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Microsoft Drops Twitter from its Social Media Management Platform

Published

1 year ago

April 20, 2023

Microsoft Drops Twitter from its Social Media Management Platform

Another blow for Twitter’s ad business, with Microsoft announcing that it will be removing Twitter from its Digital Marketing Center management element, starting next week.

As first reported by Mashable, Microsoft is removing Twitter as an option from its digital management platform, which provides a cohesive way for businesses to manage their social media presence.

Microsoft’s Digital Marketing Center currently provides access to various tweet management capabilities, including scheduling and posting tweets, as well as ad management, within Microsoft’s integrated business platform. But now, Twitter will be dropped, which could see many Microsoft Business Suite users reduce their Twitter ad spend.

Microsoft hasn’t provided an official reason for its decision, but it’s believed to be related to Twitter’s updated API pricing, which will significantly increase the cost of accessing Twitter’s platform.

Though Twitter chief Elon Musk has provided his own reason:

They trained illegally using Twitter data. Lawsuit time.
— Elon Musk (@elonmusk) April 19, 2023

Musk, who was an early investor in OpenAI, the creator of ChatGPT, has repeatedly expressed his annoyance that his $100 million ‘donation’ to the company has been used to transform it into a $29 billion business. And with Microsoft taking a large stake in OpenAI, and integrating ChatGPT into many of its tools, it too now stands to benefit – and Musk wants to get back his share of that revenue intake.

With this in mind, Musk is looking to restrict OpenAI’s access to Twitter data, which has been used to fuel its generative AI models, while also increasing how much it costs for companies to access the same. That seems to be what Musk is implying here, that Microsoft, as a beneficiary of OpenAI’s expansion, is profiting off Twitter data, which he’ll be looking to claw back.

Though as noted, that could also impact Twitter’s ad business. Last month, Musk noted that Twitter’s ad revenue has declined by more than 50% since he took over at the company, due to concerns around the app’s various rule changes, and the broader economic downturn.

And despite Musk culling 80% of Twitter staff to cut costs, and introducing new income pathways, via subscriptions, Twitter is still reliant on ad dollars to stay afloat, and any further impact could be major at this stage.

Still, many of Elon’s decisions seem to be driven by personal grievance, and he’s outright stated that the $44 billion that he paid for the platform will not factor into his thinking.

It seems like this could be another element that could impact Twitter’s bottom line – but maybe, if Musk can get some of that revenue back from AI developers, via increased API costs, and potentially litigation, that’ll make the risk here worth it.

But it’s another chapter in Twitter’s uneasy relationship with ad partners, which will remain a critical storyline for the app moving forward.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

Published

1 month ago

March 18, 2024

Max

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.

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

Published

2 months ago

February 26, 2024

Entireweb News Bot

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.”Â

“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.

“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

Published

2 months ago

February 26, 2024

Entireweb News Bot

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.

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.