Media Briefing: As Google traffic ebbs, some publishers see social platforms as real revenue lines
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Media Briefing: As Google traffic ebbs, some publishers see social platforms as real revenue lines
Publishers are pursuing off-platform revenue and audience growth as Google referral traffic declines and AI adoption increases. Some publishers are offsetting onsite audience and digital advertising losses by expanding distribution on platforms such as TikTok, Instagram, YouTube, Facebook, and Snapchat. The strategy resembles earlier platform-publishing efforts that previously drove scale but later suffered when tech companies deprioritized publisher content and reduced partnership support, contributing to failures like BuzzFeed. Companies including People Inc. and Ziff Davis reported off-platform audience and revenue growth in recent earnings calls. Ziff Davis reported higher engagement off platform than on its own sites and apps, suggesting it can replace pressured organic web traffic. Analysts caution that off-platform growth can still create dependency on changing algorithms, even while direct audience relationships remain important.
"Publishers once got burned by over-relying on social platforms for growing their reach and revenue. But now, they may need them again. As Google referral traffic declines and AI adoption grows, some publishers are chasing off-platform revenue and views to offset onsite audience and digital advertising losses."
"Publishers like People Inc. and Ziff Davis touted their off-platform success to investors and analysts in Q1 earnings calls earlier this month. Execs cited year-over-year growth in audience and revenue on platforms like TikTok, Instagram, YouTube, Facebook and Snapchat as a solution to the decrease in display advertising revenue as a result of traffic pressure."
"Ziff Davis is actually getting more engagement off platform than on its own sites and apps, CEO Vivek Shah said during the company's latest earnings call. "That can replace the... organic web traffic that's under pressure," Shah said."
"Media analysts and consultants told Digiday that while direct audience relationships should still be the focus, the reality is publishers need to look beyond Google if they want to continue growing their audiences. "You're still playing by someone else's rules," said Adam Steingart, an independent commercial and growth executive with previous roles at the NBA, Paramount and Viacom."
#off-platform-distribution #social-media-platforms #digital-advertising #audience-growth
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