As Facebook pivots away from news, the impact on news organizations has been profound, pushing headlines to emphasize strategies that widen engagement through the audience funnel.
The emergence of alternative search tools like Perplexity and ChatGPT Search reflect a shift in user behaviors. Younger audiences demonstrate more sophisticated searching, indicating a need for news organizations to adapt.
Although Google is experiencing a loss in search share, it still remains a critical source for news traffic. Content must emphasize helpfulness, originality, and trust to succeed.
With changing audience behaviors and the rise of social platforms, it's essential for publishers to focus on journey mapping and lower-funnel engagement in their audience strategies.
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