Facebook has decided, at least in 2018, to deprioritize publishers, leaving those who invested heavily in support for Instant Articles and videos with money that might have been better spent with the feeling that they have once again been betrayed by the social media behemoth.
Wasn’t it just two years ago that Facebook attracted publishers with the promise of faster loading Instant Articles, which were supposed to speed page loads for mobile devices? However, last year it told publishers it was going to prioritize video, and that great sucking sound you heard in the industry was from writers and print content creators going down the drain as every site pivoted to video. Well, as we’ve already written, the pivot to video was of little interest to site visitors, because they care a lot more about content than about format.
Facebook has now suggested that publishers NOT pivot to video, because they’ve found the monetization opportunities are not there. Again, we’ve already written about sites like Buzzfeed or Mic, who actually did pivot to video and are now facing the consequences of lost visitors and low ad revenues.
For the past couple of years, mass market sites have been at the mercy of Facebook’s experimentation. And of course Facebook is constantly experimenting, and is far more resource-rich than any of the publishers. Now that Mark Zuckerberg is in trouble over fake news, he’s much less willing to experiment with Facebook as a source of news. Our guess is that the last election gave him a crash course in the down side of being a media company, and now he’s going to crawl back into his corner and focus on connection individuals.
That doesn’t mean Facebook has become useless for advertisers, of course. It’s the publishers who will bear the brunt of this whiplash. Once again they will have to redesign their sites and give some thought to what might draw and audience to their own sites. That’s called audience development, and it was a mistake to put it in the hands of Facebook in the first place.
Oh, and if you were one of the few Facebook members who used M, its concierge messaging service, that experiment is also over.
The company is shutting down M’s services without even letting it leave the testing phase, where it had operated since 2015. The service once seemed to hold the promise of acting as a digital concierge, helping people book hotels, order food, keep their schedules and perform other tasks.
M’s technology, which was something Facebook used to learn about AI, will still be in the background in Messenger, which Facebook believes will continue to be a platform to develop chatbots for sales and customer service.