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Meta Releases New Facebook Graph and Marketing API Updates, Including New Data Access Provisions

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Meta Adds Updated Congressional District Data to Location Targeting Options for Ads

Meta has announced the launch of Facebook Graph API v14.0 and Marketing API v14.0, which are the back-end systems that power connection to Meta’s various tools and platforms, and facilitate third-party app access.

Meta’s API updates can be sneaky significant, with big shifts sometimes hidden in amongst the technical jargon, so it’s worth staying up to date with the latest to ensure you don’t miss anything.

So what’s new in this release – and what does it mean for regular users?

Well, of course, it’s mostly aligned with developers, but there will be some expanded impacts, in different ways.

First off, Meta’s updated the questions that it requires developers to answer as part of its Data Protection Assessment, which it first launched last July.

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The questions, like the one above, basically ask developers if their applications will use Meta’s data in any negative ways, like using personal info for discriminatory purpose, or sharing Facebook user data with third-parties.

The measure is an extra layer to better protect Meta from potential misuse, with Meta able to refer back to the developers’ answers as a means to revoke any apps’ access based on these parameters.

Though I do find some of the question chains pretty funny:

Meta API usage questions

‘Oh yeah, my app disadvantages disabled people by taking in their Facebook profile info and assessing whether they use a screen reader, and it’s been doing it for years.’

It’s a fairly flimsy layer of assurance, given that every developer will just tick the right boxes and move on, but as noted, the real impetus is to give Meta a fallback enforcement position – i.e. you agreed to this contract which stipulates that your app won’t be used for this purpose.

The more in-depth questions will provide more capacity on this front.

Meta’s also introducing a new ‘Access Verification’ process to identify tech providers using its platform.

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“This process will be required for both new and existing businesses with apps that require access to client business assets on Meta.

That will help Meta better understand how each app is using its data, and what it enables on the user end, with third-party management apps now required to disclose this specifically.

In extension of this, Meta’s also adding new tools into Business Manager that will give businesses more visibility into the app integrations they use for managing business assets, through which they’ll also soon be able to manage their various access points and tools to stay on top of these functionalities.

Meta’s also adding ‘Transactional’, ‘Marketing’ and ‘One-time passwords’ as message template options via the WhatsApp Business Management API and WhatsApp Manager UI, while it’s also adding support for the setup and editing of Post Conversion Optimization processes.

Finally, it’s also adding new permissible use cases for accessing both user Like and post data via the Graph API. 

“Starting today, permissible use cases will include parental access controls and monitoring apps that analyze user likes and user post content. These apps are used by parents and guardians to detect potential risk to the safety or wellbeing of people under 18 years of age. The apps are limited to youth social media analysis as presented in the app’s user interface.

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This is a tricky area for Meta, as this is exactly how it got into trouble with the Cambridge Analytica case, with academics given access to Facebook user data, in depth, which enabled the CA team to develop a psychographic system for alternate purpose.

How effective that actually was is still unclear, but since then, Meta has basically locked down access to this type of information – so the fact that it’s now being made available in some circumstances is significant.

On the other side of the coin, Meta’s also taking some options away, including Connections Targeting for ads, which enables advertisers to segment their audience based on how people are connected to your business.

For example, using Connections Targeting, you can select audience segments based on whether they’re connected to your Page, your app and/or an event. Connections also expands to users that are friends with anybody who’s connected to your business.

“As part of our ongoing efforts to simplify our targeting options, we’re removing Connections Targeting from all Meta advertising platforms on June 15, 2022. In advance of this date, we recommend developers convert their existing audiences that leverage Connections Targeting to the equivalent Engagement Custom Audience or Lookalike Audience. These alternatives also allow developers to target ads to users who are connected to their page, app and/or event.

So Meta’s essentially taking away the option to reach friends of people who’ve engaged with your Page or event, but you’ll still be able to reach relevant, interested audiences via its Lookalike Audience options.

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Meta’s also removing the Mobile App Custom Audience ‘User by Segment’ feature from Facebook Analytics.

The changes this time around are relatively minor, and Meta hasn’t snuck any sneaky big updates in, which, again, has happened from time to time (especially leading into a long weekend). But there are some relevant points of note, which will apply beyond the developer community.

For most, that won’t change your Facebook or Instagram ads strategy, but there will be some smaller tweaks within the Facebook marketing experience.

You can read more about Meta’s latest API changes here.

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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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