 months? The answer is in the numbers below (click to enlarge):

Social Media Traffic Trends July 2014 chart

Together, the 8 largest sources of social referrals drove 31.07% of overall traffic sites received last month. Compare that to 15.55% during the same time last year.

Year-over-year, only 3 social networks (Facebook, Pinterest and StumbleUpon) saw their “share of traffic” grow. The other 5 (Twitter, Reddit, YouTube, Google+, and LinkedIn) saw their shares steadily decline or sharply nosedive, as is the case with Reddit, YouTube and LinkedIn.

Social Media Traffic Referrals July 2014 graph

Here are a few key takeaways from this report:

1) Facebook is, by an extremely wide margin, the #1 source of social referrals

  • Easily the largest social network, Facebook commands the most clout among marketers and publishers hungry for referrals. Well-positioned for world domination, Facebook now drives nearly a quarter (23.39%) of overall traffic to sites and has no plans of stopping anytime soon. Over the last year, its “share of traffic” has skyrocketed, up 150.49% (14.05 percentage points) from 9.34% in June 2013.
  • A social network is only as good as the connections is fosters and supports. Fortunately, for Facebook, users depend on the ubiquitous social network to communicate individually and wholesale with friends. In fact, 64% of Facebook users visit the site on a daily basis, according to Pew Research.
  • Users are always plugged into their feed and without realizing, tend to be highly invested in frequent check-ins and lightweight touch points with their connections. Simply put, Facebook is winning the referrals war because users can’t seem to get enough of content shared by close friends and relatable acquaintances.
  • Facebook’s rich, and somewhat unpredictable feed promises anything but monotony. Multi-form media (short posts, long rants, link previews, unformatted links without previews, etc.) offers inconsistency which makes it impossible to scroll far without at least a handful of posts catching your eye.
  • Also, I’ve said it before and I’ll say it again. Even deleting your Page and hating on Facebook for limiting brands’ organic reach can get you 27,000 likes and shares on the platform you so vehemently denounce. Am I right, Eat24?

2) Pinterest, the reigning queen saw its share peak in March

  • In March, Pinterest was responsible for 7.10% of all visits sites received. Last month, its share of traffic was only 5.72% though. Has it hit a plateau? It’s too early to tell. Year-over-year, the image-friendly social platform saw its share grow 69.53% (2.34 percentage points), up from 3.38% overall. Arguably, this is only a temporary decline as it figures out the perfect balance between the amount of promoted pins and organic pins users see. It is premature to think Pinterest’s bubble is due to burst; the four year old social network has barely moved on from its training wheels.
  • What’s Pinterest’s advantage? Compelling visual content wins, time and time again. That’s why brands love the platform. It allows them to showcase their best products in front of an audience excited to discover things that fit users’ personal aesthetic. Images do wonders to arouse curiosity and encourage action. Take, for instance, this study by Piqora which calculated the value of a Pin at 78 cents. Not bad, if you ask me.

3) Twitter hangs steady in 3rd place

  • Over the last 13 months, Twitter’s share reached a high of 1.30% and dipped to a low of 0.99%. Last month, sites across the web only sourced 1.03% of their overall traffic from Twitter, which is down 18.12% (0.22 percentage points) from the same time a year ago.
  • Why is Twitter falling behind in referrals? For one, constrained media has its limitations. Though tweeps love that messages are short and succinct, there is only so much you can fit in each 140-character tweet. Because of that, feeds tend to look the same — lines of text and links broken only by the occasional emoji, image, GIF, Vine, or video.
  • Loosely-based connections make it tough to care about everyone’s tweet, and since users may post more updates here and may follow more people than they have friends on Facebook, feeds end up being a flooded sea of content. The overwhelmed feed means even as the network grows, fewer tweets will actually be read (and clicked).
  • More and more, businesses are using Twitter for branding more than for traffic acquisition. Take, for instance, the now iconic “Dunk in the Dark” tweet by Oreo, Ellen’s selfie at the Oscars and, more recently, Snickers’ “More satisfying than Italian” tweet during the World Cup.

4) StumbleUpon manages to fare well and hold a strong 4th position

  • In the last 13 months StumbleUpon’s share of traffic peaked just shy of 1% in March 2014. Growing slightly year-over-year, last month, it drove a modest 0.60% of overall traffic to sites, up 13.33% (0.07 percentage points) from 0.53% in June 2013.
  • Content discovery continues to be a huge and growing space. Though because of limited opportunity for users to “engage” with the platform, marketers and publishers will have to cross their fingers hoping their stories will be recommended, over and over again, to StumbleUpon’s plethora of content-hungry users.

