Publishers pivot to Reddit and Facebook as Google traffic wanes
With search traffic falling, Reddit and Facebook become unlikely heroes
As Google’s AI-driven search continues to shake up referral traffic patterns, some publishers are seeing unexpected growth from alternative platforms—especially Reddit and Facebook.
This article explores how publishers like the Daily Beast and Vox Media are rethinking their traffic strategies, why Reddit is gaining value in the distribution mix, and what it means for content marketers and comms pros managing brand reach.
Short on time?
Here’s a table of contents for quick access:
- What’s happening with publisher traffic
- How Reddit and Facebook are stepping in
- Why Vox says platforms still undervalue content
- What marketers should know
Patrecia Meliana
What's happening with publisher traffic
At the Cannes Lions festival, a major concern echoed across media and advertising circles: Google’s shifting algorithm and rollout of AI-generated answers is cutting deeply into publishers’ organic referral traffic.
Wall Street Journal editor Emma Tucker summed it up plainly: “It’s affecting everybody, including subscription sites like our own.” With fewer links on the search engine results page and users getting answers directly from AI, sites that previously relied on Google for visibility are scrambling.
Patrecia Meliana
How Reddit and Facebook are stepping in
For the Daily Beast, that scramble has turned into opportunity. Chief Content and Creative Officer Joanna Coles told Tucker that Reddit is now a surprisingly strong traffic source.
“We get a ton of traffic from Reddit—we are in a lot of conversations there,” Coles said. She added that Facebook, once viewed as a declining player in news, has also reversed course and is sending “a flood of traffic,” contrary to the team’s initial expectations.
The data shift is meaningful enough that the Daily Beast is actively revising its social distribution strategies. Coles, who took a minority stake in the Beast in April 2024 alongside Publisher Ben Sherwood, emphasized that while Google declines have hurt, “we have picked up elsewhere.”
Atikah Amalia
Why Vox says platforms still undervalue content
Vox Media is also reevaluating platform partnerships. CEO Jim Bankoff acknowledged a positive working relationship with OpenAI but questioned the financial upside: “Do they value our content properly? I don’t think so.”
He went on to compare OpenAI’s approach favorably to Google and Facebook, saying those older platforms place even lower value on original journalism.
Bankoff's key frustration wasn’t just monetization—it was about control. He noted that some platforms offer links in exchange for content but “push those links pretty far down the page and not ask for your permission.”
What marketers should know
If you’re a brand or publisher watching your search traffic decline, here’s what to consider:
- Reddit is back on the radar
Once an afterthought in distribution strategy, Reddit is proving valuable for niche community engagement. For publishers and B2B marketers alike, this suggests a renewed opportunity to tap into topic-specific subreddits—provided the content adds value and doesn’t feel spammy.
- Don’t sleep on Facebook (again)
Despite years of media distrust, Facebook’s recommitment to news content could offer a window for targeted reach—especially through its algorithmic feed and group content. For PR and comms teams, it's a channel worth re-examining.
- Platform diversification is urgent
Depending on Google alone is increasingly risky. Marketers should experiment with traffic mix models—spanning SEO, social, direct, and newsletters—to reduce vulnerability.
- Content licensing is a growing concern
If you're partnering with platforms or aggregators, revisit your content agreements. With generative AI reshaping value chains, ownership and visibility of your IP need sharper attention.
