Not only did RACER.com set an all-time high for unique users in one month at 686,600, a 64.7% increase over May 2018 according to Alexa-certified metrics, but our overall digital audience surpassed 1 million when considering the total reach of the RACER digital platform. The exact number for May 2019 – 1,072,005 – is the combined number of users, viewers and engaged users across RACER.com, Apple News, Facebook, Twitter, YouTube and Instagram. An engaged user is classified as any individual who clicks on a story or link.
But that’s only part of the story. If we go beyond engaged users on Facebook and Instagram, we also learn that RACER content tallied a reach of 3,545,243 and 132,300 respectively, defined as people who had RACER content on their page, including posts, check-ins, shares or ads. Similarly, on Twitter, the number of impressions totaled 4,167,516, while on YouTube the number of views measured 181,100 for a total of 804,900 minutes of watch time. Extending our reach even further, RACER.com content posted to alliance partner, DriveTribe.com, yielded an additional 1,357,559 impressions.
Several factors account for the growth; chief among them is vastly improved SEO capability. Since the RACER.com moved onto the USA Today WordPress VIP platform last year, a tremendous amount of work behind the scenes has taken place to ensure that RACER original content is more easily searched and organically found. The fact that it is a mobile-first platform makes finding and reading RACER content on mobile devices a better user experience, contributing to the audience growth with virtually anytime-access.
Speaking of RACER original content, we now have more correspondents covering more series than ever before, including F1, NASCAR and off-road to name a few, drawing in a broader cross-section of motorsports fans.
Finally, we have to tip our hat to IndyCar, IMSA and NBC Sports. The unified and increased quality and visibility via broadcast and streaming by a major network has fueled greater interest in these series, and as a result more people are coming to RACER.com for additional coverage and in-depth analysis.
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