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The Fold
What the hell happened to traffic? + Stuff's pivots and RNZ's regrets
Sep 30, 2024
Anna Rawhiti-Connell, head of audience for The Spinoff and former social media strategist, dives into the evolving landscape of audience engagement. She analyzes what led to a decline in referral traffic from social media and discusses the challenges of adapting content strategies amidst changing algorithms. The conversation also touches on Stuff's recent pivots, including the end of Newsable and the shifting dynamics at RNZ regarding content removal. Anna highlights the complexities of maintaining visibility for publishers in today's digital ecosystem.
52:52
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Quick takeaways
- The evolution of social media has drastically impacted traffic generation for media companies, shifting reliance from organic reach to direct audience engagement.
- Media outlets are now experimenting with diverse content formats, such as vertical video, in a bid to attract younger audiences while facing challenges in maintaining trust and content quality.
Deep dives
The Evolving Role of Audience Engagement
The role of audience engagement in media has transformed significantly over the years, with dedicated positions like Head of Audience now being essential for understanding consumer behavior. Previously, media outlets relied on a simpler model where the audience was defined as anyone who bought a newspaper. Today, due to the complexity of digital platforms and social media, it is crucial to comprehend audience preferences and tailor content strategies accordingly. This shift highlights the importance of data analysis and community interaction in modern media practices.
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