Reddit

The topics that work best on the different platforms

Data: Parse.ly; Table: Axios Visuals

When it comes to traffic referrals for media companies, certain topics and behaviors take off on some platforms but fall flat on others. Politics, for example, is the No. 1 show in town on Facebook, Twitter and Reddit, while it gets smothered on visual-heavy platforms like Instagram and Pinterest.

Why it matters: The majority of traffic referrals to online media companies isn't from direct sources, making it critical for publishers to understand which platforms are most likely to elevate specific topics.