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Meta has announced a heap of new ad updates, primarily focused on retailers and those using its automated Advantage+ campaigns.

And there are a lot of niche use cases within these new updates, which could apply to your business.

The first update is “Advantage+ creative optimizations”, which will automatically optimize your video ads for viewing on Reels, or the mobile Facebook and Instagram apps with 9:16 ratio.

Meta ShopTalk update

That will help more brands tap into the popularity of the various Meta video formats, with Reels being the key focus.

As per Meta:

Reels and video on our apps continues to grow as daily watch times across all video types grew over 25% year-over-year in Q4. In fact people now reshare Reels 3.5 billion times every day.”

The new process will also enable advertisers to dynamically create multiple variations of an ad, so the system then has more options to display to users, depending on what they respond best to.

Meta’s also updating its Advantage+ catalogue ads, with the added capacity to import and use branded videos or customer demonstration videos, instead of just static images.

Meta ShopTalk update

Advantage catalogue ads, which Meta first launched in beta testing last year, provide personalized recommendations to users, based on what Meta’s system detects that each will be most interested in, and this new process will provide more capacity to showcase relevant products within the display.

Meta’s will also now enable brands to upload a “hero” image in the centre of their catalogue ads, which Meta’s AI will then use to show people the best products from their catalogue to drive performance.

Meta’s also adding more eCommerce ad options, with users of Magento and Salesforce Commerce Cloud now able to create Shops ads within their management systems. Meta’s also integrating its Shops ads and branded content ads (now called “Partnership ads”), which will enable direct purchasing from collaborative campaigns.

And there’s also new elements in Reminder Ads on Instagram:

“Now, advertisers can include external links to a new product or sale in their Reminder ads to help turn a person’s interest into a purchase. This summer, we’ll also give advertisers ways to notify people when an event starts and before it ends.”

Meta ShopTalk update

Meta’s also looking to expand Reminder ads to Reels in the coming months.

There’s also new Promo Codes promotions on Facebook and Instagram, as well as ads with product tags:

“In March, we’ll bring ads with product tags to Facebook Feed (currently Instagram only), and in April, we’ll launch the global availability of ads with product tags to all businesses, whether or not they maintain a Shop.”

Meta ShopTalk update

Meta’s also updating its Collaborative ads offering, to provide more analytics on performance, while it’s also testing the ability for advertisers to use Collaborative ads with Advantage+ shopping campaigns.

Finally, Meta’s also working on Advantage+ Catalogue ads with omnichannel brand and product level reporting as a new managed service solution “to help RMNs prove that ads on Meta platforms drove sales online and in-store”.

So yeah, a heap of updates, all with varying levels of applicability and use. And while there may not be some huge, headline change that will get the most attention, there’s a lot of value for specific brands within these changes.

Sourced from Social Media Today

By Wes Davis,

A Consumer Reports study found that thousands of companies contribute to Facebook’s data stores on each person.

Facebook gets data on individual users from many thousands of companies, and a new study (PDF) from Consumer Reports tried to put more exact numbers on it.

Researchers found that, on average, Facebook received data from 2,230 different companies for each of the 709 volunteers. One extreme example showed that “nearly 48,000 different companies were found in the data of a single volunteer.” In total, Facebook data archives showed that 186,892 companies had provided data on all of the study’s participants.

Volunteers recruited with help from The Markup pulled their personal data from Facebook using its Download Your Information tool and shared it with the researchers.

An infographic showing information going from a person to their apps, to servers, then to Facebook, who uses it for targeting ads to you.
Image: Consumer Reports

Companies using Meta’s advertising platform upload customers’ personal information and buying habits, which Meta uses to serve targeted ads to those people or people with similar profiles. The researchers believed that the ease of “microtargeting” campaigns to specific user data accounted for the fact that 96,000 of the companies listed were only targeting one of the volunteers.

