Companies Are Paying Facebook to Promote Positive Press – Fortune
It's no secret that media companies have a complicated relationship with Facebook .
The social networking giant pulls in billions of advertising dollars at a time when more traditional news publishers are scrambling to boost their online ad revenues. Those same media players are also desperate for the web traffic that can come from placing their content in front of Facebook's 2 billion users though, there have also been some debate over just how much that Facebook-derived traffic is worth to publishers.
Meanwhile, earlier this week, BuzzFeed wrote about a practice in which it claims a growing number of businesses are paying Facebook to promote positive news stories from publishers as sponsored posts. As BuzzFeed points out, rather than spend marketing money on a traditional online ad campaignwhich would involve paying someone to create an ad and then paying to place it on Facebook, or another social website, or even with the publishers who so desperately need the ad dollarsbusinesses are sending more of that money to Facebook to promote content created for free by publishers.
The BuzzFeed piece points to several recent examples of this practice, including one where a sponsored Facebook post pointed to a positive BBC article about mattress startup Casper. Another example comes from anonymous work chat app Blind, which says it paid Facebook to promote an article from Mashable. BuzzFeed's point being that, while those media companies likely saw a slight uptick in web traffic from those sponsored posts, the advertising dollars went to Facebook.
Get Data Sheet , Fortunes technology newsletter.
BuzzFeed did not report any numbers that would indicate exactly how prevalent this type of marketing is on Facebook. (An executive at Blind told the publication anecdotally that he knows of other startups who are promoting positive stories on Facebook, calling the tactic "probably the best form of awareness building, community building, and user acquisition there is.")
Fortune reached out to Facebook for comment and will update this post as needed.
The practice is an example of just one of the ways how news publishers face an uphill battle when competing with the social networking service for online advertising dollars.
Facebook has been working to improve its relationship with publishers who may be unsure about the benefits of providing the social site with so much content. The social network launched its "Journalism Project" earlier this year, aiming to curb the amount of "fake news" articles on the platform and to figure out ways to help the news industry benefit from distributing its content via Facebook. Last week , Facebook said it is working with publishers to begin testing a paid subscription news service with a paywall, though Fortune has noted that media companies depending too heavily on Facebook for traffic and money could be placing themselves in an uncomfortable position.
Read more from the original source:
Companies Are Paying Facebook to Promote Positive Press - Fortune
- Positive attitudes toward AI linked to more prone to problematic social media use - PsyPost - July 8th, 2025 [July 8th, 2025]
- Social media use linked to depression risk in preteens - theweek.in - July 8th, 2025 [July 8th, 2025]
- Misinformation lends itself to social contagion heres how to recognize and combat it - The Conversation - July 8th, 2025 [July 8th, 2025]
- Halifax breaks silence after customers wake up to 'distressing' message in app - Birmingham Live - July 8th, 2025 [July 8th, 2025]
- Social Networking Market to Reach USD 209.82 Billion by 2030, - openPR.com - July 6th, 2025 [July 6th, 2025]
- You cant pause the internet: social media creators hit by burnout - The Guardian - July 6th, 2025 [July 6th, 2025]
- 'The Social Network' is getting a sequel. Here's our dream cast. - Business Insider - July 6th, 2025 [July 6th, 2025]
- Return of The Social Network - Splice Today - July 6th, 2025 [July 6th, 2025]
- Quentin Tarantino Said the Best Movie of the 2010s Is This Andrew Garfield Drama With 96% on Rotten Tomatoes - Comic Book Resources - July 6th, 2025 [July 6th, 2025]
- What is doxing? A glimpse into the battle for anonymity on social media - EL PAS English - July 6th, 2025 [July 6th, 2025]
- Inside Zuckerbergs Meta: How the Company is Reshaping Social Media and the Metaverse - Vocal - July 4th, 2025 [July 4th, 2025]
- ICEBlock climbs to the top of the App Store charts after officials slam it - Engadget - July 2nd, 2025 [July 2nd, 2025]
