Threads is gaining momentum: Meta shares tips on how to grow your presence
Threads is currently sitting at 200 million users globally, but is growing fast in numbers and appeal with 34 million users downloading it so far in 2024. Threads is beginning to establish a strong presence as a competitor for X, with many users and brands uncomfortable with X for a variety of reasons.
Threads is known to be opposed to politics after rolling out a change that stops political content from being recommended by default. Algorithms that prioritise scandalous, misrepresented and controversial political news they deem to be ‘terrible for democracy’. This aversion is seen as a limitation by some – or could it go in their favour?
There is some discussion that after the US election, with less focus on politics, there will be more space and opportunity to grow. Perhaps it could be time to consider building a platform on Threads to maximise your following to start selling compelling content and interacting with followers.
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How have social media algorithms changed the way we interact?
Social media algorithms are now 15 years old, impacting and dictating the way we interact online. Recent discussions with regards to how harmful these algorithms can be are bubbling, from social and political concerns to new studies coming to light on damage to the individual.
As interactions have been seen to prioritise posts about controversial topics, with these topics attracting the most engagement, there is a danger that social media platforms run the risk of offering a distorted or sensationalised picture of public sentiment that does not represent the views of the majority.
The media are growing hot on the topic of ‘doomscrolling’, likening the ‘darkly soothing compulsion’ to an addiction. A recent study in The Guardian finds that young people with an internet addiction experience an alteration in their brain chemistry which can then lead to other addictive behaviours. Social media algorithms enable this addiction, feeding content that has been specifically filtered, selected and recommended to users.
This year we have seen many instances of governments attempting to restrict the amplification of harmful content or misinformation on social media brought about by algorithms. The UK has a new online safety act to tighten content moderation which requires platforms to actively monitor and remove illegal content.
Read more here.
A shift towards AI content moderation costs hundreds of TikTok employees their jobs
In an attempt to improve its global operating model for content moderation, TikTok is letting go of hundreds of employees from its global workforce as it shifts focus towards greater use of AI in content moderation. Sources have requested complete anonymity as they are not authorised to speak to the media.
TikTok uses both automated detection and human moderators to review their content. AI uses algorithms to detect and remove inappropriate or potentially harmful content before it is published on the platform by screening texts, images, videos and live streams as they are uploaded.
Reports indicated that about 80% of content removed by the app was flagged by its AI systems. This calls into the question of how AI will alter the future of our social media operations.
Read more here.
X is making a significant change to its creator monetisation programme
X is switching from ad revenue share to a percentage of premium user payments, so creators will now be paid based on their engagement with premium users and not ads in replies. This means when followers subscribe to X Premium and engage with content, they support the creator directly.
X advises they will analyse user engagement with only ‘genuine reactions from premium users’ qualifying for payments, rewarding genuine engagement and penalising any attempts at commenting to increase payouts.
The vision looks to find a sustainable method of getting users to essentially pay creators. If it can encourage more Premium sign-ups and distance reliance on ad partners, there is hope for success – time will tell. This scheme is scheduled to come into effect from the 8th of November.
Read more here.
Reddit announces updates to its keyword targeting options
Reddit is making keyword targeting available in more places and adding some new AI-powered recommendations to help power up your keyword ads. This means that advertisers can tap into relevant conversations on the app.
It is worth noting that Reddit has said it is the top platform where people discuss products as they seek out more genuine, human insights into potential purchases. This new multi-placement strategy ensures your ads appear in the most effective context for driving action.
With traffic on the rise and with the ability to target specific conversations over communities, there may be value in exploring Reddit’s latest ad tools to engage with and reach a broader audience.
Could keyword targeting be a way in?
Read more here.