The performance of media outlets on their social media channels in July 2024 shows how important it is to share news across different platforms. It highlights which social media channels get the most audience engagement and interaction, providing useful insights into what types of content work best. This underscores the need for media outlets to choose the most effective platforms to reach their audience and share news in a way that connects with them.

Media outlets across various countries see significant audience engagement on TikTok and Instagram, which have become dominant platforms for interactions. However, the level of posting activity differs depending on the country.

In Serbia and Montenegro, Telegram is a highly utilized platform by media outlets, playing a key role in content dissemination.

Another platform that shows significant engagement for media outlets in Serbia is YouTube. Its strong performance underscores the importance of video-based news content and audience viewership. YouTube ranks third in terms of audience engagement, surpassing both Facebook and Telegram. This highlights the growing trend of video consumption and its pivotal role in how audiences interact with media, making YouTube a key player in the digital media landscape in Serbia.

Meanwhile, in Bosnia, YouTube ranks second after Facebook in terms of post activity and demonstrates stronger engagement compared to other social media platforms. In Kosovo and Albania, TikTok posts far exceed those on other social platforms, establishing TikTok as a primary source of information in these regions.

In Albania, Facebook remains the second most active social media platform in terms of post activity. Despite TikTok's dominance as the primary source of information, Facebook continues to play a significant role for media outlets, serving as a key platform for distributing news and engaging with audiences. This reflects the platform’s sustained relevance in Albania’s media ecosystem, where it remains a critical tool for content dissemination.

North Macedonia, on the other hand, continues to see Facebook as the most active platform for news-related posts, with media outlets relying on it for distributing information. These differences highlight the regional variations in media strategies and platform preferences across the Balkans.

This analysis was produced by Pikasa Analytics, a specialized data analytics company focused on media monitoring and social listening.

For more information, visit our website: pikasa.ai or contact us via email at [email protected]


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