Publishers are in danger of becoming dumb content in the smart pipes of platforms like Facebook and Twitter.
The quest for smoother user experience seems to pose actually visiting a publisher’s site as friction. With content consumption being redfined, there’s plenty of eyeballs out there, but it’s getting tougher to win the hearts of readers.
Previously, the platforms were willing to pass people on to a publisher’s website where they could show ads, promote their other posts, and forge a relationship worthy of a subscription fee or frequent repeat visits.
The platform just wanted to be a gateway, and run ads between these chances for discovery.
Now, the platforms want to absorb the Internet, becoming the destination — a sit-down restaurant, not a take-out counter. Rather than hoping users come back to discover more content after they consume it elsewhere, platforms don’t want people to ever leave. They hope this full-service experience will make content consumption more convenient for readers.
The latest example of this is how Twitter’s newspapery Moments feature assimilates the content of tweets it aggregates on mobile, but hides the vital link back to the publisher’s website without users even knowing. Should publishers give up the milk if Twitter doesn’t want the cow?
An original tweet with text or a photo and a link appears as just text and/or photo in Twitter’s mobile apps. The trail back to the publisher’s site where it could actually earn the money to create more of the content Twitter is aggregating gets buried in the rich media bushes.
If a user even suspected there might be more to the tweet, or wanted to get a deeper look at a story, they better get ready for some finger gymnastics. Here’s how it works in Moments on iOS.
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Source: Techcrunch