News & Opinion

Daily Mirror’s online traffic hits record highs

The publication is working on its relationship with Facebook to drive traffic in light of the platform’s algorithm change last year.

In June this year, Mirror Online received its highest monthly audience of 25.49 million UK unique viewers, which is set to increase in July. After Facebook changed its algorithm, Daily Mirror has had to rethink its Facebook strategy and review its content to focus on “compassionate reporting” and quality content.

In an interview with The Drum, editorial director of Mirror Online Ben Rankin said: “we have come a long way in 12 months with Facebook, we are happy to work with them and we are a trusted partner. I think it’s fair to say the algorithms last year weren’t as kind to us as they are being at the moment.”

Mirror Online has an advertiser-funded model that relies heavily on social media platforms for traffic. After Facebook’s recent scandals, Facebook has been focused on tackling fake news and the Daily Mirror is aligned with this proposition, Rankin commented: “we are happy to work with Facebook to optimise our audience.”

Rankin continued: “it’s very easy to do the wrong things with Facebook. For example, clickbait, Facebook are cracking down on that, and if they don’t want to see it we don’t want to do it. We are about good quality journalism – we are not about beating the system.”

On the content side, Mirror Online is regulating its tone of voice to focus on “compassionate reporting” and quality content as the needs and wants of online audience attitudes shift.

He added: “We are a tabloid, we know that, and that will always be a lens for how we report but we do want our content to have some empathy and warmth, we don’t want it to be aggressive. We have got a clearer view on the content that we shouldn’t do and it’s content that we don’t have to do, that’s the other important thing.”

Source: The Drum

by Hannah Ohm Thomas 02/08/19

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