Alison Herman and Victor Luckerson of the Ringer wrote a fantastic look at how online comedy sites have evolved over the past couple of years, with major changes to Facebook’s News Feed algorithms, the rise of the present American administration, and — to borrow Onion editor-in-chief Chad Nackers’ term — the “Onionization” of the world. I thought this was revealing:
Newell estimates that less than 10 percent of Reductress’s traffic is direct. Most users follow a link from an external site like Facebook or Twitter rather than navigating to the site’s homepage. Social media has so fundamentally altered internet users’ behavior that it’s difficult for individual sites to overcome. “Nobody goes on their computer and types in ‘Funnyordie.com,’” says Adriana Robles, a former staff writer at Funny or Die. “You don’t type in any website like that.”
This, in turn, created a feedback loop in which companies put fewer resources into websites and other hubs that could compete with social media. “We’re now at a point where, because everyone became dependent on Facebook, we all let our websites atrophy,” Klinman says. The big Onion website redesign in 2015 was undone when the company was acquired by Univision just eight months later and, late last year, transferred all its articles to Kinja, the same aesthetically spare publishing system used by Gizmodo, Jezebel, and other former Gawker Media sites that now share a corporate umbrella with The Onion.
“The Onion is now a Gawker blog,” Klinman says. “We’ve just erased the idea that things have had importance on the internet — that it’s important to have a home, that it’s important to have a place that’s distinct and is what your brand is. Instead, we’ve flattened everything out so that it will do well on Facebook’s version of the internet.” And on Facebook’s version of the internet, everything looks the same, making it difficult for individual websites to stand out and build a distinct reputation — even voicey, incisive sites like The Onion, Reductress, and Very Smart Brothas, which have a well-honed ability to announce themselves with catchy, clever headlines.
Herman and Luckerson also profile websites like McSweeney’s Internet Tendency, which have managed to adjust, stabilize, and even grow.
Previously: I wrote a little about the ruinous sameness of Kinja websites.