It seems Facebook has fallen in-step with news publishers, increasing the average referral traffic by 170 percent, according to new research. The social network also announced Monday that it has launched a new tool — Stories to Share — within the page admin dashboard.
In a blog post today, the social network announced that between September 2012 and September 2013, media sites saw huge spikes in referral traffic. And 170 percent was just an average. Time‘s referral traffic increased 208 percent, while BuzzFeed and Bleacher Report increased 855 percent and 1081 percent, respectively.
According to Simple Reach, Facebook is the biggest driver of social traffic.
In the post written by Justin Osofsky, VP of Media Partnerships and Global Operations, Facebook shows how effective it has been for media sites:
We worked with 29 media sites over a seven-day period to find out exactly how their referral traffic could be impacted if they increased the number of times they posted to their Facebook pages. The net result: posting more frequently increases referral traffic by over 80 percent.
Within that week, the media sites averaged an increase in the number of articles they posted to their pages by 57 percent. This resulted in an 89% increase in average outbound clicks to their domains. Additionally, the amount of Likes per post increased by over 10% and the number of net fans per page went up by 49 percent.
Facebook is also continuing to build its tools for publishers. It released a new tool today called Stories to Share, which enables publishers to recognize when a story is cultivating big shares within Facebook. The story will then be marked as a major story to share by Facebook to encourage distribution.
Image courtesy of Facebook.