An infographic showing how businesses work with data brokers who aggregate your personal info from several sources before providing it with Facebook for ad targeting purposes.
Image: Consumer Reports

Ninety-six percent of the study participants’ archives contained information shared by a data broker called LiveRamp, but it wasn’t all data brokers. Large retailers like The Home Depot, Walmart, or Amazon showed up, too, while other smaller businesses were “surprisingly well represented,” such as a car dealership in a 24,665-person town in Texas that covered 10 percent of the study’s volunteers on its own.

Most couldn’t be identified, though, as they used nonsense combinations of characters like “Bm 5 100tkqc nlm” or generic names like “Viking.” But the name doesn’t really matter, does it? Acxiom, the number two data broker that appeared in the study’s data, says it can reach “over 2.5 billion of the world’s marketable consumers” and boasts about its “ability to build a complete view of the consumer for improved consumer recognition.”

We’ve all heard someone say our smartphones are listening to us, and that must be how they know which ads to show us. The truth is, companies aren’t just sitting around waiting for us to talk about jeans — they already know we want the jeans, what size we wear, which brands we like, and roughly what time of year we usually start buying them.

Correction January 20th, 12:30PM ET: This story previously said Acxiom owns LiveRamp. While Acxiom did purchase LiveRamp in 2014, it later adopted the LiveRamp name and sold Acxiom Marketing Solutions in 2018. We regret the error.

Feature Image Credit: Illustration by Nick Barclay / The Verge

By Wes Davis,

By Jonathan Durante

Imagine you’re standing at the edge of a bustling marketplace where billions of potential customers are shopping. In this digital age, that marketplace is none other than Facebook, a vibrant hub of connections, interests and endless possibilities. It’s here that businesses big and small vie for attention, hoping to captivate the hearts and minds of their target audience.

But amid the flurry of ads competing for attention, how can you ensure that your Facebook advertising campaigns stand out from the crowd? How can you unlock the secret to maximizing your return on investment and turn your advertising efforts into a flourishing success story?

Below I’ll share three proven strategies that will help you navigate the dynamic realm of Facebook ads. My agency uses these strategies to guide our clients toward success.

1. Change Your Creative Frequently

Frequently changing your creative is important for keeping people engaged with your ads and getting more clicks. It helps keep things fresh for potential customers, so they will not get ad fatigue from being bombarded with ads featuring the same message or visuals every time they scroll through their social media feeds.

Changing your ads up also provides you with the opportunity to experiment with different types of content and gain valuable insights into what works best for your target audience. Try creating several variations of your ad creative, testing each one for a period of time and then switching it out for something else.

This will allow you to make more informed decisions when creating future campaigns, which will ultimately lead to higher ROI from your advertising efforts. By regularly modifying and testing different ad content, you can ensure that you are always making the most of your campaigns and getting the best possible results.

2. Use Strong Calls To Action

Effective calls to action can increase your click-through rate and drive conversions. They help guide potential customers through the sales process and encourage them to take actions, such as making a purchase or signing up for an email list. So make sure to include a CTA in every ad you create. This could be something as simple as “Sign up now,” “Learn more today” or “Get started here.” Make sure your CTAs are clear, concise and direct. Keep them simple, but use powerful language to encourage people to take action.

Another key tip is to create urgency. Include phrases like “Get it now,” “Limited time offer” or “Ends soon” to prompt people to act quickly before the opportunity passes.

Try experimenting with different CTAs and tones of voice in order to see what resonates best with your target audience. Remember, a strong CTA can be the difference between a successful and unsuccessful campaign.

3. Scale Your Budget Incrementally

If your ad campaigns are successful, you may be tempted to scale up the budget quickly. However, it’s usually best to take a slower approach and test each budget increase before committing fully. This will help ensure that you don’t overspend on campaigns that aren’t performing well and will also give you a better idea of the budget you need for maximum success.

Start with a small budget and gradually increase it as you get more data on the effectiveness of your campaigns. Analyse the data to identify areas where you can improve, and then adjust your budget accordingly. Scaling gradually by 10%-20% is a good rule of thumb we use at my agency.

As you start to see results, you can increase your budget more aggressively. Remember, digital advertising is a science—take your time and be patient to maximize your ROI.

