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AddThis Reports Humor, Human Interest Stories, Politics Among Most Shared Content for 2014 Sochi Olympics

AddThis, the world’s largest online content engagement platform, today announced its analysis of social sharing activities related to the 2014 Sochi Olympics. The results are based on Olympics-related content shared on social networks around the world from February 1-24, 2014.

Highlights include:

  • Content based on humor, human interest, and politics was shared more often than stories about specific sports or athletes.
  • Americans, Dutch and Germans were more likely to share humorous content.
  • Human-interest stories were more likely to be shared in Norway, Canada and the United States.
  • Norwegians and Dutch were more likely to share political stories.
  • Among the top medal-winning countries, the most active social networks were Twitter and Facebook with Twitter leading in Russia, Belarus, France, and Switzerland and Facebook leading everywhere else.
  • Across a wide range of countries, however, European-based VK was consistently ranked among the top five social networks used for sharing Olympic content, ranking second behind Twitter in Russia and Belarus while ranking fifth in the U.S. and Canada.

The content formats most often shared, in rank order, were text-based news stories with images, followed by images alone and then videos.

Following are the most active social networks in select countries for engaging with the Winter Olympics along with highlights of the most shared content.

United States: In the U.S., Facebook, Twitter and Google+ were the top three social networks. The two most shared pieces of content were the humorous video “Star Wars Meets the Winter Olympics” from The Nerdist.com and an article from the Godvine website featuring a Russian cross-country skier with a broken ski getting helped by a Canadian coach.

Russia: In Russia, Twitter, VK and Facebook were the top three social networks with the majority of shared content being links back to the official Sochi website.

Canada: The three most popular ways of sharing content were posting on Facebook, Twitter, and Liking on Facebook with The Toronto Sun article, “Stray dogs being killed to clean up Sochi for Olympics,” being among the most widely shared Olympics-related story.

Germany: Facebook, Twitter and Google+ were the top three networks for sharing content. A humorous video about Olympic pin collectors was tops among the country’s most shared content followed by journalists’ tweeted images of the building issues at the Olympic Village.

Norway: The three most popular methods of sharing content were posts to Facebook, Twitter, and Liking on Facebook. The two most shared stories were the death of cross-country skier Astrid Uhrenholdt Jacobsen’s brother, and an opinion/editorial article about the Russian government and its preparations for the Olympics.

The Netherlands: The three most popular methods of sharing content were posting on Facebook, Twitter, and Liking on Facebook. The two most widely shared pieces of content were humorous images of the Olympic Village facilities and a news story about Google’s rainbow home page, which included a link to the Olympic charter banning discrimination.

“What’s striking about the data is that Facebook is not the leading way to engage with content in every country,” said Scott Allan, chief marketing officer of AddThis. “Also, you don’t have to be a household name as a publisher to find a massive audience for an event like the Winter Olympics. It’s about great content that connects on a very human level.”

About AddThis

AddThis personalizes the Web with powerful, easy-to-use content engagement tools, APIs and services. Reaching over 1.6 billion unique consumers monthly, AddThis tools are used by over 14 million domains worldwide to power social sharing, increase overall engagement, boost traffic and provide behavioral insights. Our proprietary technology processes more than 300 terabytes of data daily allowing AddThis to provide brands with sophisticated audience models and Web-wide consumer insights that enhance paid, earned and owned media strategies.

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