ClickZ Meta Insider Newsletter - 11.21.2024

Meta's Threads Ads

Author

Zihan Lyu
November 21, 2024 • Estimated Reading Time: 5 minutes

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Specialty Bites 🍪

Meta is considering introducing ads to Threads, despite initially stating they would wait until reaching a billion users. With 275 million active users, internal debates suggest ads might come sooner. However, Meta remains non-committal, focusing on user value and growth before monetization, possibly delaying ads until 500 million users.

Meta is introducing a subscription model in the EU, offering ad-free Facebook and Instagram experiences at reduced prices. Users can choose between this option or continue with free, less personalized ads. This change aligns with EU regulations, balancing user choice and maintaining personalized advertising's economic benefits.

ClickZ Meta Insider on LinkedIn: Tech Industry Reacts to Proposed Chrome Sale

The DOJ has reportedly proposed that Google divest its #Chrome browser as part of measures to address its dominance in search and digital advertising.

www.linkedin.com/feed/update/urn:li:activity:7265419523158093824

Threads has introduced custom keyword-based feeds, allowing users to engage in topical discussions. While these features cater to user requests, Instagram's Adam Mosseri believes they won't significantly boost usage. Instead, algorithmic feeds enhance engagement by showcasing popular content, aligning with modern social media trends for increased reach and interaction.

Instagram is removing the option to follow hashtags to combat spam. This change aims to reduce irrelevant content in user feeds, encouraging users to follow individual creators instead. While hashtags still connect users with content, their role is diminishing as algorithms improve in understanding user interests and content context.

Meta’s pop-up on Melrose Avenue showcases how experiential retail can amplify brand storytelling. The store goes beyond product displays, featuring an AI wall to demo Ray-Ban’s smart glasses, Malibu-inspired immersive rooms, and a rotating lineup of events like live podcasts and workshops.

This pop-up highlights three actionable strategies:

  • Testing retail concepts in phases to refine scalability without overcommitting.

  • Embedding local culture like SoCal lowrider aesthetics and thrifting trends to resonate with specific audiences.

  • Offering hands-on interactions and community-driven events to boost engagement and leave lasting impressions.

Performance Pulse 📈

Brands are gearing up for a mobile-first holiday shopping season, with mobile purchases expected to drive 53% of online sales. Companies like Therabody and Barriere are optimizing their digital experiences, focusing on quick-pay options and streamlined checkout processes to capture the attention of multitasking consumers.

Advertisers and creators are enhancing performance on YouTube and Reddit by focusing on authenticity and trust. Reddit users value learning and diverse opinions, while YouTube offers creators new ad partnership tools. Brands can improve engagement by aligning content with user interests, leading to higher conversions and consumer trust.

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