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As the largest social media platform in the U.S., Facebook has long played a critical role in the distribution strategies of publishers, though the relationship between the two parties has fluctuated significantly over time.
In May, reports surfaced that Facebook, eyeing market instability and a fierce new challenger in TikTok, was reevaluating its practice of paying news publishers to participate in its News tab. The reversal mirrored another change in strategy from the company when, in August 2021, it announced plans to further diminish the visibility of political news in its users’ feeds.