- The Keyword
- Posts
- šļø 100 Million
šļø 100 Million
READ TIME: 2.5 mins ā”
Kole Ogundipe
July 10, 2023
Hello, Marketers.
This is your Monday edition of the Keyword. Featuring the big story of the day (no prizes for guessing which) and last weekās news round-up.
Letās jump in šŖ
FEATURE
Threads in 5 days:
..and the app isnāt even available in the European Union yet.
Chat GPT broke records earlier this year after reaching 100M users in 2 months. Now Threads has become the fastest-growing app in history.
Of course Threads can seamlessly onboard users from Instagram but nonetheless itās a hugely successful launch that has a lot of people excited.
Why we care
The 3 big implications of the launch šĀ
1/ More ad opportunities on Meta
With Facebook & Instagram, Meta created (arguably) the greatest advertising machine of all time. Inevitably ads will make their way into Threads tooā¦ but not in the short term.
Zuckerberg explained: āOur approach will be the same as all our other products: make the product work well first, then see if we can get it on a clear path to 1 billion people, and only then think about monetization.ā
2/ Improve existing ads on Meta
Meta can use the data it collects on Threads to learn even more about the interests of a user. Then it can show users more relevant ads, leading to advertisers wanting to spend more money with Meta.
3/ Enable Meta to train its AI model
Google & OpenAI trained their AI models partly using Redditās conversations as a data source.
Meta will build its own set of data that no other AI model can get access to.
As Chamath Palihapitiya said on the All In Podcast: āThe companies that have the best data are going to win. Thatās it. Thatās the gameā.
HEADLINES
Twitter traffic is ātankingā according to the Cloudflare CEO. The analysis shows Twitter's website traffic has been declining since the start of 2023 after Elon Musk took over the platform, and dropped further with the launch of Threads. (GuardianĀ āļø)
Netflix could soon release episodic ads. Thatās according to FT which reported (behind a paywall) that Netflix held talks with ad execs at this yearās Cannes Lions. Instead of having just one repetitive ad, ads could have multiple āepisodesā. Netflix would track which episode(s) users have seen and deliver the next ad in the series.Ā (Tech RadarĀ āļø)
LinkedInās users will be 61% Millennial & Gen Z by the end of the year. Younger, digital-first, buyers are creating a bigger need for B2B companies to refresh their social media marketing. If you need some inspiration, Iād recommend following B2B email company, Lavender.Ā (Insider IntelligenceĀ āļø).
TikTok Shop is becoming increasingly popular in Southeast Asia, expected to generate $20 billion by the end of the year. Glossy reported behind a paywall, that Beauty brands are early testers of TikTokās native ecommerce feature in the U.S. The list includes E.l.f. Beauty, Laura Mercier, BareMinerals KimChi Chic Beauty, and Skin Gym. TikTokās big ambition is to pair its product discovery capabilities with eCommerce. (BloombergĀ āļø)
SNIPPETS
Just spare a thought for threads.com, who are a slack competitor!
TikTok launched a Spotify competitor in Brazil & Indonesia.
Elon:Ā āThreads is just Instagram without picturesā.
YouTube is experimenting with online gaming.
Twitter threatened to sue over Threads.
FREE CONNECTED TV EVENT
With Netflix, Hulu & Amazon Prime, the way people watch TV has changed.
In the U.S. over 50% of all TV viewing in 110 million households is on streaming services.
tvScientific is the first Connected TV advertising platform purpose-built for the performance marketing era.
On July 13th theyāll teach you everything you need to know about Connected TV advertising in our free 30-minute webinar.
š
Thanks for reading š
Kole