SOCIAL
X Will Now Display Posts from Communities That You’ve Joined In Your Main Feed

I’m not sure that X’s communities are ever going to be a key engagement space, or even a valuable consideration for most users. But the X team is trying to boost communities engagement, in the hopes that it can indeed help facilitate more types of discussion in the app, and potentially provide another pathway for growth, and even creator monetization, through enhanced connection within specific niches.
X’s latest update on this front is that posts from communities that you’re a member of will now start to appear in your main ‘For You’ feed, providing another means to highlight community discussions in the app.
That could help to re-engage community members, by highlighting relevant discussions from the groups they’ve chosen to join, though the fact that X even feels the need to expand the appearance of such posts suggests that it is having issues with communities retention.
Communities was initially launched in late 2021, in order to provide dedicated, topic-based spaces to share and discuss relevant subjects, without having to post for all to see.
The concept aligns with the evolving use of social media platforms, which has seen people increasingly shifting their sharing and engagement to private messaging groups, as opposed to public broadcasting, due to the potential backlash and criticism that can come when you open your opinions to broader judgment.
Because of the increasingly divisive nature of the main feed, more people have retreated to smaller, more contained groups, and communities is X’s answer, though thus far it seemingly hasn’t caught on in the way that was originally hoped.
Early returns on communities didn’t seem to reflect a lot of interest in the option, though previous management did report communities gaining more traction in the months before Elon Musk took over at the app.
But then came the great staff cull, which also included the majority of the team that had been working on communities. Which seemed to be the death knell for the option, but more recently, X owner Elon Musk has highlighted the potential of communities as a valuable connective option.
We’re deprecating Circles in favor of improved Communities & DM group chat
— Elon Musk (@elonmusk) July 8, 2023
Which has sparked renewed focus on the option, including the re-introduction of the ability to highlight a community on your profile.

So it could still become a more relevant consideration, though it remains to be seen whether it actually adds value to the X experience, which, really, will largely hinge on how X communicates the usage of the option.
As noted, originally, communities was devised in order to make users feel more comfortable about sharing in the app, in order to encourage greater participation. The vast majority of X’s 250 million daily active users never post themselves, and the development team was seeking new options to address this aspect.
As former Twitter VP of consumer product Jay Sullivan explained early last year:
“One of the things I hear from people is, ’Hey, I read a lot of stuff. I’m not necessarily comfortable tweeting or don’t know when or why I should tweet. I would feel better if I was tweeting to a smaller community of people.”
That was the core push behind the development of the option, but it’s not clear whether it actually addresses that use case, especially given the reduced motivation for users to share their content with a smaller audience.
Because for most regular X users, they’ve already curated their community, by posting and following others over time, which has enabled them to establish a largely topic-focused group that responds to their updates.
For these users who are already active, posting to a community just limits their reach. So why would they do that?
In this sense, it does seem like the value of communities is for newer users, or those less comfortable in the app. But relevant group discovery is still not great, and for many, they’re probably not going to post anyway, even with a more enclosed group, because that’s not really what the app has traditionally been for.
X is for staying up to date on the latest news, but discussion of those topics tends to drift off to other places. The challenge of X is how it keeps that engagement in-stream, for which there are no simple answers, at least not yet.
Communities could well play a key role in this, but it will require some re-angling from the X team to communicate why people would want to use them. And given that the X doesn’t actually have a communications department, I’m not sure how that push will be undertaken, but maybe, through some changes in exposure, which enhance the focus on communities, that could lead to more take-up.
Maybe. There’s little evidence to suggest this as yet, but the X team is moving fast, and updates like this could be another step towards enhanced communities exposure.
SOCIAL
TikTok announces $1.5 bn deal to restart Indonesia online shopping business

TikTok has around a billion montly users and its growth among young people far outstrips its competitors – Copyright AFP/File SEBASTIEN BOZON
Chinese-owned short video app TikTok on Monday announced a $1.5 billion investment in GoTo group in a deal that would allow it to restart its online shop in Indonesia, the companies said in a statement.
Under the deal, TikTok Shop will be merged into GoTo’s Tokopedia, and TikTok will have a controlling stake in that entity.
“TikTok has committed to invest over US$1.5 billion in the enlarged entity over time, to provide future funding required by the business, without additional dilution to GoTo,” the Indonesian firm said.
“TikTok, Tokopedia and GoTo will transform Indonesia’s e-commerce sector, creating millions of new job opportunities over the next five years.”
“The strategic partnership will commence with a pilot period carried out in close consultation with and supervision by the relevant regulators,” GoTo said, adding that it expected the deal to close in 2024.
TikTok in October shut down its online shop in Indonesia, one of its biggest markets.
That came days after Southeast Asia’s largest economy banned sales on social media to protect millions of small businesses.
The regulation means social media firms cannot conduct direct transactions but only promote products on their platforms in Indonesia, the first country in the region to act against TikTok’s growing popularity as an e-commerce site.
Indonesia’s e-commerce market is dominated by platforms such as Tokopedia, Shopee and Lazada but TikTok Shop gained a significant market share since launching in 2021.
Indonesia, with 125 million users, is TikTok’s second-largest global market after the United States, according to company figures.
The Indonesian ban came after calls grew for regulation governing social media and e-commerce, with offline sellers seeing their livelihoods threatened by the sale of cheaper products on TikTok Shop and other platforms.
The regulation was yet another setback for TikTok, which has faced intense scrutiny in the United States and other nations in recent months over users’ data security and the company’s alleged ties to the Chinese government.
SOCIAL
TikTok spends $1.5B on Tokopedia JV to get around Jakarta social e-commerce ban

