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Facebook Launches Initial Test of its Cameo-Like Celebrity Video App ‘Super’

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Yes, Facebook’s taking on TikTok with Instagram Reels, it’s looking into newsletters following Twitter’s recent acquisition of Revue, and it’s also considering a challenge to Clubhouse and the rise of audio social with its own, replicant feature.

The Social Network is ‘taking inspiration’ on many competitive fronts, and that approach doesn’t look like stopping any time soon.

This week, Facebook’s NPE or ‘New Product Experimentation’ team appears to have launched a new, live test of its coming ‘Super’ app, which is its challenger for Cameo, the app through which you can pay for celebrity shout-outs within video chats.

Super

As you can see here, the Super website, spotted by social media expert Matt Navarra, provides a listing of coming live stream events, which you can sign-up to attend.

Tap through on any event and you’re taken to a dedicated event screen, with a countdown to the start time.

Facebook Super

You can sign-in to register (though, interestingly, signing in via Facebook is not an option at this stage), which also enables you to flag your interest in limited one-on-one sessions with the guest.

Facebook Super

As you can see here, the one-on-one chat option is free for this test event, but celebrities will also be able to charge for each, providing another means to generate revenue through the tool.

The platform also includes a listing of past Super events, which you can also view. 

Super

Right now, these are just basic, short examples of video interviews, hosted on YouTube, so it seems like this is mostly a demo site for how the system will work. But eventually, the idea will be that Super facilitates high-profile interviews and interactions, while also providing celebrity video messages, along similar lines to the Cameo approach.

Bloomberg first reported that Facebook was working on Super back in December, noting that Super will enable creators, entrepreneurs or celebrities to host live, interactive video events.

“Viewers can tip creators by buying them digital gifts, or pay to “appear” alongside a creator during the live-stream to ask a question or take a selfie, according to a person familiar with the new feature, who spoke on the condition of anonymity because the product hasn’t been announced publicly. Creators will also be able to sell merchandise or other products alongside the live-stream.”

That’s exactly what this example shows – while of particular interest here is that at least one of these Super events has also been promoted directly on Facebook, which expands on the reach capacity of the tool.

Super link

As you can see here, this link, shared by @GadgetsBoy, connects Facebook’s audience back to the Super app. Tap on the ‘View Event’ CTA and you’re then asked to log in to Super for more info.

That covers one of the key potential flaws we noted in the original overview of the app – with Facebook’s NPE team creating a separate app, as opposed to building the platform within Facebook/Instagram, that could eliminate Facebook’s scale advantage, which could give it a significant leg-up over Cameo, and make it a more competitive option. This in-Facebook notification prompt covers off on that – which won’t be welcome news for the Cameo team.

Cameo has seen steady growth over the past few years – according to TechCrunch, Cameo is now fulfilling more than 2,000 video requests, on average, every day. The app recently announced plans to launch a new capital funding round in order to build a range of new features.

As reported by The Information:

“The four-year-old startup, last valued at $300 million, plans to introduce new money-making features such as subscriptions and in-app video chat.”

Video chat, you say? Like paying for a one-on-one session with a celebrity?

It’s still early in Super’s development, so we don’t have a full scale of the app’s potential functionality. But the features displayed in this new test, along with the integration with Facebook/Instagram will no doubt be a concern for Cameo and its growth plans.

We’ll keep you updated on any progress.

Socialmediatoday.com

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Meta Soars by Most in Decade, Adding $100 Billion in Value

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Meta Soars by Most in Decade, Adding $100 Billion in Value

Correction: February 2, 2023 This article has been revised to reflect the following correction: An earlier version of this article misstated how much Meta expected to spend on its deal with the virtual reality start-up Within. It is $400 million, not $400 billion. Meta’s stock surged on Thursday …

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

Well, this is certainly problematic.

Twitter has announced that, as of February 9th, it’s cutting off free access to its API, which is the access point that many, many apps, bot accounts, and other tools use to function.

That means that a heap of Twitter analytics apps, management tools, schedulers, automated updates – a range of key info and insight options will soon cease to function. Which seems like the sort of thing that, if you were Twitter, you’d want to keep on your app.

But that’s not really how Twitter 2.0 is looking to operate – in a bid to rake in as much revenue as absolutely possible, in any way that it can, Twitter will now look to charge all of these apps and tools. But most, I’d hazard a guess, will simply cease to function.

The bigger business apps already pay for full API access – your Hootsuite’s and your Sprout Social’s – so they’ll likely be unaffected. But it could stop them from offering free plans, which would have a big impact on their business models.

The announcement follows Twitter’s recent API change which cut off a heap of Twitter posting tools, in order, seemingly, to stop users accessing the platform through a third-party UI. 

Now, even more Twitter tools will go extinct, a broad spread of apps and functions that contribute to the real-time ecosystem that Twitter has become. Their loss, if that’s what happens, will have big impacts on overall Twitter activity.

