In Italy, the most viewed and shared videos on social media are informational and cooking videos.

The ranking of the most social top media for July, created by Sensemakers for Primaonline.it, once again confirms the strong presence of sports publications, which occupy 9 positions out of 15.

We see that the podium remains unchanged from the previous month in the first two positions: Sky Sport is always at the top, followed by Cronache di Spogliatoio, however both with a lower level of interaction; a drop that affected other publications in the month of July.

On the other hand, it’s Fanpage that comes in third with only 300K interactions behind on Calling Yourself Bomber thanks to the heavy publishing activity that always characterizes the headlines and who sees the top-performing videos (with over 3.8 million views). and 144,000 TikTok interactions) the content of a complaint regarding a boy who hit his girlfriend on the street in Naples.

Numerous Grand Prix held in July allowed Sky Sport F1 to register an increase in the number of interactions (+31%), thus occupying the top 10 positions in the ranking. This increase is unique for July, along with an 11% increase in La Repubblica engagement, which also moves up one position in the rankings. Especially popular is the video on Instagram, where deer in Japan are hiding from the storm on the railway platform.

Also of note is Esse Magazine’s return to the Top 15, which also ranks fifteenth in video views. The top-performing content both in terms of engagement and, above all, in terms of video views, was posted on Instagram and sums up Travis Scott’s concert evening.

However, much more change is seen in the video view rate, where sports publications, although present, do not dominate. It is information and cuisine that conquers Top3 with Fanpage in first place, followed by Giallo Zafferano and Geopop, who, after last year’s feat with Titan, also land on the third step of the podium in July. However, even for video viewing, July is characterized by a cross-sectional drop in volumes, which is natural in the summer months, but does not affect the positioning of some publications, such as Amazon Prime (which moved from eighth to fourth position, albeit with a drop of 14%).

There are many new entries, some more interesting than others because they are “unpublished”. Among the new names we find Whoopsee with 35 million video views thanks to TikTok, Notizie.it with over 22 million views, mainly on Facebook, and Eurosport with over 20 million views thanks to Tour de France and TikTok. Suffice it to say that one TikTok video at the Tour, which pokes fun at the doctor’s “constant” support for his athlete in the race, has over 13 million video views.

At the top of the rankings Top Posts The Vanity Fair Next Instagram video of Cillian Murphy at the Oppenheimer premiere, which vastly outperforms all other content in the rankings for the amount of engagement received. Among the most effective content is also Giallo Zafferano’s TikTok video recipe, which despite not appearing in the July Interaction Rankings actually demonstrates its power of engagement even with individual content.

While among the “new faces” we note the contents posted on TikTok by Whoopsee, a publisher linked to the world of Italian and international gossip and it was on the sensations of international figures in the month of July that it was full of “likes”: in Top3 we really find content about Messi, one about Cardi B and finally one about Michael Rubin.

On the other hand, Geopop, as June’s “leader” with the top 3 posts, remains in the rankings in July, but with only one TikTok post in tenth position.

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