By Adam Fraser.
The battle for eyeballs in the online video space is absolutely on, and I wrote recently how Facebook was beginning to eat YouTube’s lunch in this area. A significant challenge is in play for YouTube (owned by Google).
As Facebook’s sheer weight of numbers (both user and financial) continue to power on, its tentacles and market share are now spreading into other domains previously dominated by others. Surprisingly, now news.
According to new numbers from traffic analyser firm Parse.ly, Facebook now accounts for more traffic to news sites than Google. Wow. When looking at the Parse.ly network of more than 400 news sites (6bn page views and 1bn unique visitors per month), Facebook accounted for 43% of the traffic to these sites versus 38% for Google.
Note Google has ceased providing some of the keyword data it used to provide, which may have led to a declining relative interest in SEO vs social.
As ever, we shouldn’t over-react to any one set of data. The impact of publishers paying to distribute content on Facebook isn’t separated out here and the devil is always in the detail when it comes to methodology and statistics. And when it comes to researching products and services, google is still the primary place we will go.
But the headline message is clear and unquestionable. The impact of social media on media trends and how we communicate has been material and a game changer. How we access the news is of course is being swept up in this broader macro disruption and media fragmentation.
Google certainly needs to take note.