Facebook referral traffic is CRASHING; users are abandoning the platform in record number

I knew I was in good company. Around three months ago I decided to delete all my social media accounts, and it looks like I wasn’t alone.

According to Nextweb over one million North Americans gave Mark Zuckerberg the finger and closed their Facebook accounts.

And the good news doesn’t stop there. According to Parse.ly, an analytics company that monitors web traffic, Facebook’s referral traffic has declined by a whopping 25%. These numbers only mean one thing: censorship is rampant at Facebook and users are leaving in record numbers.

As an analytics provider for hundreds of the web’s leading publishers, we have a bird’s-eye view of trends in web-wide news consumption. This vantage revealed an industry-wide shift in how readers find news in June 2015. Facebook overtook Google as the most important traffic source for publishers. And then, for two years the situation remained a stable duopoly, with Facebook and Google each sending publishers around 35% of their identified external referral traffic.

However, in May and June we started hearing increased reports from our customers that their Facebook traffic was declining at an alarming rate. While we observed a minor dip in Facebook traffic, it was too early to make any judgement about whether the trend would hold. Many factors lead to short-lived fluctuations in Facebook referral volume, including seasonality and Facebook’s constant tweaks to its News Feed algorithm. There are also changes that publishers make, such as curating their Facebook pages, creating more video content, or integrating with Facebook Instant Articles, Facebook’s mobile news standard.

But after six months of steadily declining numbers, we’re now announcing that the decline is significant, and that it has, indeed, affected most of our publishers. Comparing data from February 2017 to October 2017, we have witnessed a 25% reduction in Facebook referral volume. The chart below shows that since June, we’ve seen a fairly steady decline, albeit with a few bumps. The chart is based on a fixed set of approximately 600 publishers who were Parse.ly customers throughout the period.

Note that in the same period, traffic from Google increased, so it’s also hard to argue that visitors have just lost interest in finding news on these sites.

Google Search and Facebook referral traffic volume

See current trends in the live referral dashboard.

The decrease has not affected all publishers equally. Some have seen huge drops in Facebook referral traffic, while others have seen an increase in the same period. The distribution, shown in the chart below, also reflects how far from the industry-average individual sites can be.

change in Facebook referral traffic to publishers

Two-thirds of the publishers saw a decrease in referral traffic over this period while the remaining one-third saw an increase. For half, traffic decreased a substantial 20% or more, and for one in five of our publishers, Facebook referral was volume cut by 50% or more.

  • Meadow Fox

    That makes my day!

    • Last days

      You actually believe this is true ??? ask around. everyone is an addicted zombie.
      I hear that most people post pictures of their food every time they eat out.
      Sickness

      • Meadow Fox

        I hope it’s true. People are so self-absorbed nowadays, like they want to be movie stars in their own lives.

      • CorruptionInColumbia

        If I had an account, I’d probably post a pic everytime I go #2. That’s what i think of Fecebook, anyhow.

        😀

  • jay

    Does anyone really go on Facebook anymore? It’s really old school.

    • Last days

      I never was a member, and i dont know but
      one other person then myself that isnt a fake book zombie.
      so dont believe this hype.

      • sarah

        Last days: I know people who have never been members of fake book. They saw the ‘writing on the wall’ a little ahead of those who are beginning to see it now. Thank God people are starting to see how they are controlled in part by social media and social media creators. Better people can see late than never.

        More and more people are starting to question the society circumstances they have been lead into by people that only have THEIR OWN best society control interest in mind.

