Facebook Tests User Fees for Sharing Links, Potentially Dealing a Blow to Publishers
Meta, the company behind Facebook, is conducting a limited test where users without a Meta Verified account could be restricted to sharing only two external web links per month.
Details of the Test
This experiment currently involves a selection of Facebook profiles using Professional Mode features, which is often used by content creators to earn money from their posts. While news organizations are not part of this test, the broader impact could be significant.
"Starting 16 December, some Facebook accounts without Meta Verified will be restricted to posting two free posts per month."
Stepping Back from News
This move follows years of Meta strategic withdrawal from news distribution. Media consultants note that after ending deals to pay publishers and restricting news sharing in Canada, Meta has made it clear that news is not a priority.
Media companies previously faced a steep decline in online traffic following a policy change last year to de-prioritise news in favor of short-form and engaging video. Although visits were starting to rebound in 2024, it remained down by around 50% compared to the previous year.
The Push for Subscriptions
This latest trial is seen as part of a wider effort to encourage users to subscribe to Meta Verified. This subscription service ranges in price from £9.99 to almost four hundred pounds monthly and provides additional perks like a blue checkmark and enhanced security.
- A company representative said: "This is a small experiment to understand whether the option to post an greater number of posts with links adds additional value for Meta Verified subscribers."
- Analysts theorize this move to charge for reach may be connected with Meta's costly investments in other areas, like the metaverse and artificial intelligence.
A Potential Silver Lining?
Interestingly that in January, Meta announced a shift towards a more personalized approach for news and politics. Later reports indicated this could have resulted in more news content reappearing in feeds for some users.
For example, traffic from Facebook to some major sites was said to increase significantly in the early months of this year.
In the end, this test highlights the ongoing tension between social media platforms seeking new revenue streams and news organizations that depend upon them for traffic and audience reach.
