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X Tests New Ad Display, Which Would Replace its ‘Promoted’ Tags

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X Tests New Ad Display, Which Would Replace its ‘Promoted’ Tags

You may have noticed a change in the ads displayed in the X app of late, with the regular ‘Promoted’ signifier disappearing from the bottom of the post, and replaced, instead, by a small ‘Ad’ marker at the top right.

This appears to be an updated ad approach for the newly rebranded app, which could make promoted posts look more natural, and lessen their impact in-stream.

Which probably isn’t a significant shift, though I would question whether this new ad display meets the FTC guidelines on disclosure, and indeed, if it would meet similar specifications in other regions, particularly EU states.

At present, the current FTC requirements state that all ads must be ‘clearly and conspicuously’ signaled in-app, though previous terminology referred to ‘clearly and prominently’, and the FTC now equates the two definitions. You could argue that the ‘Ad’ tag is clear enough in this respect, and maybe it does meet FTC guidelines, but Google, for example, has come under scrutiny in times past over its promoted links in Search, which haven’t always been as defined for consumers as the FTC would like.

X’s much smaller, and more conspicuous, ‘Ad’ tag could see it get another look from FTC analysts, especially when you also consider the FTC’s ongoing push to get online influencers to more clearly state their brand affiliations on paid partnerships.

In particular, the FTC has said that hashtags that influencers use to signify brand partnerships are often not enough, and don’t clearly communicate the nature of the promotional relationship.

With this in mind, it does seem like X’s shift away from the more prominent ‘Promoted’ tag, which has its own line at the bottom of the post, could come under scrutiny, and it’ll be interesting to see what the ruling might be on this shift.

And as noted, that’s before you consider potential challenges in other regions, and how regulators in those regions might view the change.

At this stage, it looks like X is merely experimenting with the new format, as part of its broader reformation program. But it could lead to an updated ad display, which could improve ad response. Or not.

We’ll keep you updated on any progress.



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Musk regrets controversial post but won’t bow to advertiser ‘blackmail’

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Elon Musk's comments at the New York Times' Dealbook conference drew a shocked silence

Elon Musk’s comments at the New York Times’ Dealbook conference drew a shocked silence – Copyright GETTY IMAGES NORTH AMERICA/AFP Slaven Vlasic

Elon Musk apologized Wednesday for endorsing a social media post widely seen as anti-Semitic, but accused advertisers who are turning away from his social media platform X of “blackmail” and said anyone who does so can “go fuck yourself.”

The remark before corporate executives at the New York Times’ Dealbook conference drew a shocked silence.

Earlier, Musk had apologized for what he called “literally the worst and dumbest post that I’ve ever done.”

In a comment on X, formerly Twitter, Musk on November 15 called a post “the actual truth” that said Jewish communities advocated a “dialectical hatred against whites,” which was criticized as echoing longtime conspiracy theory among White supremacists.

The statement prompted a flood of departures from X of major advertisers, including Apple, Disney, Comcast and IBM who criticized Musk for anti-semitism.

“I’m sorry for that tweet or post,” Musk said Wednesday. “It was foolish of me.”

He told interviewer Andrew Ross Sorkin that his post had been misinterpreted and that he had sought to clarify the remark in subsequent posts to the thread.

But Musk also said he wouldn’t be beholden to pressure from advertisers.

“If somebody’s gonna try to blackmail me with advertising, blackmail me with money?” Musk said. “Go fuck yourself.”

But the billionaire acknowledged that there were business implications to the advertiser actions.

“If the company fails… it will fail because of an advertiser boycott” Musk said. “And that will be what will bankrupt the company.”

Musk, who met with Israeli Prime Minister Benjamin Netanyahu during a visit to Israel earlier this week, insisted in the interview that he holds no discrimination against Jews, calling himself “philo-Semitic,” or an admirer of Judaism.

During the interview, Musk wore a necklace given to him by a parent of an Israeli hostage taken in the Hamas attack on October 7. The necklace reads, “Bring Them Home.”

Musk told Sorkin that the Israel trip had been planned earlier and was not an “apology tour” related to the controversial tweet.

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TikTok Encourages Creators To Make Longer Videos, With Focus On Ad Revenue 11/30/2023

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TikTok Encourages Creators To Make Longer Videos, With Focus On Ad Revenue 11/30/2023

With a need to expand its advertising business, TikTok is now fully focused on the output of long-form videos.

A new report by The Information shows the company’s recent efforts to convince
creators to put out longer videos in order to provide more room for ad placements.

According to the …



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X Adds Option To Embed Videos in Isolation From Posts

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X Adds Option To Embed Videos in Isolation From Posts

Next time you go to embed an X post, you may notice a new step:

Now, X will enable you to choose whether you want to embed the video element in isolation, or the whole post, as normal.

And if you do choose to embed just the video (or GIF), it’ll look like this:

Which could be a helpful way to present X-originated video on third-party websites, and add context to, say, your blog post, without the clutter of the full X framing.

But it could also reduce brand exposure for X, which is likely why Twitter didn’t enable this before, though it did once provide an “embedded video widget” which essentially served the same purpose.

X embeds

Twitter gradually seemed to phase that out as the platform evolved, and there’s no specific reason that I can find as to why it removed it as an option. But either way, now, it’s back, so you have more options for using X-originated content, and putting more focus on video elements specifically.

Though I don’t know why they didn’t also take the opportunity to remove the ‘Tweet’ reference. Since the re-brand to X, the platform seems to have gone to little effort to weed out all the tweet and bird terminology, but then again, with 80% fewer staff, that’s probably understandable as well.



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