Twitter's New Growth Strategy Under New CEO
Twitter's new CEO, Linda Yaccarino, has unveiled her initial growth strategy for the social media platform. Key elements include full-screen, sound-on ads to capitalise on the short video trend; attracting celebrities and influencers to share content on the platform; incorporating generative AI elements into the ad system; introducing in-stream payments for in-app shopping; and increasing sales staff for greater engagement with potential ad partners. However, challenges remain, including changing the perception of Twitter's brand safety under Elon Musk's ownership, and the task of gaining regulatory approval for in-app payments. [1]
Meta Soon To Launch Twitter Challenger App
Meta is set to launch a real-time text app, P92, as a potential rival to Twitter, aiming to capitalise on user discontent arising from changes made by Twitter's new owner, Elon Musk. The app, expected to launch next month, will be promoted via Instagram, leveraging its vast user base to quickly gain momentum. Despite Musk's assertion of Twitter's user growth, Meta's new app could pose a significant threat. If Instagram can direct even a fraction of its 1.3 billion active users to P92, it could become a serious competitor in the sphere of real-time news discussion. [2]
Meta Expands Reels Ad Options
Meta is broadening its advertising options for Reels, allowing more brands to tap into the platform's growing popularity. Users reportedly spend more than half their time on Facebook and Instagram watching videos, and Reels' share rate has doubled in the last six months. Meta's move towards AI-based content recommendations has made short-form videos a major focus. The company is also introducing app promotion ads and testing music optimisation in Reels, enabling more engaging single image ads. Additionally, Meta is trialling a brand suitability Inventory Filter and a third-party verification solution with Zefr to reassure advertisers. [3]
TikTok Tests Advertiser-Creator Collaboration
TikTok is piloting a feature, the TikTok Creative Challenge, that enables advertisers and creators to collaborate on ad content. Advertisers share ad briefs with US-based creators, who then create a video entry. The creators are paid based on the ad's performance if approved by the marketer. The feature aims to provide brands with deeper insights into their target audience and reduce financial risk. Creators must be 18 years or older, have a US-based account, at least 50,000 followers, and adhere to platform guidelines. The initiative is currently under review. [4]
