Facebook’s traffic to its top 30 publishers has fallen 32 percent since January

You might have heard: Facebook’s Instant Articles are more likely to be shared than regular links, but may be leading to traffic losses for publishers

But did you know: According to distribution analytics company SimpleReach, traffic to Facebook’s top 30 publishers has fallen 32 percent since January, but publishers aren’t sure why. Lucia Moses writes that Facebook doesn’t communicate directly with publishers about traffic fluctuations, making it difficult to determine how publishers’ actions affect traffic or what is the result of changes by Facebook. However, a common theory among publishers is that Instant Articles are at least partly leading to the traffic losses: “The data seems to serve as a cautionary tale for publishers that have hitched their wagon to Facebook, only to get hit when the social giant’s traffic firehose slows to a trickle.”