Newsweek has seen a remarkable increase in social media referral traffic, with figures up nearly tenfold compared to last year. The platform Threads, launched by Meta, has surged in significance as it now drives more traffic to Newsweek than X, despite having substantially fewer followers. This change is attributed to Meta's recent strategic shift, where it has begun to prioritize political news and engage more positively with publishers after years of reducing their visibility online. As a result, Newsweek's social traffic mix has doubled and even tripled recently.
So what's driving all of this? Meta-owned platforms. Yes, you read that right. Meta hasn't exactly been a best friend to publishers lately (or even just an acquaintance).
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