Meta
the organizing principle of digital advertising, which is the individual consumer. What Facebook — now Meta — is better at than anyone in the world is understanding consumers not as members of a cohort or demographic group but rather as individuals, and serving them ads that are uniquely interesting to them.
brands are created for cohorts or demographic groups, because they need to be manufactured at scale;
thus the opportunity for an entirely new wave of companies that were built around digital advertising and its deep personalization from the get-go.
from Ben Thompson
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From the abstract of the paper Do Influencers Influence? A Meta-Analytic Comparison of Celebrities and Social Media Influencers Effects 📝
Findings reveal that social media influencers (SMIs) are more effective than brand-only advertising and that there is no significant difference between SMIs and celebrity endorsers. Taking these factors into consideration, the effects are moderated by perceived credibility and influencer types, indicating that mega-influencers are relatively more persuasive, while nano-influencers are less persuasive compared to celebrities, respectively. Findings imply that there is a “sweet spot” wherein SMIs are most effective and distinct from celebrity endorsers, providing support for more nuanced conceptualizations of SMIs and calling for future research to explore additional enhancing and attenuating factors.
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2025: The Year of AR?
Sources told the Financial Times that Meta is planning to expand its partnership with Ray-Ban to make glasses with a little display on the inside, so users can gaze out at the world with a digital overlayThe sources said Meta wants to add a screen on the inside of the glasses that would be able to flash things like text messages, and that the product might be ready to hit the shelves as early as the second half of next year.
On-lens optics is the next big step.
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From Platformer’s 2025 predictions:
Everyone copies Meta Ray-Bans. The other tech giants come around to the idea that glasses, not headsets, are what will turn mixed-reality applications into a mainstream success. By the end of the year, consumers will have multiple good Meta Ray-Ban alternatives to choose from.
Agreed.
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Meta now sets 1-day engaged-view by default in a campaign’s attribution setting.
Jon Loomer also reports this attribution type has been updated to be click agnostic.
Just an FYI, I wouldn’t bother changing this unless you only want click attribution (which I’m not sure is the best route these days).
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😎😎😎
Meta plans to add displays to its Ray-Ban smart glasses as soon as next year, as the US tech giant accelerates its plans to build lightweight headsets that can usurp the smartphone as consumers’ main computing device.
According to people familiar with the matter, the company has accelerated Orion’s development following the enthusiastic response of early testers.
The next form factor has been decided.
Ambient computing is coming.
via the Financial Times
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from @Manton: I support the mad king
take any other potential feature and run it through the feedback of an oversight committee, the outcome is the same. Bloat.
Directionless products fail. They lose their soul.
Committees replace the initial energy that drive a company.
Look at Meta compared to the other big tech companies. Regardless of your feelings towards Zuck, you can’t deny the different vibe compared to a company like Apple.
Extend it to other Magnificent 7 members NVIDIA and Tesla (I know, I know) and the trend is clear.
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Meta is forecast to continue its shift to being an Instagram company in the near term:
Instagram Expected to Generate 50% of Meta’s US Ad Sales in 2025
And, of course, The Gram is a video platform now.
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How to Make a Video According to TikTok (Shop)
First Meta, then LinkedIn, now video making tips from TikTok (Shop).
You Gotta Have a Hook
You have to pique curiosity within the first 3 seconds. The first line must grab attention.
Bennies, Baby
Once attention is grabbed, move into the benefits / variations of your product.
Heed the Call
End with a call to action and make it easy to take the relevant action (aka don’t just dump them on your homepage).
create short videos that capture attention, clearly deliver a brand or product message, and convert.
To recap:
1. Capture attention in the opening seconds
2. Validate the product
3. Give a clear next step (CTA)
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Everyone’s coming for Meta 😎
Solos challenges Meta’s Ray-Bans with $299 ChatGPT smart glasses
That allows the AirGo Vision to do things like translate text into different languages, provide directions to nearby locations or landmarks, and give the wearer more information about what they’re looking at.
A swappable frame system means that you can wear the glasses with or without the camera
To paraphrase Ian Fleming: Once is chance. Twice is coincidence. Three times is a trend.
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