Stand Out To Make Your Ad Dollars Count

In the vast virtual marketplace of Facebook, where billions of potential customers roam, it’s critical to make your advertising campaigns stand out. Refresh your ad creative frequently, and experiment with various visual styles and copy techniques to discover what works best for your audience. Use compelling CTAs to motivate users to take action. Lastly, don’t overlook the importance of strategically scaling your budget over time. Make every ad dollar count.

Feature Image Credit: getty

By Jonathan Durante

Co-founder at Expandify Marketing, a leading digital marketing agency. Read Jonathan Durante’s full executive profile here.

Follow me on Twitter or LinkedIn. Check out my website.

Sourced from Forbes

By Clothilde Goujard

Meta’s social media platforms will be barred from behavioural advertising in August.

Social media giants Facebook and Instagram will soon be temporarily banned in Norway from tracking users online to target them with advertising.

The Norwegian Data Protection Authority ordered U.S. technology firm Meta, the parent company of Facebook and Instagram, to stop showing users in Norway personalized ads based on their online activity and estimated locations. The ban kicks in from August, according to an order obtained exclusively by POLITICO and sent to Meta on July 14.

Meta’s advertising practice on Facebook and Instagram currently involves the “processing of very private and sensitive personal data through highly opaque and intrusive monitoring and profiling operations,” wrote Norway’s Datatilsynet agency.

The ban on so-called behavioural advertising will last three months, starting from August 4. Facebook and Instagram will be able to show people customized ads but only based on information given by users in the “about” section of their profiles.

Meta will face daily fines of 1 million Norwegian Krone (€89,500) if it doesn’t comply with the order.

The temporary ban could be lifted if Meta finds a way to legally process personal data and give users the rights to opt out of targeted advertising based on tracking, the order said.

The restriction comes after the Court of Justice of the European Union on July 4 ruled that Meta was unlawfully collecting people’s data to target them with ads without their explicit consent and based on the firm’s “legitimate interest.”

Meta is also currently under scrutiny from its lead privacy regulator, the Irish Data Protection Commission, over its advertising practices. The Dublin-based authority fined the social media company in January a total of €390 million for infringing Europeans’ privacy. It ordered Meta to find a new legal basis for its business model. The tech company has appealed the decision.

The Irish Data Protection Commission plans on making a decision on Meta’s legal basis for its targeted advertising operations “by no later than mid-August,” said the agency’s Deputy Commissioner and Spokesperson Graham Doyle.

The Irish regulator oversees Meta under the General Data Protection Regulation (GDPR) for the whole of Europe because the tech company has its regional headquarters there. Other European countries such as Norway are able to issue national decisions for a time limit of three months in a “case of urgency” under the GDPR.

“The persistent state of non-compliance following the [Irish] decisions demand[s] immediate action to protect the rights and freedoms of European data subjects,” wrote the Norwegian data agency in its order.

The Norwegian regulator is the first European privacy authority to severely restrict Meta’s data-driven business following the EU’s top court ruling. It said it also plans to request an urgent binding decision from the European Data Protection Board (EDPB) — the region’s network of privacy regulators — to decide on final measures.

The Irish Data Protection Commission said it has consulted with other European authorities and sent them a provisional assessment of Meta’s compliance with the GDPR for targeted advertising following the new court ruling. Authorities have until July 21 to make their submissions to the Irish DPC, Doyle said.

In a response, Matt Pollard, spokesperson for Meta, said: “The debate around legal bases has been ongoing for some time and businesses continue to face a lack of regulatory certainty in this area … We continue to constructively engage with the Irish DPC, our lead regulator in the EU, regarding our compliance with its decision. We will review the Norway DPA’s decision, and there is no immediate impact to our services.”

Feature Image Credit: Kenzo Tribouillard/AFP via Getty Images

By Clothilde Goujard

Sourced from Politico

Remaining relevant will be key as other platforms such as TikTok surge in popularity…

I doubt whether this will come as much of a surprise to anyone, but the ubiquity of Facebook continues, seemingly unbound. At the beginning of this year the company, since 2021 rebranded under the name of Meta, released figures which placed it’s number of monthly active users at 2.8 billion worldwide. This figure is made all the more remarkable by the fact that it doesn’t include users for either WhatsApp or Instagram, which are also owned by Facebook.

