“Publishers have found that their domains are often penalized by Facebook’s algorithm over policy changes that they don’t announce publicly. As a result you can see your traffic go from 300K people a day to 100K overnight,” [a former Conservative news publisher] told BuzzFeed News. “Then, after setting up a new domain the traffic almost instantly returns to exactly where it was.”
Yes, they’re hopping from one domain to another just to maintain their Facebook traffic.
This is insane. When you’re twisting yourself to this degree just to maintain Facebook traffic, you’ve got a product that won’t generate traffic in any other way.