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Twitter Will Start Displaying Tweet Reach Metrics Up-Front on Tweets

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Elon Musk Launches Hostile Takeover Bid for Twitter

It’s been a relatively quiet few days in Elon town, as the new ‘Chief Twit’ re-assesses his next moves at the app, and considers how he can get more people more aligned to the platform, in order to build on growing interest.

Musk has repeatedly noted that Twitter usage has been at record highs since he took over at the platform, with more people seemingly tuning in to see what Elon might do next at the app. But now, it does appear that some of that momentum may be slowing, while questions are also being raised as to how much of a solution Elon’s $8 verification program will actually end up being, in terms of revenue intake.

On the first point, Elon is now apparently exploring why people don’t tweet, and how to better motivate participation from lurkers.

That’s a significant concern – according to research conducted last year, around 25% of Twitter users in the US produce around 97% of all tweets.

Most Twitter users simply don’t tweet, which is a problem for Elon’s $8 verification strategy, because if most people aren’t actively engaging, why would they care about having a blue tick, or getting better reach for their replies, which is another perk of Elon’s verification plan?

Musk’s looking to address this, by potentially shifting the indirect incentives of tweet metrics:

Musk says that people’s tweets are actually being seen, in general, by a lot more people than they think, and maybe, if Twitter can start highlighting this, in addition to Like and retweet counts, that could be a means to boost engagement.

But I don’t know.

Do you really want to know that a thousand people saw your tweet and not a single one of them felt compelled to engage with it in any way? I mean, sure, it’s interesting to know that people are actually seeing what you have to say, but if you’re not getting Likes, it could potentially be even more disengaging than not having that stat up front.

But Musk, of course, is an attention magnet, so maybe to him, it makes more sense that people would want to see this.

Will that improve tweet engagement? Probably not, but incentivizing participation is difficult, and there are no great answers for Twitter on this.

So he may as well try.

Which leads to the next Twitter note – in a new interview with Fast Company, a former Twitter staffer has said that most of Musk’s Twitter 2.0 plans won’t work, based on his knowledge of past market research they conducted at the app.

“All these ideas you’re seeing thrown out, of subscription models and verification and paying creators, we’ve already explored at least 75% of the ideas I’ve seen coming out from Elon and Jason Calcanis. We had extensive research on these topics. And a lot of people weren’t interested in them.”

Now, that doesn’t mean that they definitively won’t work, as sometimes people will say one thing and do another when the option is there.

But then again:

“[The former Twitter staffer] recalls that only around 10% of users surveyed said they were interested in Twitter Blue’s offering. They also tested different pricing levels, finding – unsurprisingly – that as the price went up, the interest rate went down. ‘It was pretty clear through this test that Twitter Blue wasn’t going to be a big moneymaker for us,’ the former employee says.”

That’s reflected in all of the stats for all of the various subscription offerings across the social media sphere – Twitter Blue peaked at 100k subscribers, or 0.04% of Twitter users, only 0.41% of Snapchat users pay for Snapchat+, a fraction of LinkedIn users pay for Premium.

Musk has thus far seemed convinced that everyone will simply pay, because they’ll want a blue tick. But increasingly, with every delayed roll-out of the updated verification plan, it does seem like there’s a level of realization setting in that this won’t be the savior he may have hoped.

But of course, his supporters will pay.

Every time you dare to question the genius of Elon Musk, you get a range of commentators cropping up to inform you that you’re wrong, that you don’t understand Elon’s vision, that you’ve never created a billion-dollar business, so how could you possibly have the gall to query the great man?

And they’re right. Musk has, one way or another, overseen huge success at some now massive companies, which are operating in difficult niches. And I suspect, one way or another, that Twitter too will eventually get onto a more profitable path – I can’t imagine somebody just sinking $44 billion to see the company collapse.

But at the same time, Musk himself has said that Twitter’s going to end up trying stupid things, as he goes about essentially learning what will and won’t work.

And with each of those experiments having impacts for users and advertisers, it is important to question such, and to highlight the potential challenges in take-up.

So a proviso – this isn’t about ‘free speech’ or political leanings. The observations of Elon’s Twitter reformation are based on his comments and actions at the app, and what they may mean for how it works, not ideology or opposing some perceived cultural perspective.

So miss me with that rubbish.

Even more important on this front, Twitter hasn’t changed its approach to moderation, so for all of Elon’s talk about free speech, he hasn’t actually done anything to better enable such as yet.

Sure, he may be letting banned users back on the app, which could stoke advertiser concerns, and Twitter has ended its COVID misinformation policy, which could be related to a more fundamental change in its approach. But just this week, in an appeal to ad partners, Twitter re-stated that its content rules have not changed.

Yes, Elon is keen to toot his free speech horn when it suits him, in a bid to muster more support. But even as a potential factor, he hasn’t changed anything on this front as yet, so it’s not functionally an element of critique around his actions.

Maybe it will be, but only from the perspective of how it impacts usage, and ad placement. Fundamentally, Elon can do whatever he likes, but he will need to abide by EU and App Store rules, so there will always be some restriction on what he can and cannot change on this front.

