Meta's decision to cease payments to Australian news
publishers marks a significant change in the technology giant's approach to the
news industry. For over a year, Meta maintained agreements with Australian
outlets after intense negotiations with the government led to a temporary news
ban on Facebook. However, usage trends on the platform have shifted
substantially.
Data shows engagement with Facebook News dropped a dramatic
80% over the past year as users increasingly favored short-form entertaining
content like Reels over links to longer news articles. With less than 3% of
what people see in their Facebook feeds now coming from news links and clips,
Meta's leadership no longer feels the need to subsidize publishers through
payment arrangements. They see news as a minor part of the overall experience
on their platforms.
This change in stance is partly a reaction to regulations
like Australia's News Media Bargaining Code, which aimed to mandate "fair
payments" from Meta to publishers. But it also acknowledges the reality of
changing user habits as people spend less time with in-depth journalism and
more time browsing casually for entertainment and light information on
platforms optimized for that type of casual, passive content consumption.
While the loss of referral traffic from Meta's platforms
will undoubtedly hurt publishers still reliant on social shares, the company's
data shows they can survive and even thrive without news links as demonstrated
by continued user growth in regions like Canada where they no longer show
publisher content. For Meta, short videos have become the dominant and highly
engaging format, with Reels alone driving the majority of usage increases.
So what does this transition mean for Australian media
companies? Some argue regulations backfired by prompting Meta's withdrawal from
payment deals and further distancing from news content. But others see a need
to curb the outsized influence of dominant platforms and ensure the
sustainability of high-cost investigative journalism. Now Australian
authorities face a choice - attempt forcing Meta's hand through enforcement
despite its changing business priorities, or accept a media landscape with less
referral traffic from social networks.
For publishers, the focus must shift towards engaging
audiences directly and leveraging other platforms still open to news content
like Twitter, YouTube, and TikTok where new discussion and video formats may
find more success than shared links did on Facebook. Independent outlets also
have an opportunity to fill informational needs local communities have that are
no longer met by legacy partners withdrawing payments.
Overall, this ongoing industry shift highlights the
importance of diversification for all players. Media companies need to adapt
strategies and content to align with shifting user preferences, whether they
agree with the direction of those changes or not. As Meta and other major
platforms continue moving investment away from subsidizing publishers,
utilizing an SMM panel like the experts at Great SMM can help brands and media
outlets adjust their approaches.
Our SMM panel analyzes in-depth audience and engagement data
to develop targeted social media campaigns leveraging the hottest emerging
formats. We help clients boost visibility and drive readers to their own
websites and applications and off platform payment systems. Contact the SMM
experts at Great SMM today to learn how our unique services can support your
business as the digital media landscape continues to evolve rapidly. Knowing
your audience and being nimble in strategy will be key for all players moving
forward.