5) Reddit is still a tough cookie to crack

  • Over the last year, Reddit has seen a stark decline in the overall share of visits it sends sites’ way. Starting at a 13-month high of 0.55% in June 2013, its share quickly sunk to 0.27% in August and hasn’t recovered since, finally hitting a low of 0.19% last month. Year-over-year, its share shrunk 65.64% (a loss of 0.36 percentage points).
  • In January, I published a somewhat controversial report (perhaps unfairly) singling out the notoriously snark-filled platform for hoarding its traffic and users, though one may argue Reddit is awfully generous to a select number of sites for whom it delivers vast amounts of outbound traffic (namely Imgur.com). What’s more is that Reddit itself has become a destination for sourcing stories. For example, here are listicles curated by Buzzfeed and Mashable via Reddit threads. In many ways, Reddit has become news. Although many links are still shared, there are far fewer threads that highlight ONE link (many threads will include tons of links in the discussion but fewer threads are created around a single link). For example, this is a top post from 2012 which is entirely a user-generated compilation of outbound links.
  • Ultimately, a platform’s potential is really is what you make of it. For those that know how to effectively engage Redditors (without releasing the trolls), Reddit can be an invaluable community. In the aggregate though, it’s not one you can rely on to passively provide traffic.

6) For the average publisher, YouTube, Google+ and LinkedIn are going nowhere fast as sources of valued referrals

  • In June 2014, “share of visits” for YouTube, Google+ and LinkedIn were 0.06%, 0.06% and 0.02%, respectively. YouTube and LinkedIn saw their shares take a dramatic turn for the worse in the past year, shrinking 82.66% (0.29 percentage points) and 77.43% (0.05 percentage points). Google+ fared a bit better, shedding a mere 19.81% (0.02 percentage points) of its share of traffic year-over-year. On the plus side, YouTube, Google+ and LinkedIn offer the most engaged social media post-click referrals.
  • For the majority of marketers and publishers, YouTube is not a significant driver of traffic because not all businesses have the sufficient resources to develop high-quality videos their audiences want to see and share. Making good videos is prohibitively expensive. It also requires lots of skilled talent. Among the few that have developed popular YouTube channels, it’s a traffic gold mine.
  • Google+ is an odd beast with an incredibly dedicated community of core users. But it simply doesn’t have the size or carry the same influence as competing social platforms. Arriving late to the game, Google Plus failed to grow user adoption of the platform since most marketers and publishers still do not quite understand its value and are likely overwhelmed managing their already claimed and robust Facebook and Twitter accounts. As Marketing Land’s Martin Beck puts it, “[Google+ is] not a ghost town, but a social referral graveyard.”
  • I’ve gone back-and-forth on LinkedIn. More recently, I’ve been optimistic about the potential of its open publishing platform. That said, since users still report not having access to pen posts (or they simply haven’t noticed the change on their account), sites across the web have yet to realize the power of authoring and syndicating content on LinkedIn. Of course, even that might not move the needle for the social platform that’s seen such a dramatic decline in share of visits years-over-year. It is quite possible that, like Reddit, LinkedIn is becoming more a source for stories. Anecdotally, I find myself referencing posts from LinkedIn Influencers I admire in articles I publish. Firsthand, I’ve also seen a ton of engagement in group or status update threads and in the comments of posts. Is there a chance LinkedIn has become insular? I would think so. But another diagnosis of LinkedIn’s anemia can be that its “professionals only” image is deterring many users from taking full advantage of the platform. Even those that can benefit the most from LinkedIn shun it.

What dramatic traffic trends have you noticed over Q2 or in the past year? Also, if you’re a fan of our data reports, subscribe to our blog so you won’t miss out on the next one. For questions related to this or any other Shareaholic reports, please contact press@shareaholic.com.


* Shareaholic sources data from a network of opt-in websites that utilize its content marketing and publishing tools. Our sites are fairly diverse, spread across tens of different head categories (e.g. food, tech, design, fashion and beauty, marketing, sports, parenting, religion, general news, and many, many more), with sites ranging from independent lifestyle blogs to publishing companies to commerce sites. Furthermore, the size of websites participating in this study varies. Some receive less than 1,000 unique visitors each month while others pull in millions.

** Our methodology is unique in that we utilize a proprietary network of opt-in websites that continues to grow. Rather than working solely with a static list, we take advantage of an expanding data set which is why our sample size for Q2 (300k+ sites reaching 400M+ users) is larger than that for our year-over-year analysis (200k+ sites reaching 250M+ users).