In global terms, India has the biggest overall number of users with 351 million. Which, as online statistics company Statista says, if India’s Facebook audience were a country then it would be ranked third in terms of largest population worldwide. In the US, 71.43% of the country spend time on Facebook, in the UK the number is 66%. In terms of time spent using the platform, the average user will spend is 33 minutes a day on it, three hours 15 minutes a week and 16 hours 30 minutes a month.

The impact of Facebook upon the lives of those who engage with it is remarkable. It is, in fact, a massive database of information which collects vast quantities of personal material. Facebook records everything that’s done. Everything that’s favoured, every single page visited, every profile. Think of what is personally volunteered when someone signs up: name, age, marital status, city of residence, employment and education, all these details are harvested and stored. This information can then be used.

It’s not sold on to advertisers as such, Facebook says. It states on the online help desk: “We don’t sell your information. Instead, based on the information that we have, advertisers and other partners pay us to show you personalised ads on the Facebook family of apps and technologies.”

However, as the New York Times reported in 2018: “Facebook can learn almost anything about you by using artificial intelligence to analyse your behaviour,” said Peter Eckersley, the chief computer scientist for the Electronic Frontier Foundation, a digital rights non-profit organisation in the US. “That knowledge turns out to be perfect both for advertising and propaganda.”

Over the years the company has found itself at the centre of major scandals involving what it does with user data. The most high profile of these occurred in 2018 when the Observer newspaper revealed that Cambridge Analytica, a UK-based consultancy firm, had used the personal data of millions of US Facebook subscribers to build profiles of potential voters for the successful presidential campaign of Donald Trump in 2016.

And just a matter of days ago, Ireland’s Data Protection Commission, which acts for the European Union, announced that it had fined the company 1.2 billion euros for transferring information from its European users to its US servers. In one of the biggest fines of its kind ever delivered, the ruling, according to the Columbian Journalism Review, calls into question “not just Facebook’s data-collection apparatus—and the multi-billion-dollar business model that it supports—but the similar data-handling and monetisation practices of almost every other global social network and online service”.

So, despite the mind-bending usage figures quoted at the beginning of this article, and the fact the net worth of Facebook is around $320 billion in 2023, there are signs that it is in decline. Indeed, in 2018 it lost around one million users in Europe and, in the US, it’s market share among social networks dropped to 50.8% from 54.3% in 2019.

In the UK, usage has been steadily dwindling for some years. The Daily Telegraph reported in July 2019 that “the number of online interactions made on Facebook’s mobile app in the UK plummeted by 38 percent between June 2018 and June 2019”.

So, why are Briton’s leaving the platform? There are a number of reasons, some of them explored by Mark Whitehead of Aberystwyth University. He has found that the public scandals Facebook has been involved in, contrary to his own assumptions, are rarely the “primary reasons for leaving the network”. Some explanations are relatable and perhaps speak of a growing distrust of social media in general. People are asking: Why am I spending time and so much energy constantly comparing my life with others?

Amongst the younger generations the issue is choice. Teenagers, who let’s remember have grown up with the online world as a constant companion, see Facebook as outdated and the area where their parents gather. Instagram, also owned by Facebook’s parent company, is clearly much more geared toward younger users. It has a basic, understandable design which focusses on imagery rather than self-involved narrative.

Then there is the Chinese-owned phenomenon of TikTok. TikTok allows its aficionados to make and broadcast short videos. It is unbelievably popular with 18-to-24 age range. Forty percent of its users are in that age bracket and it is now the most downloaded of all the apps – more than three billion times, in fact.

So, whilst some may say that the age of social media is in entering its death throes, the popularity of the newer forms, with an evolving audience, suggests otherwise. And maybe Facebook will find a way to stay relevant. After all, its global range and presence is startling. It also offers so many things that its younger competitors don’t. It still appeals to people of all ages – and we all grow up, unfortunately.

