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Snap’s ad woes bode ill for a new generation of social apps
SnapchatSocial media audiences
Reports that Snap is cutting headcount by 20% and restructuring its ads team amid tough economic conditions, increased competition and privacy concerns highlight the difficulties faced by newly popular social apps as they seek to monetise.
Apple giveth and Apple taketh away
New apps are growing popularity
Photo-sharing platform BeReal has been number one in the free apps category on Apple's iPhone app store for weeks, notes the Wall Street Journal. And similar apps Locket and LiveIn have racked up 44 million downloads since the start of the year.
Their popularity is being driven by a promise of greater privacy and more authentic interactions, says the Journal’s Dalvin Brown. “Users tell me they like that there’s no pressure to figure out your brand or aesthetic, there aren't trends to try or challenges to pursue – it’s just you and your friends.”
But how to monetise?
The options are limited: paid subscriptions or advertising. There’s currently little appetite for the first and, without a rethink of existing formats, the second threatens to wreck the intimate user experience that people have come to value.
And, Brown adds, whatever they do they’ll need to do it before the bigger players copy them.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。