SOCIAL
Meta Shares New Insights into the Coming Metaverse Shift, and What Exactly Needs to Happen to Facilitate it
What are the true opportunities of the metaverse and more immersive digital environments, and more specifically for marketers, how will it change the way people shop, engage with brands, and advertising approaches?
That’s the focus of a new whitepaper from Analysis Group, in partnership with Meta, which seeks to provide a realistic perspective on where things are headed with the metaverse shift – which may or may not become a tangible, valuable reality for another decade yet.
But it is, according to Meta at least, coming, and that will open up new opportunities.
First off, the whitepaper seeks to define what, exactly, the metaverse is – an important element considering the amount of profiteering businesses that have cropped up with their ‘metaverse ready’ solutions.
As per the paper:
“One way to think about the metaverse is as a set of interconnected digital spaces, including immersive XR experiences that combine the digital and physical words, in which individuals can easily move between different spaces and experiences as well as interact and collaborate with other people who are not in the same physical space.”
I mean, that seems pretty straightforward, and in line with the broader definition of the metaverse experience, as we’ve been shown in various promotional mock-ups from Zuck and Co.
But the practicalities of that are also important – how will we actually get there, and crucially, how far off is the next stage of connection?
The answer on that front is that it will take time – and Analysis Group is careful to note that it might never happen:
“It is possible that, like many other previously “hyped” technological innovations, the metaverse never comes to fruition as it is currently envisioned.”
But in order to become the platform of the future, it will need mass adoption, which means broader take-up of VR headsets, the roll out of AR glasses, and other technologies.
“As with the Internet and other technologies, the form and shape of the metaverse will materialize slowly at first, and only after a critical mass of adoption is achieved, will its full potential begin to take more concrete shape.”
So it’s not here yet, and it’s not coming for some time. So you don’t need to go ‘all in’ on your metaverse strategy, and you shouldn’t feel obligated to jump on the NFT train at present.
It will take time, meaning you have time, which, as Meta’s Nick Clegg additionally notes, also means that regulators have time and space to institute new rules and frameworks for the evolving space.
“As has been the case throughout the internet’s development, interoperable standards and protocols will be developed by different people and companies over time, and will often be settled by institutions like the US-based National Institute of Standards and Technology or international multi-stakeholder organizations like the Internet Engineering Task Force or the World Wide Web Consortium.”
In his essay, Clegg builds on the Analysis Group whitepaper with a call for governments to work together on building a regulatory approach for the evolving space.
“A metaverse that is open and interconnected is not only the right thing for users — and something that will involve both technical and policy work from industry and regulators — it is also the sort of thing that might come to distinguish the metaverse in the parts of the world that still believe in an open internet from the metaverses built in other parts of the world where a closed internet has been constructed in recent years.”
Clegg notes that a ‘constellation of technologies, platforms, and products’ will be required to work together to build the metaverse space, and that will likely need some level of external oversight – because while Meta would love to own the metaverse for itself, it also knows from experience that it doesn’t want to be the one setting the rules in the new space.
Acting now, Clegg says, is key to ensure that we’re prepared for the next shift. Because again, as detailed in the AG report, we’re still developing the building blocks of the next phase.
“The way mobile technology combined existing technologies such as phones, the Internet, cameras, and mp3 players and evolved to change how we use the Internet is reminiscent of the path the metaverse appears poised to follow. Combining existing technologies such as phones, the Internet, cameras, and mp3 players into a single mobile device fundamentally altered how we connect with the Internet by overcoming limitations of geography. Existing conceptions of the metaverse have a similar flavor of combining existing technologies, such as AR/VR, videoconferencing, multi-player gaming, and digital currency, and turning them into something new.”
This is important to note, because while people are jumping on board new trends like NFTs, with a view to the future, the fact is that we don’t know what role these kinds of elements will play in the coming metaverse shift.
It’s also hard to take anything definitive from the AG report on potential value – because as it notes, it’s not in a position to speculate whether the metaverse will succeed, it’s merely mapping out its potential based on past technological advances. But with this comparison in mind, if the metaverse were to grow in the same way as mobile technology developed, it could become a $3.01 trillion industry by 2031.

