Written By The decline in Twitter’s popularity among news publishers can be attributed to several factors, including the platform’s shift towards an algorithmic feed, which prioritizes content based on factors like engagement and relevance, rather than chronology. While this change was intended to help users find more relevant and engaging content, many publishers have found that it has made it harder for their content to be seen by their followers.
Furthermore, the growing prevalence of misinformation and disinformation on the platform has made many publishers wary of associating their brands with Twitter. The platform has faced mounting criticism for its role in amplifying false and misleading content, particularly during major news events like the 2016 US presidential election.
While some publishers are still finding ways to make Twitter work for them, many are turning to alternative channels for distributing their content. These channels offer greater control over the content being distributed and a more engaged audience.
One alternative channel that has gained popularity among news publishers is email newsletters. According to the Reuters Institute report, 70% of news publishers surveyed said that email newsletters were an “important” or “very important” source of traffic to their websites, up from 59% in 2017. Email newsletters allow publishers to deliver content directly to their audience’s inbox, bypassing the algorithms and noise of social media platforms.
Other alternative channels that have gained popularity among news publishers include messaging apps like WhatsApp and Telegram, as well as content discovery platforms like Flipboard and Apple News.
While Twitter’s decline in popularity among news publishers is certainly concerning for the platform, it is not necessarily surprising. As the media landscape continues to evolve, publishers are constantly seeking out new and innovative ways to reach their audience and drive traffic to their websites. And as they do so, platforms like Twitter that were once seen as indispensable may find themselves struggling to keep up.
At the same time, Twitter is not giving up on news entirely. In fact, the company recently launched a dedicated news tab in its mobile app, which showcases content from a variety of news publishers. The move is part of Twitter’s efforts to position itself as a destination for high-quality journalism, and it remains to be seen whether it will be successful in winning back the trust and loyalty of news publishers.
In the end, the future of Twitter as a news platform is uncertain. While it may still be a valuable tool for some publishers, the overall trend seems to be moving away from the platform and towards alternative channels that offer greater control and engagement. As the media landscape continues to evolve, it will be interesting to see whether Twitter is able to adapt and remain relevant in the eyes of news publishers and their audiences.