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98 Responses to “In Q2, Facebook Drove 23.39% of Overall Visits to Sites [REPORT]”

  1. Steve Zissou says:

    Great post good insight thank you for sharing that. I found some more views on the recent trends @ http://goo.gl/2lw2Oz

  2. Barry Adams says:

    Not entirely accurate, as there’s plenty of uncounted Twitter traffic from users on 3rd party apps (like Tweetdeck) who show up as ‘direct traffic’ in web analytics reports.

    Also, I might add, all this info about traffic is rather useless if not shown in the context of conversions. You can get all the social media referral traffic you want, if it doesn’t result in conversions somewhere down the line, it’s all a bit for naught, isn’t it?

    • Danny Wong says:

      Hi Barry, thanks for these thoughts. We’ve done our best to account for traffic as accurately as possible, though no single analytics platform is perfect (ours certainly isn’t).

      Unfortunately, since our sites aren’t all commerce sites, we don’t track conversions. Of course, if we did, conversions would need to be universally defined, which is hard when you have a variety of sites with different goals (i.e. email subscriptions, sales, user signups, etc.).

      But you’re right. Traffic is worthless unless it helps your business grow in one way or another (whether it be overall sales, users, or ad revenue).

  3. Annamaria Cannata says:

    Just a question: are these data global or just related to USA market? thank you

  4. Pierre-Yves Lendenmann says:

    Hi, just a question: when you write that “Facebook now drives nearly a quarter (23.39%) of overall traffic to sites”, do you really actually mean, that from all the Traffic a website gets (Organic search, referral, direct, paid search, display, e-mail, social, etc.), 23,39% come from Facebook? …

    • Danny Wong says:

      For sites within our network, yes.

      • Pierre-Yves Lendenmann says:

        crazy, our site barly gets 2% Traffic from Facebook …

        • Danny Wong says:

          Naturally, this will vary site by site. Some of the sites in our network see a bulk of their traffic from G+, but that’s because they’ve made significant efforts to grow traffic from that platform. That said, many sites that use our tools get single digit traffic from FB too. But in the aggregate, FB is indeed the #2 driver of social referrals.

  5. Hi Danny,

    Love the detailed analytics. Question: did you factor in the organic reach issue? In other words, are you saying facebook drives more clicks than twitter INSPITE of the fact that facebook hides 92% of your posts?

    OR are you saying that you’ve scaled facebook’s traffic by a factor of 12.5 times BECAUSE only 8% are reading your posts.

    Also, do you have 10,000 facebook fans and only 100 twitter followers?

    I don’t see the base stats anywhere

    • Danny Wong says:

      Hey @journik:disqus,

      These numbers are in spite of the fact that organic brand reach has declined. FB hits a home run here because readers themselves are organically sharing brand content with their friends, which drives far more traffic than the brand itself broadcasting its latest article, blog post or news on its Fan Page.

      These numbers are for hundreds of thousands of brands and publishers across the web. Some have massive Facebook fan bases, others have small ones. Many have large Twitter followings, some do not have a Twitter account at all. That’s the nature of a study at such scale.

      Cheers!

  6. Cat Wisdom 101 says:

    Wow, Danny these stats are insightful. I’m not surprised by Pinterest being #2, with limited time, a picture tells a 1000 words in a second. My beef with Fb is since the algorithm change, my reach is significantly down. I have no option the move “promote page” at the top of the sidebar. I have not paid to promote and feel penalized. Any stats re: pay or not to pay?

    • Danny Wong says:

      Paying won’t help you recover your organic brand reach, unfortunately. That said, I’d recommend spending more time creating content that your readers find shareworthy. That way, your audience will do all the work for you, promoting your articles to their friends and loved ones :)

  7. […] para los publicistas en línea no puede ser ignorada. De acuerdo a un nuevo reporte por parte de Shareaholic, la cuál analizó la composición del tráfico de más de 200,000 sitios en línea de todo el […]

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  12. […] “queen” of social referrals (Facebook is “king”) by social discovery and sharing platform Shareaholic. Facebook dominates, accounting for nearly a quarter (23.39%) of social referrals to […]

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  14. Danny Wong says:

    Hey Ronnie, the only other numbers we’ve publicly released are for search. We provided that data for the NYT here: http://www.nytimes.com/2014/08/13/upshot/why-buzzfeed-is-trying-to-shift-its-strategy.html?_r=2

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  23. sarahdh2 says:

    Hi, just to confirm are these stats for desktop only, or factoring in mobile web as well?

