The social media age for news is over. Former BuzzFeed News editor Ben Smith on what’s next

Social Media

Social media platforms like Twitter and Facebook are witnessing a decline in influence, impacting media distribution. Ben Smith notes that these platforms, once seen as the new "pipes" for content distribution akin to cable in the 80s, have lost their cultural power and relevance 1. He compares them to nightclubs where people eventually move on, suggesting that the era of social media as a dominant force is ending. Nilay Patel adds that the media industry is entering a strange news cycle, with significant changes in platforms and media dynamics 2. Smith reflects on the shift, saying,

I think people got sick of them. Right. I mean, that does seem to be what happened.

--- Ben Smith

The conversation highlights the evolving landscape of media and the challenges faced by traditional social media platforms 3.

   

New Models

Media companies are adapting to changes by embracing new distribution models like newsletters and events. Ben Smith discusses the enduring relevance of cable news due to its financial power, despite the rise of streaming and digital platforms 4. He also highlights the global ambitions of his new venture, Semafor, which aims to serve young, sophisticated audiences worldwide through advertising and events 5. Smith emphasizes the importance of personal connections in journalism, noting that readers now seek transparency and trust in individual journalists rather than faceless institutions 6. He states,

We're trying to build the ideal best of both worlds for them and for an audience who wants them.

--- Ben Smith

This approach reflects a shift towards more direct audience engagement and personalized content.

   

Traffic Sources

The contemporary media landscape sees a shift in traffic sources, with search engines and new platforms playing a crucial role. Nilay Patel observes that many media companies rely heavily on search as a reliable traffic source, with some even using AI to generate content for search queries 7. Ben Smith notes that as social media platforms like Twitter become less central, media brands are built through one-to-one connections, events, and email 8. He reflects on BuzzFeed's reliance on social media distribution, acknowledging the challenges of building a direct audience in the mid-2010s 9.

It's hard to play away from your strength. The scale and the audience were so huge there.

--- Ben Smith

This evolution underscores the need for media companies to adapt to changing traffic dynamics and audience behaviors.