This week’s top stories: Instagram’s new ad strategy, Facebook wants to keep up with younger users, and TikTok may have plans to stay in the US

Welcome to the Battenhall Weekly, Edition #18

1. Instagram tests ads that you can’t skip

Reports claim Instagram has plans to test unskippable videos that will feature a timer and prevent users to bypass advertisements, similar to YouTube. This move aims to capitalize on AI-recommended ads and increase opportunities for ad placements. Meta has not confirmed further details, but this strategy has potential for user dissatisfaction and backlash.

2. Facebook focuses on younger users

Facebook focuses on attracting younger users by improving Reels, feed ranking, video viewing experiences, and creator monetization. Despite reports suggesting a significant drop in teen users, the company claims to have seen growth in young adult usage. It highlights features like Marketplace, Reels, Facebook Groups, and even Facebook Dating. This emphasis on youth engagement signals the platform hopes to stay relevant amongst audiences.

3. Threads is rolling out a redesigned desktop site

Threads, Instagram’s text-based app, is rolling out a redesign of its desktop site that allows users to customize their homepage with multiple feeds, similar to TweetDeck. However, unlike TweetDeck (which requires a paid subscription) Threads will remain free. The new layout enables horizontal scrolling to view pinned feeds, view options like ‘For You’ and ‘Following’, saved posts, notifications, and auto-updates.

4. TikTok reportedly developing a US copy of its algorithm

TikTok is reportedly developing a copy of its content recommendation algorithm for US users that will be independent of its parent company, ByteDance. The project predates the Congress bill that passed in April but aims to address bipartisan concerns over data privacy and national security. The separation could take up to a year to complete due to the the complexity of the task and splitting its US operations from Chinese ownership.

5. Meta offers a money-back guarantee for verified subscriptions

Meta’s ‘Meta Verified’ subscription offering recently introduced a 14-day money-back guarantee, potentially allowing users to cancel their subscriptions and receive a refund. Despite concerns about the devaluation of the verified checkmark, Meta’s Q1 financials indicate a large contribution from Meta Verified, estimating around $150 million per quarter from 3 million subscribers. The significant revenue from Meta Verified suggests a growing interest amongst users, which means Meta’s push for subscriptions will likely continue.

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