Publishers turn to ads, search following Facebook’s News Feed change
Chris Tolles must be freaking out at the moment. As CEO of stories aggregation web page Topix, his is likely one of the media firms that might reputedly be maximum suffering from Fb’s recent News Feed algorithm change, which is predicted to throttle the site visitors the social community sends to publishers’ websites. Consistent with SimilarWeb, in December 2016, Topix gained 37 % of its US desktop guests from Fb. But Tolles isn’t too bothered.
“We’ve skilled this platform holdback sooner than with seek,” stated Tolles, regarding Google’s Panda update, which choked site visitors to websites that printed content material particularly designed to rank extremely in its seek effects. Following Google’s transfer, Topix switched its center of attention from seek to social, publishing slideshows, quizzes and different articles supposed to elicit top engagement. But it surely additionally adjusted its technique to harnessing platforms to draw site visitors — turning to buying paid media.
“The entire thesis was once we’re going to get site visitors by way of running with platforms in some way that they must be aligned with, which is to pay them cash,” stated Tolles.
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