MIN Award: Overall Digital Excellence (2017), YogaJournal.com
For the past 42 years, Yoga Journal has been the authority on yoga. And at YogaJournal.com, our team uses our digital voice in real time to help people deepen and live out their practice, every single day. Digital excellence is core to the editorial story told on Yoga Journal’s site, social media platforms, newsletters, webinars, and at live events. From daily practice slideshows, to how-to video series, and Instagram challenges, Yoga Journal’s main aim is to craft a strategic story that fosters digital engagement to convert social and organic search audiences to YJ’s site, online classes, and events.
These efforts paid off in 2016 with enormous growth numbers. YogaJournal.com’s total annual sessions increased 84%, from 27M to 50M, in 2016. They made over $1M in digital advertising revenue, which was a record breaking year in Yoga Journal history and an additional $1M in online course revenue, up 235% YOY. Visit MIN for more.
Over the course of the summer 2015, we rolled out the best of our archives, Master Class, YJ covers and more across our site and social platforms. As well as a sneak peek at our special September anniversary issue. Our main call to action was to come practice and celebrate with us in person at our live event in Estes Park, CO. And to join the conversation with us on Facebook & Twitter at #YJ40.
The 40th series proved popular among YJ’s loyal audience. For the 40 days of the countdown (compared with the previous 40-day period), pageviews were up 11%, or over 1.1 million PV. The top three performing posts from that period were also from the 40th anniversary lineup: “Sanskrit Top 40” (716K PV), “10 Poses That Stand the Test of Time” (670K PV), and “Ignite Your Practice: 12 Inspirational Quotes for Yogis” (357K PV). The “10 Poses That Stand the Test of Time” post scored YJ’s largest reach, during that time, on Facebook at 1,001,279. The Sanskrit Word of the Day and Yoga FAQ of the Day posts were popular on social with top-performing posts accumulating a reach of 715,274 and 672,334, respectively. Visit MIN for more.
FOLIO: Eddies Digital Award — Best Use of Social Media (2016), YogaJournal.com
YogaJournal.com’s editorial team runs a social media lineup that reflects social-specific campaigns and YogaJournal.com’s homepage: print and web editorial, marketing, online education, and events content. We maintain an edit-first, story-value approach to all promotional asks. We select and approve all social assets and own social strategy.
Our social audience grew 40% YOY (2016/15) to 4.5 million touch points, at the time. @YogaJournal’s Facebook exceeded 2 million fans in February 2016. We more than doubled our Twitter and Instagram followings YOY and spoke to 1.8 million followers on Google+. We cultivated food, health, fashion and yoga boards on Pinterest—YogaJournal.com’s second largest social media traffic referrer. In addition, social media accounted for 20% of our online education revenue. All efforts together, YogaJournal.com went up 85% YOY in revenue-driven social conversions. Visit FOLIO for more.