Some news publishers see resurgence of Facebook referral traffic, but aren’t sure what to make of it

After years of lamenting the decimation of Facebook referral traffic, some publishers are starting to see that traffic return this year.

It’s nothing like the heyday of Facebook referral traffic in the late 2010s. But this new wave of growth is noteworthy, according to five publishing executives.

Facebook referral traffic quadrupled in March 2025 compared to March 2024, according to Josh Awtry, svp of audience development at Newsweek. He declined to share raw monthly visitor figures. (Newsweek’s referrals from all social platforms are up almost 10 times compared to the average day in March last year, Awtry noted.)

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.