The Friday Five: Threads Users Surpasses 30M, AI to Add ￡300BN to UK Economy, and GA4 Finally Replaces UA

Welcome to this week's edition of the Friday Five, your go-to source for the latest news and updates in the world of marketing and social media.

We hope you've had a fantastic week and are ready to dive into some exciting stories.

In this edition, we'll be covering a range of topics, from the launch of a new social media platform that's creating a buzz, to a significant ruling that could impact personalised ads in the EU. We'll also explore the potential economic benefits of AI in the UK and the recent changes happening on Twitter. Lastly, we'll discuss an important transition in analytics with the retirement of Universal Analytics.

So, without further ado, let's jump right in!

1. Threads Launches, Surpasses 30 Million Users in Biggest Social Media Launch since TikTok

Meta's Threads app, positioned as a competitor to Twitter, gained an astonishing thirty million users on it's first day, according to Mark Zuckerberg.

The app, offering a maximum of 500 characters per post and resembling Twitter in many ways, aims to capture the attention of users dissatisfied with recent changes on the popular microblogging platform.

Our head of paid social Harriet Tuite had this to say on Threads: 'It's really interesting to see a buzz around a new social media platform - we haven't had this in the industry since TikTok!

'So far, the setup seems extremely straightforward as it's based on your existing Instagram, and it seems to be very algorithm focused to ensure brand new users get a good experience straight away.

'I'll be interested to see how long this positive energy lasts.'

Zuckerberg envisions creating a public conversations app with over one billion users, a milestone he believes Twitter has yet to achieve.

Currently available in over 100 countries, excluding the EU due to regulatory hurdles, Threads serves as an initial version with planned updates to include integration with other social media platforms.

Leveraging its association with Instagram, Threads offers a significant advantage by tapping into the extensive user base of the photo-sharing platform.

For more on this exciting new platform, visit the BBC .

2. Say ‘Please’ Says Court as It Rules Meta Needs Permission to Serve up Personalised Ads

Meta, the parent company of Facebook, has been dealt a blow by the European Union's Court of Justice, which ruled that Meta's Facebook brand must obtain consent before displaying personalised ads in the EU.

The court emphasised that processing vast amounts of data for custom ads without user permission is unjustifiable.

This ruling comes in the midst of Meta's ongoing appeal against a ￡333 million (€390 million) fine imposed by the EU for making personalised ads a requirement to access Facebook, Instagram, and WhatsApp.

The court stated that freely given consent is necessary for such features, placing the burden of proof on-site operators to demonstrate user consent.

The broader implications of the court's decision remain unclear, but Meta may need to seek permission to deliver personalised ads on its platforms in the EU.

This could impact both user privacy and the company's ad revenue.

Additionally, the ruling empowers local competition regulators to consider compliance with other laws, such as the General Data Protection Regulation (GDPR), when investigating antitrust cases.

Head to Engadget for more.

3. UK AI Boom to Add Hundreds of Billions to Economy Says Report

A report commissioned by Google predicts that artificial intelligence (AI) technologies could contribute more than ￡400 billion to the UK economy by 2030.

The analysis, conducted by consultancy firm Public First, focused on the impact of Google's tools and services in terms of productivity gains, improved accessibility, and digital skills training.

According to the report, AI innovations, including those from Google, have the potential to save the average UK worker over 100 hours per year, resulting in significant productivity improvements.

By automating tasks and workflows, AI could free up workers, while transforming jobs rather than eliminating them.

AI-powered assistive technologies could enable over 1 million people with disabilities in the UK to join or rejoin the workforce, adding ￡30 billion annually to the economy.

Additionally, AI tutors and coding assistants could enhance digital skills training, potentially boosting UK productivity by ￡4.8 billion each year.

While highlighting the potential economic benefits of AI, the report acknowledges the importance of examining its impact on different professions, skill levels, and demographic groups.

To get further insight check out Search Engine Journal .

4. Musk Under Fire (Again) For Making Further Changes To Twitter

Twitter, under Elon Musk's leadership, experienced yet another weekend of tumult as the company implemented rate limits and access restrictions that led to an outage and outrage from users.

The situation began with users who were not logged into an account being blocked from accessing the site.

Musk later revealed that this was a "temporary emergency measure" to counter aggressive "data pillaging" by numerous organisations scraping Twitter data.

Subsequently, strict "temporary" usage limits were imposed for all users, resulting in an outcry from the Twitter community. The initial limits, which were heavily criticised, have since been raised.

Twitter accounts without paid Twitter Blue verification can now view up to 1,000 posts per day, while those with Twitter Blue can view up to 10,000 posts per day.

The outage prompted discussions on the stability of Twitter as users expressed frustration and threatened to leave the platform. The arrival of the aforementioned Threads further compounds their issues, with a mass exodus to Meta's new platform feared.

Head to New York Magazine to learn more about Twitter's latest issues.

5. A New Era of Analytics: Google Analytics 4 Finally Replaces UA

Universal Analytics (UA) has started its shutdown process, prompting marketers to migrate to Google Analytics 4 (GA4) for website performance measurement.

The transition marks a significant moment in digital marketing, as advertisers are now compelled to use GA4 or seek alternative analytics platforms.

Google has confirmed that the shutdown will occur gradually, with some UA properties still processing data. However, all functioning properties will eventually be deleted.

GA4 is positioned as the next-generation measurement solution, replacing Universal Analytics.

Incidentally, at Embryo, we can help your business if you failed to meet the June deadline to migrate over to GA4.

Overall, the Universal Analytics shutdown emphasises the necessity of migrating to Google Analytics 4, marking a crucial shift in digital marketing practices for effective website performance tracking.

Search Engine Land has more on this.

And that's a wrap for this week's Friday Five! We hope you enjoyed reading about the latest developments in the marketing and social media world.

If there's a story you think we should cover or if you have any feedback, we'd love to hear from you. Feel free to get in touch with us.

Until then, have a fantastic weekend!