Menu

Backslash Week 05 – News of the Week

We share our knowledge of online marketing, digitalization and entrepreneurship with you – read about the latest trends of the digital world, webdesign and SEA strategies or even get tips and suggestions for your social media presence.

Week 05 has ended and a lot of interesting things happened throughout this period. We’ve got some fascinating news for you. First, we cover the topic of why Meta is considering shutting down Facebook and Instagram in Europe. Later on, we mention that Twitter is currently testing the downvote button to gain some more insight into user behavior. Snapchat rose to 319 million daily users and posted strong revenue results for Q4, so we summarized the key points. Instagram has also improved some of its features to better help visually impaired users. Lastly, we provide a few insights on how successful the YouTube Partner Program was in 2021.

Be sure to read on.

META IS CONSIDERING SHUTTING DOWN ITS APPS IN EUROPE

Several rumors surfaced over the weekend claiming that Facebook’s parent company, Meta, may contemplate shutting down its services in the EU due to a continuing legal battle over how it manages EU user data.

 

The reports followed Meta’s most recent SEC update, which included the following note:

 

“In August 2020, we received a preliminary draft decision from the Irish Data Protection Commission (IDPC) that preliminarily concluded that Meta Platforms Ireland’s reliance on Standard Contractual Clauses (SCCs) in respect of European user data does not achieve compliance with the General Data Protection Regulation (GDPR) and preliminarily proposed that such transfers of user data from the European Union to the United States should therefore be suspended. We believe a final decision in this inquiry may issue as early as the first half of 2022. If a new transatlantic data transfer framework is not adopted and we are unable to continue to rely on SCCs or rely upon other alternative means of data transfers from Europe to the United States, we will likely be unable to offer a number of our most significant products and services, including Facebook and Instagram, in Europe, which would materially and adversely affect our business, financial condition, and results of operations.”

 

As Meta points out, in 2020, a European Union privacy authority issued a preliminary ruling prohibiting the company from sending data about its EU consumers to the US. The directive was issued in response to growing worries among EU officials about possible US government spying techniques. In this case, the specifics of the potential threat were not disclosed.

 

An official judgement on this matter could come in the next few months, forcing Meta to rethink how it handles user data, at least in theory. As a result, it’s possible that Facebook and Instagram will be removed from the region.

 

That would clearly be a major move, and it appears to be more of a show at this point than something Meta will actually execute. Meta may still be able to get an agreement on user data transfers, allowing it to continue processing EU user data in its US data centers. Alternatively, it may be forced to keep everything contained within the zone.

 

It’s worth noting that Meta already has data centers in Ireland, Sweden, and Denmark, and has just applied to establish another in the Netherlands. So it’s not completely out of the possibility that Meta could, if necessary, align with any such constraints. However, it would be a major undertaking, and it could limit user data analysis at a time when Meta is already experiencing capacity issues as a result of Apple’s iOS 14 release.

 

However, a complete shutdown of Facebook and Instagram in the EU appears unlikely. In the EU, Facebook has 427 million users and was the only region to see a considerable increase in the most recent quarter. That doesn’t even include Instagram.

TWITTER IS TESTING THE DOWNVOTES BUTTON WITH MORE USERS

More users on both iOS and Android are set to see the new down arrow on tweet responses, enabling another option to communicate your thoughts on each comment.

 

According to Twitter:

 

“We learned a lot about the types of replies you don’t find relevant and we’re expanding this test – more of you on web and soon iOS and Android will have the option to use reply downvoting. Downvotes aren’t public, but they’ll help inform us of the content people want to see.”

 

Many users interpreted Twitter’s downvote test, which was only available on iOS at the time, as a “dislike” option for tweet replies. Which, according to Twitter, it isn’t. The firm wants to learn more about what users think are relevant replies and how that compares to what Twitter believes are the most relevant replies to a Tweet.

