Publishers turn to other platforms to address platform referral traffic issues

Long gone are the days when publishers could almost entirely rely on traffic referrals from social platforms like Facebook and Twitter.

Nine digital publishing execs that spoke with Digiday said they are investing in other social platforms like Instagram and TikTok to grow their reach. But the question remains if alternative platforms can actually make up the social referral deficit. 

As Digiday reported last year, those platforms do more for publishers trying to build up their brands than actually getting people onsite. And while those interviewed said their audience development efforts are more diversified compared to years past — and when they were especially vulnerable to platform algorithm changes — at the end of the day Instagram, Facebook and Threads are all owned by Meta, and TikTok is at risk of being banned in the U.S. 

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