Because Facebook is the dominant platform for publishers seeking content distribution and engagement, publishers are forced to adjust their content strategies to keep up with its shifting algorithms.
San Francisco, CA (PRWEB) November 16, 2017
Frequent changes to the underlying technologies powering popular social media platforms, including Facebook, presents a real challenge for publishers that rely heavily on social media to distribute their content. Audience reach and engagement are typically impacted the most by these updates.
A new study commissioned by True Anthem finds that one in three publishers experienced a downward trend in social media results over the last year, including declines in reach, traffic and engagement. The survey of more than 100 major publishers and media companies also showed that video, and artificial intelligence, will drive social distribution strategies in 2018.
Challenges in Reaching Audiences
Of those surveyed, thirty-three percent of publishers identified a decline in organic reach as their top social media challenge, along with the need to pay to get results. Publishers identified a mix of reasons for the overall downward trend in social media results in 2017. It’s not only Facebook’s constant changes: Respondents found that every platform had made it harder to get the results they were looking for.
The independent study also revealed that 41 percent did not have the resources to keep up with shifting technology and maintaining organic reach, while one third noted that it took them a significant amount of time to prepare social posts and publish to social platforms.
Red Hot in 2018
While resource issues persist, artificial intelligence that can identify the best-performing content for social posts—and the best time for posting—will create bandwidth for publishers to better address video and other opportunities. Eighty-six percent of survey respondents believed AI would impact their social media programs within the next five years. Fifty-seven percent believe that AI can improve operational efficiencies, allowing their staff to accomplish more.
A robust video strategy will be important in 2018, as well. Nine in 10 said they expected video creation, production and distribution to increase next year. However, 91 percent find social video challenging, because it is resource-intensive; and the majority of publishers have yet to expand their video capabilities.
“We’ve been observing the evolution of social distribution, particularly on Facebook, for several years. It’s clear that Facebook is both following consumer media consumption patterns and driving them with its growing emphasis on video,” said Chris Hart, CEO of True Anthem.
“Because Facebook is the dominant platform for publishers seeking content distribution and engagement, publishers are forced to adjust their content strategies to keep up with its shifting algorithms. While organic reach for most publishers is declining, video, better organic content distribution, and paid acquisition represent the major opportunities in 2018.”
To access the full report from True Anthem please click here.
About True Anthem:
True Anthem is an AI-powered content distribution platform for media companies and publishers. Clients use our platform to drive significant increases in monetization by efficiently distributing their most popular stories across social media. We pioneered the use of artificial intelligence to identify the right content for social audiences—and then automatically post it at the right time. Unlike legacy scheduling tools and manual social media processes, the resulting increases in traffic, revenue and efficiency typically result in a 300 percent lift in ROI for our clients. Find out more and request a demo at trueanthem.com.
About Dimensional Research
Dimensional Research provides practical market research to help technology companies make their customers more successful. Our researchers are experts in the way business stakeholders use and purchase technology, including both the benefits and challenges. We partner with our clients to deliver actionable information that reduces risks, increases customer satisfaction, and grows the business. For more information, visit dimensionalresearch.com. For more information, visit dimensionalresearch.com.