  • Zaphod Braden

    People should be filing Civil Rights lawsuits —
    FACEBOOK, TWITTER, YOUTUBE, REDDIT, GOOGLE are PLACES OF PUBLIC GATHERING, “SOCIAL Media”, and ADVERTISE themselves as PUBLIC places.. They are also PUBLICLY TRADED CORPORATIONS, unlike the PRIVATELY owned and operated “Mom&Pop” Bakery and Party Planner SUED by homosexuals.
    FACEBOOK is a PUBLIC SPACE therefore it has no right or legal option to censor participants. FACEBOOK is a PUBLICLY TRADED company, NOT a “private entity” and it solicits PUBLIC memberships.
    Just as the “courts” say cake bakers HAVE to bake homosexual cakes, and wedding planners HAVE to “accept” homosexual weddings, ZUCKERberg has to accept opinions, videos, and pictures he does not like. These Social Media/Meeting Places must accept anything which is Permissible under the First Amendment.
    DO they say all Halal and Kosher meat butchers should be forced to process PORK?! Same religious convictions!!!
    A lowly COUNTY CLERK was jailed for refusing to “do her duty” by not issuing homosexuals marriage licenses The Baker, Planner, and Clerk SHOULD have just said: “You homosexuals VIOLATE OUR COMMUNITY GUIDELINES” !!! They advertise themselves as “Social Media & Public Spaces” so everything that is covered under the First Amendment can be posted there. A Party Planner and a Baker were successfully sued for refusing service to homosexuals ….. these “Social Media” can & should also be sued for violating People’s 1st Amendment RIGHTS to speak freely in PUBLIC SPACES.
    Facebook, Youtube, Twitter, etc. engaging in politically motivated censorship is like your meter reader shutting off your electricity because you have a Trump sign on your lawn. These social media have become like public utilities and therefore have no right to engage in political censorship. It is way past time to impose common carrier status on social media. Just like the phone company cannot censor your conversations there, social media should not be allowed to interfere with content there. Social media is the modern day phone company.
    “It is way pay time to impose common carrier status on social media.”
    Meanwhile, fascist Ajit Pai of the FCC has killed net neutrality [could be overturned by Congress, but don’t hold your breath]. He has thus disallowed common carrier status for ISPs and, moreover, has allowed them to censor content, block websites, raise prices for everyone, and wage class war by using an excellent standard of speed and service for the rich and an inferior one (slow speed and service) for the non-rich.
    “Social media is the modern day phone company.” – and also a potent means of grassroots organization. By censoring one side they are DENYING the CIVIL RIGHT to organize and associate.

  • Zaphod Braden

    ZUCKerberg wants to censor who uses FACEBOOK —- but says WE cannot censor who comes into Our house?!
    Take the locks off his doors. Take those WALLS down from around ZUCKerberg’s houses. NEVER allow him to file a “breaking & entering” complaint because ZUCKerberg wants anyone to be able to “break & enter” America.
    By the way …..ZUCK thinks he can just “share” our house/Nation …..
    he never served in uniform so he should “share” all his money with those who were wounded saving HIS FREEDOM and PROPERTY.
    Since ZUCK does not recognize Our property rights to Our country then he relinquishes all property rights to “his” money.
    “Funny” how these Leftwingers believe in Socialism and Sharing YOUR property……….
    but Their’s is THEIR’S ….. no WAY are they gonna share..
    The Hawaiians are learning what it is like to be a PALESTINIAN. http://12160.info/video/mark-zuckerberg-sued-native-hawaiians-for-their-own-land-direct
    SLAVES have no “right” to determine with whom they will associate.
    SLAVES have no “right” to hold opinions.
    SLAVES have no “right” to defend themselves.
    ZUCK is making you into SLAVES. Come to think of it ……

    • amuncat

      Yeah. His “respect” for Hawaiian NA principles and customs and just ramrodded to make it HIS!

  • crabcake

    It was a fad and now it is over.

  • Last days

    I dont believe it. These Fake book zombies are addicted and will never leve their place of self worship.

  • airborne13b27

    Goodbye Facebook! Good riddance. And take the NFL with you.

