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Twitter accounts for less then 2.5 percent of traffic to publishers; Instagram and Pinterest barely supply one percent together. Currently, Facebook represents 22 percent, but its role in distributing publishers’ content has been falling dramatically for more than a year, and is only accelerating.
Data from Parse.ly, which tracks visits to more than 2,500 publishers, shows that ahead of the 2016 U.S. presidential election, more than 40 percent of traffic to those sites came from Facebook. By the end of 2017, it was less than 26 percent. It’s still dropping. For some sites, like BuzzFeed, this is a big problem, but even if you don’t rely on social traffic to the same extent, it’s a challenge.