SOCIAL
Facebook Has Developed a New Way to Connect More People to the Internet
Facebook has this week outlined an update to its Free Basics internet connection initiative, through which the company is working to connect the other 50% of the global population that, right now, cannot access the web.
The new project is called Discover, a process which enables users to access an expanded range of internet services via the platform, as opposed to the previously limited subset of web tools and sites made available via the first iteration of the Free Basics offering.
Facebook launched the initial Free Basics platform back in 2015, an expansion of its internet.org initiative. The idea of Free Basics is that it enables people in regions with limited connectivity to access the internet, with a collection of partner websites selected by Facebook contributing to the limited-data service.
This enables Facebook to facilitate more web connection, which aligns with its broader mission to ‘connect the world‘, while also likely adding more users for Facebook’s audience over time.
One of the key problems identified with Free Basics, however, is that Facebook maintains full control over the platform, and is therefore able to pick and choose which websites users can access through it. That means that for people with no access, they would then be beholden to Facebook to provide them with access to what it deems suitable, which could see increased emphasis put on Facebook’s own products. Various regional regulators saw this as a potential conflict, most notably in India, and Free Basics was subsequently banned in some areas.
Discover aims to address this.
As explained by Facebook:
“Discover is a mobile web and Android app that can be used to browse any website using a daily balance of free data from participating mobile operators.”
In essence, Discover is still Free Basics, but it allows broader web usage, so Facebook is no longer in the position of determining which websites people can access through the tool.
Connecting more people is key to Facebook’s growth plans, while as noted, it’s also in alignment with its broader ‘social good’ initiative of connecting the world. The PR push is that Facebook wants to play a role in democratizing information, and facilitating web access – but at the same time, more people connected to the web will inevitably equate to more users for Facebook.
Case in point, Facebook is now close to 3 billion monthly active users across its apps, out of a global population of 7.8 billion. Factor in that only half of the world, reportedly, is even able to access the web and you can see why Facebook would be very keen to get more people connected.
Through Discover, Facebook will be hoping to appease regulatory concerns, and expand into more regions, which could be key to ongoing growth of the platform moving forward.
Facebook is initially launching Discover in Peru, with a view to expanding the option to regions in Thailand, the Philippines, and Iraq in the near future.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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