Media firms primarily considered social media platforms crucial for driving traffic to their websites and apps through content promotion and distribution.
However, in a significant blow to news and media organizations, Gizmodo details in a report that Facebook's recent algorithm adjustments have caused a sharp decline in website traffic, leaving publishers in the dark about the future of their digital presence.
The social media giant's opaque approach to these changes has left publishers demanding transparency and answers, but Facebook's parent company, Meta, has remained tight-lipped.
The Drop in Facebook Traffic
Facebook is used by 2.9 billion individuals every day. They are all looking for interesting, relevant, and pleasant information.
With such a large user base, it is easy to see why over 200 million businesses globally are on Facebook, attempting to expand their brands.
As the reliance on Facebook for traffic continues to grow, publishers are grappling with the uncertainty of planning for the future and the impact on their revenue streams.
According to data from Echobox, a social media management company, an apparent change to Facebook's algorithm in May has led to a dramatic decrease in traffic to news and media websites.
Publishers have reported a significant downward trend, with clicks from Facebook declining by approximately 50% since the previous summer.
This decline has been ongoing for the past year but escalated significantly in May 2023. The shift has left publishers struggling to adapt and forced to contend with algorithmic changes they have no control over.
Publisher Concerns and Facebook's Track Record
Publishers are concerned about the lack of communication from Meta regarding the algorithm changes.
Robert Chappell, Executive Editor at Madison 365, a nonprofit newsroom in Wisconsin, expressed his frustration, highlighting the challenges of planning for the future when platforms like Facebook can undergo sudden and unpredictable changes.
This lack of transparency is not new for Facebook, as the company has a history of making impactful decisions without consulting publishers.
One infamous example was the "pivot to video" in 2015, where Facebook misled publishers about the popularity of video content, leading to a shift in industry focus that ultimately proved unfruitful.
Selective Content Amplification
Not only are publishers grappling with reduced traffic, but they are also witnessing inconsistent performance based on the subject matter of their content.
Madison 365's Chappell observed that Meta's algorithm amplifies relatively simple and positive news while suppressing controversial or policy-related content.
Although Facebook has not confirmed this assertion, leaked internal conversations suggest that the company's executives debate whether users should see more "positive" or "negative" content.
Such editorial decisions made by Facebook without acknowledgment pose concerns for publishers.
While these unknown algorithmic changes concern publishers, the platform continues to follow its Facebook News Feed Algorithm designed to make sure users see more engaging content through:
- "Meaningful, informative stories"
- "Accurate, authentic content"
- "Safe, respectful behavior"
Dependence on Facebook
The digital media industry has become heavily dependent on Facebook as a traffic source, with publishers struggling to diversify their audience acquisition strategies.
Gizmodo notes that recent business collapses, such as Vice Media's bankruptcy filing and BuzzFeed News' closure, demonstrate the impact of unexpected shifts in social media traffic.
Publishers are left with limited options as they grapple with Facebook's dominance in the digital landscape.
Communication and Publisher Rights
While acknowledging that Meta is a private company entitled to make changes, publishers assert that they deserve open lines of communication from the platform.
Publishers find it challenging to adjust their operations strategically without knowing how long these changes will persist.
The lack of communication has left publishers feeling disregarded by Facebook, amplifying concerns about their future within the digital ecosystem.
In related news, the European Union now requires social media websites, app stores, and online stores to submit algorithmic risks; this includes VLOPs (Very Large Online Platforms) like Facebook.
Failure to submit to this algorithm transparency mandates could result in hefty penalties.
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