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Meta Adds New, Exclusive Content Options for Paying Subscribers to Help Creators Build their Audiences

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Meta’s looking to improve its monetization and community-building tools for creators, with new subscriber-only features that will better incentivize users to sign-up and support creators via subscriptions.

First off, Meta’s launching new Subscriber Chats, which will enable creators to host exclusive chat sessions with up to 30 people at a time, providing a more intimate and enclosed space to help build community.

As you can see in these images, Subscriber Chats will be activated via a new “join chat” sticker from your Facebook or Instagram story, which will invite users into an exclusive session to glean more insight, and maintain connection.

As explained by Meta:

Subscriber chats, powered by Messenger, can be created directly from your inbox or story and end automatically after 24 hours, so you can maintain balance and decide when and how you engage with your subscribers.”

It could be a good way to help build your subscriber community, and provide more value for those following your profile. Worth noting, too, that Subscriber Chats will be enabled for both subscriber and regular stories, which will expand the potential use cases for the tool.

On another front, creators will also now be able to create exclusive posts and reels for their subscribers only, which will live on their profiles.

Meta exclusive content tools

As you can see in these images, subscriber posts will now live in a separate tab on creator profiles, while they’ll also be displayed with a purple crown badge to signify that they can only be seen by subscribers.

Meta added exclusive Stories and Live broadcasts back in January, with these new additions providing another means to share unique content with your paying audience.

“While exclusive stories and live allow you to connect with subscribers in the moment, we know that content that lives on your profile is an important way to attract new subscribers and retain your community. Now you can create a world of exclusive content, from saving your subscriber lives, to sharing feed posts and reels, knowing that your community can easily find it as soon as they subscribe.”

The new options will provide more ways to add value to your subscription offerings, which could help to generate more interest in your paid content.

As with all platforms, Meta is now working to provide better monetization potential for creators, in a bid to get more of them spending more time in its apps, and relying on Instagram, in particular, as a key platform for connecting with their audience.

The longer term view for Meta is that it will need creators to fuel its metaverse shift, by building new digital worlds to attract more users. But right now, the key focus is on building monetization potential in order to win creators away from TikTok and YouTube.

TikTok is still developing its monetization tools, and could be vulnerable in this respect, and both Meta and YouTube are working to exploit this where they can by sweetening their deals, and adding new functionality, to better incentivize paying subscribers.

These new options provide more considerations on this front, and they could be valuable additions in winning over more paying members.

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Growth Stock Surges On Ad Fraud Discovery, Analyst Upgrade

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Growth Stock Surges On Ad Fraud Discovery, Analyst Upgrade

Ad data and analytics provider DoubleVerify (DV) is building the right side of a cup base with a buy point of 32.53. The growth stock is today’s selection for IBD 50 Stocks to Watch.




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DoubleVerify has a strong Composite Rating of 94 and a Relative Strength Rating of 89. Its stellar EPS Rating of 96 is even better.

Company sales grew 35% to $112.3 million in the third quarter while earnings per share of 6 cents grew 20% from the previous year.

On Jan. 10, analysts at Barclays upgraded the stock to overweight from equal weight with a price target of 29. Shares gapped up over 6% on the news, and the move helped the stock start its recovery from the January low.

Growth Stock Surges After Finding Fraud Scheme

DoubleVerify helps advertising companies that target users on video, mobile, and social media platforms. The company also has an analytics side that provides data on consumer engagement.

The digital media analytics platform ensures that ads reach their target customers in a safe way. This means that ads reach actual people with the right context. The software also has tools to adapt ads to different devices.

Its technology also seeks to address ad fraud. On Thursday, the company discovered “BeatSting,” the first large-scale ad-impression fraud scheme that targeted audio ads.

DV Fraud Lab first identified the fraud scheme in 2019, which is largely responsible for advertisers losing $20 million in several scams, according to reports. DoubleVerify was credited for unveiling the fraud. Shares last Thursday surged nearly 4% in strong volume.

Deals With Twitter, LinkedIn, Meta, Facebook

The company has partnered with leading social media and mobile platforms like LinkedIn and TikTok to improve ad impact and experience. DoubleVerify has a long-standing relationship with Facebook parent Meta Platforms (META). The social media platform faced a massive boycott in 2020 when several companies removed their ads due to concerns over their brand safety.

In June of last year, DoubleVerify brought features that will allow marketers to see where their ads appear in a user’s timeline. The feature uses artificial-intelligence tools to understand the context in which ads appear. The feature also enhanced brand safety  and attracted Twitter and other social media platforms to try it out. Nonetheless, marketers did not buy in entirely, according to reports, as Twitter’s ad revenue continued to struggle.

The growth stock ranks second in the specialty enterprise software group. The stock went public in April 2021. The New York-based company has locations in the U.S., U.K., Europe, Asia, Australia and South America.

Mutual funds own 39% of shares outstanding. That may not seem like much, but more funds have been picking up the growth stock over the past eight quarters, according to MarketSmith. The stock has an Accumulation/Distribution Rating of B-.

Exchange traded funds hold shares of DoubleVerify as well. The Invesco S&P Small Cap Information Technology ETF (PSCT) and the SPDR FactSet Innovative Technology ETF (XITK) own DV.

Please follow VRamakrishnan on Twitter @IBD_VRamakrishnan for more news on growth stocks.

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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

YouTube has added a new time targeting element to its Masthead Ads, which will enable brands to display their promotions in key times leading up to key events.

As explained by YouTube:

In a time of multiple screens and countless ways to stay entertained, it can be challenging to get your audience’s attention. But even with so much content available at any time, people are drawn to moments they can experience together: a new movie release, a big game, a product launch, a holiday. And these are key opportunities to connect with a brand. Marketers, you know this well: you center advertising campaigns around the tentpole moments most likely to inspire your audience, shift perceptions or influence a purchase decision.”

YouTube’s Cost-Per-Hour Masthead enables brands to own the most prominent placement in the app during the hour(s) leading up to, during or after priority moments.

For example:

“[During the recent World Cup], McDonald’s Brazil turned to the YouTube Cost-Per-Hour Masthead. Their strategy was savvy: reach anyone in Brazil who was watching YouTube an hour before the Brazil vs. Cameroon match and remind them to pick up McDonald’s before the game started. This perfectly timed execution delivered tens of millions of impressions at the very moment fans were preparing for the match.

It could be a good way to hook into key moments, and build momentum for your campaigns, while also establishing association with key events and subjects.

“Just a few weeks ago, Xiaomi, the leading smartphone manufacturer in India, prepared to launch their highly anticipated Redmi Note 12 series via YouTube livestream. To drive viewership, Xiaomi ran the Cost-Per-Hour Masthead during the event. Not only did this activation drive scaled awareness, it led to over 90,000 concurrent livestream views. The Redmi Note 12 went on to generate a record number of first-week sales, making it one of their most successful launches to date.

It’s an expansive, but potentially significant targeting option, which could hold appeal for big brands looking to make a big splash around major events and releases.

You can learn more about YouTube’s Cost-Per-Hour Masthead process here.

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'Astonishing' New Cognitive Research Shows Gaining Knowledge, Learning New Skills, and Achieving Mastery Comes Down to the Rule of 7

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'Astonishing' New Cognitive Research Shows Gaining Knowledge, Learning New Skills, and Achieving Mastery Comes Down to the Rule of 7

While talent matters, the good news is we all learn at basically the same rate–and can “learn anything we want.” Think you don’t have the talent for entrepreneurship? For leadership? For programming, for design… for whatever pursuit you may want to, um, pursue? According to HubSpot co-founder …

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