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I’ve said about Meta:

There really isn’t a company better at monetizing via ads.

Some might be yelling “but what about Google?!”

Big G is good at protecting their position to lock in default behavior and monetizing that way.

testimony in the trial revealed that Google spent a total of $26.3 billion in 2021 to be the default search engine in multiple browsers, phones, and platforms.

The end of Meta is regularly proclaimed, but Google is in a more precarious position.

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This idea from Adam Grant (~44:16) is (also) great reasoning for why generations as marketing personas should stop.

We should stop defining people by their group membership. Instead of assuming that just because people came from a particular background that they had the same degree of difficulty and adversity. We should actually get to know the individual to find out the obstacles they face and adjust expectations.

Know your actual customers and fans. Use that to create an aspirational persona you market too.

Generation groups are lazy and dumb.

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AI isn’t going to replace people, but it will replace people that don’t use AI.

via Manton Reece

The future is centaurs.

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Massive Meta Minithread

I’ve collected too many tabs of Meta related stuff, so here it all is.

Chat with AI in Messenger
This isn’t surprising, especially given Snap’s success with AI chatbots. The real question is: does Meta know their market? One persona appears based on Blender from Futurama, which feels like a miss for the youth.

Plus, AI Studio to let developers build custom chatbots. AI might make Meta’s messenger dreams for brands a reality…finally. It used to be like setting up a choose-your-own adventure chat.

Meta Posts 23% Growth as Ads Rebound, With Profit More Than Doubling.
There really isn’t a company better at monetizing via ads. I expected the headlines about decreasing spends and worries over ROI would amount to little.

Instagram Makes Reminder Ads Available for Stories Placement.

You know Zuck loves this one: How TikTokers are making tons of money on Facebook, an often overlooked ‘cash cow’ for short video (hint: Facebook boomers have money).

Meta’s adding some new ad optimization tools for the holiday push, including variable campaign budget options, new tools to entice purchase actions, and more direct linkage to buy products from ad displays.

Threads! It’s still a thing! A thing with almost 100 million monthly users (that’s 1/6 of the way to X). And now polls and GIFs (at least on mobile).

And a few tools & things curious marketers might enjoy:

When you optimize for value, we use machine learning to predict how much return on ad spend (ROAS) a person may generate. We then use this prediction to bid for your highest value customers. By bidding more for people who are likely to spend more, you can help ensure you are maximizing the value of conversions for your campaigns.

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The more important it is to meet your numbers, the more important it is to stop concentrating on your numbers and start concentrating on the clients' numbers.

-Let’s Get Real Or Let’s Not Play​

via Josh Spector