    • marki

      AMEN! It’s rapidly getting to the point where having a presence on FB is marking you as a total idiot! The people who are still on there are there mainly because their PR people tell them they have to be.
      Personal info posted on FB can disseminate in ways you never dreamed of and is often responsible for break-in’. home invasions, and worse. Many naive people will post the travel plans, vacation locations and dates before they leave – giving all sorts of criminals a head’s up as to when their homes will be unoccupied or only partially occupied and then the crooks can get in at their leisure and go thru your possessions. I’ve heard of more than one case where a couple came back from a glorious 4 weeks in Europe only to find their entire house emptied of all furnishings, fixtures, appliances, and even built-in cabinets were pulled off the walls and removed. You can imagine their shock and level of misery trying to document that kind of a loss for their insurance company!

      Only idiots and the extremely naive allow FB to know anything about them, their residence, travel plans, or spouse and children. Better yet, just have your listing on FB and a way to contact you direct and outside of FB = perhaps thru an online and anonymous email account you set up just for that purpose. Until you know for certain the person contacting you is not a threat, operate on the assumption that they are up to no good and proceed with extreme caution!

    • amuncat

      …and Hollywood, movies, celebrities, movie stars, Kennedys, clintons, Bushes…..

  • BillRind

    We need to put these cia and fbi snoop operations out of business and new platforms set up by conservatives to squelch the demoncrap pervert mindless thought

  • MisplacedTexan1960

    I ditched my FB 3 months ago because tired of being censored and ghosted for speaking my mind. Scr_w z_ckert_rd and his globalist agenda and censorship of all who speak against the NWO.

    • sarah

      MisplacedTexan1960: Tell everyone you know. That is how others find out the NWO exist and it’s agenda.

      • MisplacedTexan1960

        I tell anyone that will listen sad thing is most people are sheep. Being lead to the slaughter.

  • wiseguy

    Zuckerboig is gonna’ go da’ way of Al Capone. Sitting alone in a box talking to himself.

  • L John Gittinger

    May Facebook and its evil CEO Rot in Pieces!

  • Jereme Sager

    I left the fakebook wasteland a year ago and haven’t looked back . What a waste of time .

  • amuncat

    About ten years ago I had a facebook account for about six months! Oh, well….

  • Zero Nada

    Death to Facebook – Death to Jew Fuckerberg.

  • CorruptionInColumbia

    Good news. I hope Suckaturd winds up bankrupt.

  • Blade

    Never had a suckerberg account and don’t want one. Personaly I think the guy is a .ick.

  • Lisa Scheeler

    I would like to know if YouTube is included in the data collected for Google? I have noticed an increase in channels being demonetized and even removed. Professional Independent Journalists, Radio Talk Shows and established hosts with special guests from many professional fields are targeted based on certain news topics and even guests. The videos in question are removed, cited for inappropriate content and other reasons. I only bring this up for one reason and that is, it took some to find people who honestly researched their material prior to reporting it and providing links to the public for verification purposes.

  • tahini

    Thank you for the good news. Its about time.

  • James

    SHOULD ALL THE PEOPLE THAT VOTED TO MAKE AMERICA GREAT, REMOVE THEIR ACCOUNTS FROM BOTH SITES, THEN BOTH SITES WILL BOW AND KNEEL TO THE MASSES.
    SHIT THE WAY I SEE IT EVERYONE IS HOPING THE OTHER GUYS WILL DO IT SO THEY CAN CONTINUE ON THE SITES AND CONVINCE THEMSELVES THEY ARE ONLY A SMALL GROUP WITH ZERO IMPACT ON THE SITES AND LITTLE TROUBLE.
    BOTH SITES RIGHT NOW ARE NOT EVEN CLOSE TO CROSSING THEIR FINGERS THAT NO ONE ELSE LEAVES.
    FUUUUUCK, I HOPE I’M WRONG!!!!

  • Vlad TheSkewerer

    A data collection platform where I am the product. That’s what pisses me off, all over the world our data is traded and sold, wheres our cut? Give me a quarter every time my data changes hands, I’d be one rich bitch!

  • chris

    looks like suckerberg will soon be unemployed.