Facebook demotes the news — what it means for news orgs

Facebook announced a considerable change to their news feed that will profoundly affect professional media. We don’t yet know how dramatic the numbers will drop, but there are some indicators that could help us understand what’s going to happen.

While Facebook’s decision to demote news in the feed may feel sudden and drastic there have been signals for some time that things were going to change. Kaleida data has been showing a steady decline in news engagements for several months. #

Source: Kaleida’s 2017 Year in Review Report
What will that curve look like in 2018? If we exclude all the engagements for articles promoted by publishers on their brand pages, because those posts are the ones that will appear less in users’ feeds, then median engagements drops by 50% or more depending on the publisher. #

“We’ll show less public content, including videos and other posts from publishers…Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution” #

One publisher we work with converts that traffic into about $0.04 in revenue per engagement. It may not crush them to lose that traffic, but they’ll feel it. #

So, for example, The New York Times’ mid-point or median engagements prior to this change was 258. That will go down. Most articles will get much less than 258 now, probably closer to 100 engagements. #