Monday Insights: This Week’s Industry Updates
The marketing industry is constantly changing and evolving, with new trends emerging daily, sometimes even hourly. As marketers, it's crucial to stay updated with the latest industry developments. Here's a recap of recent updates to keep you informed:
Meta released its first AR digital wearables model, Ray Ban Stories, but 90% of users have stopped using them already
While Meta is continuing to expand their digital footprint, they are now attempting to make some progress in the AR realm. Meta’s main focus in AR is its AR glasses, which are set to be released in 2027. In order to get people interested in the product, they have released their first model, Ray Ban Stories, for people to try out. The first model has limited features including taking pictures, answering phone calls, and listening to music. According to a new report, over 90% of buyers of AR glasses are no longer using them out of 300,000 pairs sold. Even though this initial model seems to be a flop, Meta is still going on as planned and is preparing to launch the next model next year.
TikTok is testing new ad targeting tools that are privacy-protective, in order to match their own CRM data with TikTok’s audience insights
As data privacy policies begin to shift, Tiktok is looking to align its ad targeting processes. They will do this by using PrivacyGo, enabling users to match CRM data with audience insights from Tiktok. The data will be shared in a protective digital space in order for nothing to compromise regulations. As Tiktok is currently experimenting with PrivacyGo, this could be a good direction for them since they are already under investigation for data usage practices. If this works, this could be helpful for brands to maximize ad campaigns because of enhanced targeting options.
Meta has added new brand safety elements to reassure its ad partners
Meta recently announced that they have new ad placement control options within Reels to provide more assurance to ad partners. First, Meta has expanded the brand suitability verification for the Instagram feed, providing marketers with more transparency in their MEta campaigns. Meta is also adding the languages Arabic, Chinese, French, and Portuguese to their inventory filters for Facebook and Instagram to give brands additional ways to manage their ad placements. They have also been experimenting with an inventory filter on Reels to expand the capacity for ad partners. As the holiday season is quickly approaching, these new elements could be key for Meta to maximize revenue.
Meta has reduced its promised payouts for reels creators and people are not happy about it
Meta has been facing backlash from Reels creators due to a payment notification notifying creators that they have large payout amounts, which was later deemed an error. Some creators were told that they would be receiving tens of thousands back from Meta, which was apparently a glitch. The creators affected are not happy about this mistake, especially since short-form video content is already difficult to monetize.
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