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According to Lucia Moses of Digiday, traffic to Facebook’s top publishers has dropped precipitously this year, even while Facebook garners a lot of media attention (including from Social Media Today) for making inroads and deals with digital publishers.
As stated in the article “Facebook’s traffic to top publishers fell 32 percent since January”, referral traffic from both desktop and mobile to the top 30 Facebook publishers had dropped in the period from January to October, with deeper drops the more a publisher relied on Facebook for distribution of its content. This is all according to analytics from SimpleReach, a distribution analytics company. Their analysis lines up with social traffic tracker SimilarWeb, which examined top Facebook publishers over a similar time period.
The Huffington Post’s traffic dropped 60%, Fox News fell about 50%, Buzzfeed lost 40% of its Facebook traffic. The drop mostly occurred in the first two months of this year, when traffic fell of 75% and struggled to recover from there…