 

So the goal is that these findings will help Twitter improve its algorithms to showcase the best replies under each tweet; these aren’t intended to be a gauge of your personal response to a stated opinion, nor are they intended to hide bad tweets like they are on Reddit.

 

But, in fact, that’s how they function and what they’ll be used for – but Twitter has provided some valuable insight into the initial lessons learned from the test’s first few months. Theoretically, Twitter’s downvote system is intended to suppress spam and junk comments, but in practice, users are downvoting content that they find personally offensive or that they do not want to read. Of course, this might be interpreted as censorship, especially if more people seek to exploit the feature to silence critical voices.

 

But, in your own personal experience, hitting the downvote button on any comment is an intended signal that you don’t like or want to see that type of content on the platform. Because dislike numbers aren’t public, the concept isn’t intended to regulate replies, but it might end up being a means for Twitter to discover exactly what people despise. This could increase the overall quality of the app’s dialogue, but it could also be interpreted as censorship.

 

The downvotes are also limited to replies rather than generic tweets, which reduces the overall impact. However, Twitter may decide to use what it learns from the test in its overall tweet ranking algorithm, which might have an influence on all tweets.

SNAPCHAT HAS REACHED 319 MILLION DAILY USERS

Snapchat gained more subscribers in Q4 while also reporting a positive income result, confirming its position as a vital connective platform for younger audiences as an alternative to the larger social media companies.

 

To begin with, in Q4, Snap attracted 13 million new daily active users, bringing the total number of users to 319 million. Snap’s global audience has grown by 20% year over year, with particularly strong growth in India as connection improves in the country, which could prove to be a significant win for the app.

 

According to Snapchat, the amount of Spotlight viewers who go on to subscribe to a Creator has more than doubled in the last quarter, which is a promising indicator for the feature. It’s also served as a key tool for promoting Snap’s AR functionality, with over 65 percent of submissions now using one of Snapchat’s AR Lenses or other creative tools.

 

These are encouraging signs for Snap’s continuous commercial development and expansion into new markets. Snapchat has progressed significantly, and its structure and systems are now more clearly aligned with the goal of developing a long-term economic model that allows for both user engagement and advertising reach.

 

All in all, Snap gets a good grade, with data that demonstrate continuous development in important areas and reflect the company’s concentration on the proper features for its community. Snap’s prospects will continue to rise if it can become a vital connective platform in additional emerging markets, allowing for more types of connection in user communities.

INSTAGRAM SUPPORTS VISUALLY IMPAIRED USERS WITH ITS NEWEST UPDATE

Instagram has released a fresh overview of how it is enhancing its screen reader systems in order to allow more users to enjoy the app in the same way, focusing on the essential features of usefulness and action inside the Instagram experience.

 

Increasing accessibility is a priority, and it’s worth noting how Instagram has improved its presentation for screen readers by streamlining its entire layout and procedure, allowing visually impaired users to scroll through posts in the app more quickly and get a better feel of each update.

 

Instagram’s accessibility team claims to have improved two key aspects of its process: post-labeling and UI element grouping. To begin with, Instagram claims that its existing post-labeling method is often too complex for screen readers because it takes time to cover each individual aspect.

 

When they used TalkBack to explore the Instagram feed, they observed that swiping from one post to the next might take more than a minute because each visible UI element was given its own emphasis. The option to quickly browse through posts, which is typically linked with the Instagram experience, was completely absent. This was clearly not ideal, and the team wanted every user, whether they used a screen reader or not, to have the same sense of discovery when they landed on Instagram’s feed.

 

As a result, the Instagram Accessibility team simplified the post style, reducing the number of indications screen readers must translate every post. The number of gestures required to scroll through a post has been decreased from “as many as 30 swipes to just two,” saving time in interpretation and allowing visually impaired users to navigate through the feed faster and better respond to items of interest.

 

Moving the post actions (Like, Comment, Send Post, and Save) into one bottom sheet, which can then be accessed by custom actions on iOS or a distinct button between feed posts on Android, was the final piece of this puzzle.

