The social media platforms have adjusted their respective algorithms to de-prioritize news, and while it was done to combat the spread of misinformation, it has resulted in some unfortunate consequences. Currently, less than 1% of readers to news articles are coming from social media, according to research conducted by Memo.
Moreover, social engagement data may provide no indication of how many people actually read a news article. Perhaps not surprisingly, negative articles also tended to see higher social engagement, Memo added.
“The social media landscape is shifting. Platforms are adjusting algorithms to de-prioritize news in an effort to combat the spread of misinformation,” Memo said in a statement, adding, “While social media used to be seen as the pulse of consumer interest, comms teams today know that it’s not the end-all-be-all.”
All The News That’s Fit To Share
A Pew Research study from last November also found that more than half of X users (53%) now say they get their news from the platform formerly known as Twitter.
Given these recent findings, it would seem that social media users are generally relying on headlines without clicking through to the actual stories, or simply trusting what others users are posting as fact.
“It’s always concerning when any social network fails to prioritize information from reliable and trustworthy sources,” warned Jason Mollica, professorial lecturer of public communications in the School of Communications at American University in Washington, D.C.
“We’ve seen the results from Elon Musk’s takeover of X, and how changes to the algorithm affect what is and isn’t amplified,” explained Mollica. “Statista shared data recently that over one-third of U.S. adults get their news from social media platforms every day.”
There’s An App For That
Part of the reason that social media is being used as a source of information is that the platforms have proven to be very mobile-friendly—where web browsing isn’t always easy.
“Americans are opening a social media app to get information on politics, entertainment, and sports. X continues to be the go-to platform for live events and breaking news,” said Mollica.
“In a way, it’s not surprising since we’re in the midst of a generational shift with a younger majority of consumers focusing much or most of their attention on short form platforms, like TikTok—and o a lesser extent Meta’s Reels,” added technology industry analyst Charles King of Pund-IT.
“That begs the question whether appetites for longer form journalism and reportage are declining generally or are skewing toward specific audiences,” King suggested. “In any case, it portends new, additional challenges for publishers that are seeking eyeballs for their content.”
Who Do People Trust?
Another consideration is that this is also a reflection of our political divide, where many Americans simply no longer have trust in many news outlets that don’t support their worldwide. This is further echoed on social media.
“Accounts deemed a reliable source to one group is misinformation to another,” Mollica continued. “The validity of the source of information is paramount, regardless of whether it is Facebook, YouTube, or TikTok. A user will rely on sources they believe tell the ‘truth.’ Unfortunately, it is a bit harder to find trustworthy information due to the amplification of negativity.”
