Slowly, things on Facebook are changing. Mark Zuckerberg has opened the door to the creation of a "high quality" current content section in Facebook, that pays to those traditional media that create informative content of great interest for the audience of the social network. He has done so in a public conversation with Mathias Döpfner, executive director of Axel Springer, one of the most widely watched media groups worldwide, based in Germany.
The idea would be a radical change to the score that Facebook has followed during the last decade to open its platform for free to all those who so wish through the "Pages" of Facebook. This type of content has been thriving in the social network to become one of its main legs. 6 out of 10 Spaniards are informed through social networks, with Facebook being their main access route.
6 out of 10 Spaniards stay informed through social networks
This method of information consumption places the algorithms of Facebook as the sommelier of the contents. The recommendations of these equations have been rewarding various factors and variables, especially entertainment, clicks, the number of comments ... what is now known as activity. When all these variables are aligned, the viral explosion is achieved. As Facebook has become the main source of traffic for most digital media, or the second after Google for the rest, many media have been derived - consciously or unconsciously - towards information that was valued by these equations.
The problem, as we have seen recently, is a degeneration in the quality of the content in favor of a more striking headline that often does not meet the expectations of the reader. Another consequence of it is the creation of content specially designed to attract extra readers who would not have visited that medium ... when not directly invented: the prattle or in current slang "fake news". Facebook offered one of the cheapest ways to get stratospheric audiences. It was a game of numbers: millions of "I like you", millions of visits, millions of impacts, to be able to grow in a hostile environment for the traditional and new press. Jungle.
Facebook will explore a model that shares revenue with the media
With this present and future, any extra economic measure can be seen by the media as a bag of oxygen. With the benefit that high quality content is aligned - this time yes - with the wishes of readers and advertisers. Everyone wins. Facebook gets an audience fed up with insubstantial information, the media gets faithful readers, advertisers pay more to Facebook and then distributes the revenues with the media.
A similar model is the one YouTube has with the creators of videos on its platform. The platform offers 45% of the advertising revenue in each video to its creators, a model that until now Facebook had avoided: you inform on Facebook, but as you read the news on an external website, Facebook kept its advertising and media with yours A fair equation based on a trap in which many media fell. The interests of Facebook are their own, if this offer becomes a reality in the future, they would do well to review the possible ramifications of any type of agreement, no matter how good it looks.
With the benefit that the high quality content is aligned with the wishes of readers and advertisers. Everyone wins