- Self-regulation has proven a failure: Brazilian leaders defend the need for social media regulation - Poynter - July 2nd, 2025 [July 2nd, 2025]
- I Never Thought I'd Say This But We Really Need The Social Network 2 Right Now - TheGamer - July 2nd, 2025 [July 2nd, 2025]
- World Social Media Day 2025: Celebrating Connection & Creativity - The Bridge Chronicle - July 2nd, 2025 [July 2nd, 2025]
- World Social Media Day 2025: From Orkut Scraps to Instagram Reels The Evolution of Online Networking in India - BizzBuzz - July 2nd, 2025 [July 2nd, 2025]
- Brenda Song opens up about Disney's restriction for her role in 'The Social Network' - Geo.tv - July 2nd, 2025 [July 2nd, 2025]
- Social media reacts to jibe at players over fixture schedule - Yahoo Sports - June 29th, 2025 [June 29th, 2025]
- Iran using social media to recruit spies at scale, former Mossad official warns - The Telegraph - June 29th, 2025 [June 29th, 2025]
- Can you turn off generative AI from social media and your phone? - RNZ - June 29th, 2025 [June 29th, 2025]
- Meet 19 startups in social networking, dating, and AI that investors have their eyes on - Business Insider - June 29th, 2025 [June 29th, 2025]
- She Ripped German Conservatives on Social Media. They Didnt Forget. - The New York Times - June 29th, 2025 [June 29th, 2025]
- Social Network Sequel in the Works With Aaron Sorkin Writing, Directing for Sony - The Hollywood Reporter - June 29th, 2025 [June 29th, 2025]
- How Jesse Eisenberg Can Crush His (Potential) Role in The Social Network Part II - Hey Alma - June 29th, 2025 [June 29th, 2025]
- Authorities arrest fugitive who police say posted on social media following New Orleans jailbreak - ABC News - Breaking News, Latest News and Videos - June 29th, 2025 [June 29th, 2025]
- The Social Network Sequel in the Works, Directed by Aaron Sorkin - Variety - June 29th, 2025 [June 29th, 2025]
- In Alabama, a Social Media Influencer Really Gets Wild - The New York Times - June 29th, 2025 [June 29th, 2025]
- Brenda Song Says Disney Didnt Want Her Acting in Gran Torino and The Social Network. She Fought Back: This Is the Opportunity of a Lifetime - Variety - June 29th, 2025 [June 29th, 2025]
- The Social Network 2 Is Missing The Best Part Of The First Movie's 96% RT Success - Screen Rant - June 29th, 2025 [June 29th, 2025]
- Aaron Sorkin will direct a sequel to 'The Social Network' inspired by The Facebook Files - Business Insider - June 29th, 2025 [June 29th, 2025]
- Aaron Sorkin is making a sequel to The Social Network - The Verge - June 29th, 2025 [June 29th, 2025]
- Nine Pressing Questions About The Social Network Part II - The Ringer - June 29th, 2025 [June 29th, 2025]
- The Social Network Part II Is Coming and Aaron Sorkin Is Taking on a New Role - Gizmodo - June 29th, 2025 [June 29th, 2025]
- Maximization style and social media addiction linked to relationship obsessive compulsive disorder - PsyPost - June 29th, 2025 [June 29th, 2025]
- Sequel to The Social Network on the way - Boing Boing - June 29th, 2025 [June 29th, 2025]
- Aaron Sorkin and Sony working on The Social Network sequel - Screen Daily - June 29th, 2025 [June 29th, 2025]
- The Social Network Part II in the works - NME - June 29th, 2025 [June 29th, 2025]
- The Social Network Sequel Is Finally Happening After a 15-Year Wait, But With 1 Big Change - Comic Book Resources - June 28th, 2025 [June 28th, 2025]
- The Social Network Part II Is Happening, And Facebook Probably Wont Like It - Kotaku - June 28th, 2025 [June 28th, 2025]
- The Social Network sequel in the works; Aaron Sorkin to direct - Daijiworld - June 28th, 2025 [June 28th, 2025]
- The Social Network Part II in the Works with Aaron Sorkin Writing and Directing - Yahoo - June 28th, 2025 [June 28th, 2025]
- A Social Network Sequel Is Finally Happening, But There's One Big Problem - SlashFilm - June 28th, 2025 [June 28th, 2025]
- 'The Social Network Part II' Is Happening. It's an Even Bigger Deal Than You Think. - Esquire - June 28th, 2025 [June 28th, 2025]
- Social Network 2 - The Social Network 2 is officially in the works, and here's what we know so far - Cosmopolitan India - Cosmopolitan India - June 28th, 2025 [June 28th, 2025]
- The Social Network 2 Is in the Works With a Script by Aaron Sorkin - Us Weekly - June 28th, 2025 [June 28th, 2025]
- Another Facebook movie is coming, and it's gonna be dark - SFGATE - June 28th, 2025 [June 28th, 2025]
- The Social Network Part II In The Works At Sony Aaron Sorkin To Write And Direct - empireonline.com - June 28th, 2025 [June 28th, 2025]
