“Life isn’t fair” - a common phrase that we might have used more than once in our lifetime. It is a state of our mind. When life is going according to our plan it is fair and when it isn’t life isn’t cool.
During my MCA days in Pune, I missed the live performance of Jagjit Singh. It was due to my laziness and overconfidence. I went on a Sunday when the show was on a Saturday. Standing at the closed auditorium gates, I cooly blamed life. After that, I never had the opportunity of listening to the gazal maestro.
I don’t remember exactly but during my graduation days in Vadodara, I was introduced to the legend. I started with the album Soz and then kept buying cassettes one after the other. This was the beginning of my love for his voice. I introduced him to my father and then slowly everyone in my family became a huge fan of the maestro.
I loved listening to him when I was in love, happy, lost, sad, or just any emotion in my life. From cassettes, it moved to CDs, later it was about playing them on my iPod and now either streaming or listening to them on YouTube. In this process, I was introduced to so many hidden gems of him.
I still listen to him occasionally but in the last few years, I just listen to this one song almost every day at least once which he performed at The Royal Festival in London. The song is a combination of two songs one about hope and the other about disappointment.
He is no more but his voice still remains with all music lovers.
Anyways at this point in life, Mark Zuckerberg might not be saying the phrase - Life isn’t fair 🙂
Threads, OG Mark, and ads
The positive buzz around Meta’s Thread app is one of the happy moments for the company and its CEO Mark Zuckerberg. The app registered a record of 100 million users in just five days.
According to the Wall Street Journal, “The initial success has given the 39-year-old Zuckerberg a chance to crow and to show himself successfully on offense for the first time in a while in a fashion consistent with the public image of a winning jujitsu battler he and his handlers have cultivated in his social-media posts of late.”
Initially named Project 92; the Twitter-like app started gaining its current shape when Twitter engineers were hired. The app was launched right after Elon decided to limit the number of posts Twitter users could view a day. Twitter users were unhappy and it became the perfect time to launch the Threads app.
Some are saying it is the return to the “OG Mark.”
Meanwhile, Twitter has silently removed login requirements to view tweets and it starts sharing ad revenue with verified creators.
“Users who subscribe to Twitter Blue and have earned more than 5 million tweet impressions each month for the last 3 months are eligible to join. According to owner Elon Musk, the first round of creator payouts will total $5 million, and will be cumulative from the month of February onward.”
According to The Washington Post, “The first beneficiaries appear to be high-profile far-right influencers who tweeted before the announcement how much they’ve earned as part of the program. Ian Miles Cheong, Benny Johnson, and Ashley St. Clair all touted their earnings.”
Don’t you think that Elon is already feeling the heat? Additionally, he wants to sue Meta accusing of stealing trade secrets by employing former Twitter employees.
But the bigger question everyone especially marketers is asking is when are ads coming onto the platform.
To begin with, Meta is implementing branded content tools similar to Instagram on the Threads app. This will allow brands or marketers to run influencer marketing campaigns along with the creators.
Meta has immense experience on how not to mess up things, especially in an age where creators play an essential role. The latest move will give brands an understanding of how users are engaging on a new platform. The total number of users is remarkable but how many are active on a daily and monthly basis will define the route for the ads on the platform.
Subsequently, Meta will have to provide creators with enough incentives(monetary) to keep using the app. Their active presence of creators will motivate the users or the consumers to keep coming and if they do so Meta will be able to make money from the app via ads.
Definitely, the next earnings call should be an interesting one to look for.
While Mark Zuckerberg wants to wait till the app reaches 1 billion users but advertisers are already hoping for a possible introduction of ads to Threads sometime later this year. “I’ve heard rumblings that this may be starting sometime in Q4, before the holidays,” said David Herrmann, CEO of ad agency Herrmann Digital to Big Technology.
Whenever Meta decides to launch ads on Threads one thing is for sure the organization has a far better advertising platform, creative placement, and audience targeting compared to Twitter.
Engaged View on Meta
Good news for advertisers who are investing heavily in videos. According to Meta, “Engaged-view gives you a new way to measure the performance of your video ads, and when used along with click-through and view-through, is designed to help you have a better understanding of what actions someone takes before a conversion.”
Engaged-view is a non-click conversion attribution that measures conversions occurring after a person views a substantial portion of a skippable video ad, and converts within 24 hours.
Works only for campaign objectives - Sales, Leads, or Engagement. During reporting you will have to select Click-through, View-through, and Engaged-view in the campaign creation flow, you will see the same under the attribution settings column in Ads Manager reporting table.
That’s all for the week, enjoy your weekend.