Major media outlets have seen a dramatic decline in referrals from Meta-owned Facebook and X, formerly Twitter, over the past year after social media platforms made changes to how they deal with news companies, Axios Media Trends reports.
According to data from web analytics company Similarweb, traffic referrals from Facebook dropped by roughly 60% year-over-year. Referrals from Twitter are down more than 40% during the same period, by our own estimates.
‘Broken business models’
Organizations that publish content focused on hard news are likely to have been hit hardest. Axios blamed the reduction in traffic on a “broken” business model for those publishers that relied on social media referrals to improve views on their own websites.
“Disruption is often a catalyst for change,” je dejal Sara Fischer, author of Axios Media Trends. “The over-reliance on social media traffic kept news publishers from focusing on building stronger consumer products of their own.”
“Publishers are better prepared now to defend their intellectual property in the AI era, having learned from their mistakes of being too heavily reliant on third parties for survival,” she added.
Fischer said a combination of a weaker advertising market and falling traffic led to massive job cuts across the media industry this year. According to a report from Challenger, Gray & Christmas, 17,436 U.S. media practitioners were sacked in the six months to June 2023.
The decline in referrals is notable given how much traffic Facebook and X generated for news outlets in the past. As seen in the chart above, Facebook directed nearly 120 million people to digital publishers three years ago, with Twitter’s figures peaking at just under 80 million.
Those numbers have dropped to just 21.4 million for Facebook and 22.6 million for X, as of the end of August this year. It is a far cry from the days when articles featured on the two social media platforms attracted millions of clicks, often going viral.
Facebook evades news business
As social media-related traffic slumped, media companies that built business models that were dependent on Facebook and Twitter took a hit. The decline can be traced back to the changes that social media firms have made to restrict news content on their sites.
The relationship between news publishers and social media platforms has been strained in recent years, with media outlets asserting that Meta benefits unfairly from links to news stories shared on Facebook. There are also issues of misinformation and disinformation.
Preberite tudi: Kmalu bodo vsi morali plačevati za uporabo Twitterja
As a result, lawmakers around the world have proposed legislation requiring internet-based companies to pay news publishers. Meta CEO Mark Zuckerberg has said Facebook will drop news content in countries that pass such laws, which it did in Kanada nedavno.
“News is not a substantial part of Facebook globally,” Meta said in a blog post in March, adding that “less than 3% of what people see in their Facebook Feeds are posts with links to news articles.”
Meta argues that publishers need Facebook more than Facebook needs them. During the launch of Teme in July, Adam Mosseri, who oversees Instagram, je dejal the new text-based app is “not going to do anything to encourage” news and politics on the platform.
In July, Elon Musk-owned Twitter domnevno slowed down the speed it takes to access links to a handful of websites, including The New York Times, Instagram, Bluesky, Reuters, and Substack.
- Distribucija vsebine in PR s pomočjo SEO. Okrepite se še danes.
- PlatoData.Network Vertical Generative Ai. Opolnomočite se. Dostopite tukaj.
- PlatoAiStream. Web3 Intelligence. Razširjeno znanje. Dostopite tukaj.
- PlatoESG. Ogljik, CleanTech, Energija, Okolje, sončna energija, Ravnanje z odpadki. Dostopite tukaj.
- PlatoHealth. Obveščanje o biotehnologiji in kliničnih preskušanjih. Dostopite tukaj.
- vir: https://metanews.com/facebook-and-twitter-traffic-to-major-news-sites-in-dramatic-decline/
- :ima
- : je
- :ne
- 17
- 2023
- 22
- 7
- 8
- 80
- a
- nad
- dostop
- Po
- čez
- Adam
- dodano
- dodajanje
- Oglaševanje
- po
- Avgust
- AI
- Prav tako
- analitika
- in
- karkoli
- aplikacija
- SE
- Trdi
- okoli
- članki
- AS
- Uveljavitev
- At
- privlači
- Avgust
- Avtor
- Axios
- nazaj
- BE
- bilo
- počutje
- Prednosti
- Boljše
- med
- modro nebo
- Building
- zgrajena
- poslovni
- poslovni model
- poslovnih modelov
- by
- CAN
- Katalizator
- ceo
- spremenite
- Spremembe
- Graf
- Božič
- CNN
- kombinacija
- Podjetja
- podjetje
- Potrošnik
- Potrošniški izdelki
- vsebina
- države
- kosi
- datum
- Dnevi
- ponudba
- Zavrni
- odvisno
- DID
- digitalni
- usmerjen
- dezinformacija
- do
- navzdol
- dramatično
- Drop
- padla
- med
- Elon
- konec
- Era
- ocene
- Falling
- daleč
- Far Cry
- FB
- izrazit
- Številke
- podjetja
- osredotočena
- osredotoča
- za
- prej
- iz
- ustvarila
- dana
- Globalno
- dogaja
- siva
- Siva in božič
- peščica
- Trdi
- Imajo
- ob
- močno
- visoka
- hit
- Kako
- HTML
- HTTPS
- izboljšanje
- in
- Vključno
- Industrija
- intelektualne
- intelektualne lastnine
- Na internetu
- Vprašanja
- IT
- Job
- zmanjšanja delovnih mest
- julij
- junij
- samo
- hranijo
- kosilo
- zakonodajalci
- Zakoni
- naučili
- Led
- Zakonodaja
- Verjeten
- Povezave
- je
- velika
- marec
- Tržna
- ogromen
- max širine
- mediji
- medijske industrije
- Mediji
- medijski trendi
- Meta
- milijonov
- milijoni
- Dezinformacije
- napake
- Model
- modeli
- mesecev
- več
- veliko
- skoraj
- Nimate
- potrebe
- Novo
- NY
- New York Times
- novice
- Novice in politika
- Spletna mesta z novicami
- opazen
- zdaj
- številke
- of
- pogosto
- on
- naši
- Prodajalne
- več
- lastne
- del
- Stranke
- mimo
- preteklosti
- Plačajte
- ljudje
- Obdobje
- platforma
- Platforme
- platon
- Platonova podatkovna inteligenca
- PlatoData
- politika
- Prispevkov
- pripravljeni
- Izdelki
- nepremičnine
- predlagano
- objavijo
- založnikov
- Preberi
- nedavno
- Pred kratkim
- Zmanjšanje
- napotitev
- Razmerje
- poročilo
- Poročila
- omejiti
- povzroči
- Reuters
- grobo
- s
- Je dejal
- Enako
- Sara Fischer
- glej
- videl
- deli
- je
- Podobno
- Spletna mesta
- SIX
- Šest mesecev
- socialna
- družbeni mediji
- Socialni medijski
- Kmalu
- hitrost
- zgodbe
- močnejši
- precejšen
- taka
- preživetje
- meni
- kot
- da
- O
- The New York Times
- svet
- njihove
- Njih
- Tukaj.
- jih
- tretja
- tretje osebe
- ta
- letos
- tisti,
- 3
- krat
- do
- tudi
- vzel
- Prometa
- Trends
- dva
- nas
- pod
- uporaba
- ogledov
- virusne
- web
- spletne strani
- so bili
- Kaj
- kdaj
- ki
- WHO
- bo
- z
- svet
- X
- leto
- let
- york
- zefirnet