Wetpaint, a next-generation media platform company, today announced that its celebrity gossip site Wetpaint Entertainment now attracts more than 10 million unique visitors and 50 million page views a month. A major reason for these significant traffic numbers, just 18 months after Wetpaint launched the property, is the company’s ability to drive traffic via Facebook and other social platforms. In fact, almost 30% of the website’s traffic was driven via Facebook.
Wetpaint Entertainment has over 1.7 million Facebook fans and uses its cutting-edge social analytics and distribution system, rapid experimentation, and proprietary state-of-the-art technologies to turn these into site visitors. Of the top 50 publishers on the Internet ranked by social traffic composition, Wetpaint far outpaces all of them at driving traffic via social platforms. The next closest, People.com, drove slightly over 15% of its site traffic via social platforms in February.
Wetpaint has also found that its audience from social platforms is substantially more valuable than its audience from search. Visitors from Facebook typically spend 25% more time on Wetpaint Entertainment, return to the site more frequently, and are more likely to share content with their friends. Because of these factors, advertisers are paying a premium to reach them.
“We are seeing tremendous results from our focused effort to drive traffic via social platforms,” stated Wetpaint Co-Founder and CEO, Ben Elowitz. “As the social web becomes even more personalized, we will be able to apply all of our expertise and technologies to drive even more of these immensely valuable site visitors.”
According to traffic benchmarking service Quantcast, Wetpaint Entertainment received more US-based traffic in the last 30 days than The Wall Street Journal, The Hollywood Reporter, The Daily Mail, Gawker and others. In addition, mobile traffic to Wetpaint Entertainment is on par with mobile traffic to The Huffington Post.