"I'm depressed by it, but I'm not that surprised," Settle said. But it's not clear that that holds true this year. In October, Facebook released data showing that the sort of conservative clickbait that performs well in engagement metrics was not actually being seen by as many people as articles from the more mainstream news outlets. Tracking the amount of engagement a post or outlet gets on Facebook is not the same thing as tracking the number of people the content actually reaches through the platform. The success of these outlets on Facebook may also undermine conservatives' oft-repeated claims that the social media network has an anti-conservative bias. Other conservative outlets such as The Blaze, Breitbart News and The Western Journal that publish aggregated and opinion content aimed at invoking outrage have also generally been more successful at generating engagement than legacy news outlets over the past year, according to NPR's analysis, which used data compiled by the media intelligence company NewsWhip. In May, The Daily Wire generated more Facebook engagement on its articles than The New York Times, The Washington Post, NBC News and CNN combined.
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