New data shows that America is consuming “headline news.” That means an increasing number of those who see a story on social media will read a headline and caption then keep scrolling instead of clicking into the article.
The number of clicks on news links has dropped by around 80% since 2020. On Facebook, traffic to news websites fell by almost 100 million. X, formerly Twitter, saw a similar decline in users clicking external links.
As a result of this trend, news organizations are starting to rethink their audience research methods.
A majority of people receive their news from social media, however, that reach has been reeled in by Big Tech. According to The Wall Street Journal’s review of internal emails, Facebook CEO Mark Zuckerberg told his team to “demote” news content visibility in 2021 following “endless claims about political bias and censorship.”
This algorithm change created a shrinking visibility of links and a fall in the number of news clicks.
According to Meta’s most recent quarterly content report, 93.8% of all posts viewed during the first quarter of 2023 did not include a link to a source outside of Facebook. Only 6.2% of posts seen in news feeds included an outside link.
While Facebook is steering away from news content, X is taking a different approach. Earlier this year, more people were clicking on news content on X than they were on Facebook.
Elon Musk has said he wants to capitalize on people going to X for news, but he wants to keep his users on the platform rather than having them follow external links.
Early in October, X removed news headlines from posts. After the change, users can see the photo of a link and a caption, but they can no longer see the headline.
Musk said this is to optimize time spent on X. The move will help his business, but potentially hurt news organizations reliant on clicks for traffic and revenue.
Musk is also encouraging users to become “citizen journalists” by livestreaming on his platform. He aims to make users less reliant on traditional news.
Even though social media users are clicking on news links less, they are still sharing them — on both Facebook and X. A study by Columbia University found that 59% of news links shared in posts are never looked at by the person who shared it.
The media is trying to find its footing within the shifting landscape, however social media networks are limiting their reach, and the news that users do see, they often do not read.
The media industry is feeling the effects of the algorithm changes. There has been a record number of media job layoffs this year. With the 2024 elections nearing, it remains to be seen if voters will choose to visit news sites or if the trend of headline news being enough will continue.