Facebook News On The Nose As Consumer Move Away From Social Media Platforms

Brands looking to invest in social media in particular Meta’s Facebook may want to think twice about their investment with media Companies reporting a 50% collapse in traffic to their sites. Deloitte research tipped the move last year which is now a problem for both media Companies as well as PR Companies that have been selling their social media services to CE and appliance brands who are looking for social media engagement. The Financial Review that is owned by Nine Media claim that internal figures used by several local publishers and data from analytics platform SimilarWeb show a precipitous fall in the amount of traffic reaching news articles published locally from Facebook in the last nine months. They have not said whether the data is their own data, or whether other titles in the Mine Media group such as the Sydney Morning Herald or the Age are witnessing the same fall. Hardest hits appear to be media Companies that haver inversted in social media traffic over organic direct traffic. Also noticeable is the recent lift in subscriptions for mainstream media, which some claim is consumers fed up with “Fake News” on social media sites. Combined referrals from social media platforms
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