But as a political statement, it’s up to him and his team what rules they may want to implement. That will potentially come with a level of risk, but again, that’s their decision.



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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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Effective Ways To Personalize Your Customer Touch Points Even More In 2023

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Effective Ways To Personalize Your Customer Touch Points Even More In 2023

Will 2023 be the year of personalization? Consumers hope so. For the past two years, shoppers have been craving the personal touch: In 2021, McKinsey & Company noted that 71% of customers expected companies to deliver personalization. In 2022, a Salesforce survey found that 73% of people expected brands to understand their needs and expectations. So, this year is looking like one where personalization can no longer be seen as a “nice to have.”

The problem, of course, is how to get more personalized. Many companies have already started to dabble in this. They greet shoppers by name on landing pages. They rely on CRMs and other tools to use historical information to send shoppers customized recommendations. They offer personalized, real-time discounts to help buyers convert their abandoned shopping cart items to actual purchases.

These are all great ideas. The only problem is that they’ve become widespread. They don’t move the needle on the customer experience anymore. Instead, they’re standard, expected, and kind of forgettable. That doesn’t mean you can afford to stop doing them. It just means you must devise other ways to pepper personalization throughout your consumer interactions.

If you are scratching your head on how to outdo 2022’s personalization in 2023, try implementing the following strategies:

1. Go for full-blown engagement on social media.

One easy way to give the personal touch is through your social media business pages. Social media use just keeps growing. In 2022, there were about 266 million monthly active users (or MUAs) on Facebook, one billion on Instagram, and 755 million on TikTok. Not all these active users will fall into your target audiences, but plenty of them will.

Make engaging with your social followers one of this year’s goals. People spend a lot of time on social media. It’s where many of them “live,” so it only makes sense that it should be a place to drive personalization.

One quick way to ratchet up your company’s personal touch on social media is to personalize all your retargeted ads. Quizzes can also offer a chance for personalization. Simply set up an engaging quiz and allow people to share their results. It’s a fun way to build brand recognition and bond with consumers. Of course, there’s nothing wrong with going very personal and answering all comments. Depending on your team’s size and the number of comments you receive, this might be a viable option.

2. Leverage AI to go beyond basic demographics.

Most companies rely on customer demographic information to bolster personalization efforts. The only trouble with this tactic is that demographics can’t tell the whole story. It’s impossible to get a lot of context about individual users (such as their lifestyles, personal preferences, and motivators) just from knowing their age, gender, or location. Though demographic data is beneficial, it can cause some significant misses.

Michael Scharff, CEO and cofounder of Evolv AI, explains the workaround for this problem: “The most natural, and therefore productive, personalization efforts use demographics as a foundation and then layer in user likes, dislikes, behaviors, and values.”

You can leverage AI’s predictive and insightful capabilities to uncover real-time user insights. Scharff recommends this technique because it allows you to stay in sync with the fast-moving pace of consumer behavior changes. He adds that AI can be particularly beneficial with the coming limits to third-party cookie access because it can be a first-party data source, allowing you to maintain customer knowledge and connection.

To flesh out your organization’s strategy, look to other companies that have gone beyond demographics. Take Netflix, for example, which constantly tweaks its AI algorithm to help improve personalized content recommendations. Bottom line? Going deeper than surface information makes all the sense in the world if you want to show customers you know them well.

3. Keep your data spotless.

The better your data, the better your personalization efforts. Period. Unfortunately, you are probably sitting on a lot of unstructured or otherwise tricky-to-use (or impossible-to-use) data. One recent Great Expectations survey revealed that 77% of data practitioners have data quality problems, and 91% say that this is wreaking havoc on their companies’ performance.

You can’t personalize anything with corrupt or questionable data. So, do your best to find ways to clean your data promptly and routinely. For example, you might want to invest in a more centralized data system, particularly if the personalization data you rely on is scattered in various places. Having one repository of data truth makes it easier to know if the information on hand is ready to use.

Another way to tame your data is to automate as many data processes as possible. Reducing manual manipulation of data lessens the chance of human error. And you’ll feel more confident with all your personalization efforts if you can trust the reliability and health of your data.

4. Go for nontechnical personalization.

It’s the digital age, but that doesn’t mean every touchpoint has to be digitized. Consumers often react with delight and positivity when they receive personalization in decidedly nontech forms. (Yes, you can use tech to keep track of everything. Just don’t make it part of the actual personalized exchange!)

Consider writing handwritten thank-you notes to customers after they’ve called in for support or emailed your team, for instance. Or send an extra personalized gift to buyers who make a specific number of purchases. These interactions aren’t technical but can differentiate your customer experience from your competitors’ experiences.

A groundbreaking Deloitte snapshot taken right before the pandemic showed that people were hungry for connection. By folding nondigital experiences into your personalization with customers, you’re showing them that you see them first as valued humans. That’s compelling and appealing, making them more apt to give you their loyalty in return.

Putting a personal spin on all your consumer interactions takes a little time. It’s worth your energy, though. You’ll wind up with stronger brand-buyer connections, helping you edge ahead of your competitors even more.

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