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Monday’s Marketing Minute: Threads’ Userbase Collapses, Data Marketers Use to Personalize Ads, Meta’s Ad Rev Up While X Offers Discounts

Happy Monday, y’all! I hope you had a wonderful weekend and are ready for an even better week! You can just feel social media going through a midlife crisis right now, trying to reinvent itself, not sure what it wants to be. And it seems like most of us who have been in this space for years are looking around wondering what happened to all these sites I used to love? It seems the space is ripe for disruption, but I’m not seeing any serious contenders at the moment.  Let’s hope that changes and social media gets back to being social and fun, soon!

Meanwhile, here’s a few news and business stories that have caught my eye:

 

I have a confession to make: I’m not on Threads and have no intention of joining. Now, Meta is announcing that most of you that flocked over on launch, have already bailed.  BTW I love Zuckerberg’s reaction, yeah, how do we maybe Threads STICKIER???  This reminds me of a brilliant post written eons (in social media terms) ago by Tara Hunt. If I remember correctly, she was in a website design meeting where similar questions where being asked about how to make the site ‘stickier’ and keep users on.  She blurted out ‘Where is the ability to throw sheep in this plan?’ Which was an allusion to the feature Facebook had years ago that would let you ‘throw a sheep’ at someone.  It’s a reference to those playful little features that help us build connections and community, which is how you build and sustain growth on a site or social platform, much moreso than ‘stickiness’.

 

Interesting stats on the data that marketers use to personalize user experiences. As I was looking at this list, I’m thinking about what data I would want marketers to use, versus what they prioritize. For instance, my transaction history and any preferences I set sound good to me. But if they get into areas like my social media history or website activity, then I am less receptive. I’d be curious to see how others feel about this.  Hmmm…this may warrant a standalone post at some point.

 

So Meta’s ad revenues get a nice bump, while Twitter/X is having to slash prices to get advertisers back on the platform.  Could these two stories be related? Quite possibly, as I am sure some of this is simply a case of ad dollars being transferred from Twitter to Facebook. While I do believe Elon will eventually get Twitter/X on track, the rest of the year could continue to be very bumpy.

 

So that’s it for this week’s edition of Monday’s Marketing Minute, look for a new post on tourism marketing tomorrow, and I think one on artificial intelligence on Thurs. I’ve been experimenting with a new tool the last few weeks that’s been a godsend for my writing productivity. I can’t wait to share with you what I’ve learned.

Till then, have an amazing week!

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About Mack Collier

My name is Mack Collier and I am a digital marketing and content strategist located in Alabama. Since 2006 I've helped companies of all sizes from startups to global brands such as Adobe, Dell and Ingersoll-Rand, create customer-centric programs, content and experiences. A long-time internet geek, I've been online since 1988 and began using social networking sites in 1991 when I joined Prodigy. Today, I help companies understand how new technologies like web3, crypto and artificial intelligence can integrate with existing marketing strategies to lead to exceptional customer experiences.

Comments

  1. Lisa Sicard says

    Hi Mack,
    Wow, already lost half? I never signed up with all the controversy on privacy and who can handle one more network to manage?
    I hadn’t thought of where the revenues were coming and going, but now it makes sense. However, Meta’s stock went up because of the layoffs too that never talks about.
    They seem to only talk about the layoffs at Twitter. (which they called firings, lol)
    Great stats and statistics Mak.

    • Mack Collier says

      Thank you Lisa! That’s a shrewd observation, I think a lot of the problems that Twitter/X is having to deal with are affecting the larger social media industry as well. Granted, Elon is making a lot of changes and causing disruption and that always makes advertisers nervous. But as you pointed out, Meta has its own problems that aren’t getting as much news coverage right now. Thanks for reading and chiming in!