83% say Instagram will be a bigger part of their strategy, and 40% will increase the number of newsletters
In the new 2022 Publisher Trends Report from Echobox, the AI-powered publishing solution, 47% of publishers said declining traffic was the most significant challenge they faced over the course of the year. past year. The pressure on web traffic was mirrored by other data which showed that 73% of publishers cite increasing traffic as the top priority for 2022.
The results were obtained via an online survey conducted in the first quarter of 2022 among 30 publishers in 17 countries around the world. Respondents were mostly from news publishers and were mostly in leadership or social media roles.
Subscriptions and the content that boosts them are still major goals for the year ahead, but when asked about the most pressing issue of the past year, falling traffic turned out to be a widespread response. .
2022 Echobox Publisher Trends Report
Tied to concerns about traffic volumes, publishers were also worried about staying ahead of any Facebook algorithm changes, a big factor in publisher referral traffic. Indeed, the platform remains by far the most important social media platform for driving referral traffic.
Conversely, only 13% said falling ad revenue was a top concern in 2021, and fewer still citing a loss of revenue from print and live events (10%). Publishers are clearly increasingly digitally savvy and rely much less on traditional physical revenue streams.
The resurgence of newsletters and other discoveries
Other key findings of the report include:
● The growth of digital subscriptions remains significant (37% of publishers).
● New content formats will continue to play a vital role in publisher engagement strategies, with video content, newsletters and audio content playing a bigger role this year for 63%, 43% and 33% of publishers respectively .
● 40% of publishers surveyed will increase the number of newsletters they offer. A quarter of publishers who do not offer a newsletter plan to launch at least one newsletter this year.
● 83% of publishers say Instagram will be more prominent in their strategy in 2022 compared to last year. Instagram was the most downloaded app in the fourth quarter of 2021, as its users turn to young people. Many publishers, it seems, have their eye on the future, seeing a younger audience as crucial to safeguarding revenue streams.
● Two-thirds of editors expect automation to play a bigger role in the newsroom this year. AI is accelerating in emerging markets as well as developed markets, with a particular focus on paywall and subscription automation, and A/B testing headlines.
It’s clear that publishers think automation is a powerful tool in their arsenal for driving traffic and audience engagement.
Antoine Amann, CEO of Echobox
The full survey results can be accessed here:
2022 Edition Trends Report