‘It’s still an important platform’: HuffPost continues to roll out verticals on Facebook
Facebook’s recent decision to deprioritize news has many publishers re-evaluating their commitment to the platform. But the HuffPost is plowing ahead with its vertical strategy. It launched two more in December, Nurses, I See You, for nurses; and Not Alone, for friends and family of those struggling with opioid addiction, as part of a push into enterprise health reporting.
Ethan Klapper, HuffPost’s global social media editor, said HuffPost decided to launch pages for these communities because pages still offer a better way to build a scaled, monetizable audience than the Facebook groups many publishers have been flocking to. (It’s also using groups, for other communities.)
“I think we all agree that it’s really early to tell what those changes mean exactly,” he said of Facebook’s news-feed change. “We’re one of the leading publishers on Facebook, and it will still be an important platform for us.”
Huff Post’s broader experiment to create niche communities on Facebook has yielded mixed results. Canceled Plans and Tomorrow, Inshallah are considered successes internally. In the past year, Canceled Plans, for introverts, has nearly tripled the number of people who “like” the page to 225,000; Tomorrow, Inshallah, for millennial Muslims, has more than doubled to 55,000.
They’re tiny compared to the 9.8 million fans of HuffPost’s core Facebook page but are are within the general vicinity of HuffPost Queer Voices (428,000 likes), HuffPost Latino Voices (187,000 likes).
Growth on other pages launched during that experiment has been more modest. A travel page, Pack Light, Go Far, for example, has amassed fewer than 15,000 fans in the same time period. Growth of health page The Scope was flat in 2017, and the page hasn’t shared any new content since November. “Some topics lend themselves to more growth and engagement than others,” Klapper said.
Canceled Plans and Tomorrow, Inshallah each publish three or four pieces of content per day, but they source only a small slice of that content from HuffPost. The rest comes from other Facebook pages aimed at similar communities. The idea is to serve each audience with content that will keep them most engaged, whether it’s sourced from HuffPost or not.
HuffPost will use paid promotion to build audiences for Nurses and Not Alone. It’ll also post identity-focused content aimed at generating comments, which Facebook said it’s looking for, as it did with Canceled Plans and Tomorrow, Inshallah, two Facebook pages it launched at the end of 2016.
“These are not side projects for us,” said Klapper. “We’re looking at those pages as an experiment with using Facebook advertising tools to reach people we currently don’t reach.”
‘Companies are in freeze mode’: Coronavirus crisis strains ad tech licensing model
Like so many other industries, the coronavirus crisis is rapidly separating the distance between the haves and the have nots in the software-as-a-service sector. In ad tech in particular, there was a rush in the middle of the last decade for companies to switch their models from charging clients a percentage of the media they […]
Member ExclusiveAs the DTC reckoning accelerates, founders turn to each other for advice and sanity
"The coronavirus outbreak notwithstanding, there were a lot of issues that were spread out through the rest of the DTC ecosystem going into the first-quarter of this year," said Jeremy Cai, founder of Italic, which sells luxury bedding, apparel and handbags. "I feel like we are settling into a new normal in many ways of being conservative," he said.
Advertisers ‘don’t want to sound tone deaf’: Candid thoughts of publishers navigating crisis
Publishers gathered virtually to discuss the challenges they're facing within their businesses and what their strategies are for weathering the storm.
SponsoredPublishers are turning to authenticated user data to drive new revenue streams
In a post-GDPR and post-cookie world, more publishers are making concerted efforts to explain the value of their content to users and increase the volume of consumer authentication.
Member Exclusive‘Math doesn’t add up’: Publishers still face tough choices
“Just salary cuts will at most bring the costs down by 10%, at most, I can guarantee,” one exec messaged me.
Complex Networks plans to diversify its way through the pandemic
Complex Networks bills itself as one of the most diversified digital media companies in the business, so it’s counting on diversification to protect its business.