For newsrooms today, social media isn’t just a channel to share stories—it’s a vital tool for engagement, audience growth, and revenue generation. In the recent Social News Desk webinar Sarah Loyd, Head of Product Success and Evangelism at Social News Desk, was joined by two veteran digital news leaders, Tracy Maher of Hubbard Broadcasting and August Erbacher of Scripps, to discuss practical strategies for leveraging Facebook to drive both engagement and revenue.
1. Getting Started with Facebook Monetization
Tracy and August emphasized that the first step is simply checking whether your newsroom is eligible for the Facebook monetization program. Many newsrooms receive invitations via Meta, but some must proactively apply through the in-app form. Key requirements include a government-issued ID, business bank account, tax documentation, and proof of compliance with Facebook’s monetization policies. Newsrooms that gather these in advance streamline the approval process and avoid common pitfalls.
2. Adapting Content Strategy for a Shifting Platform
As link posts decline in performance, newsrooms have had to rethink their Facebook strategy. August noted that what works varies by market and station, but the principle remains the same: prioritize content that resonates with your audience while maintaining journalistic integrity. Tracy stressed that Facebook should not be seen merely as a referral tool but as a platform for meaningful engagement. Localized content, “news you can use” stories, and posts that tie into audience benefit have proven successful across markets.
3. Experimenting with Content Formats
Facebook monetization rewards video, Reels, photos, stories, and text posts, while link posts have diminished in reach. Panelists recommended experimenting with a mix of formats and creating original content to increase distribution. Engagement remains critical—posts that spark reactions, comments, and shares tend to perform better and ultimately drive higher revenue. Social News Desk’s tools, including Post Manager and custom social summary reports, help newsrooms track which content performs best across multiple pages at once.
4. Coaching Reporters and Leveraging Visual Storytelling
August and Tracy both highlighted the importance of visual storytelling. Newsrooms with a broadcast background have an advantage because they already produce visually compelling content. Adapting to Facebook’s platform means focusing on vertical video, text-forward posts, and clear storytelling that conveys why a story matters. Guidance for reporters and producers, including templates and “how-to” guides for vertical video, helps maintain consistency and quality.
5. Automating Consistency Without Adding Work
High-performing content can be replicated across Facebook without overburdening teams. Features like Social News Desk’s Autopilot allow evergreen and scheduled posts to run automatically, ensuring consistency even during weekends or low-staff periods. Panelists recommended leveraging analytics to identify top-performing content types, then repurposing and amplifying them across multiple formats.
6. Defining High-Value Posts for the Future
Looking ahead to 2026, August and Tracy agreed that a high-value post must clearly communicate its relevance to the audience. Successful content will be highly visual, original, locally specific, and delivered by trusted voices—anchors, reporters, or meteorologists. Engagement and trust are the real currencies for newsrooms, often translating into referral traffic, newsletter signups, and long-term audience growth beyond immediate monetization.
7. Key Takeaways for Newsrooms
Check eligibility: Verify your newsroom’s Facebook monetization status and prepare documentation in advance.
Know your audience: Adapt content by market and measure performance to optimize posts.
Leverage multiple formats: Video, Reels, photos, stories, and text posts outperform traditional link posts.
Coach your team: Train reporters and producers to tell visually compelling, concise stories.
Automate smartly: Use tools like Autopilot to maintain consistent posting without added manual work.
Focus on value: Prioritize content that matters to your audience, builds trust, and encourages engagement.
Facebook monetization is not just about dollars—it’s about understanding your audience, adapting storytelling for the platform, and using data to make strategic decisions. By embracing these practices, newsrooms can turn engagement into meaningful revenue while building loyal, invested audiences.
Explore how Social News Desk can simplify content planning, scheduling, and analytics for your newsroom.Start your free trial or schedule a demo at socialnewsdesk.com/demo and see how your social media strategy can generate real results.
