Why publishers are preparing to federate their sites
10 days ago
- #fediverse
- #publishing
- #digital-media
- Digital media companies like The Verge and 404 Media are exploring the fediverse to control referral traffic and audience engagement.
- The fediverse allows interaction across platforms like Threads, Mastodon, and Bluesky without needing separate accounts.
- ActivityPub is a key plugin enabling sites to integrate with federated platforms, with WordPress and Ghost CMS adopting it.
- Publishers aim to reduce reliance on big tech platforms by federating their content, fostering direct reader relationships.
- The Verge's site revamp includes a 'Storystream' feature, boosting loyal readership by 47% in 2023.
- Federated platforms like Mastodon and Threads have smaller user bases compared to Facebook and X, but offer growth potential.
- Publishers see the fediverse as a solution to declining social referral traffic and algorithmic changes on traditional platforms.
- Flipboard is helping publishers federate their content, emphasizing direct audience connections over platform dependency.