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How digital publisher PinkNews is weaning itself off Facebook dependence

April 06, 2018 / Jessica Davies

Like many digital publishers that achieved fast growth during the heyday of Facebook virality, PinkNews has undergone a hard pivot since the social platform’s latest algorithm change. The British site, which is dedicated to LGBT audiences, no longer sets its news agenda according to what will become a Facebook hit, a strategy that left it at the mercy of unpredictable traffic fluctuations. Instead, it has redirected resources to produce harder-hitting, more in-depth articles on big-issue topics and debates relevant to the LGBT community, which perform well on its homepage. It’s also stepping up its search engine optimization efforts and widening its distribution partners to the likes of Flipboard. Three new staffers have been hired to help with these efforts — a news editor, a features editor and a video editor. PinkNews, which previously published two to three original videos a day on Facebook, also stopped creating video for the platform. The new video editor, who s...