 

Feature Image Credit: Western Mail

By John Jewell

Sourced from WalesOnline

Free traffic. It is the digital marketer’s nirvana. Get eyeballs for zero cost and then turn that into sales and revenue. The big question: Do these new AI content marketing tools provide the answer?

Why it matters

At the beginning of the web revolution if you wanted traffic for free then you needed to master the search engine game. Create great content and get ranked on the first page of Google.

Then there was a new game in town.

Social media.

Social media offered another option. They gave that attention away for free (for a while) until they realized that they could change the game… from free attention to “pay to play”.

Since then it has been a dance of creating content that gets attention while making sure you keep Google and social media happy.

And that is hard work. Or is it?

Google was the only game in the digital town until social media showed up.

Social media offered the keys to the promised land. Build followers and get a shit load of attention and traffic for free. But that time is over.

We now need to spend to send.

Our content.

To the masses.

So…

That paradise looked like it would continue for eternity.

Until it didn’t.

The other reality is that creating content at scale and distributing it to the world is tough. It takes time, money, and resources.

We now have a new revolution and it is a firestorm.

And here is some perspective.

Facebook took over 5 years to reach 100 million users. TikTok took 18 months and Chat GPT took only 8 weeks.

Going deeper

Now we have the new kid on the block.

ChatGPT.

This is a generational game changer.

First, we had Google.

Then we had Social media.

Now we have “Generative AI”

The innovative Generative AI platform, ChatGPT, provides an easy solution for creating high-quality content that can be quickly optimized for search engines. With its cutting-edge tools, ChatGPT enables users to effortlessly generate optimized content in a snap.

The new top 10 AI content marketing tools

Here is the top 10 AI content marketing tools that can help businesses improve their search engine rankings and optimize their content for better visibility online.

These tools use artificial intelligence and machine learning algorithms to analyze and optimize content for relevant keywords, readability, and other SEO factors.

Surfer SEO

An AI-driven content optimization tool that uses data-driven insights to analyze content and provide recommendations for optimizing SEO factors such as keyword usage, content length, and heading structure.

SEMRush

A comprehensive SEO toolkit that offers AI-powered content optimization features, such as topic research, content templates, and SEO writing assistance, to help optimize content for search engines.

Yoast SEO

A popular WordPress plugin that offers AI-powered content optimization features, including keyword analysis, readability checks, and content suggestions to help improve on-page SEO.

Clearscope

A content optimization platform that uses AI to analyze content and provide insights on keyword usage, content relevance, and competitor analysis, to help businesses optimize their content for SEO.

MarketMuse

An AI-driven content optimization platform that offers content analysis, topic modeling, and content recommendations to help businesses create optimized content that ranks well in search engines.

Frase

A content optimization tool that uses AI to analyze content and provide insights on keyword usage, content gaps, and competitor analysis, to help businesses create high-performing content for SEO.

Textmetrics

A content optimization platform that uses AI to analyze and optimize content for SEO, including keyword analysis, content structure, and readability, to help businesses create content that is search engine-friendly.

WordLift

An AI-powered content optimization tool that uses natural language processing (NLP) to analyze content and provide recommendations for improving SEO, including entity recognition, structured data markup, and content enrichment.

CognitiveSEO

A comprehensive SEO tool that offers content optimization features, including keyword analysis, content performance tracking, and content ideas generation, to help businesses optimize their content for search engines.

ContentKing

An SEO auditing tool that offers content optimization features, including content analysis, keyword tracking, and content suggestions, to help businesses optimize their content for SEO.

The future of content marketing is happening now

In the beginning, content marketing was primarily driven by the realization that generating high-quality content can aid in the discovery of businesses on Google search.

By providing valuable and informative content, businesses were able to build trust with potential customers, leading to increased sales. This approach was commonly referred to as “inbound marketing.”

When it started it was the wild west and raw. There were hardly any tools apart from a blog and some rough and ready SEO tools.

