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Meta Implements New Policies to Protect Consumers and Businesses from Fraudulent Reviews

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Meta Announces the Next Step in its Metaverse Transition

eCommerce brands take note – today, Meta is launching a new Community Feedback Policy in the US, which will provide more specific parameters on what’s allowed within customer reviews and feedback published in the app.

The new policy has been created ‘to ensure that reviews are based on real purchasing experiences’, while also keeping fraudulent and offensive feedback out of view. In other words, Meta’s now implementing new processes to detect false and misleading reviews, to limit the scope of those using reviews as a weapon, and to stop people from trying to scam the system with false positive feedback.

As explained by Meta:

“More than 200 million businesses connect with their customers through our apps and technologies. Community feedback provides businesses with helpful insights from their customers and helps people make trusted purchasing decisions as they discover new products.”

To help keep things in order, Meta’s now implementing more specific regulations on what is and isn’t allowed in product and business reviews, including clear rules against incentivization and parameters around relevance.

So you can’t be handing out free gifts in exchange for reviews, while the relevance segment will cover abuses of the system – i.e. disgruntled or otherwise aggrieved parties looking to attack a business via negative reviews.

There will be an onus of proof in each case, so that Meta can take action, but if there’s a clear linkage between these elements and on-Page reviews, you can expect Meta to take action, and penalize your Page as a result.

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Online reviews have increasingly become an avenue for disgruntled consumers to take out their frustration, whether that feedback is justified or not. At the same time, the value of positive reviews, amid the rise of online shopping and discovery, has also increased significantly, providing more motivation for brands to elicit positive feedback however they can.

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That’s fine, within reason, but you basically can’t be paying people to give you good feedback, in the same way that bands should expect some level of protection against misguided attacks.

Meta says that it’ll rely on automated technology and human reviewers to detect potential violations, while it also encourages people and businesses to report questionable reviews in its apps.

In addition to complying with our Community Standards, all feedback people leave about products and businesses must now comply with our Community Feedback Policy, which specifically prohibits manipulation of reviews, incentivization, irrelevance, graphic content and spam.

The new policy is in place for US businesses from today – you can read more about Meta’s ‘Ratings and Reviews’ policies here.

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YouTube Tests Disappearing Community Posts, Expands Access to Membership Gifting

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YouTube Tests Disappearing Community Posts, Expands Access to Membership Gifting

YouTube is testing out a new post type within its Community Posts element, while it’s also expanding access to ‘Membership Gifting’, which provides another way for creators to boost their audience in the app.

First off, on disappearing posts – YouTube’s running a new experiment that will enable selected creators to set a time limit on their Community Posts in the app, which will see those updates disappear after 24 or 72 hours.

As you can see in this example, the new option will enable you to set an expiration date for a Community Post, which will then see it automatically erased from view after that time.

YouTube says that creators have been seeking more ways to enhance engagement within the Community Posts element:

“We’ve heard from creators that they would like the ability to share content that is only available for a short period of time – for example, a special time-limited discount on merch or a special message for fans that manage to catch it before it expires.”

YouTube’s Community Posts, which it opened up to all channels with over 500 subscribers in September last year (down from 1,000 subs previously), enable creators to share text-based posts – which can include polls, GIFs, images, and video – within their Community tab.

YouTube Community Posts

That provides another way to extend your community-building efforts beyond video content and subsequent comments, which is more aligned with the engagement that you’ll find on in other social apps.

And soon, you’ll also be able to share disappearing posts too – though the initial test is only running with selected creators on Android devices to begin with.

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“Viewers will be able to see that a post will expire in x hours at the top of the post in the community tab, and creators will see their expired posts in the ‘Community’ tab under the ‘Archived’ chip once it has expired. Creators can’t re-share expired posts, but we are planning on adding that functionality in the future.”

On another front, YouTube’s also expanding access to its ‘Membership Gifting’ option, which enables Channel members to purchase gift memberships, which are then distributed to other viewers who are not subscribed to the channel.

YouTube Membership Gifting

Which may seem a little odd, but the idea is that this is a support measure for creators, not a gift for friends, as such, providing a means to both give the creator revenue (as they get the usual cut from gifted memberships), while also helping them to boost their audience in the app.

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“Up until now, gifting memberships was in a limited beta stage only, and only accessible by a small number of creators. But with this launch, we’re expanding the number of creators that have access to gifting memberships. And as a creator, you can buy gift memberships for your community without becoming a member yourself.”

To be eligible for the program, Channels need to have memberships enabled at a level of $4.99. Viewers also need to opt in to receive gifts during a stream, which they can do by tapping on the ‘Allow Gifts’ prompt in the chat on an eligible broadcast. 

It could be a handy option for building community in the app, and with many YouTubers inspiring legions of passionate fans, you can imagine that some will be more than happy to participate in helping to grow their favorite creators’ following.

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