Connect with us


Meta’s Reallocating Resources Away from Bulletin and its News Tab, Which Could See Publishers Lose Out



Meta's Reallocating Resources Away from Bulletin and its News Tab, Which Could See Publishers Lose Out

In today’s latest reminder that you shouldn’t build too much reliance on social platforms when looking to establish your business, reports suggest that Meta is now looking to scale back its investment in news content and newsletters, via its ‘Bulletin’ platform, in favor of focusing on the creator economy, and its metaverse-forward plans.

As reported by The Wall Street Journal, Meta is currently in the process of reallocating resources from its Facebook News tab and Bulletin, as per a new internal note from senior executive Campbell Brown.

As per WSJ:

“Ms. Brown, said that the company would shift engineering and product support away from the two products as “those teams heighten their focus on building a more robust Creator economy.”

What, exactly, those ‘Creator Economy’ projects are is unclear, but as noted, it once again underlines the concerns that many publishers have had over time, that if you try to play Meta’s game, and align with what it’s focusing on at any given time, you’re also then at the whim of Meta’s team, which can lose interest in projects seemingly overnight.

And those shifts can be devastating for publishers.

A key case study in this respect is ‘Little Things’, the Facebook-focused web publisher which was once a big winner of Facebook’s now infamous ‘pivot to video’, in which it encouraged brands to publish more and more video content in order to feed into consumption behaviors.

Until it didn’t.

In 2017, Facebook changed its algorithmic focus, and Little Things, which, at one stage, had over 12 million followers, lost 75% of its organic traffic, virtually overnight. The company was eventually forced to close, laying off around 100 staff – and it’s not the only publisher that’s lost out in a big way as a result of Meta’s broader strategic zigs and zags, as it seeks to maintain relevance, and keep users coming back.

Meta’s latest focus in this respect is, of course, short-form video, which TikTok has transformed into the key connection format, for almost all users.

According to Brown’s memo, Facebook will focus on short-form content, and metaverse-aligned projects, which could see more and more of Meta’s other bets lose out, particularly as it looks to rationalize expenditure, and recoup losses from lower ad spend.

That leaves Bulletin, which Meta launched in April last year, in limbo, along with the various writers and publishers that it established exclusive content deals with for the platform.

Back in December, Meta reported that more than 115 publications were active on Bulletin, many of them with thousands of subscribers, while Meta also funded 25 local news journalists as contributors to the project, which Meta saw as a potential savior for local news.

That seemed like a viable pathway, given Facebook’s ubiquity, and its connective benefits for local news content. But maybe, Meta hasn’t seen the engagement value from such that it hoped, which could play into this latest shift.

And then there’s the question of its News tab, and how Meta negates the impacts of scaling this element back.

As WSJ reports, Meta has paid publishers to participate in its News program, signing deals worth tens of millions of dollars with various news organizations, including The Wall Street Journal, The New York Times, and The Washington Post.

Most of those initial deals expire this year, which gives Meta a way out, and reports have been swirling in recent months that Meta is re-assessing its payments on this front, with big publishers standing to lose out big time as a result.

That also raises questions as to whether this might impact Meta’s deals with news publishers in various nations, where Meta has established revenue share agreements for the use of news content. Australia, Canada and the UK have all brokered deals that see Meta sharing a percentage of its revenue with local publishers, based on content displayed on the News tab – but if that’s scaled back, or even retired completely, that could force a renegotiation, with publishers no doubt set to turn up the heat on representatives in order to keep that money flowing, where they can.

But overall, as noted, the key point of note here is to not build too much reliance on Meta’s apps, or any social platform for that matter.

Yes, each platform wants you to share more content, because that ensures that they have more things to show their users when they log in, but getting too addicted to that referral traffic and income can have disastrous impacts on your longer-term strategy.  

We don’t know what the full impacts will be in this instance, but it’s clear, once again, that Meta has changed its mind, which will take money out of the pockets of many partners who had worked with the platform in good faith.

Source link


Twitter Blue Subscribers Can Now Post Tweets Up to 4,000 Characters Long



Twitter Blue Subscribers Can Now Post Tweets Up to 4,000 Characters Long

So, this is a thing…

Twitter has rolled out longer tweets to Twitter Blue subscribers in the US, with paying users now able to post tweets up to 4,000 characters in length.

If anyone needed or wanted that.

Longer tweets will be displayed in the main feed at standard length, with a ‘Show more…’ indicator pointing users to the remainder of the content.

Honestly, it’s sadly ironic that not even Twitter could come up with a good use of the extra characters in its example, but yes, Twitter Blue users – all 300,000 of them – will now be able to post super long rants about whatever they choose in the app.

As explained by Twitter:

“[Twitter Blue users] can also compose longer Tweets in a Quote Tweet or reply. Standard functionality like posting media, creating polls, and using hashtags still apply. Everyone will be able to read longer Tweets, but only Blue subscribers can create them.

I don’t know if anyone requested this, but Twitter 2.0 chief Elon Musk seems convinced that by enabling users to post long-form content, that will eventually open up new avenues to monetization, and will see more top voices posting more stuff to the app.

I mean, the recent Twitter Files are probably the best example – Elon’s hand-picked team of journalists have been trawling through Twitter’s archives to uncover accusations of corruption and Government meddling, all ended up posting their findings in ridiculously long tweet threads in the app.

It would make more sense to post them on a more long-form focused format, but Musk obviously wants all the attention on Twitter – and in instances like this, maybe having longer tweets could be valuable.

But I don’t know.

It also seems short-sighted to only provide this functionality to Twitter Blue users. As noted, only a small fraction of Twitter’s 250 milllion total user base is paying for a blue tick, and while Twitter is now expanding the offering into new markets, it’s hard to see it catching on in any real way.

That means that a lot of the most popular creators won’t even be able to use the option, which seems counterintuitive. But then again, Elon will probably look to add in a new monetization element, which you have to pay up to qualify for, which is probably his broader view for limiting access at this stage.

Who knows – maybe it ends up being amazing, and maybe it makes it way easier to post what would have been multi-tweet threads in a more engaging, interesting way in the app.

It’s different, for sure, very different from Twitter’s usual offering.

Source link

Continue Reading


Growth Stock Surges On Ad Fraud Discovery, Analyst Upgrade



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.


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.


Get Stock Lists, Stock Ratings And More With IBD Digital

Find Stocks To Buy And Watch With IBD Leaderboard

Identify Bases And Buy Points With MarketSmith Pattern Recognition

Which AI Stocks Should You Be Watching?

Source link

Continue Reading


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



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.

Source link

Continue Reading