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WhatsApp Launches New Promo Campaign Highlighting the Value of Encryption

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WhatsApp Launches New Promo Campaign Highlighting the Value of Encryption

Amid ongoing scrutiny over parent company Meta’s plan to implement full encryption by default across all of its messaging apps, WhatsApp has launched a new promotional campaign which aims to drum home the importance of privacy for users, with an exaggerated example of how your unprotected messages can be accessed.

As you can see, WhatsApp’s new ad campaign equates the lack of security around SMS text messaging to people being able to read your physical mail. Which is a bit of a stretch, but the emphasis has some merit. You wouldn’t want people reading your letters, yet certain third-party providers can intercept text messages, which, in some ways, is similar.

Though it’s interesting timing. Right now, Meta is in the midst of integrating all of its messaging platforms (WhatsApp, Messenger and Instagram Direct) into one platform, which would enable you to access your inbox from any of these apps on the other, and carry on conversations with friends across each.

A bi-product of that is that each of its messaging options now has to upgrade to full encryption, as offered by WhatsApp, in order to facilitate equally secure messaging across each surface.

Government representatives and law enforcement groups in almost every country have raised concerns about this shift, which they believe will limit the capacity of criminal investigations. If there’s no way of anyone being able to trace or access these types of exchanges, either internally or externally, that, essentially, would give free, undetectable reign to criminal organizations, enabling them to utilize Meta’s massive network to organize, mobilize and exchange illegal material, without fear of consequence.

The counter to this concern is the rising push to give users more rights to control their privacy and their personal data online.

The European Union has spent years implementing advanced privacy laws to protect people’s digital data, while a recent report from the UK Information Commissioner found that encrypting communications actually strengthens online safety by reducing people’s exposure to threats, like blackmail, while also allowing businesses to share private exchanges.

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And there is clearly a desire for more privacy from consumers. WhatsApp already has over 2 billion users, and is seeing steady growth in the US, as discussions around online privacy become more prominent.

But that could also be a result of more groups switching to private messaging to avoid detection. Last August, Meta moved to ban WhatsApp users linked to the Taliban under its Dangerous Organizations policy, so there is still seemingly some recourse for the most extreme examples of such, where they can be detected.

But full encryption would significantly limit that process.

Is that a good thing, in that it offers more protection for users, or a bad thing, in that it could facilitate criminal activity?

Either way, it seems like Meta is pushing ahead, and while Government groups look to scare the public into opposing full encryption (the UK Government’s recent proposed campaign was pretty horrifying), it may be that amid all the discussion around polarization and purported manipulation by the mainstream media that more people actually want to secure their conversations from any type of outside interference.

This new push from WhatsApp will certainly stoke those fires even more, and it’ll be interesting to see if it results in an increase in WhatsApp take-up as a result.

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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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