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Facebook Joins EU Climate Pact With Renewables Pledge



Facebook this week said it had joined the European Union’s Climate Pact and pledged to take steps toward reducing its carbon footprint. The social network outlined four ways it will work to help people “build a greener Europe.” 

  • Rely completely on renewable energy sources for its operations as part of a goal reach zero net emissions by 2030.  
  • Highlight authoritative research in Europe through the Climate Science Information Center, which seeks to correct common misconceptions about global warming and its effects. Facebook also will support research on climate change through its Data for Good program, which it created to “use data to address some of the world’s greatest humanitarian issues.” The program created a survey to provide insights on public attitudes about climate change. 
  • Invest in education and sustainability innovation through its Data Center Community Skills program that includes the Young Entrepreneurs program in Sweden.  
  • Share information to support other businesses in Europe in achieving net zero emissions. That includes a collaboration with RE-Source, a European corporate platform for renewable energy procurement, in its effort to reduce the barriers to cost competitive renewable energy and the Green Boost Program.   

Facebook’s participation in the EU Climate Pact follows other measures to help the environment. In 2018, the social network set a goal to cut its operational emissions by 75% from a year earlier. It also partnered with the nonprofit World Resources Institute and Yale University to create a Climate Conversion Map that shows how people share information about climate change or discuss it online. 

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The European Commission in December created the Climate Pact to raise awareness about environmental issues and develop solutions to tackle climate change. As part of the launch, the commission invited people and organizations to become “climate pact ambassadors” who urge others to take action. 

Facebook isn’t alone among social media companies that have pledged support for environmental causes. Those recent efforts include Twitter’s launch of a “climate change” topic for people to follow as they observed World Environment Day on June 5. Pinterest last month shared survey results that showed how its users were more likely to be mindful of sustainability and to shop for environmentally friendly products.


TikTok Launches New ‘Branded Mission’ Creator Monetization and UGC Promotion Process



TikTok Launches New 'Branded Mission' Creator Monetization and UGC Promotion Process

TikTok’s looking to make it easier for creators to make money from their clips via a new program that it’s calling ‘Branded Mission’, which will enable creators to take part in what’s essentially branded content challenges, with the brand then able to select from the submitted clips for their promotional campaigns.

As explained by TikTok:

“To make it easier for brands to tap into the creative power of TikTok communities and co-create authentic branded content that resonates with users, we’re launching Branded Mission. Branded Mission is an industry-first ad solution that enables advertisers to crowdsource authentic content from creators on TikTok, turn top-performing videos into ads, and improve brand affinity with media impressions.”

As outlined in the above video, the process will enable brands to post challenges, which creators with over 1k followers will then be able to participate in.

“TikTok creators can decide what Branded Missions they’re inspired by and choose to participate in the Mission. Brands will select their favorite original creative videos and amplify them through promoted ad traffic.”

The chosen creators then get a cash payment, though the payment amounts, at least at this stage, won’t vary based on individual video performance.

Instead, each Mission will list earnings potential, based on how much the brand is willing to pay.


Allocate more cash and you’ll pique the interest of more users, expanding the potential of tapping into a viral hit.

The option will broaden the creative options for brands, and with organic-styled content performing best on the platform, it could open up major new possibilities for marketers looking for ways to tap into the app.

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It’ll also provide TikTok with another critical revenue-share element. Clearly the app of the moment, if TikTok wants to maximize its opportunities, it needs to ensure that its top creators get paid – because with more lucrative monetization offers available on other platforms, it logically makes sense that big-name stars will follow the cash, and focus on those platforms instead.

But monetizing short-form video is harder than longer content, which is why TikTok is also rolling out 10-minute clips, and emphasizing live-streaming, as a means to drive more money-making opportunities.

Branded Mission is another step in this direction, which will ideally provide a more direct link between creating content in your own style and making money, without having to incorporate merchandise sales or arrange your own affiliate deals.

Interestingly, Meta is trying out similar on Instagram, where product tags were recently expanded to all users.

Instagram product tags

Creators don’t get paid for adding these tags, not yet at least, but you can see how Meta could eventually take a similar approach to provide creators with more revenue opportunities.

For TikTok, the process could make it much easier to bring in cash for your uploads, expanding well beyond the Creator Fund, which top creators have already been highly critical of.

You will, of course, need to create specific, themed videos, as opposed to YouTube, where you upload what you like and switch on ads. But it’s a fairly distanced relationship from the sponsor brands, which reduces management workload, while also providing new content prompts.


It’s a good idea, and as more and more brands look to tap into the app – especially as it surges towards 1.5 billion users – you can bet that it’ll be a popular option for a range of ad partners.

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TikTok says that Branded Mission is now in beta testing, and is available to brands in more than a dozen markets. The option will be made available in more regions throughout the year.

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