Elon Musk has said as much: Links in tweets are bad for engagement. Over the last few days, sparked by a post from Nate Silver, people have started arguing again about the relationships between links and engagement. But our new analysis of thousands of tweets from 18 publishers makes it pretty clear: Links do seem to hurt news publishers on X/Twitter.
Back in 2016, the analytics company Parse.ly published a report: “Does Twitter matter for news sites?“
The report found that Twitter drove little traffic to most news sites, generating only around 1.5% of most publishers’ traffic. But, the authors wrote, “Twitter excels at both conversational and breaking news … Though Twitter may not be a huge overall source of traffic to news websites relative to Facebook and Google, it serves a unique place in the link economy. News really does ‘start’ on Twitter.”
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