There’s a lot to factor in here, and a lot that needs to go right. For example, the AG report notes that various platforms will need to work together to make the metaverse work.
“For example, a user is required to have an individual account to access a social media app such as Twitter or TikTok and an individual account to access a gaming console such as Xbox or PlayStation. But in the metaverse a user would be empowered to consume digital goods and services seamlessly. Time Magazine’s Andrew Chow supports this vision and writes, “Instead of having separate Facebook and Twitter accounts in which everything you post is owned by those corporations, you will be able to own your digital personhood and all of your ideas and digital belongings wherever you go.” For example, an individual could purchase a digital piece of clothing or accessory from a platform and still “wear” it when they visit another platform, as opposed to that digital good being restricted for usage within the platform from which the individual initially purchased it.”
That’s would be an amazing advance, and it is possible, but Meta’s essentially calling on regulators to establish new rules and systems now to ease this into existence. Because the platforms themselves will have little motivation to integrate in this way, unless they either have to, or the financial benefits of doing so are too much to ignore.
Meta seems to be angling its push towards the former, establishing new rules, governing all metaverse partners, in order to avoid any commercial conflicts or rule-setting by certain platforms. Meta has been highly critical of Apple’s restrictions on iOS apps, which is a similar problem it’s pointing to here – if regulations are not built into the framework of the metaverse right now, it will become increasingly difficult to enforce any rules once any system, and its accepted norms, is in place.
So essentially, the metaverse is still a long way off, and a lot needs to happen to make it the universal, interoperable, virtual reality alternative that Meta envisions.
In other words, don’t get too far ahead of yourself on the metaverse just yet, and don’t throw your money away on the latest trends. Assess each as it arrives, consider its fit for your business. But don’t believe anyone who tries to sell you on the metaverse being already here, and already ready to go for brands.
You can read the full Analysis Group whitepaper here, and Nick Clegg’s long Medium essay on the metaverse shift here.
SOCIAL
Is this X’s (formerly Twitter) final goodbye to big advertisers? It looks like it

It looks like big advertisers are leaving X (formerly Twitter) for good and its owner Elon Musk couldn’t care less.
In the packed DealBook conference in New York on Wednesday, he bluntly told them to shove it.
This response came after another round of advertisers including IBM, Apple, CNN and Disney bailed on his social network after Musk seemingly supported an antisemitic conspiracy theory last month by responding to an X user’s post — a move he’s since admitted was silly and apologized for. Musk was less remorseful over the uproar caused among advertisers, telling the room: “This advertising boycott is going to kill the company… let’s see how Earth responds to that.”
For many large marketers, this marks the end of a drawn-out farewell (lasting a whopping 13 months) to advertising on X since Musk took over. Surprisingly, even some of X’s own staff members are now calling it quits. Freelance journalist Claire Atkinson reported a “wave of resignations” from CEO Linda Yaccarino’s sales team, including a few of the remaining ad executives who were there before she officially joined in June. Musk’s actions are essentially reversing any recent progress made in reviving X’s advertising business.
Lou Paskalis, CEO and founder of AJL Advisory confirmed that Musk’s comments were indeed another extra nail in the already well sealed coffin because it reaffirmed what most large advertisers already know — Musk resents having to be beholden to them.
“He is trying to position their legitimate brand suitability concerns, largely precipitated by his ongoing antics on X, as a vast, left-wing conspiracy among advertisers to ‘blackmail’ him into constraining his right to free speech,” Paskalis said. “As someone who spent over three decades in the ad buying business, it’s laughable to think that we could all act with that level of coordination, presumably in secret.”
This event highlights how out of touch Musk is with what keeps his company running. He takes an ad boycott as a personal insult when, truthfully, it’s just part and parcel of managing a platform these days. Look at how often YouTube and Meta have dealt with similar issues over the years. The difference? The bigwigs at those companies prioritized protecting their businesses, not their public personas, and were willing to make compromises to win back advertisers. Not that it took much to win back those ad dollars — advertisers rely on those platforms as much as the platforms rely on them.
“It’s just a very sensible decision not to continue advertising on that platform which poses such a strong brand safety risk,” said Ebiquity’s chief strategy officer Ruben Schreurs. “To do all this on stage is unheard of, I’ve never seen anything like it before.”
The largest advertisers seem to agree. Unlike their previous boycotts of advertising on X, this one is permanent for many of them. Some of the most active accounts like Disney, Paramount, Liongsate and Sony Pictures haven’t posted in nearly two weeks. This chimes with what one senior ad exec, who had been in touch with a number of X’s advertisers over the past year, told Digiday last month. Advertisers who had continued to spend on the platform only paid a fraction of what they used to prior to Musk, out of fear of getting called out by Musk if they didn’t.
“It’s easier to pull advertising than it is to return, and what makes the X ad boycott unique is that it isn’t primarily about content adjacency or moderation,” said Jasmine Enberg, principal analyst, social media at Insider Intelligence. “Advertisers are concerned about the reputational damage and the uncertainty of doing business with Musk, and yesterday’s comments will deepen the rift between them.”
An impossible job has now become even more challenging for Yaccarino. Ad dollars weren’t exactly flowing into the social network before Musk’s latest rant. X has averaged a 55% year-over-year revenue decline, according to Guideline. This figure increased to 61% YOY between May and August 2023 — despite Yaccarino joining the company during the summer.
“The hill she [Yaccarino] must climb to rekindle advertiser demand for the platform just went from steep to vertical,” said Paskalis. “I don’t know how anyone could overcome a direct verbal assault of the magnitude that Musk delivered at the DealBook conference against a customer base already alarmed by his previous rage inducing, divisive and dog whistle laden tweets. None of this will cause Linda to leave, in my opinion, as she sees quitting as failure and failure is not an option in her calculus, no matter what damage may be done to her reputation.”
X did not respond to Digiday’s request for comment.
SOCIAL
YouTube Adds New Analytics Cards, Simplifies its ‘Product Drops’ Feature

