• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home News Media business

Case study: African news and entertainment brand uses Instant Articles to boost traffic, interactions and revenue

by Joanne Williamson
July 26, 2021
in Media business
0 0
0
Case study: African news and entertainment brand uses Instant Articles to boost traffic, interactions and revenue

In 2020 GMEM generated a total of 148 million pageviews – an uptick of 47% year-on-year/Facebook Instant Articles

Share on FacebookShare on Twitter

Genesis Media Emerging Markets (GMEM) is a news and entertainment company with brands in Nigeria (Legit.ng), Kenya (TUKO.co.ke), Ghana (YEN.com.gh) and South Africa (Briefly News.)

With a global audience reaching 24 million unique users a month, a growing social media presence and a booming video viewership, GMEM – who mainly produce content in English, Swahili, and Hausa – is on its way to becoming the biggest online media company in emerging markets. 

While the team was testing strategies to increase distribution, audience size and revenue from links, they found that Instant Articles had an incredible impact on their metrics. In 2020 GMEM generated a total of 148 million pageviews – an uptick of 47% year-on-year – making it one of the top-earning brands in Instant Articles across the Middle East, North Africa and Turkey region. 

“Our goal is to show the real Africa to the world,” said Yelena Boginskaya, co-CEO at GMEM. “We use a data-driven approach and seek to improve our audience’s lives everyday in real time.”

To exemplify the high performance generated from Instant Articles, GMEM provided results from their South African brand, Briefly News. 

Results from Briefly News

  • 25.7 million Instant Article pageviews in 2020 (+78% in comparison to 2019)
  • 2x growth of monthly interaction rate on linked posts 
  • 3.7x growth of monthly impressions on linked posts 

Results provided by CrowdTangle and Genesis Media Emerging Markets, December 2020 compared to December 2019

As an example, one Briefly news story generated nearly 250 000 pageviews alone, boosted by the use of Instant Articles. The accompanying revenue the product continues to generate has also allowed the company to hire more staff.

“Using Instant Articles has made a big difference,” Boginskaya said. “It’s changed the way people consume news, making it much more engaging and interesting. And it’s an amazing way to get paid directly for the work you do. Since our revenue increased, this product has allowed us to increase the size of our team.”

Strategy 

The team implemented regular training sessions. That helped refresh their Facebook monetisation policy and Community Standards guidelines – encouraging sustainable growth through Instant Articles.

They doubled down on high-quality reporting. By prioritising quality-first, timely reporting, the team were able to add value and exclusives to their Instant Articles – helping to drive pageviews.

“The first thing we noticed that affected the performance of our articles is their quality,” Kseniia Kit, head of PR and social media at GMEM, said. “The timing of when you post, the added value, exclusive content you provide, and understanding the types of content your audience prefers.”

UsingCreator Studio insights, they were able to conduct constant analysis. By going through various metrics, the team were able to see what performed the best for the Page – as well as the new trends. In conjunction with content discovery and social monitoring platform CrowdTangle, they could also compare their project’s performance to that of their competitors’.

“We call ourselves ‘analytical nerds’ because every decision is informed by data and analytics,” Kit said. “We track all KPIs and prepare weekly CrowdTangle reports to compare our performance to competitors. We find new strategies to change the direction of our content and deliver more relevant news.”

They developed their engagement and native content strategy. That meant that they began interacting with readers on their Page’s article comments, as well as in their inbox and in Groups. That helped support GMEM’s new content direction with the use of Instant Articles, enabling greater pageviews.

Impact

By honing their Instant Articles strategy, GMEM was able to achieve higher growth and revenue – including an impressive 47% year-on-year hike of Instant Article pageviews. It demonstrates how essential this native format can be for African publishers – helping to save users time and make the reading experience more engaging. 

“Internet penetration is constantly increasing in Sub-Saharan Africa,” Kit said. “180 million people use the internet in Nigeria, Kenya, Ghana and South Africa every day, mostly via mobile devices; 88% use Facebook, and they are young: the median age across our market is 22-24 years old. This is a great opportunity for a media brand like ours.”

Joanne Williamson is partner solutions manager, news, South Africa.


Tags: AfricaaudienceBrieflyBriefly Newscase studydataFacebookGenesis Media Emerging MarketsGMEMInstant ArticlesJoanne WilliamsonLegitnewsnews publishersonlineonline mediaSouth AfricaTUKOYelena BoginskayaYEN.com

Joanne Williamson

Joanne Williamson is head of Media Partnerships at Facebook and Instagram Partnerships manager with 7+ years’ experience. Spent past 5 years driving Facebook's strategy with news and entertainment businesses. Experience launching high-profile products, managing programs with >5k participants and driving seven-figure revenue amongst client portfolio. Currently focused on content distribution and sustainable revenue models for the top publishers in Middle East Africa Turkey.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
Bigger isn’t always better: Here’s why

Bigger isn’t always better: Here’s why

May 23, 2025
Seven Days on Social Media: #TheGreatReset, #AmbushShowreels and #MadibaMagic

Seven Days on Social Media: #TheGreatReset, #AmbushShowreels and #MadibaMagic

May 23, 2025
Dentsu Africa crowned media network of the year as Nigeria, Kenya win big at Pitcher Awards 2025

Dentsu Africa crowned media network of the year as Nigeria, Kenya win big at Pitcher Awards 2025

May 23, 2025
Here be AI dragons: Navigating the monsters of misinformation

Here be AI dragons: Navigating the monsters of misinformation

May 22, 2025

Recent News

Bigger isn’t always better: Here’s why

Bigger isn’t always better: Here’s why

May 23, 2025
Seven Days on Social Media: #TheGreatReset, #AmbushShowreels and #MadibaMagic

Seven Days on Social Media: #TheGreatReset, #AmbushShowreels and #MadibaMagic

May 23, 2025
Dentsu Africa crowned media network of the year as Nigeria, Kenya win big at Pitcher Awards 2025

Dentsu Africa crowned media network of the year as Nigeria, Kenya win big at Pitcher Awards 2025

May 23, 2025
Here be AI dragons: Navigating the monsters of misinformation

Here be AI dragons: Navigating the monsters of misinformation

May 22, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?