The Most Viral Publishers of November 2013

With the mayhem of Black Friday, viral hoaxes and Twitter’s debut on the public markets, November was a big month for social media.

Once again, we’ve cracked open Spike’s database to reveal the top publishers of the month on Facebook, Twitter, Pinterest and LinkedIn. We’ll break out the highlights for Twitter and Facebook, and we have the full data set at the foot of the page.


First, here’s our top 10 on Facebook, ranked by Shares and Likes (or “Recommends”) combined.

Top Facebook Publishers, November 2013

November’s figures show how the digital native trio of BuzzFeed, the Huffington Post and Upworthy are putting plenty of daylight between their Facebook share figures and those of the rest of the pack.

The Huffington Post and BuzzFeed both took their total Facebook interactions count (likes, comments and shares) to over 20m each in November. That’s substantial growth on October’s figures. Many of the top articles were related to Black Friday – we wonder if there’s a Thanksgiving news sharing boost we’ll see each year in late November?

The Huffington Post is the only the publisher that got over the 20m mark without the addition of comments, followed by BuzzFeed and Upworthy. Upworthy have really closed the gap on BuzzFeed in the battle for Facebook attention – November saw them come within just over 60,000 combined likes and shares of the bigger, more established site. Funny to think of BuzzFeed – recently the new kid on the block – as the incumbent.

Meanwhile, CNN and the Daily Mail have overtaken the New York Times for fourth spot in total shares and likes. The Daily Mail will be adding a dedicated Australian site to their coverage in the New Year, meaning the possibility of further growth for the publication in the near future.

Other big performers in November included The Blaze, which had a 1 million increase in their total shares and likes since September, enough to see them join the top 10.


Next, here’s our top 10 on Twitter, ranked by tweets and retweets of articles.

Top Twitter Publishers, November 2013

Despite big changes for Twitter (an IPO), little changed amongst the top publishers on the social network. The BBC continue to assert their dominance with a lead of over 1.1m on their nearest rivals, Mashable. The broadcaster’s extensive news coverage may have a lot to do with this – the recent death of Nelson Mandela shows that their Twitter presence is highly influential worldwide.

We compiled our data from Spike, which tracks the content that people are sharing and engaging with in real time. It’s used by some of the world’s leading digital newsrooms (including the Guardian, the Huffington Post and ABC News). If you’re curious, there’s a free trial for new users.

*This table was updated on December 11 to reflect publisher rankings by total social interactions. 

These figures are for English language sites only. If our statistics are important for you, drop us a line at and we’ll work with you to make sure we have all your content covered. 

Liam Corcoran

Liam Corcoran is Head of Communications at NewsWhip. His analysis and opinions on news, publishing and social media are regularly featured by the likes of AdWeek, BBC, Business Insider, Digiday, Huffington Post, Mashable and Wall St Journal. Email Liam via

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