- Are we ready for Aaron Sorkins The Social Network Part II? - Flickering Myth - June 28th, 2025 [June 28th, 2025]
- The Social Network sequel officially in the works after 15 year wait - uk.news.yahoo.com - June 28th, 2025 [June 28th, 2025]
- Sorkin & Fincher: The Internet Was Immaterial To The Social Networks Appeal - Hollywood Outbreak - June 28th, 2025 [June 28th, 2025]
- The Social Network Part 2 is in the Works - Zinc 96.1 FM - June 28th, 2025 [June 28th, 2025]
- Social Media Schemes: How Beijing Uses Influencers to Grow Power from Within - Vision Times - June 28th, 2025 [June 28th, 2025]
- Aaron Sorkin Working On The Social Network Part II Everything We Know So Far - 9meters - June 28th, 2025 [June 28th, 2025]
- The Social Network Part II In the Works: Aaron Sorkin Returning, Early Plot Hints Revealed - Just Jared - June 28th, 2025 [June 28th, 2025]
- Australia regulator and YouTube spar over under-16s social media ban - The Hindu - June 28th, 2025 [June 28th, 2025]
- Govt Forms Special Cyber Team to Curb Hate Speech on Social Media During Muharram - tribal news network - June 28th, 2025 [June 28th, 2025]
- Alex Rodriguezs Girlfriend Jaclyn Cordeiro Lights Up Social Media With Last Day of School Smiles With Her Daughters - PFSN - June 28th, 2025 [June 28th, 2025]
- LinkedIn or left out?: Columbia students weigh in on the platforms influence - Columbia Daily Spectator - June 24th, 2025 [June 24th, 2025]
- Fans send love to Guy Fieri after heartbreaking post on social media - SILive.com - June 24th, 2025 [June 24th, 2025]
- New State Privacy and Minor Social Media Laws to Become Effective in July - Inside Privacy - June 24th, 2025 [June 24th, 2025]
- FDD Uncovers Large Iranian Network Impersonating Israelis on Social Media - Foundation for Defense of Democracies - June 24th, 2025 [June 24th, 2025]
- US resumes visas for foreign students but demands access to social media accounts - ABC News - Breaking News, Latest News and Videos - June 20th, 2025 [June 20th, 2025]
- Influencer's VERY rude behaviour on board 10-hour-flight has social media in uproar - Daily Mail - June 20th, 2025 [June 20th, 2025]
- Some members of England womens soccer team to avoid social media during tournaments due to damaging online abuse - CNN - June 20th, 2025 [June 20th, 2025]
- David Rafferty (opinion): What is a successful salary for Gen Z? - CT Insider - June 20th, 2025 [June 20th, 2025]
- Effect of emotional intelligence on problematic mobile social media use: mediating role of peer relationships and experiential avoidance - Frontiers - June 20th, 2025 [June 20th, 2025]
- When it comes to peoples identity on social media, which of the below comes closest to what you think should happen? - YouGov UK - June 20th, 2025 [June 20th, 2025]
- Reddit vs. Nextdoor: Which Social Network Stock Has the Edge? - Zacks Investment Research - June 20th, 2025 [June 20th, 2025]
- Future unclear for Province couple who found kidney on social media - InMaricopa - June 18th, 2025 [June 18th, 2025]
- Social media and connecting with our community - The Royal Society of Chemistry - June 18th, 2025 [June 18th, 2025]
- Reddit vs. Nextdoor: Which Social Network Stock Has the Edge? - Yahoo Finance - June 18th, 2025 [June 18th, 2025]
- Midwest Travel Network brings social media influencers to Grand Island historical attractions - KSNB - June 18th, 2025 [June 18th, 2025]
- Mark Zuckerberg Declares the End of Social Media as We Know It, and Unveils Whats Coming Next in the Digital World - Indian Defence Review - June 18th, 2025 [June 18th, 2025]
- Social media claims of ICE raids in OKC disputed by law enforcement, lawmakers - KOKH - June 18th, 2025 [June 18th, 2025]
- Meet The Leftwing Activist Using Social Media To Funnel Riot Gear To Anti-ICE Protests - The Daily Wire - June 18th, 2025 [June 18th, 2025]
- "Social media is high on our priority list" - Adam Silver debunks the narrative for the NBA's low TV ratings while also addressing social... - June 18th, 2025 [June 18th, 2025]
- South Brunswick Board of Education VP Removed from Committees Due to Social Media Posts on Halal Foods - TAPinto - June 7th, 2025 [June 7th, 2025]
- How social media is giving wings to upward mobility dreams, spurring sexual abuse - The Federal - June 7th, 2025 [June 7th, 2025]
- Shes made it her business to show companies how to use social media to stand out - Providence Business News - June 7th, 2025 [June 7th, 2025]
- Introducing Bounce, a tool to move your following between Bluesky and Mastodon - TechCrunch - June 7th, 2025 [June 7th, 2025]