Publishers distributing their content on Facebook have discovered a way to buy traffic on Facebook – but it isn’t through amplifying their posts.
Instead, publishers place their content on Facebook pages that already have millions of engaged followers, such as “I Love Halloween,” George Takei, Lil Wayne or (perplexingly) “Music for Deep Meditation,” giving it huge organic reach. Via a tagged link, publishers pay a CPM for the traffic that results from the posts.
Some call it audience development. Others call the players Facebook arbitrage networks. But everyone acknowledges that it’s a powerful way for publishers to reach audiences.