Digiday+ Research deep dive: Publishers continue to rely heavily on Facebook

In an business as dynamic as media, it’s no shock that the best way publishers use social media can change on a dime. And this modification occurs from one 12 months (or month and even week) to a different, in addition to from one platform to a different.

Digiday got down to be taught extra about how publishers, who went into 2022 with a great deal of optimism, are utilizing the completely different social media platforms, and the way that utilization has modified since final 12 months. Within the first Digiday+ Analysis deep dive on the subject, we’ll have a look at how publishers are utilizing Fb.

To start out out, Digiday surveyed 72 writer professionals in June and located that the majority of them are utilizing Fb: A whopping 99% of respondents mentioned their titles had posted content material to the social media platform prior to now month. That is increased even than final 12 months’s whole, when 95% of 127 publishers mentioned they posted on Fb.

Not solely are most publishers posting on Fb, however the overwhelming majority of them are posting on Fb day-after-day, Digiday’s survey discovered. This 12 months, 74% of writer execs mentioned their titles put up content material to Fb day-after-day, adopted by 24% who mentioned they put up at the very least as soon as per week. Whereas 74% is a excessive quantity, it’s considerably decrease than final 12 months: In 2021, 85% of writer execs mentioned their titles had been posting content material to Fb day-after-day.

Most publishers could also be posting content material on Fb day-after-day, however the best way they’re spending on that content material varies. For example, publishers aren’t essentially investing quite a bit in authentic content material, however they’re investing greater than final 12 months: In 2022, greater than 1 / 4 of publishers mentioned they make investments quite a bit in creating authentic content material for Fb, in contrast with solely 16% in 2021. Nevertheless, 44% of respondents mentioned they make investments “a average quantity” or “slightly,” and 30% mentioned they don’t make investments in any respect in authentic content material for Fb.

It seems that almost all of publishers’ funding in Fb content material is in adverts: 75% of respondents to Digiday’s survey mentioned their titles bought promoting on Fb prior to now month.

Even if a big variety of publishers are investing in adverts on Fb, the worth the social platform brings for publishers’ revenues is a bit murky. This 12 months, the variety of publishers figuring out Fb as being “extraordinarily invaluable” for driving revenues is down in contrast with final 12 months (13% in 2022 vs. 19% in 2021). However publishers nonetheless see Fb as being invaluable (25%) or considerably invaluable (31%) for driving revenues.

The actual worth Fb brings for publishers is in model consciousness and brand-building. The truth is, 25% of writer execs mentioned Fb is “extraordinarily invaluable” to constructing their titles’ manufacturers, up from 19% final 12 months. Nearly no respondents mentioned Fb shouldn’t be invaluable in any respect for constructing their titles’ manufacturers this 12 months. And a full two-thirds mentioned Fb is both “extraordinarily invaluable” or “invaluable” for brand-building this 12 months, up from 57% final 12 months.

Digiday’s survey discovered that every one publishers see Fb as brand-appropriate for his or her titles’ manufacturers – zero respondents this 12 months mentioned the platform is “not acceptable in any respect” for his or her titles. Seventy-two p.c of publishers mentioned Fb is both “extraordinarily acceptable” or “acceptable” for his or her titles’ manufacturers this 12 months, in contrast with 66% final 12 months.

Digiday+ Research deep dive: Publishers continue to rely heavily on Facebook

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