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Facebook Loses a Million Daily Active Users, Posts Big Revenue Result for Full Year 2021

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Facebook Loses a Million Daily Active Users, Posts Big Revenue Result for Full Year 2021

Meta has posted its Q4 2021 and full-year performance result, showing a rise in monthly active users, and significant growth in revenue, as it continues to evolve towards the next shift in digital connection.

Though there are also some concerns, with Facebook’s growth momentum slowing, even declining in some respects, which could reflect growing disinterest in that platform specifically.

First off, in terms of active users – Meta’s main social app Facebook rose by just 2 million monthly actives from Q3, the slowest quarter-on-quarter growth rate in its history.

But that’s not even the whole story – the bigger concern for Meta is in daily actives, where Facebook actually declined for the first time ever.

Meta Q4 2021 - Daily Active Users

As you can see here, Facebook did add users in the Asia Pacific and European regions, but overall, it lost a million actives.

Which is a lot. It’s difficult to get a real sense of what that means when the numbers are honed down to more compact metrics like those displayed above, but a million people decided that they no longer needed to check in on Facebook every day, and likely a lot more than that when you consider that it also added new users in some regions.

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Is that a problem? I mean, as you can also see, Facebook usage has been stagnant in the North American region for some time, which most would put down to market saturation – everyone who’s going to use Facebook is now doing so, and there’s not many more new people to add in. But now we’re seeing the same in other markets, which could be a big issue for Facebook’s broader growth.

Which is why, of course, Meta’s more keen to highlight this stat instead, its ‘Family of Apps’ usage, which combines total unique users across Facebook, Messenger, Instagram and WhatsApp.

Meta Q4 2021 - Family of Apps users

As you can see, across all of its apps, Meta actually added a million more users, which likely means that WhatsApp and Instagram are still growing.  Meta doesn’t break out individual usage stats for these apps, but broadly speaking, it maintains at least some growth momentum, and its apps are still the most used social media platforms by far, with close to 3 billion DAU.

But still, the fact that Facebook saw a decline, especially over the Christmas period, when people are generally more active online, is a concern. That’s likely part of the reason why Meta announced its re-focus on younger users last year, and why it’s increasingly putting more emphasis on the metaverse and the next stage of digital connection.

Maybe, its evolving focus will reduce concerns around declining usage of its apps – though it will be interesting to monitor these stats moving forward, to see whether this is in fact an ongoing trend.

In terms of revenue, Meta posted another strong result, bringing in $33.6 billion for the quarter.

Meta Q4 2021 - Revenue

Which, again, is just an unfathomable number, really. For the full year, Meta generated $117.9 billion, with the vast majority coming from ads.

And for the first time, Meta has also provided full revenue split data between its apps and its Reality Labs division (AR/VR projects).

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Meta Q4 2021 - revenue splits

VR sales jumped in Q4, bringing in $877 million, which is only a small fraction of overall revenue for the company. But still, as it eyes the next stage of immersive connection, that’s another key element to keep in mind, and you can expect Meta to put even more focus on this as those sales continue to rise.

And with its AR glasses also coming soon, you would logically anticipate those numbers to trend upwards in future.

Meta went through some big changes in Q4, most notably its corporate name change from ‘Facebook’ to ‘Meta’, signalling its shift in focus to the next stage of digital connection. That essentially sparked a whole new industry, with many investors and businesses now rushing to cash in on the metaverse opportunity, keen to avoid missing out on the next big thing, as many did with social media in the first place.

In many ways, Meta’s name change legitimized a concept that doesn’t exist, and created a new, theoretical model, which has already seen billions of dollars change hands on the back of an experience which is not even close to being fully realized or built.

Indeed, Meta itself has re-stated many times that it will take years to establish all of the building blocks of the metaverse concept that it envisions. Still, that hasn’t stopped Web3 enthusiasts from considering new possibilities, with trends like NFTs tangentially connected back to the broader metaverse concept, even though we don’t know how it will work, and what it will look like just yet.

What we do know, however, is that Meta is working to be at the forefront of what comes next, and with its developments in VR, AR and other advanced technologies, it does look set to be a key voice in that shift, which will likely see it dictate various aspects of advanced connection, and secure the company’s future moving forward.

I mean, we don’t know, because nobody knows how all of these elements will actually come together, but Meta’s certainly re-aligned its resources and entire company focus around the shift.

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In terms of product developments, Meta continues to push ahead with its full messaging encryption plan – despite the opposition of many law enforcement groups in many regions – while its VR social tool Horizon Worlds is also evolving, which could soon become a key connection tool in the virtual space.

Meta’s also laid the groundwork for advanced digital avatars, which could define your presence in the metaverse shift, with avatar tools that can now be used across Facebook, Horizon, Instagram and Messenger in a range of ways.

Meta avatars

If Meta can create the best, most customizable, most interoperable avatars, that could be a big step in better aligning users to its platforms, which is another advantage of the company’s massive scale, with these avatar tools already enabling new forms of connection in the world’s most used social apps.

Meta also continued to face more legal challenges, with the FTC winning approval to re-state its case against the company over its acquisitions of Instagram and WhatsApp, which the FTC claims were specifically aimed at eliminating competition in the market. That seems unlikely to result in the forced break-up of Meta’s various elements, which is what the FTC is pushing for, but it has seemingly opened the door to further investigations into Meta’s broader conduct, and how it’s looking to dominate the metaverse space.

Will that impede the company’s progress moving forward, or is Meta now in such a dominant market position that it likely won’t need to rely on acquisitions as much as it has in the past to win out the sector?

Really, its metaverse shift is also a way to re-align its entire market, which, going on current activity, is clearly working, and has clearly placed Meta at the top of the heap in the next stage of development, by combining various technologies under a broader ‘metaverse’ umbrella, of which Meta is the leading proponent.

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Will there really be a metaverse, as such, a singularly-aligned digital experience platform which will facilitate all kinds of activity in a fully-immersive space, or will it be a range of technological advances, in a range of ways, which Meta wouldn’t necessarily be leading on each front?  But by re-aligning it all under a single banner, maybe Meta has changed the game entirely, without us knowing, and everyone’s now trying to compete on a broader, combined shift which they’ll never match Meta on. If Snapchat, for example, launches the best AR glasses, will they gain as much traction if they’re not compatible with the amorphous ‘metaverse’ concept?

It’s interesting to consider Meta’s market power and influence in this respect, and how that could then translate into the next stage, and how potential competitors look to assess their ambitions when matched against Zuckerberg’s ever-growing behemoth.


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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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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.

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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.

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Catering to specific audience boosts your business, says accountant turned coach

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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.” 

“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.

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“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.

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Instagram Tests Live-Stream Games to Enhance Engagement

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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.

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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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