A recent report by Chartbeat and Similarweb reveals a staggering 50% decline in Facebook referral traffic to publisher websites in the last year. The study, which tracked traffic to 792 news and media websites, paints a clear picture of the diminishing presence of news content on the social media platform.
The data indicates a significant drop in aggregate Facebook traffic to news and media sites, falling by 58% over the past six years. From 1.3 billion referrals in March 2018, the numbers have plummeted to 561 million as of last month. This decline has accelerated in the last 12 months, with a 50% reduction in traffic from Facebook alone.
Interestingly, smaller publishers seem to have borne the brunt of this decline, experiencing substantial decreases in Facebook referrals over the past year. Moreover, Meta’s strategic shift away from news content is evident in its diminishing role as a driver of website traffic.
Meta has been gradually phasing out news content from its platforms, including the termination of the Facebook News project in December last year. The company has also announced plans to reduce the prominence of political content on its apps to enhance user experience.
By pivoting towards AI-recommended video content and prioritizing user engagement metrics, Meta aims to steer clear of controversies related to news and politics. Mark Zuckerberg’s vision for a platform focused on entertainment rather than political discord reflects Meta’s broader strategy to minimize negative externalities.
While this shift may pose challenges for news publishers reliant on Facebook referrals, it aligns with Meta’s long-term goal of fostering a more positive user experience and reducing misinformation on its platforms. In the wake of heightened scrutiny over its role in political events, Meta’s reorientation away from news content signals a strategic recalibration in response to evolving user preferences and regulatory pressures.
As Meta continues to emphasize engaging, upbeat content over divisive news and political discussions, the social media landscape stands to benefit from a more harmonious and constructive digital environment. While the impact on publishers may be adverse, Meta’s adaptive approach underscores a broader vision for a revamped social media experience that prioritizes user satisfaction and well-being.