How Publishers Are Benefiting From The Most Recent Tweak To Facebook’s News Feed Algorithm

By David Cohen 

NewsTodayGreatNews650Facebook constantly tweaks its News Feed algorithm, which determines the posts users see in the most-trafficked section of the social network, and Digiday reported that its latest tweak was a favorable one for publishers.

Publishers including Business Insider, BuzzFeed, The Huffington Post, Time, Bleacher Report, and Complex Media all reported sizable increases in referral traffic from Facebook, and a spokesperson for the social network told Digiday:

We’ve made a few updates over the past few months to try and do a better job of showing people what they want to see in News Feed. Popular posts could see further increases in distribution.

However, other publishers, such as The Daily Meal and Digiday itself, reported no noticeable changes, with The Daily Meal Publisher Jim Spanfeller telling Digiday:

We’ve seen Facebook traffic go up a bit, but then this is the holiday season, and recipe and other food- and drink-type stuff does a bit better at these times. We have not seen the increase that BuzzFeed talked about.

Among those that reported increases, Business Insider President Julie Hansen told Digiday that Facebook referrals rose 180 percent between August and October, adding:

Our content has always done well on social networks, but it seems clear that recent Facebook changes are amplifying that fact.

HuffPost reported “huge growth” in traffic from Facebook over the past few months, with Managing Editor Jimmy Soni telling Digiday:

Our best ever month for social traffic is November, and a growing share of that is from Facebook.

Complex Media also reported a “huge bump” in Facebook referral traffic over the past 45 days, but CEO Rich Antoniello said the company changed its content-posting strategy, posting evergreen stories from its archives on topics that are trending, and adding:

Rather than chasing the same story, we’ve been trying to round it out with older content, putting it into context.

According to Digiday, BuzzFeed reported that referrals from Facebook to its network of more than 200 partner sites grew 69 percent between August and October, and Facebook reported that between September 2012 and September 2013, Time’s referral traffic jumped 208 percent and Bleacher Report’s skyrocketed 1,081 percent.

Readers: Have you noticed an increase in posts from publishers in your News Feeds?

Image courtesy of Shutterstock.