The battle for content creators is on the rise and social networks will do everything to win
While the world is gradually separating from third-party cookies and the right to privacy is taking center stage, social networks, which until today have relied on the information that users and content creators have provided them with in abundance, found themselves in the fumble.
Since then they have not been inferior for a moment, and are launching new features that may change their face forever
Thursday, August 18, 2022, 08:20 Updated: 08:45
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Israel's marketing community. (Photo: Unsplash, Yaron Other)
It started with privacy regulations like GDPR in Europe and CCPA in the US, which imposed restrictions on advertisers using user data to personalize advertising ads. It continued with the announcement of third-party cookie feuding from browsers like Google Chrome and Firefox, and culminated with the addition of the anti- -Apple's surveillance of its operating system, which makes it difficult for social networks to collect information about Apple users and show them third-party ads.
Just in the last step I mentioned, 1.8 billion Apple users disappeared from the database at once, which is about 18% of the total number of smartphone users in the world. In the US, it is 50% of the market share, which are considered to have the strongest purchasing power, and apparently, this is just the beginning.
The results were not long in coming, and last quarter, Meta saw its first ever drop in revenue.
Twitter also lost revenue, but it may have more to do with the endless maneuvering it had to do with Elon Musk, just before canceling the deal to buy the company.
When the entire business model relies on advertising revenue, which is based on user data, it's no wonder that social networks are doing eights in the air to reinvent themselves.
The only question that remains is what do we get out of it?
Well, prepare to be surprised, because some of the things here you really did not expect.
Food deliveries on Facebook and WhatsApp
At the same time as the development of Metaverse, which will probably take a few more years to enter full-power, Meta announced this week a collaboration with the American delivery giant DoorDash in order to allow its marketplace merchants to offer food deliveries through Facebook.
The Wall Street Journal reports that in this experimental phase, DoorDash will provide free deliveries within a range of up to 24 km. For those who were confused, we emphasize that these are only orders that can fit into the trunk of a car, and that after the testing phase, rates will be attached to this service.
At the same time, Meta announced yesterday on the acquisition of the Singaporean startup TAKE with the aim of allowing small business owners to manage orders and food deliveries using tools developed by the company as add-ons to WhatsApp.
The beauty of these moves, if they succeed, is that they may save users the need to download additional apps, and continue using the platforms they already know and love, WhatsApp and Facebook , even when they order food.
In a framed article, remember when Facebook launched the Marketplace, we were promised that it would revolutionize the eCommerce market?
Did you notice that it didn't really happen, that it automatically drops out of the episode, and that large parts of it have already gradually benefited from the platform without us noticing?
How many of you actually managed to buy something in the marketplace, and how was the shopping experience?
Let's hope that the collaboration with DoorDash will be able to drive what the marketplace alone could not do.
Here in Israel, at the very least, when Walt's messengers are fighting for their rights as workers and Ten Bis continues to expand into the corporate world, it seems that the way is clear for a consumer revolution of the kind that Meta is aiming for.
Trends, NFT and Monetization on Instagram
Meanwhile, the one who never stops surprising is Instagram, which introduces a stack of new features that will improve the visibility of ads, schedule posts, and generate profits from posts.
The 'Add yours' sticker, for example, will allow REELS creators to invite their followers to continue the story with their own commentary.
In this way, Instagram hopes to track existing trends and even give credit to users who start them by adding a special label that increases exposure.
Although it seems that these features are aimed at increasing the exposure of content creators and brands more than the average user, it is an impressive and respectable addition that corresponds very well with the brand narrative of the platform.
And like all good things that start on Instagram, many of these new features will also be available on Facebook.
But the most interesting part of Instagram's new updates is already much closer to the Web3 revolution that Meta is so eager to promote.
After announcing at the beginning of the year that NFT creators will be able to offer digital art and collectibles on the platform, today Instagram is expanding this feature to 100 more countries, including us in the Middle East.
To offer digital collectibles, users must connect a third-party digital wallet, which brings international players like Rainbow, MetaMask, Trust Wallet, Coinbase Wallet and Dapper into the game.
Currently supported blockchain currencies include Ethereum, Polygon and Flow.
Green screen and subtitles in various languages on TikTok
TikTok recently launched a new tool called AI greenscreen, or in Hebrew, a green screen based on artificial intelligence.
The new feature, which is available for free to all users, allows you to create unique images based on a verbal search, and use them as backgrounds for videos.
It is worth noting that the graphics produced by TikTok's AI generator are quite basic compared to existing models, which are capable of creating realistic images.
The explanation is that Tiktok may have intentionally limited its model in order to ensure that the content it produces is consistent with the app's community guidelines regarding nudity and violence.
Another significant innovation that TikTok launched last month allows users to create automatic subtitles in a variety of languages, and symbolizes another step towards an inclusive global reality and reducing cultural gaps in the network.
From today, viewers, in addition to creators, have the option to enable subtitles for videos, as well as captions, video descriptions, and text stickers, and enjoy videos in foreign languages, which may increase the average number of followers among platform users.
Click shorts and new tools for YouTube content creators
YouTube has not rested for a moment either, and continues to launch a variety of tools for its content creators, whose number has almost doubled since the launch of Shorts.
Among other things, a new zoom-in feature was added for creators, easier cutting of videos, direct broadcast from Google Meet, audience tracking and analysis tools, options to use copyrighted music and more.
But the most interesting feature as of today is a tool that goes by the very uncreative name "Edit into a Short", which was launched last month for the company's iOS and Android apps.
With this new update, as the name suggests, users will be able to convert up to 60 seconds of their long YouTube videos into shorts.
This means that content creators who already have experience and have accumulated a lot of content will be able to create a large amount of short teasers with almost zero effort, and increase traffic to their channels, even if they have not made SHORTS videos to date.
In-depth articles and Twitter statuses
Twitter continues to compete for the "business" platform slot against its rival LinkedIn, adding a number of features that may not sound so exciting, but are expected to fundamentally change the way the platform works.
The first feature is the ability to publish in-depth articles.
If until today Twitter users were limited to a text of 140 characters, today Twitter understands that there are things that cannot be said in one sentence.
Many of the users are in the habit of adding links to external content, which take the readers out of the platform, and it seems that Twitter has begun to realize that this is not working in their favor.
Two other features that Twitter released last month allow users to add a status to their profile and limit the distribution of certain posts to up to 150 members.
Here, too, they did not invent the wheel, because these two features have long been known to us from Facebook.
Finally, a new feature was added to allow Twitter users to remove their name from tweets that mention them.
If we have traditionally been used to thinking that mentions by other users on Twitter is a good thing, today Twitter recognizes that each user, whether it is a brand or an individual, has a certain narrative that he wants to convey.
The unmention feature will allow people and brands better control over the messages associated with their name.
From my perspective it seems that while Facebook is branching out in a thousand directions, YouTube is following TikTok, and Twitter is reviving old Facebook features, the only platforms that are really showing product innovation are Instagram and TikTok.
At the same time, when the release of new and so significant features becomes a matter of routine, everything can change at any moment.
All that's left for us users is to relax on the couch and enjoy the loot.
is a technology reporter and content editor at Walla!
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