The publications and top domains dominating during the time of the Queen’s passing include the BBC, Daily Mail, YouTube, and LadBible.
In total, the BBC’s content has generated 3.6m engagements (Engagement = likes, shares, comments, retweets, upvotes etc.)
Over the past two weeks, all of the top 10 most engaging news stories have been centred around The Queen – whether that be news of her passing, reactions from members of the public eye, or discussions surrounding the monarchy.
Analyzing the first two weeks in August 2022, average monthly engagement for news stories surrounding “The Queen” or “Queen Elizabeth II” reached 445 per article.
That figure is in fact 41% higher than the average engagement rate of news published in the first two weeks of September, when news broke that Queen Elizabeth II had passed.
This may seem surprising, but is symptomatic of the fact that 190% more articles were published in the first two weeks of September vs. the same period in August.
With such a significant uplift in content, engagement is spread more thinly, resulting in lower average engagement rates.
While many PRs and content creators have taken a step back from pitching during this sensitive time, things may be about to change.
Based on data from Brandwatch, there has been an uptick in journalists requesting content online. The hashtags #journorequest and #prrequest have risen 69% since the day of The Queen’s passing.
While news surrounding the Queen is very much important to readers, journalists still need to be creating content for their beat to drive ongoing engagement. If you are thinking of pitching to journalists, now may be the time to do so.
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