Rolling Out the "Red Carpet" Treatment 只是一个时间问题元in Twitter's footsteps and rolled out their own subscription service. Essentially, this means that your 52-year-old uncle will now have to pay to voice his outdated and cringeworthy socio-political opinions. In all seriousness, the new service will be called "Meta Verified" and will cost users $12 for web or $15 for iOS. Per Meta's official statement, the service will provide extra protection from impersonation of accounts and direct access to customer support. Uhhhhhh, am I crazy, or does that sound like something a company that is purporting to be a social media platform for billions of people should already be offering…you know, for free? It's me, you say? I'm crazy? Got it. Additionally, Zuck says that the service will "increase authenticity" and "help creators build communities" across the platform. Yes, social media is the first place I run to when I'm looking for authenticity and genuine community. Sign me up! Now that we've gotten the sarcasm out of the way, the more interesting question is how we got here. Twitter made headlines when Musk announced its "Twitter Blue" subscription model, and now Meta is taking the bait. At this point, social media apps would be remiss NOT to have some kind of subscription model. From the beginning, social media's appeal was that it was free for users. If that's the case, then how did companies monetize users, you might ask. Advertising was the name of the game and, in fact, the only game. In 2022, a whopping 97.5% of Meta's $116bn in revenue came from advertising, and when the gravy train was running, things were fine. Gone are the days when there were a few large companies dominating and eating up all of the advertising revenue. With the democratization of technology, there are now hundreds of apps all fighting for our eyeballs and attention. As a result, advertisers have diversified how they allocate their advertising budgets, which is forcing companies like Twitter and Meta todiversify their revenue streams. Enter the subscription model. 这些公司拥有的杠杆率是一个大量的用户群。Facebook和Instagram的共有57亿用户群,这意味着这些应用程序对于内容创建者的推广至关重要。他们下注的是,在搜索和评论之类的事情上,可以提高可见性和优先级,可以帮助内容创建者建立忠实的粉丝群,并更有效地使目标受众获利。 的big question:Will this be both a win for Meta, helping them build a new and consistent revenue stream, and a win for content creators by helping them reach new audiences? Or will it crash and burn? Grab the proverbial popcorn and find out over time with me. |