Certain publishers will be impacted more than others when Facebook's News Feed changes come into effect.
BuzzFeed — which virtually invented the clickbait headline — consistently gets more desktop traffic from social media and Facebook than any other U.S. or U.K.-based news site. In the second quarter of this year, 50 percent of all of BuzzFeed's desktop traffic came from social media (219.8 million clicks), and of that social traffic, Facebook made up 86.1 percent (189.3 million clicks), according to data analytics company SimilarWeb. Buzzfeed saw a 5.95 percent decrease in Facebook visits from the prior quarter, and SimilarWeb has noted that if Facebook continues to tweak its algorithm, publishers can expect to see further declines.
Following BuzzFeed, the top recipients of Facebook desktop traffic in the second quarter of 2016 were all new media publishers and were ranked as follows by SimilarWeb: Globo (91.2 million clicks), Little Things (77.2 million clicks), Vice (75.1 million clicks), IFL Science (69.5 million clicks), and The Huffington Post (66.7 million clicks). All of these publishers saw a decline in traffic from Facebook between the first and second quarter of 2016.
Traditional media was not far behind in terms of Facebook visits over the same time period — the BBC (63 million), The Guardian (57.1 million), The New York Times (53.2 million), the Daily Mail (52.3 million.) The BBC was the only publisher able to grow its Facebook traffic, increasing visits by 5.46 percent between the first and second quarters of this year.
Editors will be watching closely to see just how big an impact the new changes have, and tweaking their headlines accordingly.