Today we have content publishing platforms, AI-enabled SEO optimization tools that help create content that is designed to be found in search (SurferSEO), and sophisticated SEO tools like SEMRush that are also assisted by Artificial Intelligence technology.

You can now use all these tools to create SEO-optimized content that will help you rank high on Google and get the free traffic we all want.

He is the owner of jeffbullas.com. Forbes calls him a top influencer of Chief Marketing Officers and the world’s top social marketing talent. Entrepreneur lists him among 50 online marketing influencers to watch. Inc.com has him on the list of 20 digital marketing experts to follow on Twitter. Oanalytica named him #1 Global Content Marketing Influencer. BizHUMM ranks him as the world’s #1 business blogger. Learn More

Sourced from Jeffbullas.com

 

By

The CEO of Meta Platforms announces a new day in tech: conventional normality.

The party’s over.

In tech, this amounts to saying that the cool and Zen culture marked by an office transformed into a cosy lounge is over. Used to be we came, we entered and we were at home. The fridge was full; everyone helped themselves. The buffet was permanent.

The employee was in the centre. Work-life balance was the principle. The well-being of the employee came first. Companies were required to do everything to put their employees at ease to get the best out of them.

No more.

It’s all a distant memory now, says Mark Zuckerberg, CEO of Meta Platforms  (META) – Get Free Report. Welcome to the real world, he proclaimed on March 14.

The social media emperor just announced the elimination of 10,000 additional jobs, after 11,000 jobs were cut last November. In all, the parent of Facebook, Instagram and WhatsApp has cut 21,000 jobs in four months.

‘Year of Efficiency’

It’s not just the cuts themselves that’s striking here. It’s the tone with which Zuckerberg announced the new wave of austerity measures. He adopted the vernacular of the boss of an old-economy company. He was a cost-killer. He was cold. It’s isn’t personal; it’s just business. He was a normal boss.

“In our Year of Efficiency, we are focused on cancelling projects that are duplicative or lower priority and making every organization as lean as possible,” Zuckerberg wrote in a blog post.

He continued: “As part of the Year of Efficiency, we’re focusing on returning to a more optimal ratio of engineers to other roles. It’s important for all groups to get leaner and more efficient to enable our technology groups to get as lean and efficient as possible.”

He used the word “efficiency” fully a dozen times, including three times in the first two paragraphs. These two paragraphs are a catch-all of classic corporate lingo that says everything and nothing: “improve our financial performance,” “difficult environment,” “execute,” “optimize,” “workstreams,” “processes,” “changes,” “uncertainty,” and “focus.”

He sounds like the CEO of a traditional company. His post is a manual, a guide that other tech CEOs will use as well.

The tone is cold. And it changed. In November, when Zuckerberg announced the elimination of 11,000 jobs, he played the sensitive chord. He apologized.

“I want to take accountability for these decisions and for how we got here,” the CEO said at the time. “I know this is tough for everyone, and I’m especially sorry to those impacted.”

This time, there is none of that. He is not sentimental, as if to put a wall between him and those for whom the music just stopped and who were asked to go home while the evening was in full swing. He just killed the fun.

A New Normal

Tech and Silicon Valley now enter the normal corporate world. In this world, what matters is to please the markets. And markets like cost cuts. The employee is secondary. If you make big profits with the least possible cost, the markets applaud.

Interestingly, Zuckerberg’s announcements come at the same time as the collapse of Silicon Valley Bank, a major player in the startup ecosystem and in Silicon Valley.

The two events cannot be separated. Their symbolism is strong. It is the end of an era and the beginning of a new one, or rather the meeting of the old economy and the new one.

In case anyone still has any doubts, Zuckerberg also appears to be ending remote work at Meta. Tech companies previously backed off from from forcing employees back to the office.

“Our early analysis of performance data suggests that engineers who either joined Meta in-person and then transferred to remote or remained in-person performed better on average than people who joined remotely,” he said.

“This analysis also shows that engineers earlier in their career perform better on average when they work in-person with teammates at least three days a week.”

“I encourage all of you to find more opportunities to work with your colleagues in person.”

