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Facebook Updates ‘Whale” Meme App with New Features

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Facebook has announced a new update for its Whale meme creation app, which was one of the first experimental apps launched by Facebook’s NPE (or (New Product Experimentation‘) team late last year.

Whale update

As explained by NPE:

“2020 has been hard, and we’ve heard from many people using Whale that funny memes brought them much-needed smiles. With this new release, Whale aims to bring even more humor to your fingertips. Today, we’re adding private meme groups, support for GIF memes, and new top meme templates. We’re also working with some of your favorite meme creators to supercharge Whale’s creation experience.”

As you can see in the above screenshots, there are new, simplified creation tools, groups, updated discovery features and more. The new features build on the first major Whale update which was launched in April this year.

According to Whale, its early testers have said that the app’s creative tools are “the easiest they’ve used, including our GIF memes, library of top templates”. That could provide a point of differentiation for the app, and through Facebook’s acquisition of GIPHY, the team behind Whale now also has access to a range of top meme creators, which will enable it to tap into their popularity to not only create new tools, but also to get the word out among their fans and followers.

And while Facebook hasn’t provided any additional info on Whale usage, it’s the first of Facebook’s NPE apps that’s seen any major updates, which likely suggests that it is indeed generating interest.

Groups could also be an interesting element – in November last year, tech commentator Josh Constine noted the distinct lack of dedicated meme-sharing social networks, which may be a gap in the market.

Whale is not that exactly, but meme groups, linked to Whale’s meme creation tools, could be another step in this direction, which may see it gain traction, again boosted by incorporating ideas from popular creators.

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It’ll be interesting to see if Whale does gain any real momentum. Thus far, it’s seemed like Facebook’s NPE team wasn’t really focused on creating the next big thing, but more just chucking ideas out there to see what happens next. Whale seems like it has the most potential of the ten or so apps NPE has released thus far, and while it may not become the next TikTok, the rising popularity of Reddit, which, for most users, is largely a feed of the latest memes, could point to it having more mainstream potential within Facebook’s packaging.

Whale is currently only available on iOS in the US and Canada

Socialmediatoday.com

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Meta’s Developing the World’s Fastest AI Supercomputer to Fuel its Metaverse Vision

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Meta's Developing the World's Fastest AI Supercomputer to Fuel its Metaverse Vision


As it looks to a future in the currently theoretical ‘metaverse’, Meta will need to up its computing power and systems in order to facilitate simultaneous connection in wholly immersive digital worlds, while it’ll also need more advanced computing power to fuel the next stage of its AI plans, in various forms.

Which is why Meta is developing a new AI Research SuperCluster (RSC), which it says will eventually become the fastest AI supercomputer in the world, when it’s fully built out by mid-2022.

The advanced system will eventually be able to perform ‘5 exaflops of mixed precision compute’ at peak. Which, I have no real idea of what that truly means, but basically, Meta’s new, advanced computational system will be able to process huge amounts of data, facilitating development in a wide range of applications, with a specific view towards the next stage of its metaverse vision.

As explained by Meta:

RSC will help Meta’s AI researchers build new and better AI models that can learn from trillions of examples; work across hundreds of different languages; seamlessly analyze text, images, and video together; develop new augmented reality tools; and much more. We hope RSC will help us build entirely new AI systems that can, for example, power real-time voice translations to large groups of people, each speaking a different language, so they can seamlessly collaborate on a research project or play an AR game together.”

AR is clearly a key focus, with Meta developing its own AR-enabled glasses that will expand the use cases for the technology. The RSC will provide increased capacity to develop more complex AR systems, which could advance Meta’s tools beyond what’s currently available, which would ideally see its AR glasses become the top of the line, most advanced model available, helping Meta potentially dominate the space over rivals Snapchat and Apple.

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Unless, of course, Snap and Apple team up, which is my prediction. But even so, with the additional computing power of the RSC behind it, Meta could still be well ahead, which could be a key step in bridging our current online experience to the next stage.

Which is where Meta is really focused:

“Ultimately, the work done with RSC will pave the way toward building technologies for the next major computing platform – the metaverse, where AI-driven applications and products will play an important role.