Just two months ago, ByteDance-owned TikTok abruptly closed its shopping platform in Indonesia to comply with surprise regulations from the Southeast Asian country’s government. Jakarta ordered social media companies like TikTok and Facebook to stop selling goods on their platforms, demanding a separation of social media and e-commerce services.
TikTok now seems to have found a way to revive its e-commerce dreams in Indonesia by spending billions to start a joint venture with Indonesian tech giant GoTo. On Monday, the two companies announced that TikTok Shop will now be available on GoTo’s Tokopedia platform.
“Tokopedia and TikTok Shop Indonesia’s businesses will be combined under the existing PT Tokopedia entity in which TikTok will take a controlling stake. The shopping features within the TikTok app in Indonesia will be operated and maintained by the enlarged entity,” TikTok said in a statement Monday.
TikTok will invest over $1.5 billion into Tokopedia, taking a 75% stake in the platform. GoTo will remain an ecosystem partner to Tokopedia and receive an “ongoing revenue stream from Tokopedia commensurate with its scale and growth,” but will not be required to continue funding the platform. Further funding from TikTok also won’t reduce GoTo’s remaining 25% stake.
Getting back into the Indonesian ecommerce market will be a win for TikTok. Indonesia, which is the platform’s largest market outside of the U.S., is key to Tiktok’s online shopping aspirations. In June, CEO Shou Zi Chew pledged to “invest billions in Indonesia and Southeast Asia over the next few years.”
ByteDance wants to replicate its Chinese e-commerce successaround the globe. Last year, consumers spent in China 1.41 trillion yuan ($196 billion) on products sold on Douyin, the version of TikTok for the Chinese market, The Information reported in January. ByteDance, through TikTok, is expanding its online shopping services in both Southeast Asia and the U.S. Yet the company is struggling to win over American consumers: The Information reported in August that U.S. shoppers are spending just $4 million a day, equivalent to $1.4 billion over a whole year, on goods sold on the social media platform. (TikTok officially launched TikTok Shop in the U.S. in September, though sellers have complained about a flood of low-quality products on the platform).
Before Indonesia imposed its ban in September, the country’s president, Joko Widodo, complained that social media platforms were threatening local micro-, small- and medium-sized enterprises. Government officials also accused TikTok of engaging in predatory pricing.
GoTo’s deal with TikTok means the Indonesian tech giant is giving up its majority ownership of Tokopedia . Tokopedia started in 2008 and grew to be one of Indonesia’s largest e-commerce platforms. The company merged with ride-hailing startup GoJek in 2021, becoming GoTo Group. The company debuted on Jakarta’s stock exchange in April last year.
Yet the company has struggled to wow investors since then. GoTo has yet to make a profit since becoming a public company. The tech firm reported 2.4 trillion Indonesian rupiah ($147 million) in net losses last quarter, significantly less than the 6.7 trillion rupiah ($428 million) it lost this time last year.
Investors do not appear to be thrilled by the news of GoTo’s TikTok partnership. Shares fell by over 19% by 2:30pm Indonesia time on Monday, erasing gains made late last week as rumors began to build of the new partnership.
SOCIAL
How to Train ChatGPT to Write in Your Brand’s Tone of Voice [Infographic]
![How to Train ChatGPT to Write in Your Brand’s Tone of Voice [Infographic] How to Train ChatGPT to Write in Your Brand’s Tone of Voice [Infographic]](https://articles.entireweb.com/wp-content/uploads/2023/12/1702266964_How-to-Train-ChatGPT-to-Write-in-Your-Brands-Tone.jpg)
Are you looking for ways to improve your ChatGPT output? Want to train it to write in a more unique tone of voice, in order to better suit your branding?
The Creative Marketer shares his ChatGPT prompt tips in this infographic. To enact these, add “Write like [INSERT CHARACTER]” at the start of your ChatGPT instructions.
TCM breaks things down into the following categories:
- Innocent
- Sage
- Explorer
- Ruler
- Creator
- Caregiver
- Lover
- Hero
- Everyman
- Magician
- Jester
- Outlaw
Check out the infographic for more information.
A version of this post was first published on the Red Website Design blog.
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