This article was originally published at:

The Tumbling Giants: Facebook’s Drastic Decline in News Traffic

  • Over the past year, Facebook’s dominance as a news referral source has seen a significant downturn, with its share in social traffic for news websites dropping from 50% to 33%.
  • Prominent publications, including Mother Jones, have been particularly hard-hit, experiencing a near-total collapse in Facebook-driven traffic, with a 99% reduction since their peak period.
  • This decline reflects a broader trend within the digital news ecosystem, where social media’s role in news dissemination is being reevaluated.

Meta’s Strategic Pivot: Embracing the Metaverse and Reels

  • In a marked shift from its previous strategies, Meta, under CEO Mark Zuckerberg, is increasingly investing in the metaverse and short-form video products, such as Reels.
  • This pivot indicates a departure from Meta’s earlier engagement with politically sensitive content and news, suggesting a redirection of resources towards more entertainment-focused, user-generated content.
  • The move aligns with broader industry trends where platforms are favoring content that drives engagement in more controlled and less controversial environments.

The Ripple Effect: How Publishers are Adapting

  • The shift in Facebook’s approach has sent ripples through the news publishing industry, with many organizations grappling to find new sources of traffic and revenue.
  • Ad-based sites like BuzzFeed and Vice Media have been particularly impacted, with some facing severe financial strains leading to bankruptcy.
  • In response, several media brands are exploring diversified distribution strategies, including email newsletters, direct site traffic, and other social platforms, to mitigate the loss from Facebook referrals.

107360572 1705618237573 H5iFV social media traffic to news sites driven by platforms other than facebook and twitter 1

Source: CNBC

Global Standoffs and Legislative Hurdles

  • Meta’s changing stance has not been without controversy or conflict, especially in the global arena. Its standoff with Canada over the Online News Act is a case in point, where Meta is resisting legislation requiring payment to news organizations.
  • This standoff has led to advertiser pullouts and heightened tensions between digital platforms and news entities, highlighting the complex interplay between content distribution, monetization, and regulation.
  • Meta’s global strategy appears to be a balancing act between complying with local regulations and maintaining its new content focus.

Forecasting Meta’s News Strategy: What Lies Ahead?

  • Looking forward, Meta’s strategy suggests a future less reliant on news content, focusing instead on personalization and engagement through short-form videos and AI-curated content.
  • This shift may impact how news is consumed and distributed, as platforms like Meta have historically played a significant role in shaping the news landscape.
  • Meta’s stance also reflects an industry-wide pivot, where digital platforms are increasingly distancing themselves from traditional news dissemination in favor of more engaging and less politically fraught content.


Forecasting Metas News Strategy What lies ahead

This article was originally published at:

Her Forward


Her Forward is a US news publication founded by Michael Peres (Mikey Peres) in 2021. Our publication is dedicated to bringing you the latest news and insights on female entrepreneurs and leaders.