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X runs ‘timeline takeover’ ad promoting anti-trans film

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X runs 'timeline takeover' ad promoting anti-trans film

Thursday on X (Twitter), all users saw the same pinned topic under the “What’s happening?” sidebar. As part of a “timeline takeover” — which gives advertisers “priority access to logged-in users’ first impression of the day” — conservative media nonprofit PragerU is promoting the hashtag “#DETRANS” to advertise its new film about “the stories of detransitioners.”

PragerU, which is not a university, aims to “preserve American ideals.” The organization has been criticized for doubting climate change and downplaying the realities of slavery.

“PragerU has chosen X/Twitter specifically for this campaign, as it is one of the least censored social media platforms,” the organization wrote in a press release. “Since Elon Musk purchased X and removed restrictions previously placed by Twitter, detransitioners have been able to share their stories.”

Image Credits: An example of how the advertisement appears on X

The film purports to feature young people who sought gender affirming care, but now regret doing so. PragerU calls the short documentary its “most important” video yet, but extensive research shows that detransitioning is incredibly uncommon. In a 2021 review of 27 studies, with almost 8,000 transgender patients, less than 1% of people who underwent any type of gender-affirmation surgeries expressed regret.

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In spite of research indicating that these procedures are often life-saving and rarely result in regret, right-wing figures continue to drum up panic around gender-affirming care for LGBTQ+ people. In 2023 alone, state legislators have introduced over 400 anti-trans bills.

The PragerU campaign comes at a troubled time for X’s ad business. X CEO Linda Yaccarino claims that the company will be profitable by 2024, but other evidence shows that the platform’s advertising business continues to suffer. Insider Intelligence estimates that X will make $1.89 billion from ads this year, a 54% decrease from 2022. Reports from Similarweb, a market intelligence firm, show that X’s traffic and monthly active users have also declined.

PragerU said it spent $1 million in total to promote the “DETRANS” documentary, a portion of which went toward its “timeline takeover” on X. So, for a front-and-center, day-long ad placement, X is earning a maximum of 0.053% of its estimated annual advertising earnings.

Despite pushback from some users on X, the company confirmed that PragerU’s advertisements do not violate platform guidelines.

The ad on X cannot be dismissed, even if a user has the advertiser PragerU’s account blocked. Typically, ads on X can be reported, but this one cannot be flagged.

PragerU is also advertising its documentary on Meta and Google, albeit in a far less prominent placement. The organization claimed that it sought a similar “takeover” ad placement on YouTube, which is part of Google, but was denied.

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“The ads in question do not violate our ads policies and are currently running across our platforms,” said Google spokesperson Michael Aciman. “In accordance with our YouTube ad requirements, since 2021, ads related to political topics are ineligible to run on the YouTube Masthead.”

Since Musk’s purchase of Twitter (now X), the platform has acted as a vehicle for his personal interests. In the past, X has banned journalists reporting on Musk, blocked links to competitor platforms, changed platform policy to censor a bot that published public information about his private jet and singled out news outlets like NPR and The New York Times with sanctions.

Musk has demonstrated a particular animus toward the LGBTQ+ community. Over the last year, Musk has repeatedly mocked transgender people, and even removed an old Twitter policy that prohibited the targeted deadnaming or misgendering of transgender people. As recently as this week, Musk has posted that he believes the word “cis” is a “heterosexual slur,” a personal position that reflects changes made to the company’s content moderation policies under his leadership.



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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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