YOUTUBE HAS GENERATED $28.8 BILLION IN AD REVENUE IN 2021

While TikTok‘s spectacular growth continues, with the site positioned to become even more powerful this year, YouTube remains the undisputed leader in the online video field. And it appears that YouTube will keep the top rank for one major reason: its revenue-sharing program, which sees billions of dollars distributed to creators each year and which no other platform comes close to duplicating in terms of a long-term creative monetization plan.

 

YouTube’s Partner Program, which is now well-established within its own ecosystem, has become a major driver of the broader creator economy. And, as part of parent firm Alphabet’s Q4 performance announcement this week, we learned even more about how important this factor has become.

 

According to Alphabet‘s research, YouTube produced $8.6 billion in ad revenue in Q4 2021 and $28.8 billion in ad revenue for the entire year. That’s a substantial improvement above YouTube’s 2020 results. With creators receiving about 55% of YouTube ad revenue, that means YouTube will pay creators more than $15 billion in 2021, a significant portion of the overall creative economy funding.

 

It’s a significant sum and one that YouTube will continue to utilize to try to entice creators away from TikTok by providing increased incentives, opportunities, and rewards for their efforts. Furthermore, YouTube has been attempting to counter TikTok’s rise with its own alternative, ‘Shorts,’ which continues to gain popularity.

 

YouTube Shorts continues to generate a lot of interest. It recently surpassed five trillion views all-time, with over fifteen billion views each day internationally. This aids the creator community in reaching out to new and larger audiences.

 

YouTube continues to improve and refine its existing successful monetization models. TikTok may be popular, but the incumbent still reigns supreme in the struggle for online video supremacy, and will for the coming years.

FINAL WORDS

We truly hope you’ve learned something new today and become more familiar with the new features and updates of Facebook, Instagram, Twitter, Snapchat and YouTube.

 

Would you like to know more? We are always here to help you out! Feel free to contact us any time! Stay tuned, archetype!

References:

Hutchinson, A. (2022, February 7). Could facebook and Instagram really be banned in Europe? Social Media Today. Retrieved February 8, 2022, from https://www.socialmediatoday.com/news/could-facebook-and-instagram-really-be-banned-in-europe/618462/

Hutchinson, A. (2022, February 4). Twitter expands test of downvotes on tweet replies to glean more insight into user behavior. Social Media Today. Retrieved February 8, 2022, from https://www.socialmediatoday.com/news/twitter-expands-test-of-downvotes-on-tweet-replies-to-glean-more-insight-in/618358/

Hutchinson, A. (2022, February 3). Snapchat rises to 319 million daily users, posts strong revenue result for Q4. Social Media Today. Retrieved February 8, 2022, from https://www.socialmediatoday.com/news/snapchat-rises-to-319-million-daily-users-posts-strong-revenue-result-for/618307/

Hutchinson, A. (2022, February 1). Instagram outlines key updates to improve the in-app experience for visually impaired users. Social Media Today. Retrieved February 8, 2022, from https://www.socialmediatoday.com/news/instagram-outlines-key-updates-to-improve-the-in-app-experience-for-visuall/618130/

Hutchinson, A. (2022, February 2). YouTube generated $28.8 billion in ad revenue in 2021, fueling the creator economy. Social Media Today. Retrieved February 8, 2022, from https://www.socialmediatoday.com/news/youtube-generated-288-billion-in-ad-revenue-in-2021-fueling-the-creator/618208/

Recent posts.

Backslash Week 05 – News of the Week

We share our knowledge of online marketing, digitalization and entrepreneurship with you – read about the latest trends of the digital world, webdesign and SEA strategies or even get tips and suggestions for your social media presence.

Read More

Get in touch

Let’s talk and drink coffee.

SEND OVER YOUR REQUEST.

OFFICES.

Wien
Budapest
Zürich