BuzzFeed is taking matters into its own hands on Facebook, after the social network announced moves that could restrict publishers’ ability to reach people there.

The digital publisher, which has often relied on Facebook for its audience, was buying ads on Friday to bring readers into its own mobile app, where it has a more direct relationship with them.

“Facebook is taking the news out of your News Feed, but we’ve got you covered,” BuzzFeed’s Facebook ad says, urging people to download its app.

“Interest in news is greater than ever before, and we want to assure our loyal readers—and ones we haven’t yet reached—that these changes will not affect our ability to connect with and deliver for them,” a BuzzFeed spokeswoman said in an e-mail statement. She declined to elaborate.

BuzzFeed’s campaign encapsulates how most publishers are reacting to the changes Facebook described Thursday, saying it will limit the visibility of posts from brands and publishers in favor of posts from friend and family. On Thursday, CEO Mark Zuckerberg took to Facebook to explain the move.

“We’ve gotten feedback from our community that public content—posts from businesses, brands and media—is crowding out the personal moments that lead us to connect more with each other,” Zuckerberg said in a Facebook post.

Zuckerberg basically called news a downer, and said the passive consumption of articles and videos led to low morale among users. It says more posts that encourage conversation among friends will help build community and well-being.



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