  24. […] June, Facebook delivered nearly a quarter of the total visits sites around the web received. While its share of traffic has marginally shrunk since then, […]

  25. […] Aspect social : des études ont révélé qu’une infime partie (0,5 à 1% en B2C) du trafic est concernée, mais dans certains cas cela peut aller jusque 25%. […]

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  27. […] probably already know that Pinterest is a great source of referral traffic (second only to Facebook in terms of visits to sites from social networks). Here is how it works…if someone goes onto […]

  28. […] if Google doesn’t crawl social media accounts, both have become intertwined. In fact, Shareaholic discovered that social-media referrals result in over 30% of overall traffic for websites – […]

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  32. […] a third of overall traffic to websites in the first quarter of 2014 was generated from social […]

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  34. […] is holding steady as the dominant social network, in terms of its ability to drive traffic. According to Sharaholic, in June 2014, Facebook drove a whopping 23 percent of all social traffic, (whereas Twitter only […]

  35. Arif Bulan says:

    good Information Danny.

  36. […] new social profiles specific for your business. This is where you don’t want to drop the ball. Facebook alone drives almost a quarter of all web traffic to websites; with stats like that, you want to make sure people are able to […]

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  39. […] addition, Shareaholic notes that “the 8 largest sources of social referrals drove 31.07% of overall traffic sites […]

  40. […] July 2014 report from Shareaholic showed thatapproximately 30% of website traffic is driven by social media. Measuring your social shares will help you determine what kind of […]

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  44. […] July 2014 report from Shareaholic showed thatapproximately 30% of website traffic is driven by social media. Measuring your social shares will help you determine what kind of […]

  45. […] one who has experienced this!  Kim Garst just wrote a post that shares how “according to Shareaholic, Pinterest is still driving more social media traffic referrals than Twitter, StumbleUpon, Reddit, […]

  46. […] July 2014 report from Shareaholic showed thatapproximately 30% of website traffic is driven by social media. Measuring your social shares will help you determine what kind of […]

  47. […] just released its Q2 Social Media Traffic Report. Out of the eight top social networks (Facebook, Pinterest, Twitter, StumbleUpon, Reddit, YouTube, […]

  48. […] week, Shareaholic released its Q2 Social Media Traffic Report. Out of the eight top social networks (Facebook, Pinterest, Twitter, StumbleUpon, Reddit, YouTube, […]

  49. […] o analizie znajdziecie na blogu Shareaholic – link Źródło grafiki: shareaholic.com, […]

  50. […] study conducted by Shareaholic indicated that approximately 24 percent of the visitors received by a group of 300,000 websites was social traffic. This means that if […]

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  57. […] this is only the beginning. Social media traffic continues to grow over time, so it’s never too late to get […]

  58. […] 2014, Facebook was responsible for about a quarter of all traffic – across the entire web. That means that almost one-fourth of the […]

  59. […] 2014, Facebook was responsible for about a quarter of all traffic — ï»¿across the entire web. That means that […]

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  63. […] Το Facebook είναι η κυρίαρχη πηγή στα κοινωνικά δίκτυα που δημιουργεί επισκεψιμότητα στο διαδίκτυο, τόσο στο δεύτερο τρίμηνο του 2014 όσο και στην περίοδο ενός έτους, σύμφωνα με την έκθεση Social Media Traffic Report της εταιρείας Shareaholic. Μάλιστα, το μερίδιο επισκεψιμότητας που προκαλεί το Facebook σε μία ιστοσελίδα σε σχέση με το σύνολο των πηγών επισκεψιμότητας (απευθείας επίσκεψη, κοινωνικά δίκτυα, οργανική αναζήτηση, πληρωμένη αναζήτηση κ.λπ.), έχει εκτοξευθεί, όπως τονίζει στην ανάλυση της εταιρείας ο Danny Wong. […]

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  66. […] named but very good) social media tool company Shareaholic has recently shared (haha) some numbers about sharing (hahaha) on Facebook. According to them, Facebook drove nearly a quarter of all sharing […]

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  69. […] July 2014 report from Shareaholic showed thatapproximately 30% of website traffic is driven by social media. Measuring your social shares will help you determine what kind of […]

  70. […] couple of weeks ago, Shareaholic published its social media traffic report for the second quarter of 2014.  In it they looked at social media data from 8 of the more well-known sites:  Facebook, […]

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  76. […] named but very good) social media tool company Shareaholic has recently shared (haha) some numbers about sharing (hahaha) on Facebook. According to them, Facebook drove nearly a quarter of all sharing […]

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  78. […] forward a decade and Facebook now drives almost 25% of the world’s referral […]

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  80. […] July 2014 report from Shareaholic showed tha tapproximately 30% of website traffic is driven by social media. Measuring your social shares will help you determine what kind of […]

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