YouTube is scrapping the public dislike count
YouTube will start making dislike counts on videos private so that they are only visible to the creator. The Google-owned company announced the change in a blog, stating it was part of an ongoing goal within YouTube to make the platform more inclusive by eliminating harassment and hate.
The decision comes after an experiment earlier this year where users had access to the dislike button, but hid the count from them. The results showed a reduction in users clicking the button in order to drive up the count.
This follows a similar move from Instagram to give users an option to hide their public like counts. Instagram said that they hoped this would help reduce certain user’s anxiety and the pressure to appear popular on the platform
Facebook and Instagram to remove ‘sensitive’ ad targeting groups
Meta has announced it is removing certain targeting options from Facebook Business Manager that lets advertisers display content to people based on their race or ethnicity, religious views, political beliefs, sexual orientation, or health.
A blog post from the company emphasised that detailed targeting options aren’t actually based on physical characteristics or personal choices but are predicted by reviewing interest or activity data.
Even still, in the wrong hands, detailed targeting can be harmful. There have been several instances in the past where Facebook has removed targeting options that were being used to spread discrimination or pseudoscience.
Twitter expand its Twitter Blue subscription service and announce new features
Twitter is expanding its Twitter Blue paid subscription offering to users in the United States and New Zealand, while, at the same time, announcing a raft of new elements to the service to entice more paying customers.
Originally launched in Canada and Australia in June this year, Twitter Blue provides users with a range of additional features, including undo tweets, bookmark folders, and new colour themes, in return for a monthly payment.
The new features being added include ad-free articles for iOS and Desktop and new aesthetic options that enable Twitter users to customise which elements appear at the bottom of their feed navigation bar for quick access to the app’s features.
It still remains to be seen if Twitter Blue is a viable income source for the company. This will likely determine if and when we can expect the service to roll out in the UK and Europe.
Instagram offers creators up to £26,000 to post on Reels
Instagram has unveiled a bonus program for its TikTok competitor, Reels, that will pay out a total of $1 billion to creators in return for posting on the feature throughout 2022.
This follows YouTube and Snapchat’s similar attempt to financially incentivise users to post their short-form content on their apps instead of TikTok. YouTube established its $100 million creator fund for Shorts when it launched and Snapchat paid out $1 million per day for the top-performing Spotlight videos.
In Snapchat’s instance, the fund was seen as instrumental in helping the feature gain more than 10 million users in its first year.
TikTok appears to be unfazed by the amount of money being thrown around by its competitors. In late September, it announced it had passed the 1 billion monthly active users mark and a new report this week has predicted it will surpass 1.5 billion in 2022.
How Secret Cinema embraced data to become a digital innovator
Live event brand Secret Cinema was one of many brands hit hard by the Covid-19 lockdowns. However, by pivoting to online events and through clever use of data, Secret Cinema was able to embrace the new normal and thrive.
Data was instrumental in informing the brand’s marketing plan and development strategy. Sources, such as film rankings, reviews and sentiment, informed the demand and potential audience size for individual titles.
Likewise, testing played a crucial role in their content marketing strategy. By testing drivers, such as messages, characters and locations to determine what mattered most to their customers.
Marketing director Ayomi Rupasinghe, points out, “With the gradual reopening of the world, we have had to pivot and we have had to learn new behaviours, some of which are here to stay.” The learnings made from this period will continue to inform their growth strategy as digital communication remains a normal part of our culture.