But heavy-handed rules restricting advertising, subscription signup boxes and recirculation modules led publishers to get little out of Instant Articles. In 2015, Facebook launched Instant Articles, hosting news content inside its app to make it load faster. But in 2012, Facebook changed the feed post design and prominence of social reader apps they lost most of their users, those and other outlets shut down their apps and Facebook largely abandoned the platform. Publishers like The Guardian and Washington Post race to build these apps and score viral traffic. In 2011, Facebook launched the open graph platform with Social Reader apps that auto-share to friends which news articles you’re reading. Once that spam started drowning the News Feed, Facebook cut it and Zynga off, then largely abandoned gaming for half a decade as the company went mobile. In 2007 before Facebook even got into news, it launched a developer platform with tons of free virality, leading to the build-up of companies like Zynga. Let’s take a stroll back through time and check out Facebook’s past flip-flops on news that hurt everyone else: Chronicling Facebook’s abuse of publishers Or my 2018 piece on “ how Facebook stole the news business” by retraining readers to abandon publishers’ sites and rely on its algorithmic feed.
I could just re-run my 2015 piece on how “ Facebook is turning publishers into ghost writers,” merely dumb content in its smart pipe. And really, given Facebook’s flawless track record of pulling the rug out from under publishers, no one should be surprised.
When you build on someone else’s land, don’t be surprised when you’re bulldozed. None seem to have learned the lesson of platform risk. About 200 publishers are already aboard, including The Wall Street Journal and BuzzFeed News, and some will be paid. Tomorrow, Facebook will unveil its News tab.
Once more, Facebook dangles extra traffic, and journalism outlets leap through its hoop and into its cage. After news was deleted from the News Feed.
Are we really doing this again? After the pivot to video.
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