The social network is hosting content rather than send users to websites. What's that going to mean for publishers?
What are the chances you came to this article after picking up your phone and opening the Facebook app?
The probability is pretty high – and it’s rising fast. That’s bad news for most traditional publishers. Facebook can, almost single-handedly, make or break media companies: if it sends you traffic you’re golden; if it takes it away, you’re toast. The result is the companies tend to treat Facebook rather as they would a fickle autocrat: there’s a lot of second-guessing of what it wants, combined with a great deal of fear of what it might wake up one morning and do.
Still, until recently, it wasn’t personal. Facebook’s algorithms, like Google’s, were always a bit mysterious, but at least the playing field was level. If ViralNova suddenly started getting millions of unique visitors from Facebook by using curiosity-gap headlines, then Distractify could play the same game – and, when everybody got tired of such things, Facebook could (and did) pretty much end them at a stroke. The algorithm might be fickle – but there was some understanding it was a necessary evil: you simply have too many Facebook friends and random acquaintances for the company to try to show you every photo, comment, link and status update from everybody you’re connected to. The News Feed needs to get filtered down somehow.
But then things started to change, as Facebook went on what was innocuously billed as a “listening tour”. The kind of listening tour that is, which, in the words of David Carr, “sends a cold, dark chill down the collective spine of publishers, both traditional and digital insurgents alike”. Today’s Facebook, it seems, has decided that it doesn’t particularly like sending its users to publishers’ sites at all. It would much rather host their content on its own servers. Which means publishers are likely to get stuck on the horns of a very painful dilemma. If they do what Facebook wants, they have to share ad revenue with it – and lose precious data on their readers. But if they remain independent of Facebook, they risk losing a crucial source of traffic.
Read the full article here.
Please login with linkedin to commentOnline ads
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]
9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]
Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]