Aftenposten stopped chasing Facebook reach, brought in US$500,000 extra annually

For a long time, our Facebook efforts were all about growing arbitrary numbers. We wanted likes and comments, we looked for shares and those heart-eyed emoticons, and we optimised for views and clicks. For many newsrooms — ours included — reach and clicks were the focal points of social media strategies.

Two years ago we decided to make a change.

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