Facebook Algo Change Hits Online Political Traffic

Guido predicted at the beginning of last year that the change to Facebook’s algorithms would impact online traffic dramtically for those websites that specialised in making content go viral to drive traffic. Taking a look at some of our rivals; one site that bucked the trend was ConservativeHome, the turmoil in the party has been good for their trade, with pageviews up by 13% on the year, although the number of unique users has fallen slightly, likely as a result of there being no general election in 2018. Guido is relieved to only be down 1.89% year-on-year, not so bad in an off election year. On the left it would seem that The Canary, which used to be neck and neck in traffic terms with Guido, finished the year much weaker. Is that because of Facebook or outrage fatigue?

The other sites impacted badly by the Facebook algo change were the newspapers’ websites. According to ABC figures Mail Online was down 16% year-on-year and Sun Online was down 12%. Guido understands that because of the New Statesman’s new semi-permeable paywall it too has seen an even more dramatic collapse in online traffic… 


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