On the other hand, some will see this as another element in Twitter’s crackdown on bots, which Twitter chief Elon Musk has made a personal mission to eradicate. Musk has taken some drastic measures to kill off bots, some of which are having an impact, but Musk himself has also admitted that such efforts are reducing overall platform engagement

This, too, could be a killer in this respect

It’ll also open the door to Twitter competitors, as many automated update apps will switch to other platforms. This relates to things like updates on downtime from video games, weather apps, and more. There are also tools like GIF generators and auto responders – there’s a range of tools that could now look for a new home on Mastodon, or some other Twitter replicant. 

In this respect, it seems like a flawed move, which is also largely ignorant of how the developer community has facilitated Twitter’s growth. 

But Elon and Co. are going to do things their own way, whether outside commentators agree or not – and maybe this is actually a path to gaining new Twitter data customers, and boosting the company’s income. 

But I doubt it.

If there are any third-party Twitter apps that you use, it’ll be worth checking in to see if they’re impacted before next week.



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Meta ‘Year of Efficiency’ call from Zuckerberg was what Street needed

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Meta 'Year of Efficiency' call from Zuckerberg was what Street needed

Mark Zuckerberg, chief executive officer of Meta Platforms Inc., center, departs from federal court in San Jose, Calif., on Dec. 20, 2022.

David Paul Morris | Bloomberg | Getty Images

With one simple slogan, Meta CEO Mark Zuckerberg temporarily quelled investor discontent with his company’s multibillion-dollar investment into the futuristic metaverse.

“Our management theme for 2023 is the ‘Year of Efficiency’ and we’re focused on becoming a stronger and more nimble organization,” Zuckerberg said as part of the release of Meta’s fourth-quarter earnings report.

Following a 64% plunge in Meta’s share price in 2022, Wall Street cheered the report, sending the stock up almost 20%, extending a rally that began late last year. Based on after-hours pricing, Meta is trading at its highest since July.

Growth is not what’s getting investors excited. Meta reported better-than-expected revenue in the fourth quarter, but sales still sank 4% from a year earlier, marking the third straight quarterly decline. And the forecast range for the first quarter suggests that year-over-year revenue could increase, but it could also fall again.

Rather, Zuckerberg’s commitment to cost cuts and efficiency is a sign that increasing profitability is important to Meta, which was known as a growth machine prior to last year’s slump.

“The first 18 years I think we grew it 20%, 30% compound or a lot more every year,” Zuckerberg said on the earnings call. “And then obviously that changed very dramatically in 2022, where our revenue was negative for growth, for the first time in the company’s history.”

In looking to the future, Zuckerberg struck a realistic tone.

“We don’t anticipate that that’s going to continue,” he said, regarding the recent drop in revenue. “But I also don’t think it’s going to go back to the way it was before.”

Meta lowered its estimates for total expenses in 2023 to be in the range of $89 billion to $95 billion, down from its prior outlook of $94 billion to $100 billion. In November, the company announced it would lay off over 11,000 workers, or 13% of its staff.

Zuckerberg said Meta will be more “proactive on cutting projects that aren’t performing or may no longer be crucial” and that it will emphasize “removing layers of middle management to make decisions faster.”

Meta is also reducing spending as it builds new data centers that are intended to be more efficient while still able to power the company’s various artificial intelligence technologies. Capital expenditures are now expected to be in the range of $30 billion to $33 billion for 2023 instead of $34 billion to $37 billion.

Zuckerberg is selling investors on a story they want to hear, acknowledging that the company got bloated and needed more financial discipline. One of Zuckerberg’s top deputies, technology chief Andrew “Boz” Bosworth, wrote a personal essay just a few days ago echoing that sentiment.

Still, Meta has plenty of challenges ahead, in terms of both costs and reviving its core ad business.

Meta’s Reality Labs unit, which is responsible for developing the nascent metaverse, lost $13.7 billion in 2022. Finance chief Susan Li told analysts that the company isn’t planning for any reduction in that unit anytime soon. Zuckerberg still sees it as the company’s future.

Digital advertising, meanwhile, is suffering from a struggling economy, and Li gave no indication that companies are planning to dramatically increase their spending in 2023.

Meta has also yet to recover from Apple’s 2021 iOS privacy update that made it harder to target users with ads. Li said the company has been improving its online advertising system, but Apple’s update is “still certainly an absolute headwind to our revenue number.”

During the question and answer part of the call, Zuckerberg was asked about Meta’s progress in generative artificial intelligence, which has become the latest hot thing in Silicon Valley. His answer indicated that Meta is pursuing opportunities there, but will be cautious in how quickly it proceeds. Running these programs is expensive, and Meta needs to ensure it can develop them affordably, he said.

Zuckerberg said that while Meta is researching how best to incorporate the new technology, he wants “to be careful not to get too ahead of the development of it.”

Correction: Meta’s earnings report and CEO Mark Zuckerberg’s comments occurred after the market close on Wednesday. An earlier version misstated the day.

WATCH: Meta grows in daily active users, shares pop on revenue beat

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