X referral traffic falls for publishers like BuzzFeed, Reuters, CNN

Many publishers are getting less traffic from X, formerly known as Twitter, this year compared to a year ago. Being visible in social media remains important for brands even as social media continues to lose importance as a referral source for some publishers. The decline of X/Twitter referral traffic didn’t start this year. Referral traffic from X is not declining for all publishers. Twitter is testing removing headlines from links to articles – which could further impact referral traffic.