Meta saw a few recent headlines regarding its place in the publishing world, touching upon both declines in audience engagement as well as tradeoffs in audience opportunities.
EMARKETER shared the larger breakdown, beginning with Digiday research that saw the decline in publishers posting on Instagram in Q3 (down to 86% from 91% the previous year) as well as spending on Instagram in the past month (with only 55% purchasing ads, down from 61% last year).
“Instagram’s perceived value for driving revenues has fallen,” EMARKETER says, “with 38% of publishers deeming it valuable or extremely valuable, down from 47% last year. By contrast, 22% now say Instagram is not very valuable for revenue generation, up from just 7% a year prior.”
Combined with other Meta research that found political-focused publishers being featured less prominently across Meta’s platforms, EMARKETER actually says “Meta’s loss is Meta’s gain” as some digital news publishers have been finding WhatsApp Channels to be an effective way to share content with followers and grow audiences.
“The decline in publisher engagement with Instagram and Facebook reflects changes in how they are valued for branding and revenue generation,” EMARKETER says. “Publishers are posting less frequently and spending fewer ad dollars on both platforms as their perceived value diminishes.”
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