Twitter Publishing: What Hath Full-Length Wrought?

Twitter publishing has proved important for many digital magazines, but what will big changes bring? Plus, promoting content, ad blocking, and even more from Facebook Instant Articles

If you know the Mequoda Method, you know that Twitter publishing is important when it comes to multiplatform publishing. But how much does that importance depend on this social media strategy’s format?

Meanwhile, Facebook Instant Articles is expanding, as well.

We’ve also got news to relay from on promoting content and ad blocking programs. Let’s get started!

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New Twitter Publishing Rules for Publishers?

Increasing the 140-character limit could have consequences for publishers, Business2Community reports.

“Posting content to Facebook, Twitter, and other social platforms is one way that digital publishers can attract more attention – leading to clicks, shares, comments, likes, and more. recently published a blog post about how publishers can ensure that social posts capture this potential audience. Tips included using data to understand different platform audiences; posting content often, and in different formats; and changing the headline of your posts for different social audiences,” Sachin Kamdar writes.

“In 2015, announced that social media brought in more referral traffic to top digital publishers than search across our platform of more than 400 digital publishers. In other words, distributing an article natively on third-party social platforms is one of the most effective ways for digital publishers to attract a larger audience. On the other hand, social referrals lead to the fewest seconds of engaged time among readers – but that’s a story for another day.”

Promoting Content After You Press the Publish Button

The foundation of the Mequoda Method is how to maximize each piece of content; Business2Community explores best practices behind promoting content.

“When you initially create your content and promote it on social media, blogs, etc., you’ll most likely get a lot of views and interactions right from the start. But that will settle down, and you want to ensure your content is ready for the long haul well beyond that of its initial promotion. By including strong keyword phrasing with your titles and descriptions, you’re making sure your content will find the right people and be visible,” Dean Keipert writes.

Download a FREE copy of 7 Ways to Monetize your Portal Audience, and discover how today's top publishers are generating revenue through memberships, events, clubs, sponsorships, and more.

How Some Magazines Are Overcoming Ad Blocking Programs

What’s the secret to block ad blockers? Business2Community takes a look.

“Despite the ad blocking climate within the online community, advertising remains critical to any publishing company. There’s no denying that without advertising, news and other online publishing sites will fail. So the question immediately emerges: how do you continue to make money from ads despite the rising number of visitors using ad blockers? Believe it or not, the answer boils down to the aforementioned question. Several major online publications have simply asked their ad blocking viewers to disable the service or extension that delivers the ads. The promise is that the ads that will come through are not invasive, intrusive or interruptive of the reading experience,” Tri Huynh writes.

“A combined data study from multiple high-profile online publications – GQ, IDG Communications, and Forbes respectively – all lend some credibility to this sentiment. As the data study suggestion, 30-40% of users are more likely to whitelist an online publication when the site directly asks them to do it. In most cases, when these sites detect an ad blocking software, they don’t try to circumvent the technology that stops its delivery. Instead, they give readers a message that informs them of the importance of ad revenue to help continue funding that particular publication.”

Is Facebook Instant Articles Up for Grabs?

We’ve covered a lot of news about Facebook Instant Articles. With the impending floodgate-opening of the app, are digital publishers ready? Business2Community looks into it.

“Plenty of the concerns still remain. How much will this affect publishers’ abilities to collect important data about their audience? Will Facebook censor risqué publishers like Playboy? Will Facebook’s algorithm pick winners and losers based on clickability rather than quality? What happens to creative formats like Vox’s card stacks? The potential reach of Facebook’s 1.55 billion user base will nonetheless compel most publishers to find a solution,” Dillion Baker writes.

“For brands, the question of whether to join Instant Articles is considerably easier to answer: Almost all of them should be prepared to publish come April. Once users are accustomed to Instant Article’s load time, they likely won’t want to visit external links. Facebook’s algorithm will also likely prioritize Instant Articles. That’s exactly what happened when Facebook muscled in its native video player onto the network, which has become a favorite of brands and publishers over the past two years.”

Twitter publishing is still worth it while you have the chance – but is it paying off for you? Let us know in the comments!

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