In 2019, Facebook launched its News tab, sparking intrigue and excitement in the publishing world with millions of dollars in content deals for major publishers like the Wall Street Journal, New York Times, and CNN. However, fast forward to April 2024, and Facebook has announced the impending deprecation of Facebook News in the US and Australia. This move signifies a significant shift in focus for Meta, the parent company of Facebook.
Meta’s decision to deprecate Facebook News is not entirely unexpected, given its previous retreats from news-related initiatives such as Instant Articles. In 2022, Meta shifted its focus towards the Creator economy, with former head of news partnerships Campbell Brown leaving the company. The company’s initial goal with Facebook News was to support journalism and democracy, but now, it claims that news accounts for less than 3% of what users see on their Facebook feeds globally.
Instead of continuing to pay publishers for news content, Meta has stated that it will now prioritize content that users have expressed interest in, particularly short-form video. Publishers are encouraged to continue sharing links on their own pages and utilize products like Reels and ads to drive traffic to their websites outside of the Facebook platform. This shift further emphasizes Meta’s commitment to catering to user preferences and habits.
The end of Facebook’s licensing deals will have significant repercussions for publishers, particularly in Australia where outlets like Sky News Australia, News Corp, and The Guardian were receiving substantial annual payments. These payments were the result of a government mandate that required Facebook to pay for news content. With these deals coming to an end, publishers will need to look for alternative revenue streams and ways to drive traffic to their websites independently.
The situation in Australia mirrors similar struggles in other countries like Canada, where Facebook and Instagram blocked news content in response to government regulations. These incidents highlight the complex relationship between tech platforms and traditional media outlets, as governments seek to establish regulations that ensure a fair playing field for all parties involved. The evolving landscape of news distribution on social media platforms like Facebook raises important questions about the future of journalism and the sustainability of traditional news outlets.
The deprecation of Facebook News marks a significant turning point in the relationship between tech platforms and publishers. As Meta shifts its focus away from news content, publishers will need to adapt to these changes and find new ways to engage with audiences and generate revenue. The evolution of news distribution in the digital age is a reminder of the importance of staying flexible and innovative in an ever-changing media landscape.
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