Following on from our motorcycle trade social media benchmarks report, The Full Chat Agency has been doing some more quantitative research into how the British motorcycle press are using social media and how different publications compare in terms of audience size and social engagement.
The research looked at the social media usage of the following 24 publications (in alphabetical order):
100% Biker Magazine | Adventure Bike Rider | Back Street Heroes | Bike Magazine | Brake Magazine | British Dealer News | Built Magazine | Classic Bike Guide Magazine | Classic Bike Magazine | Classic Motorcycle Mechanics Magazine | Classic Scooterist Magazine | Fast Bikes Magazine | MCN | Motorcycle Explorer Magazine | Motorcycle Sport & Leisure | Overland Magazine | Performance Bikes Magazine | Practical Sportsbikes Magazine | RiDE Magazine | Riders Digest Magazine | Scootering Magazine | Superbike Magazine | The Classic Motorcycle Magazine | Visordown
7 (29%) are published by Bauer Consumer Media and 8 (33%) by Mortons Media Group.
Based on the combined social media audience size for all the publications in the study, Bauer have access to 31% of riders compared to 20% for Mortons. However, Superbike Magazine (G10 Media) alone has the largest combined audience with 35%
The benchmark report for motorcycle dealers found that 44% weren’t linking to any social media channels from their websites.
It might have been expected that the press would be more on the ball, yet 38% of the publications we looked at aren’t linking to one or more of their active social media accounts.
The research study focused on the use of the ‘Big 3’ social media networks: Facebook, Twitter, and Instagram.
All of the publications in the study have a presence on Facebook. 71% have a Twitter account. 46% have an Instagram account.
Average number of ‘Likes’ (audience size) on a Facebook Page: 95,258
Largest: 1,237,753 (Superbike Magazine)
Smallest: 1,520 (British Dealer News)
Average post (activity) recency on Facebook: 5.8 days
Shortest: Less than 24 hours (58% of Facebook Pages)
Longest: 115 days
Proportion of Facebook Pages active within the last week: 79%
Average number of ‘Followers’ (audience size) on a Twitter account: 5,515
Largest: 100,242 (MCN)
Smallest: 74 (Motorcycle Sport & Leisure)
Average tweet (activity) recency on Twitter: 20.8 days
Shortest: Less than 24 hours (29% of Twitter accounts)
Longest: 299 days
Proportion of Twitter accounts active within the last week: 76%
Average Twitter account age: 1,704 days (4.7 years)
Average number of total tweets per account: 2,773
Largest: 21,653 (MCN)
Smallest: 100 (Built Magazine)
Average number of tweets posted per day: 1.7
Largest: 5.7 (MCN)
Smallest: 0.1 (Built Magazine)
Average number of other Twitter accounts being ‘Followed’: 424
Largest: 1,728 (British Dealer News)
Smallest: 20 (Visordown)
Proportion of publications cross-posting to Twitter from Facebook: 29%
Average number of Twitter ‘Followers’ (audience size) for those accounts: 3,332 (40% lower than overall average)
Proportion of publications cross-posting to Twitter from Instagram: 0%
Average number of ‘Followers’ (audience size) on an Instagram account: 1,831
Largest: 29,715 (MCN)
Smallest: 31 (100% Biker Magazine)
Average post (activity) recency on Instagram: 20.3 days
Shortest: Less than 24 hours (9% of Instagram accounts)
Longest: 468 days (1.3 years)
Proportion of Instagram accounts active within the last week: 45%
Average number of total posts per Instagram account: 229
Largest: 1,219 (MCN)
Smallest: 0 (100% Biker Magazine)
Average number of other Instagram accounts being ‘Followed’: 129
Largest: 915 (Motorcycle Explorer Magazine)
Smallest: 2 (100% Biker Magazine)
Five of the publications in the study are dedicated to the adventure/touring sector of the market.
Between them they have access to 7% of the combined social media audience.
Four of the five are active on all three social networks. Motorcycle Sport & Leisure joined Twitter in June 2017, but isn’t using Instagram.
The average number of Facebook Page ‘Likes’ for the five publications is 43,350. Adventure Bike Rider has a disproportionately large Facebook audience of 161,901, which can be attributed to its publisher’s consistent focus on, and dedication of resources to, the growth of that channel. The average for the other four is 13,712.
The average number of Twitter Followers is 2,691. Overland Magazine has the largest audience on Twitter, with 5,231 Followers, and is also by far the most active, with a Tweet volume 164% higher than the average for the sector.
The average audience size on Instagram for the adventure/touring publications is a fraction higher than the overall average in the study (1,841 Followers). However, engagement with riders is significantly higher with 276 other accounts being Followed on average.
Comparing some of the findings of this research with those of the motorcycle dealers social media benchmark report highlights that, not surprisingly, the press are making broader use of social media and a much higher proportion of publications than dealers are using Twitter and Instagram.
Publications have, on average, access to much larger audiences than dealers and they’re more active in terms of how often they post/share content via their social media channels.
Instagram, however, is the exception that proves the rule. Though the press still have access to a larger audience, their recency of activity is the same as that of motorcycle dealers (45% and 46%, respectively, active in the last week). Dealers are engaging with riders to a greater degree than the press on Instagram. On average, dealers are Following 190 other accounts compared to 129 by publications.
Social media audience size and post recency data was collected on 16th September 2017.
Averages quoted in this report are calculated after excluding the single highest and lowest figures in each dataset.
Some of the magazines in the study are also making use of YouTube, Google+ and/or Pinterest. Those social media networks were not analysed as part of this research.