The party is over. It’s time to grow up, Zuckerberg seems to be saying.

One last tip to reflect on, while you’re on your way home: “I encourage each of you to focus on what you can control. That is, do great work and support your teammates.”

Tech workers: Welcome to a normal boss and a normal company.

By

Sourced from TheStreet

By Kourtnee Jackson

Meta is testing how to unify functionality for both apps.

Meta is working on a way for you to view your messages from Messenger within the Facebook mobile app, according to a blog post from Facebook boss Tom Alison. Facebook reports that it has 2 billion active users who connect on its platform daily, and its team is working to enhance how people have online conversations.

The company is “testing the ability for people to access their Messenger inbox within the Facebook app,” Alison wrote. Facebook plans to expand testing in the coming months.

First launched in 2011 as part of Facebook’s functionality, Messenger was dropped from the social media platform and became a standalone app in 2014. Shortly after, it added the ability to share locations, handle voice calls and enable peer-to-peer payments.

Over the last decade, Messenger has received a variety of new features, including encrypted chats, custom emojis and video chats. Facebook has also been working to integrate and enhance multiapp communication among Messenger, WhatsApp and Instagram. Those who use Messenger and Instagram can already contact each other with the direct messaging feature.

Meta says it also saw some success with community chats, a conversation feature that it rolled out to Facebook Groups in 2022. The company aims to fold in more messaging functionality within Facebook to make it easier for people to connect.

Feature Image Credit: James Martin/CNET

By Kourtnee Jackson

Sourced from CNET

By Dom Nicastro

Facebook’s mulling a decentralized platform that rivals Twitter and Mastodon, but can it be a marketing goldmine?

The Gist

  • Step aside, Twitter and Mastodon? Meta, the owner of Facebook and Instagram, is planning to build a standalone text-based app that integrates with ActivityPub, an open, decentralized social networking protocol that controls notifications and content. This could potentially rival Twitter and Mastodon.
  • Marketing goldmine, or landmine? Smaller social media apps like Mastodon and Post.news, which foster a decentralized, ad-free platform, could pose challenges for marketers since they don’t allow personalized content or ads.
  • Meet P92, eventually. Meta’s new social media app is still in the development stage and has been codenamed P92.

Remember that whole social media thing? You know, before generative artificial intelligence took over our brains last fall?

Well, the big social media platforms are still out there. Really out there, in some cases. Smaller ones have emerged, and emerged again. And the bigger ones are contemplating creating smaller spinoffs.

The latest: Meta, owners of Facebook and Instagram, wants to build a standalone, text-based app that integrates with ActivityPub, the open, decentralized social networking protocol that delivers APIs for content management and federated server-to-server content management that controls notifications and content. Moneycontrol first reported this news March 10.

Twitter rival? Mastodon rival? Maybe so.

This development means more questions for marketers and customer experience professionals. Particularly, this: will we be able to build true marketing content real estate and valuable customer experiences on these new rising social media apps?

The news comes as Facebook March 14 announced another round of layoffs — 10,000 employees.

Marketer- and Customer Experience-Friendly Social Media Apps?

Here’s the biggest problem with some of these new apps. They’re not exactly marketer-friendly. The point of Mastodon, for instance, is to foster a decentralized, open-source social media platform that has no ads and presents posts in chronological order rather than using an algorithm to predict best-matched content. The site describes itself as a federated network.

Wait, no ads? No personalized content? What is a marketer — and a brand — to do?

Meanwhile, the vision for another new social media app, Post.news, is to be a “virtual watercooler for journalists.” The model: access premium news content without subscriptions or ads where writers share their articles on the site under a paywall. Marketers, advertisers and brands will be limited to posting relevant, informative or entertaining content, rather than running advertisements or posting promotional material.

So that’s good, but not quite marketing nirvana, right?

What We Know About Meta’s Potential Social Media App

Will marketers and customer experience professionals be able to get more pieces of the Meta social media innovation pie? Outside of, of course, the tried and true Facebook and Instagram?

