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Meta Launches ‘Creators of Tomorrow’ Initiative to Highlight Emerging Digital Artists

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Meta Launches ‘Creators of Tomorrow’ Initiative to Highlight Emerging Digital Artists

Meta is on a mission to provide a better platform for creators to build an audience, and monetize that attention, in the hopes that this will see them increase their reliance on its apps and tools, and keep them posting more often.

And in a broader-term view, Meta’s also hoping that it can rope in the next generation of creative talent to help lead its metaverse charge – because it’s creators and stars that will ultimately build next-level experiences, and bring their audiences across to this advanced digital plane.

Its latest development on this front is a new ‘Creators of Tomorrow showcase, through which Meta will highlight a range of creators from across Europe, The Middle East and Africa.

As explained by Meta:

“The Creators of Tomorrow have exciting careers ahead of them. They have been selected because they’re breaking out amongst their communities online, and showcase a best-in-class approach to video formats, technology and interactive entertainment – creative qualities we believe will be integral to the evolution of the metaverse.”

Meta says that it will work with the chosen creators over the next year to help them expand their audiences ‘and turn their passions into professions across our technologies’.

Through the Creators of Tomorrow mini-site, you can check out all of the selected participants, along with examples of their work.

It’s an interesting showcase of different approaches to the latest creative trends, which could help to get you thinking about how you approach your own social platform content.

It also provides some interesting perspective on regional content trends, and what creators in different markets are doing online.

But arguably. the main, broader focus, as noted, is the metaverse, and how these creators will eventually translate their work into next-level experiences.

Some creators are already working with elements like Meta’s Horizon Worlds VR environment, which enables them to build new, immersive experiences like this, and Increasingly, that’s where Meta will be pushing creators to look, while both Facebook and Instagram are working to incorporate more AI-based content recommendations to better showcase emerging talent, placing it front and center in user feeds.

Which not everyone likes, and I’m not yet convinced that this approach is ultimately going to work out in Meta’s best interests. But either way, Meta’s determined to establish stronger bonds with creators now, so that it can guide them, and their audiences, into the metaverse through directly aligned and customized virtual experiences.

Creators of Tomorrow is another step in this, and it’ll be interesting to see what types of work each creator comes out with as a result of working with Meta’s teams.

You can check out the Creators of Tomorrow mini-site here.

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Key Notes on Building Your Brand via Your Social Profile Visuals [Infographic]

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Key Notes on Building Your Brand via Your Social Profile Visuals [Infographic]

Looking to give your social profiles a visual refresh for the new year?

This could help – the team from Giraffe Social Media recently put together an overview of the whys and hows of building your brand via your social profile visuals.

There are some good notes here – a key consideration is consistency, which ensures that you’re building your brand with every post and update.

Check out the full infographic below.

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Publicis Performance Marketing Unit Acquires Influencer Platform Perlu 01/30/2023

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Publicis Performance Marketing Unit Acquires Influencer Platform Perlu 01/30/2023

Publicis Groupe-owned performance marketing agency CJ, which specializes in affiliate marketing, has acquired Perlu, a Syracuse, New York-based influencer networking and technology platform.
Perlu’s platform enables companies to activate, network, and collaborate with a community of influencers.   

Perlu will initially retain its name and organization as it is
integrated …



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Reports Show that Facebook Usage is Up, as Meta Continues to Develop its AI Targeting Models

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Reports Show that Facebook Usage is Up, as Meta Continues to Develop its AI Targeting Models

While Facebook is no longer the cool app, especially among younger audiences, it remains a key platform for many users, and its capacity to keep people updated on important updates from friends and family is likely to ensure that many continue to return to the app every day for some time yet.

But more than that, Facebook usage is actually increasing, according to internal insights viewed by The Wall Street Journal, which also include some interesting notes on overall Facebook and Instagram usage trends.

As per WSJ:

Data gathered in the middle of the fourth quarter showed that time spent on [Facebook] was up worldwide, including in developed markets, over the course of a year.”

Which seems unusual, given the subsequent rise of TikTok, and short form video more generally. But actually, Facebook has been able to successfully use the short-form video trend to drive more usage – despite much criticism of the platform’s copycat Reels feature.

Indeed, Reels consumption is up 20%, and has become a key element in Meta’s resurgence.  

How is it finding success? Increased investment in AI, which has driven big improvements in the relevance models that fuel both Reels and its ads, which are also now driving better response.

On Reels, Meta’s systems are getting much better at showing users the Reels content that they’re most likely to be interested in. You’ve likely noticed this yourself – what was initially a mess of random clips inserted into your Facebook feed has now become more focused, and you’re probably finding yourself expanding a Reels clip every now and then, just to see what it’s about.

Reels has actually been too successful:

“Because ads in Reels videos don’t currently sell for as much as those sold against regular posts and stories, Reels’ growing share of content consumption was denting ad revenue. To protect the company’s earnings, the company cut back on promoting Reels, which lowered watch time by 12%.

So again, while Meta has been criticized for stealing TikTok’s format, it’s once again shown, just as it did with Stories, that this is a viable and beneficial pathway to keeping users engaged in its apps.

You might not like it, but replication works in this respect.

But for marketers, it’s likely the development of Meta’s AI targeting tools for ads that’s of most interest.

Over time, many performance advertisers have been increasingly recommending that marketers trust Meta’s AI targeting, with newer offerings like Advantage+ driving strong results, with far less manual targeting effort.

Advantage+ puts almost total trust in Meta’s AI targeting systems. You can choose a couple of targeting options for your campaigns, but for the most part, the process is designed to limit manual impact, in order to let Meta’s systems determine the right audience for your ads.

Which may feel like you’re ceding too much control, but according to Meta, its continued AI investment is now driving better results.

Heavy investment in artificial intelligence tools has enabled the company to improve ad-targeting systems to make better predictions based on less data, according to the interviews and documents […] That, along with shifting to forms of advertising less dependent on harvesting user data from off its platforms, are key to the company’s plans to overcome an Apple privacy change that restricted Meta’s capacity to gather information about what its users do outside its platforms’ walls, the documents show.”

That’s likely worth considering in your process, putting more trust in Meta’s targeting systems to drive better results. At the least, it may be worth experimenting with Meta’s evolving AI for ad targeting. 

It’s not all good news. Meta also notes that while time spent in its apps is on the rise, creation and engagement is declining, with fewer people posting to both Facebook and Instagram than they have in the past.

That’s particularly true among younger audiences, while notably, usage of Instagram Stories is also in decline, down 10% on previous levels.

So while Meta is driving more engagement from Reels, which draws on content from across the app, as opposed to the people and Pages you follow, that’s also led to a decline in user posting.

Is that a bad thing? I mean, logically, engagement is important in keeping people interested in the app, and Meta also relies on those signals to help refine its ad targeting. So it does need users to be sharing their own content too, but if it can get more people spending more time in its apps, that will help it maintain advertiser interest.

In essence, despite all of the reports of Facebook’s demise, it remains a key connective platform, in various ways, while Meta’s improving ad targeting systems are also helping to drive better results, which will keep it as a staple for brands moving forward.

If you were thinking of diversifying your social media marketing spend this year, maybe don’t reduce Facebook investment just yet.

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