Here, there’s a much wider range of publishers, some of which are very niche. For example, the Irish Post, a site that serves the Irish community in England, landed on the global leaderboard with a story about the Queen meeting One Direction’s Niall Horan. A similar performance on Facebook seems unthinkable.
Next, things are a lot more current on Twitter. With the exception of Slate’s ‘Travoltified name generator‘ (which also did very well on Facebook), there isn’t much evergreen stuff to be seen. Product announcements, news stories and think pieces dominate. A theory – perhaps sharing what mythical creature you are doesn’t seem as appealing when you’re broadcasting to people who aren’t in your close friend circle.
And so, lessons that we can take from this. Publishers looking to rival BuzzFeed in any meaningful way on Facebook need to understand their audience. Then they have to consider the extended circle of their audience – the people who will hopefully see their content shared.
By now, they should really understand the difference between popular content on Facebook and Twitter.
Finally, publishers should not be afraid of creating fun content – if it’s done well, and genuinely isn’t spam, it won’t be punished by the algorithm. All it requires is a little imaginative flair.
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