It’s early to tell. News of the possible new social media app from Meta — said to be a Twitter rival — came out just over the past few days. Here’s what we do know so far:

  • Meta’s confirmed the development. “We’re exploring a standalone decentralized social network for sharing text updates. We believe there’s an opportunity for a separate space where creators and public figures can share timely updates about their interests,” a Meta spokesperson said in a statement.
  • It has a name. The project for this new social media app is codenamed P92, though sources told Moneycontrol it’s still in the idea stage and a work in progress. So it’s entirely unclear how far along it is on the development trail.
  • It may give users ability to share across servers. A source told Moneycontrol the Meta new social app would give users the ability to post to other servers. With Mastodon, you have to pick a server. What are servers related to decentralized social platforms? Mastodon servers, also called “instances,” are individual communities, each with its own rules and culture. A server can be owned by a person, a group or a professional organization, and the server owner is the one who dictates the community’s guidelines. (Imagine trying to crack some marketing eggs over that).
  • Preview, followers and likes. Sound familiar? This new app would have features like tappable links in posts with previews, user bio, username and verification badges, according to Moneycontrol. Comments and messages? Not clear yet. A source did tell Moneycontrol, “The team is also discussing whether to have the ability to reshare content like Twitter apart from business and creator accounts. A rights manager will be integrated from the beginning for first party content, but probably not for third party content from other apps and servers,” said another source.

With No Hard Plans for Meta, Focus on Content

The ultimate message with this latest social media development out of Meta for marketers and customer experience professionals? It’s hard to take any action on Meta’s plans since, for now, they are just that: plans. Nothing concrete.

Social media marketing will always be about what your customers and prospects think it is, and where they are, not you or your brand.

“Plan for more exploration of how to repurpose content, as no single format or platform will serve every moment or need,” CMSWire author Pierre DeBois wrote in an article on his social media vision for 2023: “Marketers should also plan campaign labels to compare channel lift and ROI. Doing so will deepen understanding what intent data streams are created from the video campaigns and events.”

By Dom Nicastro

Dom Nicastro is managing editor of CMSWire and an award-winning journalist with a passion for technology, customer experience and marketing. With more than 20 years of experience, he has written for various publications, like the Gloucester Daily Times and Boston Magazine. He has a proven track record of delivering high-quality, informative, and engaging content to his readers. Dom works tirelessly to stay up-to-date with the latest trends in the industry to provide readers with accurate, trustworthy information to help them make informed decisions.

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Do you wish your Facebook ads had a higher conversion rate? Looking for proven copywriting techniques that works?

In this article, you’ll discover how to write Facebook ads that move people to action—whether you want to generate leads, secure sales, or get prospects to take other key steps.

Technically, you could squeeze an entire blog post into the primary text section of your Facebook ad. Although Ads Manager gives you a ton of space to work with, it’s often better to keep your ad copy as concise as possible.

For most ad types, Meta recommends keeping primary text copy to 125 characters. The platform recommends keeping both the headline and the description to fewer than 30 characters.

Keep in mind that longer Facebook advertising copy gets buried behind a See More link. In fact, Facebook truncates primary text copy after about 115 characters. When you build campaigns in Ads Manager, use the ad preview to see how the copy will display for each placement. If it appears truncated, consider reworking it to display in full.

For example, the @repurpose Facebook ad below uses concise copy. Because it’s short and sweet, the primary text displays in full. To get the message across, the sustainable tableware brand uses other opportunities—including the headline and the video—to share features and CTAs.

Start With an Irresistible Hook

Between paid campaigns, suggested posts, and content from connected profiles and pages, Facebook feeds are packed with competing sources of information. Since the average Facebook user’s attention span lasts for 2.5 seconds or less, capturing interest right away is critical for conversions.

With a compelling hook, you can instantly draw in Facebook users, get them to read your message, and encourage them to act. Without a hook, your ad copy doesn’t give prospects a reason to keep reading, which can cause them to scroll past before getting to the sales pitch.

So how can you write irresistible hooks for your Facebook ads? Here are some ideas to test in your ad copy:

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Sourced from Social Media Examiner