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Snapchat Will Enable Top Creators to Insert Mid-Roll Ads into Their Stories in New Monetization Test

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Snapchat Will Enable Top Creators to Insert Mid-Roll Ads into Their Stories in New Monetization Test


Snapchat’s adding another new monetization opportunity for Snap creators, with mid-roll ads for Snap Star Stories, providing a directly attributable revenue pathway for the app’s biggest stars.

As explained by Snap, soon, Snap creators will be able to switch on ads within their Stories, with a cut of any revenue generated by those ads then allocated back to the creator.

Though the specific revenue cut here is not entirely transparent – according to Snap, the revenue share from these ads will be based on its proprietary payment formula, “which may include a number of factors such as posting frequency and audience engagement”.

Snapchat already applies its payment formula to its TikTok-like Spotlight funding, with creator payments allocated based on a range of factors including:

“The total number of unique video views attributable to your specific Snap, the relative performance of your Snaps compared to other Snaps in Spotlight, and the geographic location of your Snaps and/or users viewing your Snaps.

It would seem that inserting ads into Stories would be more directly attributable to each creator’s performance, as the view counts are specific to that Story. But Snap looks to be taking a unique approach to its funding – which could, potentially, be of more benefit to creators. Or maybe not – we don’t know because it’s unclear what, exactly, Snap will factor into its calculations.

But either way Snap’s top creators will be able to get at least some money from ads inserted into their Stories, which will provide another pathway to monetization, while it will also give advertisers another opportunity to reach more specific, engaged audiences in the app with their campaigns.

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But the main focus is on helping top Snapchatters earn more money for their efforts, which, ideally, will keep them posting to the app more often. With the competition for attention heating up, every social app is now looking to win over creators, in order to get them posting as much as possible, which will ultimately keep more users engaged, more often, and keep them coming back to their platforms to check in on the latest creator updates.

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TikTok has upped the ante in this respect, sparking a whole new flood of content creators aligned around short video clips. But TikTok’s monetization processes are not as refined as those on YouTube, Facebook, Instagram, or indeed Snapchat, which is why each is now scrambling to highlight the benefits of posting to their platforms instead, to win back attention from the rising video app.

Indeed, over the past two years, Snapchat has rolled out Spotlight funding, an AR creator fund, Creator Gifting and its Creator Marketplace to help brands find creators to partner with on campaigns, which all enable broader monetization potential for top creators, while also fueling Snap’s creative pipeline.

Some of those initiatives have proven challenging, with Snap facing several questions about its funding model for Spotlight in particular, but the broader impetus is to build a more functional, sustainable creator ecosystem, which will help ensure that Snap can maximize its content opportunities.

And again, with the competition for attention rising, it’s important for Snap, and all platforms, to explore every opportunity in this respect, in order to maintain their place as key connective apps.

Snap’s Star Stories ads are now in beta testing with a selection of US-based creators in the app.



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Elon Musk’s Team Asks for More Data to Complete Assessment of Twitter Bots

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Elon Musk's Team Asks for More Data to Complete Assessment of Twitter Bots

Okay, let’s just check in on the latest with the Twitter/Elon Musk takeover saga, and where things are placed to close out the week.

According to the latest reports, Musk’s team recently asked Twitter for more tweet info, in order to help it make an accurate assessment of bot activity in the app. This comes after Musk questioned Twitter’s claim that bots and fake accounts make up only 5% of its active user base, and said that his Twitter takeover deal could not go ahead unless Twitter could produce more evidence to support this figure.

Which Twitter did, by providing Musk with access to its ‘full firehose’ of tweets over a given period, which it shared with Musk’s team back on June 8th. Musk’s group has now had that data for a couple of weeks, but this week, it said that this info is not enough to go on, and that it needs even more insight from Twitter to make its judgment.

And after initially resisting calls for more data access, Twitter has now reportedly relented and handed over more tweet data access to Musk’s team.

Which may or may not be a concern, depending on how you see it.

In its initial data dump, Twitter reportedly gave Musk’s team info on:

  • Total user tweets (within a given time period)
  • Data on which devices were used

As noted, Musk’s team says that this has not provided it with the insight that it needs to conduct an accurate analysis of potential bot activity, so Twitter has now provided Musk with more ‘real-time API data’.

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It’s not clear whether that means that Twitter has provided everything that its API systems can provide, but that could mean that Musk’s team can now access:

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  • Real-time info on tweet text and visual elements/attachments
  • Data on retweets, replies, and quote Tweets for each
  • Data on tweet author, mentioned users, tagged locations, hashtag and cashtag symbols, etc
  • Date, time, location, device info

That should satisfy any analytical needs to uncover potential bot trends, and get a better handle on Twitter’s bot problem, though it also means that Musk has all your tweet info – which, again, it’s worth noting, Twitter up till now had been hesitant to provide.

I’m sure it’s fine. Musk’s team is beholden to disclosure laws around such, so it’s not like they can do anything much with that info anyway, in a legal sense. But the idea that the sometimes erratic Elon Musk now has all the tweets could be a little concerning for some.

But Twitter likely had to provide what it can, and if Musk is going to become CEO of the app soon anyway, he’s going to have access to all of that data either way.

But still, given Musk and Co’s past history of undermining and attacking critics, sacking trouble maker employees and digging up potential dirt on rivals, it sits a little uneasy.

Should be fine. No problems – no need to go deleting all your DMs (which are likely not included in the data that Twitter has provided at this stage).

According to reports, Musk’s team says that it now has the info it needs to make its assessment of bot activity, which should see the deal move forward (or not) sometime soon.

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Of course, no one knows what exactly is going to happen next, and whether Musk’s team will look to renegotiate, or even back out of the deal entirely as a result of its bot analysis. But it does seem like, one way or another, Musk will be forced to go ahead with the $44 billion transaction, with Twitter’s past bot reporting methodology already accepted by the SEC, giving it legal grounding to argue that it’s acted in good faith, regardless of what Musk’s team finds.

The next steps then, according to Musk, would be securing debt financing and gaining Twitter shareholder approval, clearing the last hurdles for Musk to change the app’s name to ‘Telsla Social’, and add a million references to ‘420’ into the platforms various terms and conditions.

Because of the memes, because weed jokes are still funny to the richest man in the world – because he vacillates between inspired genius and a massive nerd who now gets to play out some fantasy of being cool.

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Or something. Who knows what goes on in Elon Musk’s head – which is also why most are hesitant to bet against him, as nobody knows if and how he might be able to fix Twitter, and whether this is a great investment or a massive disaster.

It seems like we may soon find out. Maybe. Who knows. Either way, the memes should be great.



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