Facebook Channels: A New Frontier for Publishers

Facebook Channels is emerging as a new distribution method for publishers, building upon the success of WhatsApp Channels. This platform enables publishers to directly engage with audiences through a Messenger feed, where they can post links, polls, and other messages. Following in the footsteps of WhatsApp, Facebook Channels offers a channel for publishers to share content directly with followers in a chat format.

Facebook describes these “broadcast channels” on their platform as “a public one-to-many messaging tool for creators to send content directly to followers in a chat format. “This tool allows you to engage more deeply with your most loyal followers in an authentic space.”

Channels became available to pages with over 10,000 followers in June and were subsequently extended to profiles of creators with professional mode enabled and the same minimum following. Several of the UK’s biggest publishers are experimenting with Facebook Channels to engage with readers and boost traffic referrals back to their websites.

Many publishers focus on breaking news, though the chats can also distribute news on specific topics such as entertainment or sports. The Daily Mail, for instance, has the largest Facebook Channel by followers (30,100), though it has yet to post since January 10. Meanwhile, The Independent launched a breaking news channel this month with 12,100 members.

Reach: Facebook Channels Drive Page Views

Reach, which began using Facebook Channels at some of its brands in September, now has 120,000 members across 50 channels. Dan Russell, audience and content director (social media and off-platform) at Reach, described the platform’s potential, stating, “They do drive page views, they do drive referrals, and a little bit like WhatsApp, the more you grow it, the more you get from it.”

“They do drive page views, they do drive referrals, and a little bit like WhatsApp, the more you grow it, the more you get from it.”

Reach noted that Facebook groups and Facebook Stories still perform better, but Facebook Channels are a valuable part of their strategy. Russell emphasized that these channels reach audiences that might otherwise go unnoticed, expanding the publisher’s reach.

Reach’s My London has nine Facebook Channels, including updates about breaking news, the London underground, and East, North, and West London. Russell highlighted that there is minimal crossover in members, as they choose what to join based on specific interests.

WhatsApp Channels, launched in 2023, allow publishers to send article links to any users who subscribe to their feed. Reach received four million traffic referrals from WhatsApp and had a record-breaking month in January. Instagram Channels, rolled out in the UK in September 2023, are less utilized by publishers, but Russell noted that Facebook Channels have outperformed Instagram in engagement.

“We’ve all seen platforms that did well earlier on, seemingly suddenly not as much. We have to integrate them in a way that reaches into where they are at their best advantage, consistently. (The trend shows things merging back in this sphere).”

The decision-making process involves determining the right content for the channel. Russell said, “We’ve got a dedicated audience in this one place, a broader frequency space, no user intrusion. — What do they want and when do they want it?” Regarding WhatsApp, updates can be sent at any time, but it is crucial to consider the timing and approach for Facebook Channels. Russell suggested that peak times, like evenings, can be advantageous, though this is still experimental.

The Sun: Engaging Loyal Audiences

The Sun has two Facebook Channels: one for breaking news with 6,000 members and one for football news with 3,800 members. Head of audience Phil Harman highlighted that, although the numbers are small, these channels drive a significant “decent amount of traffic” and more loyal readers. He said the Sun is currently focusing on building its direct audience by “reaching in places where they are, talking to an audience directly.” This aligns with their broader strategy, including the recent launch of a paid membership/partial paywall on their website. Morning Consult ratings confirm the Sun’s swift rise in its popularity and traffic.

Even though Facebook traffic showed declines over the past two years, the Sun has experienced a recent uptick, with referral traffic rising 150 percent this month compared to November. As part of their video strategy, The Sun has established a growing area within Facebook video with increased revenue. They also manage 12 WhatsApp Channels. Contributions for Subscriptions increased compared to last year, and Sun wants to keep it engaging in the future.

Considering the relevance and audience interest, publishers must decide when and what content to share on Facebook Channels. Harman compared this strategy to choosing which stories will get push notifications for a web audience. The goal is to keep it simple and low-pressure, focusing on major breaking news and exclusives. Harman stated, “It’s a smaller audience, it’s not going to significantly change our daily numbers, but there’s a growing satisfaction with operating more directly.”

The trend of engagement continues as companies look for ways to deepen their relationship with online clients. Publishers are actively seeking new methods to contact readers and sustain engagement via communication platforms.

The solutions may differ based on brands, but audiences and loyal followers are what differentiate direct messaging.

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