What's New In Social Media Marketing? January 2024

TL;DR

Threads expands in EU, TikTok raises fees, Ohio enacts social media law.

Transcript

Hello, hello, and welcome back to the podcast. It's a new year, and that means we've got a ton of social media headlines that we've got to dive into together. I want to start with threads. Threads has had a ton of updates over the past month. The first one is going to, I think, excite a lot of the listeners and viewers who live in Europe. And that ... Read More

Key Insights

• Threads is now available in the EU, allowing users to access the platform without linking Instagram, although with limited features.
• Meta has addressed privacy concerns by enabling users to delete Threads accounts independently of Instagram.
• Threads posts can now be shared across Meta platforms, with user control over where posts appear.
• Threads is testing API access for third-party publishing and analytics, enhancing its utility for social media managers.
• Reddit is preparing for an IPO, aiming for a valuation over $15 billion, raising questions about potential changes in its platform culture.
• Snapchat faces a lawsuit alleging it facilitated illegal substance acquisition, highlighting the platform's privacy features.
• Ohio's new law requires parental consent for users under 16 to join social media platforms, reflecting growing regulatory interest.
• TikTok Shop is increasing seller fees from 2% to 8%, challenging brands to reassess their ROI on the platform.

Questions & Answers

Q: What are the new features Threads introduced in the EU?

Threads has launched in the EU, allowing users to access the platform without linking to Instagram, although this comes with limitations. Users can browse and search content but cannot create posts or interact without an Instagram connection. This move signals Threads' global expansion strategy.

Q: How has Meta addressed user concerns about Threads account deletion?

Meta has updated the Threads account deletion process, allowing users to delete their Threads profile without affecting their Instagram account. Previously, users had to delete their Instagram account to remove Threads, a major privacy concern. This change gives users more control over their data and privacy.

Q: What is the significance of Reddit's planned IPO?

Reddit's planned IPO, aiming for a valuation over $15 billion, marks a significant shift for the platform. It raises questions about how going public might alter Reddit's culture, known for its user-driven content and anonymity. The IPO could lead to increased commercialization and changes in user experience.

Q: What legal challenges is Snapchat currently facing?

Snapchat is facing a lawsuit from families in California, alleging that the platform facilitated the acquisition of illegal substances by minors, resulting in fatalities. The lawsuit points to Snapchat's privacy features, like auto-deleting messages, as making it attractive for illegal activities, raising concerns about platform responsibility.

Q: What new social media law has been enacted in Ohio?

Ohio has enacted the Social Media Parental Notification Act, requiring platforms like Snapchat, Instagram, and TikTok to obtain parental consent for users under 16. This law reflects increasing regulatory efforts to protect minors online and could influence similar legislation in other states.

Q: How is TikTok changing its fee structure for sellers?

TikTok is increasing its seller fees from 2% to 8% in its TikTok Shop program. This significant fee hike challenges brands to reassess their ROI on the platform. The change could impact seller participation, as brands weigh the benefits against the higher costs of using TikTok for e-commerce.

Q: What are the implications of Threads testing API access?

Threads testing API access for third-party publishing and analytics is a significant development for social media managers. It allows for integration with scheduling and analytics tools, enhancing the platform's functionality and making it more appealing for businesses looking to streamline their social media operations.

Q: What are the potential impacts of Substack's stance on extremist content?

Substack's decision not to censor extremist content, despite acknowledging its presence, has led to backlash from creators. This stance may drive writers away from the platform, affecting its reputation and user base. The situation highlights ongoing debates about content moderation and platform responsibility.

Summary & Key Takeaways

• Threads has launched in the European Union, allowing users to access the platform without linking Instagram accounts, though with certain limitations. Meta has also updated account deletion processes, enabling users to delete Threads accounts without affecting Instagram.

• Reddit is planning an IPO with a target valuation of over $15 billion, raising concerns about potential cultural shifts on the platform. Meanwhile, Snapchat is embroiled in a lawsuit over allegations that its features facilitate illegal activities.

• Ohio has enacted a law requiring parental consent for minors under 16 to join social media platforms. TikTok is raising seller fees, prompting brands to reconsider their participation, while Threads is testing API access for third-party publishing and analytics.