It’s worth noting here that Meta specifically notes that the metaverse will take years to develop, it’s not something that’s happening overnight, nor will it become an all-immersive, integrated world by next year. Which is why any company or project that’s pitching itself as ‘metaverse ready’ is kidding itself – the metaverse, as it’s broadly envisioned, will require massive collaboration between platforms, in order to transfer your digital identity between virtual worlds, and take your avatars, skins, digital items, and more with you.

Meta is keen to reiterate that it won’t own that space, as such:

No one company can (or should) build the metaverse alone. It will be built by people and businesses all over the world. And it’ll be important that experiences built by different companies or people, like avatars or virtual worlds, work together.

But really, Meta is best-placed to host the party, via its industry-leading consumer VR tools and advanced computing systems like RSC, which will give it a significant advantage in dictating what the metaverse will be, and who will be able to sign up.

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Eventually, this will require industry agreement on schemas and systems that will likely enable any service to join. But they’ll still need a host platform, along with software/hardware connection. Meta will be at the forefront of that aspect, which, again, will see it well-placed to define the rules of the space, and dominate the next stage of digital connection – whether it technically ‘owns’ it or not.

But it is worth noting that the metaverse does not exist yet, not in any form, and any platform or project that claims otherwise is ultimately misleading. Those NFT projects that claim to be ‘metaverse-ready’, yeah, no, maybe avoid them.

Eventually, Meta’s RSC will give it significant advantages in developing new systems for everything from combating harmful content on its platforms to building entirely new user experiences. The potential here is massive, and while it will take time to see the results of these developments, it’ll be interesting to see how Meta’s processes evolve in turn, and whether these advanced systems result in a significant acceleration in its development cycles.

You can read more technical details on Meta’s RSC project here.





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TikTok Partners with Zefr to Offer Increased Assurance on Safe Ad Placement

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TikTok Partners with Zefr to Offer Increased Assurance on Safe Ad Placement


TikTok has partnered with brand suitability platform Zefr on a new brand safety post-bid measurement solution for in-feed ads, which will enable advertisers to ensure that their TikTok promotions don’t appear alongside potentially offensive material.

As you can see here, using Zefr’s dashboard, which provides insights into each campaign by mapping it against the Global Alliance for Responsible Media (GARM) Suitability Risk categories, advertisers will now be able to ensure that their TikTok ads are not shown next to content that they don’t want to be associated with.

As explained by TikTok:

“This solution will provide advertisers with campaign insights into brand safety and brand suitability for their TikTok campaigns. These insights provide clients with third-party impartial reassurance that their investment is delivered next to content suitable for their brand, protecting brand reputation and mitigating risk.”

Zefr’s advanced ‘Cognition AI’ process utilizes audio, text, and frame-by-frame video analysis, along with scaled human review, to determine brand safety, and provide full assurance on potential ad placement.

With TikTok’s challenges and posts sometimes veering into dangerous territory, the option will help to reassure brands that their campaigns won’t end up being associated with potential harm, which could help TikTok secure even more ad spend.

Though it could be difficult to 100% guarantee success here. For example, the recent ‘Milk Crate Challenge’ on TikTok started off innocently enough, but eventually lead to increasingly risky and dangerous behaviors, which resulted in serious injuries to some participants. Other TikTok challenges could follow a similar evolution – though the additional assurance of Zefr’s systems will ideally help to catch these out before they become a potential brand risk, or at the least, as soon as they’re identified as a problem.

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It’s a good integration, and another key step in TikTok’s broader expansion of its ad tools.

The new TikTok Zefr integration is available to advertisers in the US, Canada, the UK, France, Germany, Italy, Poland and Spain.



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How to Elevate Your Social Media ROI [Infographic]

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How to Elevate Your Social Media ROI [Infographic]

Looking for ways to improve your social media marketing efforts in 2022?

As we head into the new year, it’s worth revising your business goals, and establishing a clear direction for your digital marketing process. Maybe you’re happy with the growth and interaction you’re seeing, and how that’s then leading to conversion, but over the past two years, in particular, there’s no doubt been some level of disruption to your marketing plans.

With that in mind, this infographic from the team at Click Dimensions could help. They’ve put together a simple overview of how to establish your social media marketing goals, including which metrics to focus on, how to increase engagement, and the importance of adapting as things progress.

It could help to spark some new thinking in your approach – check out the full infographic below.

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