YouTube’s making some updates to its Product Drops feature within live streams, while it’s also adding some new analytics cards, and testing a new format for its TV app.
First off, on Product Drops. YouTube’s changing the requirements for Product Drops in live streams so that more creators will be able to include drops to highlight their items.
Up till now, Product Drops have only been available to creators who’ve connected their Shopify stores, or have access to Google Merchant Center, while creators have also had to plan Product Drops in advance, and schedule them via Live Control Room. But now, YouTube’s giving more creators more ways to access the feature.
As per YouTube:
“Any creators who have connected to their first party stores, or are participating in the YouTube Affiliate Program can set up Product Drops in the live control room on YouTube. This means that more creators will be able to use Product Drops to boost sales and engagement on their live streams.”
YouTube will also now enable creators to implement Product Drops at any time during a live stream, eliminating the pre-planned requirement.
“This will give creators more flexibility to react to the moment, and drive excitement in real time.”
YouTube says that many creators have seen good response to their Product Drops, with the interactive, engaging process helping to drive hype, and spark more response from viewers.
Product Drops are available via the Live Control Room in YouTube Studio. You can read more about how they work here.
YouTube’s also updating its Community Posts creation flow, in order to simplify the process, and ideally get more channels posting text-based updated in the app.
Community Posts remain a lesser element, though YouTube’s been working to make them a bigger focus throughout the year, by adding additional engagement elements like polls, quizzes, disappearing updates, and more.
Simplifying the creation process is another step in boosting awareness, and potentially driving more interaction with you YouTube audience.
YouTube’s also adding some new revenue analytics cards, including “Total Members” insights (which includes subscriber data) and “Where Members Joined From”, which will provide more insight into what’s driving channel growth.
YouTube’s also adding new data on why users have canceled their membership within the insights tab in YouTube Analytics.

As you can see in this example, the new card will show the reasons why people have opted to stop their subscription to your channel, based on responses provided in the cancellation flow.
Finally, YouTube’s also experimenting with a new format for its TV app, which will make it easier to access different elements.

As you can see in this example, shared by 9t05Google, the new format will include bigger buttons to access different elements, and further customize your YouTube experience on the bigger screen.
Connected TV is the fastest growing viewer segment for YouTube, with more and more people now looking to consume YouTube content on their home TV set. As such, it makes sense for YouTube to roll out more updates aligned with big screen viewing in order to feed into this usage.
Some handy updates, across various elements, which are worth noting as you go about managing your YouTube presence.
SOCIAL
Musk regrets controversial post but won’t bow to advertiser ‘blackmail’

Elon Musk’s comments at the New York Times’ Dealbook conference drew a shocked silence – Copyright GETTY IMAGES NORTH AMERICA/AFP Slaven Vlasic
Elon Musk apologized Wednesday for endorsing a social media post widely seen as anti-Semitic, but accused advertisers who are turning away from his social media platform X of “blackmail” and said anyone who does so can “go fuck yourself.”
The remark before corporate executives at the New York Times’ Dealbook conference drew a shocked silence.
Earlier, Musk had apologized for what he called “literally the worst and dumbest post that I’ve ever done.”
In a comment on X, formerly Twitter, Musk on November 15 called a post “the actual truth” that said Jewish communities advocated a “dialectical hatred against whites,” which was criticized as echoing longtime conspiracy theory among White supremacists.
The statement prompted a flood of departures from X of major advertisers, including Apple, Disney, Comcast and IBM who criticized Musk for anti-semitism.
“I’m sorry for that tweet or post,” Musk said Wednesday. “It was foolish of me.”
He told interviewer Andrew Ross Sorkin that his post had been misinterpreted and that he had sought to clarify the remark in subsequent posts to the thread.
But Musk also said he wouldn’t be beholden to pressure from advertisers.
“If somebody’s gonna try to blackmail me with advertising, blackmail me with money?” Musk said. “Go fuck yourself.”
But the billionaire acknowledged that there were business implications to the advertiser actions.
“If the company fails… it will fail because of an advertiser boycott” Musk said. “And that will be what will bankrupt the company.”
Musk, who met with Israeli Prime Minister Benjamin Netanyahu during a visit to Israel earlier this week, insisted in the interview that he holds no discrimination against Jews, calling himself “philo-Semitic,” or an admirer of Judaism.
During the interview, Musk wore a necklace given to him by a parent of an Israeli hostage taken in the Hamas attack on October 7. The necklace reads, “Bring Them Home.”
Musk told Sorkin that the Israel trip had been planned earlier and was not an “apology tour” related to the controversial tweet.
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