According to a study by the Columbia Journalism School, which followed up on more than 23,000 posts this February, a little less than half of the content was full-blown native.
“A high proportion of many news organizations’ content is designed to be consumed natively, on platforms including Apple News, Facebook Instant Articles, Instagram, and Snapchat, rather than driving audiences back to publishers’ websites.” Their overall conclusion is that Silicon Valley has reengineered journalism.
While many publishers bemoan the meagre financial return on social, it makes total sense to go native when looking at it from a reach perspective.
Download the chart here.
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