In the past 11 months Facebook's traffic to top publishers has fallen 32%. Does this mean the end of an era? Probably not. The most common theory is that FB geniuses are intent on corralling its uses within the FB world.  In other words FB wants publishers to upload their articles and videos directly to the FB platform. It also translates into, "fewer traditional links in news feeds that take people back to publisher sites. Facebook said recently that those Instant Articles are getting shared more than publishers’ regular links," according to Digiday writer Lucia Moses.

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