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Facebook Outlines Advances in Connectivity, as it Works to Connect the Next Billion Users

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facebook outlines advances in connectivity as it works to connect the next billion users

Despite reaching ubiquitous levels in many regions, Facebook continues to add more users every quarter, which, considering the app has now been around from 17 years, is pretty amazing to see.

Facebook DAU chart

But there is a key trend to note within this. As you can see in the above DAU chart from Facebook’s most recent earnings report, the platform’s usage in the US and Europe has remained relatively stagnant for some time. The vast majority of Facebook’s growth is now coming from developing regions, like India and Indonesia, and often via people who are coming online for the very first time. So despite western nations having already adapted social media into our everyday routines, Facebook is still a new thing for billions of others, and it’s still adapting in order to maximize its appeal to these users, in various ways.

The more new users Facebook can add, the more it can utilize the lessons that it’s learned in other regions to make its platform more sticky, and a bigger part of more societies, and economies.

Which, of course, comes with its own concerns – but given the focus on growth, both from Facebook and its shareholders, it makes sense for the company to be investing in new ways to reach more people, which also provides increased connectivity, and potential in other ways, outside of the platform itself.

Which is why the latest projects from Facebook’s Connectivity group are so interesting. As part of its recent “Inside the Lab” event, Facebook Connectivity outlined three specific projects which it’s using to connect more regions, and facilitate more Facebook usage around the world.

The first element is its investment in subsea cabling, with Facebook putting $1 billion into the 2Africa project, which, when completed, will be the longest subsea cable system in the world connecting Africa, Europe and Asia.

2Africa cabling diagram on a map

As you can see in this diagram, the 2Africa cabling project was recently expanded to also link India, Pakistan, Iraq and Saudi Arabia into the project, improving connection into more regions.

The entire project is a jointly-funded initiative, with a primary focus on connecting more African regions into high-speed, reliable internet.

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And as that happens, that will provide new pathways for Facebook to reach whole new communities, where it can also pitch its evolving eCommerce and business connection tools to boost its utility.

Which is really where Facebook can win out. By reaching into these regions, often before other social media providers have a chance to promote their apps, or focus on growth, Facebook can then become an essential part of the web experience, with its infrastructure then forming the foundations of new digital economies, expanding the company’s potential in each nation.

And while part-funding such projects doesn’t necessarily guarantee that Facebook will see broader adoption in these new areas, based on its popularity in every other nation, it’s fairly safe to assume that Facebook will catch on – and as it does, that will see it continue to add millions, and potentially billions more users, facilitating business growth.

Facebook’s second major connectivity project of focus is a new cabling robot called ‘Bombyx’, which is able to move along powerlines and wrap them with fiber cable.

That can save significant time, effort and cost in facilitating connection to many regions, utilizing existing infrastructure to maximize internet cabling, and bring more remote regions online.

Finally, Facebook also continues to evolve its Terragraph technology, which facilitates wireless connectivity at fiber speed over the air.

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Terragraph diagram

Facebook’s been working on Terragraph for years, and while some of its other wireless connectivity initiatives have fallen short (like its Aquila drone project), this one is showing significant promise:

“[Terragraph] has already brought high-speed internet to more than 6,500 homes in Anchorage, Alaska, and deployment has also started in Perth, Australia, one of the most isolated capital cities in the world.”

From a broader perspective, Facebook’s connectivity initiatives serve a greater purpose, in connecting the world to the internet, which democratizes information, and will become even more essential as we shift into the next digital age. But at the same time, the direct benefits for Facebook are clear, with more users able to utilize even more Facebook tools over time, including Instagram, and soon AR glasses.

It also, as noted, gives Facebook first-mover advantage in many regions, which further helps to expand its user base.

Of course, for most advertisers, you’ll have a specific market focus, so Facebook’s global expansion won’t mean a lot. But for Facebook’s broader business, facilitating whole new ad eco-systems and business tools is a major element, which will help the platform counter slowing growth in its core markets, and become a more essential tool for even more people.

You can read more about Facebook’s connectivity projects here.

Socialmediatoday.com

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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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