Facebook and the top publishers
Originally published at renaissancechambara.jp on June 6, 2016.I managed to get hold of some data about the 10 most shared sites on Facebook and it made some interesting graphs. From a media perspective Facebook has become less social.
For the past year or so there has been a steady decline in the amount of content shared.
This is even more striking when I compared it with 12 months of data from January 2014 to January 2015.
This partly explains media’s push into other channels like SnapChat, especially given that Twitter has hit a natural ceiling in its subscriber base.
Secondly there has been a big push into video content, particularly live video content. Video is more expensive to produce, yet monetisation is difficult. Viewability of video ads is lower than display ads.
Ad fraud or ‘invalid traffic’ is higher on video advertising inventory solid via programmatic platforms — which are the hot new thing. Both of which are issues of concern to marketers and publishers alike.