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Meta tillkännager "återkommande meddelanden" för affärsmeddelanden, en betydande förändring i sin plattformsmetod

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Meta Announces 'Recurring Notifications' for Business Messaging, a Significant Shift in its Platform Approach

This is an unusual switch up in Meta’s business messaging rules.

This week, at its first-ever ‘Conversations’ messaging conference, Meta announced ‘Recurring Notifications’ on its Messenger Platform, which will enable businesses to send ‘proactive, automated messages, to people who have opted in to receiving them’.

As you can see here, businesses will soon be able to send recurring notifications to users that opt in, with the upfront prompts outlining the frequency of messages that they’ll likely receive if they choose to get them.

Businesses will be able to send sales notifications, updates, newsletters – pretty much whatever they like, with the frequency options ranging from daily to monthly, ‘so businesses can reach customers at any moment in their journey’.

Which is pretty much the exact opposite of how Meta has run its messaging platform this far, with strict limits on how many times a business can message users, even if they’ve opted in.

Som förklarat av Hootsuite:

“Businesses can only contact someone after receiving a message from them first. Once you’ve received a message, you have 24 hours to reply. After that, Facebook used to let businesses send one message. But as of March 4th, 2020, that option will be gone. Beyond that, the only remaining option is to send a Sponsored Message. These ads can only be sent to existing conversations.”

Indeed, in Meta’s Messenger Platform and IG Messaging API Policy Overview, it explains that:

"Businesses will have up to 24 hours to respond to a user. Messages sent within the 24 hour window may contain promotional content.”

Brands can then use its ‘One-time Notification’, which enables businesses to send one follow-up message after the 24-hour messaging window has ended. But Meta has been very careful about allowing businesses to potentially overuse its messaging API, for fear of them spamming their device to notifications hell, through random promotions and alerts that could quickly become very annoying.

It seems that Meta is no longer as concerned about this, and with users having to opt in, with a clear overview of how many messages they can expect if they do, that looks like it’s now enough for Meta to be fine with letting brands unleash in your DMs, if you allow them.

And there’s good reason for this – money.

“Recurring Notifications is a new, optional premium feature that we intend to charge businesses for in the future. It is currently available to all businesses using Messenger Platform as part of a free trial period. We currently charge businesses to send messages from the WhatsApp Business API and we’re listening to customer feedback to guide decisions on our pricing model.

After struggling to find an adequate means to monetize its messaging platforms, Meta seems to have settled on charging businesses to use its messaging tools – though when it will start charging, and how much it will cost to use such, is still not clear.

Meta’s keeping this all in-house for now, in the hopes that brands will start using these new business messaging features, and build a reliance on them, before it brings in costs. Once businesses are getting results from these features, it will be harder for them to say no, and Meta could bring in a lot more revenue from its messaging platforms, very quickly.

This is a key focus for developing markets, where WhatsApp, in particular, is already a key connection platform. If Meta can get more businesses even more reliant on WhatsApp, with new business tools like this, and its new WhatsApp Cloud API, that will bring in a whole new range of brands that will need to keep paying Meta to support their business initiatives.

Meta’s keeping the timing under wraps because it doesn’t know when it will see optimal take-up of these new options, but it likely has a threshold in place for when it pushes the button and rolls out charges for the various elements.

It’s the old honey trap technique – lure businesses in with offerings they can’t refuse, then increase the costs, when they’re already stuck in the trap.

And it could work, with these new options providing valuable functionality that will help many businesses build on its messaging platforms.

But it’s interesting to note the shift in ethos here, and how Meta will bend its own rules if it sees benefit.

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Twitter utökar innehållsrekommendationer, visar användare fler tweets från profiler de inte följer

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Twitter Expands Content Recommendations, Showing Users More Tweets from Profiles They Don’t Follow

Suddenly seeing a heap more random accounts appear in your Twitter feed?

This is why – today, Twitter ramped up its tweet recommendations for a heap more users.

So you’re going to see more tweets in your feed based on things like:

  • Interests based on tweet activity
  • Topics you follow
  • Tweets you’ve engaged with
  • Tweets people in your network like
  • People followed by people you follow

There’s a heap of expanded exposure potential here, and Twitter, in an effort to juice engagement, is looking to keep people in the app for as long as possible, which, ideally, these recommendations will facilitate.

It’s similar to how Facebook and Instagram are now showing you more AI-based content recommendations, which stems from TikTok, and its focus on highlighting the most relevant content to each user, which is not directly tied to your own social graph.

There was a time when your social graph was the defining factor, which gave Facebook a huge advantage, but now, there’s been a bigger shift towards entertainment over social interaction, which expands the potential to show each user more interesting content, from a much broader range of sources.

Conceptually it makes sense, but it’s largely reliant on the platform algorithms being actually good at showing you the best content, based on your interests. TikTok is very good at this, hooking into your expressed likes and dislikes based on your viewing history.

Twitter, however, not so much.

In my experience, Twitter’s recommended topics are always pretty far off, and even within those topics, the tweets it highlights tend to also be off-topic, uninteresting, and even just weird a lot of the time.

Right now, Twitter seems convinced that I’m interested in ‘AirBnB’, ‘skönhet Influencers’ and ‘Blink 182’. I’m not interested in any of these things, which I’ve tried to tell Twitter’s algorithms by selecting the ‘Not interested in this topic’ option – yet every time I re-open the app, they’re on my Explore page once again.

It could be worse – last month it was showing me ‘Peanuts’ comics, so I had Charlie Brown’s massive head staring back at me every time I tapped over to the Explore tab.

Again, I’ve directly told Twitter that I’m not interested, but it keeps showing them to me, while today, after this new announcement, this is what my feed currently looks like:

And they just keep coming – every time I scroll back to the top, another 20 tweets are in my feed, with 80% being recommendations.

Look, this is probably a short-term push, and maybe it helps people discover new users to follow, and helps Twitter boost engagement. But again, if you’re seeing a heap more recommendations, this is why.

Hopefully, the feedback will help Twitter refine its topic and content streams.  



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