Embedding is the new linking

Online Journalism Blog

Twitter is 59% of all embeds, YouTube 26%, Instagram 14% and Facebook 1% Image: The State of Social Embeds

Every web journalist knows that linking is one of the most fundamental qualities of online journalism: a web article without links is like TV without moving images.

But in the last couple of years something else has become equally important: I’m talking about the embed.

Two years ago I noted how publishers were finally getting to grips with linking – and how embedding was a major factor in that.

As material from social media has become increasingly central to news stories, content management systems have finally been adapted to allow journalists to embed the very elements they were talking about: that controversial tweet; the Facebook reaction; the damning Instagram snap; the viral YouTube video.

Now, one report has noted that almost a quarter of 1 million news articles in a study included embedded media.

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