NEW YORK: News releases shared on Twitter see 30% more views than those that are not distributed on the social service, according to data from PR Newswire and Crowd Factory.
The data was compiled from the social sharing of releases from PRNewswire.com, for which Crowd Factory produces analytics.
“We're interested in monitoring the impact and the rate of social sharing that goes on because it impacts the value of our service for our customers,” said Ken Dowell, EVP of audience development at PR Newswire.
Dowell explained that Twitter likely drives greater sharing of press releases because it is more commonly used as a source of news and breaking information.
The study also revealed that multimedia press releases that contain audio, video, and photo elements generate three-and-a-half times the engagement of text-only releases. Along those lines, engagement increases 14% for releases that contain just a photo, and doubles for releases with both a photo and a video.
“Using multimedia and creating a richer press release increases the likelihood that it's going to be shared socially,” Dowell said.