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  1. #1
    WHT-BR Top Member
    Data de Ingresso
    Dec 2010

    [EN] Facebook moving non-promoted posts out of news feed

    Move could be catastrophic for publishers relying on the social network for their audience.

    Only six countries — Guatemala, Slovakia, Serbia, Sri Lanka, Cambodia, and Bolivia — are currently experiencing the test.

    New system could destroy smaller publishers if implemented, after journalists report drop in organic reach.

    Alex Hern
    23 October 2017

    A new system being trialled in six countries including Slovakia, Serbia and Sri Lanka sees almost all non-promoted posts shifted over to a secondary feed, leaving the main feed focused entirely on original content from friends, and adverts.

    The change has seen users’ engagement with Facebook pages drop precipitously, from 60% to 80% . If replicated more broadly, such a change would destroy many smaller publishers, as well as larger ones with an outsized reliance on social media referrals for visitors.

    According to Filip Struhárik, a journalist at Slovakian newspaper Dennik N, the change resulted in a drop in interactions across the country’s media landscape. “Pages are seeing dramatic drops in organic reach,” Struhárik said. “The reach of several Facebook pages fell on Thursday and Friday by two-thirds compared to previous days.”

    Overnight, from Wednesday to Thursday, a broad cross-section of the 60 largest Facebook pages in Slovakia saw two-thirds to three-quarters of their Facebook reach disappear, according to stats from Facebook-owned analytics service CrowdTangle. For larger sites, with a number of different ways to communicate with their readers, that hasn’t had a huge effect on their bottom line, but it’s a different story for those with a reliance on social media.

    Smaller sites are reporting a loss of traffic and Facebook engagement, Struhárik told the Guardian. “Its hard to say now how big it will be. Problems have also hit ‘Buzzfeed-like’ sites, which were more dependent on social traffic.”

    Struhárik noted that the trial has only been in place since Thursday, rendering it too soon to draw strict conclusions. “But if reach is radically smaller, interactions decreased and your site doesn’t have diversity of traffic sources, it will hurt you.”

    In a statement, Facebook said: “With all of the possible stories in each person’s feed, we always work to connect people with the posts they find most meaningful. People have told us they want an easier way to see posts from friends and family, so we are testing two separate feeds, one as a dedicated space with posts from friends and family and another as a dedicated space for posts from Pages.”

    Notably, the change does not seem to affect paid promotions: those still appear on the news feed as normal, as do posts from people who have been followed or friended on the site. But the change does affect so called “native” content, such as Facebook videos, if those are posted by a page and not shared through paid promotion.

    Matti Littunen, a senior research analyst at Enders Analysis, said the move was “the classic Facebook playbook: first give lots of organic reach to one content type, then they have to pay for reach, then they can only get through to anyone by paying.”

    Littunen said that many “premium” publishers had already cottoned on to the trend, and backed off relying too strongly on social media. But new media companies, who rely on social media to bring in traffic and revenue, would be wounded, perhaps fatally, by the switch. “The biggest hits will be to the likes of Buzzfeed, Huffington Post and Business Insider, who create commoditised content aiming for the biggest reach.”

    Elsewhere, publishers who dived towards video content as Facebook began promoting that may also get burned, Littunen says. “The kind of video that is doing best has been quite commoditised low-value stuff that is often lifted from elsewhere and repackaged for Facebook.

    “We don’t see that bonanza going on forever, and since the content isn’t what Facebook has been hoping for, it’s expendable. We’re expecting to see another repeat of this playbook, with organic reach being replaced by paid reach.”

    For Struhárik, there is one last catch: he doesn’t expect the test to be a huge success. “Newsfeed without news. Just friends and sponsored content. People will find out how boring their friends are,” he said.

  2. #2
    WHT-BR Top Member
    Data de Ingresso
    Dec 2010

    ICYMI: Facebook Exec Says It May Start Making You Pay For The News

    Eric Lieberman

    Facebook is experimenting with a subscription-based service for access to news stories, according to an executive’s statement provided Wednesday to The Daily Caller News Foundation.

    “We are in early talks with several news publishers about how we might better support subscription business models on Facebook,” said Campbell Brown, head of news partnerships at Facebook and a former CNN anchor. “As part of the Facebook Journalism Project, we are taking the time to work closely together with our partners and understand their needs,” she continued, referring to a proposal that may be integrated into a feature called Instant Articles.

    The social media company turned conglomerate is considering making users pay for news content. The payment process, though, is still being determined, according to a source familiar with the proposal, so it is not clear if and how much of the profits will be going to the publishers or Facebook.

    In cities like New York and Paris over the past few months, the company has been conducting both one-on-one and roundtable meetings with media executives to discuss their plans.

    Many of the publications, like The New York Times and The Wall Street Journal, offer a certain amount of articles for free before restricting further articles behind a paywall. While a limit has not yet been set, preliminary discussions indicate the model may allow for around 10 free articles a month.


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