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Facebook Agrees to Restore Australian News Pages After Amendments to Government Code

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facebook agrees to restore australian news pages after amendments to government code

Facebook has agreed to restore the Pages of Australian news publishers on its platform after the Australian Government added some new amendments to its proposed Media Bargaining Code, which will essentially give Facebook more time to negotiate separate deals with publishers, paving the way for the launch of Facebook News in the region.

As explained by Facebook:

We’re pleased that we’ve been able to reach an agreement with the Australian government […] After further discussions, we are satisfied that the government has agreed to a number of changes and guarantees that address our core concerns about allowing commercial deals that recognize the value our platform provides to publishers relative to the value we receive from them.”

The Government has implemented four amendments to its proposed code, which would have forced Facebook to pay publishers for any links to their content posted on its platforms. But the key addition in question appears to this:

“A decision to designate a platform under the code must take into account whether a digital platform has made a significant contribution to the sustainability of the Australian news industry through reaching commercial agreements with news media businesses”

The amendments also note that a publisher will be informed on the Government’s decision to include it, or not, under the Code within one month of being assessed for such, and that the platform will then have two months to negotiate commercial agreements with publishers before it’s forced into arbitration on a payment agreement.

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In other words, Facebook now has two months to establish a satisfactory level of commercial agreements with Australian news publishers before the Government decides whether they’re ‘significant’ enough for Facebook to avoid enforcement under the code.

A final note explains that the Code:

“…only applies to the extent a digital platform is making covered news content available through those services.”

Which could point to revisions around how the Code relates to posts made by users and content made available by Facebook itself.

There’s still a lack of clarity here about how much Facebook needs to pay, or how many local media groups it has to establish commercial agreements with in order to be exempt, but the amendments were evidently enough for Facebook to reinstate news content on the platform, with a view to a path forward.

Facebook already has some commercial agreements with Australian news publishers in place. Back in 2019, Facebook signed deals with a range of local broadcasters for exclusive Facebook Watch content, while the company has also established connections with several online media publications, and was planning to invest ‘millions more’ in the local news sector by bringing its separate news tab to the nation. Facebook scrapped that plan when the Government continued to push ahead with its Code, but now, based on these amendments, that appears to be what’s going to happen.

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That will essentially enable news content to continue on Facebook, with Facebook establishing separate payments with individual publishers, similar to Google’s approach which will see it cut deals for its News Showcase product. 

Facebook implemented a full blockade of all Australian news publishers last week after negotiations broke down with the Government – after repeatedly telling the Government and industry bodies that it doesn’t need news content, and as such, won’t pay for it, Facebook rolled out a full ban, which covered not only news publishers, but government Pages, arts institutions, health authorities and more.

The impacts of Facebook’s actions have been significant, with some Australian publishers reporting a 50% drop in their website traffic.

Facebook referral traffic

That’s likely put the pressure back onto the Australian Government to come up with a plan to resolve the situation, in order to avoid further economic impacts. Larger publishers might be able to handle a drop-off in referal traffic, but for smaller, more Facebook-reliant organizations, the ban has essentially stunted their operations for the last week.

On reading these amendments, it doesn’t appear to be the end of the Facebook negotiation process in this sense, but it will provide additional room for changes, and for Facebook to counter with its local media investment plan.

So who’s the winner here?

Well, no one yet. As noted, my suspicion is that the Government needed to come up with a compromise, and to do so while saving face after standing up to The Social Network, then losing its footing when Facebook backed up its talk. If Facebook refuses to pay, then the Government can’t essentially make them, if Facebook’s willing to pull news content entirely instead. So rather than lose millions in potential investment, I suspect the Government will reframe the arrival of Facebook News, which will be announced some time in the next few weeks, as a win for the local news sector, which it negotiated into existence.

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Which is not correct – Facebook has repeatedly noted that it has been offering additional investment for Facebook News all along.

Regadless, it now seems likely that the final outcome will be a return to the status quo for regular Facebook users in AUS, while local news publishers will be able to access additional investment via deals to be featured in Facebook News instead. That gives local publishers some extra money, and keeps things running – though as has been noted by many analysts, the impetus for the Australian Government’s push appears to be the big players (e.g News Corp), pressuring it to squeeze the big tech platforms for more money.

The Government needs good press to win the next election, the publishers want more money. The equation seems far less about benefiting local media organizations in general, and far more about winning political points. Hopefully, smaller organizations are also able to win out in the final make-up.

Australian news Pages are set to be restored in the coming days.     

Socialmediatoday.com

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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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