The dirty secret behind Ben Shapiro's extraordinary success on Facebook - 2020-06-25
The success of The Daily Wire, the website run by right-wing pundit Ben Shapiro, on Facebook is mind-boggling. The site has a small staff and primarily aggregates content from Twitter and other news outlets. Typically, its articles are very short, usually less than 500 words, and contain no original reporting.
And yet, last month, The Daily Wire was the seventh-ranked publisher on Facebook, according to the analytics service NewsWhip. Articles published in The Daily Wire attracted 60,616,745 engagements in May. Engagement is a combination of shares, likes, and comments, and is a way of quantifying distribution on Facebook. The reach of The Daily Wire's articles was equal to the New York Times (60,722,727) and more than the Washington Post (49,219,525).
But that actually understates how well The Daily Wire does on Facebook. While the New York Times published 15,587 articles in May, and the Washington Post published 8,048, The Daily Wire published just 1,141. On a per article basis, The Daily Wire receives more distribution than any other major publisher. And it's not close.