The old Facebook playbook isn’t working. What should you do now?

For years, Facebook was a traffic machine for publishers. You could post a story link and watch readers come to your site. But as many publishers know, that traffic is much harder to count on now.

Meta is placing more emphasis on content people engage with on Facebook and Instagram, so publishers need to think about what each post offers someone who may never click through. There’s still an opportunity to grow an audience there, but it calls for a different approach than simply sharing every new story and expecting page views.

That’s why Emilie Lutostanski is leading a free webinar as part of our 2027 Audience Playbook Series called “Meta’s New Rules for Publisher Growth,” on Wednesday, Oct. 21, at noon Central. 

Here are three things she’ll help publishers think through:

1. What has changed at Meta? 

Meta keeps updating its guidance and community guidelines, so advice that worked a year ago may no longer fit the rules publishers are working under today. Emilie will explain what has changed and what Meta is telling publishers now. She’ll pair that guidance with practical advice on what your team should keep doing and what it may be time to change.

2. What should we create for each platform? 

Sharing a story link still makes sense when you want readers to visit your site, but it shouldn’t be your only Facebook strategy. A short video that answers a common question or a photo post that tells part of the story can give people a reason to engage even if they never click. Emilie will look at which formats Meta is prioritizing and help publishers decide which are worth it.

3. How can Meta help you grow audience?

A post may reach thousands of people without sending many of them to your website. That means publishers need to think about other ways to turn that attention into something lasting, such as more followers, newsletter signups or sponsored content opportunities. Emilie will discuss where those opportunities fit with Meta’s latest changes and how to tell whether your social work is paying off.

If your team is still using the same Facebook and Instagram plan it used a few years ago, this is a good time to revisit it.

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Get the 4-webinar take-home bundle for $150

The webinars are free to attend, but if you’d like help putting the ideas to work, our $150 take-home bundle includes recordings and slides from all four sessions, implementation worksheets and a one-hour session with David Arkin Consulting. Use it to revisit the training, share it with your team and start your 2027 audience growth plan. Respond to this email to sign up for it.