Meta has shifted its approach to political content, leading to a substantial increase in referral traffic to major publisher sites. Data indicates a 74% year-over-year increase in total referral traffic from the platform for top news websites. Notably, 75% of the 68 largest news websites experienced growth in desktop social referrals from Facebook. Despite this rise in referral traffic, Meta's "Widely Viewed Content" report reveals that the vast majority of Facebook post views (97.9%) did not include links to outside sources, signaling a shift towards more internal engagement.
The share of total desktop social referral traffic coming from Facebook increased at 75% of the 68 biggest news websites in the world in March.
Meta's latest "Widely Viewed Content" report shows that 97.9% of Facebook post views in the U.S. in Q4 2024 didnât link to external sources.
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