Meta, the company behind Facebook, is running a small-scale trial where profiles without a Meta Verified account could be restricted to posting just two external web links per month.
The Trial's Parameters
This pilot program currently involves a subset of Facebook pages operating in Professional Mode, which is often used by creators and influencers to monetize their posts. Although publishers are excluded from this trial, the long-term implications could be significant.
"Beginning 16 December, some Facebook accounts without Meta Verified will be limited to sharing two organic posts per month."
A History of Retreat
This move follows Meta's multi-year strategic withdrawal from hosting news content. Media consultants note that after ending deals to pay publishers and blocking news links in Canada, Meta has made it clear that news is not a priority.
Media companies already experienced a massive drop in website visitors following a 2023 decision to de-prioritise news in favor of short-form and engaging video. Although visits were starting to rebound in 2024, it was still lower by approximately half compared to the previous year.
Driving Verified Sign-ups
The new test is understood to be a wider effort to encourage users to sign up for Meta Verified. This subscription service costs from £9.99 to almost four hundred pounds monthly and offers extra features like a verified badge and enhanced security.
- Meta's spokesperson stated: "This is a small experiment to see if the option to post an increased volume of posts with links provides extra benefit for Meta Verified subscribers."
- Some experts suggest this shift towards monetization may be linked to Meta's costly investments in other areas, like the virtual reality and artificial intelligence.
Could News Benefit Elsewhere?
Interestingly that earlier in the year, Meta stated it would take towards a tailored feed for news and politics. Subsequent analysis indicated this could have resulted in increased publisher content showing up again for some users.
As one instance, visitors referred by Facebook to some major sites reportedly grew significantly in the early months of this year.
Ultimately, this trial underscores the continuing struggle between social media platforms seeking new revenue streams and news organizations that depend upon them for traffic and audience reach.
