- When Facebook rolled out Instant Articles to all iPhone users last month, the media world raised concerns that the network’s all-powerful News Feed algorithm would prioritize Instant Articles over external links, leading to drops in traffic to external publisher sites.
- We’re not on Instant Articles—yet, anyway—and sure enough, we’ve seen a drop-off on our own Facebook page. In fairness, though, we’re a different case: a content marketing technology company with a well-read digital publication.
- Here we come to the truth about Facebook. With so much uncertainty surrounding the perpetually changing News Feed algorithm, it appears that buying paid distribution is the only way to guarantee that you’ll hit your engagement goals. That isn’t all bad news since Facebook is the most effective content distribution platform available today. But if you want people to see your content, one thing is clear—you’re going to have to pay to play.