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X Tests New Option That Would Enable Creators to Gather Email Contacts from Subscribers

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X Adds Lists to Search Results on Web, Providing Another Way to Discover Topical Discussions

Elon Musk is looking to fulfill a key promise to creators in the app, with X developing a new option that will enable subscribers on X to share their email contact information with a creator they follow, if they choose.

As you can see in this example, posted by X News Daily, X is working on a new checkbox on the subscribe pop-up window, which would enable subscribers to opt into personal email sharing.

“Share your email with [creator name]. By accepting, you agree to let X share the email address with the creator for the purpose of off-platform and accept the Email Sharing Terms.”

That would provide each creator with full access to an off-platform contact method for each subscriber, or at least each one that opts in, enabling them to provide direct offers, or even move to another platform entirely with those contacts, if they so choose.

And with people who are looking to subscribe highly likely to share their contact info (why would you follow someone if you didn’t like or trust them?), it does seem like it could be a valuable complement.

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As noted, Elon has been promising to include this element from the beginning of his new creator incentive push, noting back in June that:

Direct contact sharing is a contentious area for social media platforms, with most viewing this type of data as proprietary, i.e. they own that connection because they’ve facilitated it in the first place. As such, most have been reluctant to provide an easy way to download and re-use contact info, though there has been a broader shift towards such in recent years.

Enabling data portability like this on X could be another lure for creators and brands that have considered building their presence on the platform, with many more now likely to factor in how they might be able to leverage this element, in order to expand their connections, and build business, both on and off-platform.

And it’s not just creators that would benefit. Brands, for example, would be able to offer special deals via subscriber-only tweets, and then use those collected emails to build their direct mailing lists.

There’s a range of ways that this could be used to expand your presence, adding a whole other element to the X experience. It also comes in addition to the platform’s newly launched ad revenue share program, which is already delivering money direct to many of its most engaging users.

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In summary, X is indeed sweetening the deal for creators, and businesses in the app, which could help it become a more relevant consideration over time. There are some flaws in its approach (the incentives for its ad revenue share program will skew users towards posting engagement bait, which could impact the overall user experience). But if X can find a sustainable way to maintain its creator incentive schemes, it could help to keep its top users posting, and with only 25% of X users producing around 97% of all posts in the app, X only needs to appeal to a small fraction of its user base to maximize overall engagement and activity.

Can X find a way to keep these top users active, without eroding its core offerings?

The capacity to download emails is another step in this direction.  



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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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