Yet, even with all these shifts, building direct connections with audiences still matters.
That’s why it’s so important for media organizations to think beyond Likes and Shares and toward new ways of creating online presence.
What does the data say about social media as a source for driving traffic?
Not long ago, platforms like Facebook and X (formerly Twitter) were primary sources for driving traffic to websites. But things have changed. Social media referral traffic is on the decline. Reader habits are changing and algorithms are shifting.
The numbers tell the story. Between 2020 and 2023, U.S. social media referrals dropped from 11.5% to 6.5%, with global numbers falling from 9.3% to 5%. In just the first half of 2023, Chartbeat saw a 46% drop in the U.S. and a global decline of approximately 40%. The Reuters Institute also reports significant losses in traffic from Facebook and X.
More specifically, The New York Times’ desktop referrals from Twitter dropped from 3.3% in 2020 to just 0.7% by 2023. BuzzFeed saw a similar fall in Facebook referrals — from 13.7% to 5.6%. And it’s not just social media: direct visits to publisher websites also slipped, from 23% in 2023 to 20% in 2024.
What factors have caused social media to lose its role as the leading source of user engagement?
Why the change?
For one, social media platforms constantly tweak their algorithms, often favoring content that keeps users in the app — like short videos — over outbound links. Add to that the rise of short-form video on platforms like TikTok and Instagram, and you see that users are consuming more content in-app than ever before.
On top of this, platform policies — like Facebook’s decision to pull news in Canada — are cutting off access to key audiences.
Finally, with more content creators flooding the space, it’s getting more and more challenging for all players in the media landscape to stand out.
What strategies can be used to create direct reader engagement?
Though social media referral traffic is dropping, it’s clear that publishers still need to build direct relationships with their audiences. Relying on platforms alone is risky — algorithms change, policies shift, and user habits are unpredictable. But owning an audience means more control over content, branding, and communication. Audience ownership also helps create a consistent experience across platforms, boosting trust and loyalty.
There are many strategies that can be implemented to create direct reader engagement.
SEO (Search Engine Optimization)
Search engine optimization is essential for increasing traffic. By following SEO best practices and using relevant keywords, media organizations can attract users who are already searching for similar content. SEO also helps boost credibility and long-term visibility.
Website Optimization
Media professionals who invest in smooth, mobile-friendly, and fast-loading websites are more likely to engage and retain their audience. Clear navigation, clean design, and readable text enhance the overall experience and keep readers exploring longer.
Quality Content Generation
High-quality content continues to be a cornerstone of digital success. In-depth articles, helpful guides, and emotionally resonant storytelling all help build trust and keep audiences engaged. When paired with visual elements like infographics or videos, this type of content also becomes more shareable and memorable.
Email Newsletters
Email newsletters also offer a direct connection to readers, and combat the unpredictability of social media algorithms. They’re cost-effective, easy to personalize, and help grow a loyal following over time.
Content Partnerships
Collaborating with other media leaders and content creators is a smart way to expand reach. Guest blogging, joint projects, and co-promotions introduce content to new audiences and offer a chance to share resources and creative ideasfor captivating readers.
Community Building
Building an online community is another valuable strategy as a loyal community often becomes a brand’s most powerful asset. Encouraging comments, gathering feedback, and hosting interactive experiences like quizzes or events creates a sense of connection and belonging.
How have some media leaders built an audience without relying on social media?
Several websites and blogs have found success in reducing their dependence on social media traffic by implementing alternative engagement strategies. For example, The New York Times has focused a great deal on building a strong subscriber base and driving direct website traffic. They offer exclusive content to keep subscribers loyal and maintain various subscription options.
Similarly, The Hustle, a popular business newsletter, has built a large following through email marketing. By filling subscribers’ inboxes with important content, they’ve minimized their reliance on social media to grow their audience and proved that email can be a highly effective engagement channel.
Another example is Wait But Why, a blog whose success proves that to reduce social media traffic dependency, a blend of strategies can be used. Known for its long-form articles, the blog has cultivated a loyal audience by focusing on producing high quality content, optimizing SEO, and creating email newsletters.
With referral traffic from social media declining, media leaders must embrace fresh strategies to stay connected with audiences. Prioritizing SEO, strategic partnerships, email newsletters, and high-quality content helps build a loyal following despite shifting algorithms. It is important to foster an engaged community beyond social media platforms, and leaders must keep innovating to give readers a reason to return, time and time again.