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Meta Publishes Major New Report into Public Perceptions Around Climate Change

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Meta Publishes Major New Report into Public Perceptions Around Climate Change

Meta has published a major new report on public perceptions around climate change, and what can be done to address the impacts of such in various ways.

The 123-page report, conducted in partnership with Yale University, incorporates responses from 108,946 Facebook users from 192 countries, which provides a massive pool of insight into what people understand and feel about the climate crisis, and the global efforts being made to mitigate human impacts, where possible.

You can download the full ‘International Public Opinion on Climate Change’ report here, but in this post, we’ll take a look at some of the key notes.

First off, the report shows that the majority of people in nearly all countries are at least ‘somewhat’ or ‘very’ worried about climate change and its impacts, including more than 90% of respondents in Central and South America regions.

As you can see here, global concern around climate change is now pretty much universal, while regions in tropical climate zones, which are already dealing with significant climate impacts, are increasingly looking for governments to take more action.

As per Meta:

“In almost every country, majorities saw climate change as a threat to their country or territory over the next two decades, while a majority in two-thirds of the countries and territories surveyed think that climate change will harm future generations a great deal.”

The data also reflects growing acceptance of the role that humans play in climate shifts, with European Facebook users being most likely to agree that climate change is caused by human activity.

Meta Climate Change Report

Which, of course, has been the scientific consensus for many years, but remains a point of contention among climate skeptics. But with 97% of climate and meteorological experts in agreement that human inputs can and do impact the climate, it’s clear that there are things we can implement to better our environment for the future.

Which Facebook users are now looking to their governments to enact:

“People everywhere think that climate change should be a high priority for their government. Majorities in most countries in North and South America say it should be a “very high” priority.”

Meta Climate Change Report

Interestingly, most respondents also don’t believe that action to combat climate change will have negative effects on the economy, another key concern among skeptics and critics.

It’s taken some time, but it seems that broad acceptance of climate science is now becoming the norm, and it’s interesting to consider whether efforts made by social platforms to address climate misinformation are having an impact in this respect.

All social platforms have been taking steps to address climate misinformation, via fact-checks, informational prompts and reach restrictions on posts related to climate topics.

Twitter took things a step further in April, by announcing a total ban on climate misinformation in ads, while Pinterest went even further than that, by outlawing all false claims about climate change across posts and ads in its app.

Meta hasn’t taken as strong a stance, but it has expanded its fact checks on misleading climate posts, and it has sought to raise awareness of accepted facts via its Climate Science Center as well as in-stream prompts.

But many have criticized Meta’s approach – especially given research which shows that Facebook posts that include misleading climate claims are being viewed in the app over a million times every day.

Which makes it all the more interesting that Meta has published this report, which, if anything, suggests that there would be widespread support for the company in implementing a total ban on climate denial content.

Maybe this will lead to Meta taking a harder stance on such in future. For now, however, Meta is only offering insights into its own, business-specific contributions to address the issue.

“In 2021, Meta helped restore more than 2.3 million cubic meters of water through investments in water restoration projects. [We’re also progressing] towards our goal of reaching net zero emissions across our value chain, and maintaining 100% renewable energy for our global operations.”

Which is great, and Meta deserves credit for its progress. But the most significant impact Meta could have would be in addressing the spread of climate misinfo in all forms across its family of apps – and to the 3.64 billion people that use them.

You can download the full ‘International Public Opinion on Climate Change’ report 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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