Eesha Bhansali, Business of Media: Social Media.

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TikTok Rising Consumption

Despite privacy concerns and bans on government devices, TikTok has continued to gain popularity in the U.S. since its global launch in 2018. The percentage of TikTok users obtaining news from the platform has nearly doubled since 2020, reaching 43% in 2023, according to a Pew Research survey - as shown below. 

TikTok has exhibited substantial growth since 2020 across all age groups, outpacing other platforms.  The share of adults who regularly get news on TikTok has more than quadrupled, rising from 3% in 2020 to 14% in 2023. This growth is particularly pronounced among adults aged 18 to 29, with one-third of this demographic reporting regular news consumption on TikTok, compared to 15% for those aged 30 to 49, 7% for those aged 50 to 64, and only 3% for those 65 and older. The study also revealed gender-based variations in news consumption, with women favoring Nextdoor, Facebook, Instagram, and TikTok, while men leaned towards Reddit, X, and YouTube.

This aligns with a broader trend of consumers turning to digital platforms for news, with approximately half of Americans acknowledging social media as a news source. Facebook remains the leading social media platform for news, followed by YouTube, Instagram, TikTok, and X (formerly Twitter). Additionally, a notable finding was that Democrats or those leaning Democratic constituted the majority of regular news consumers on various sites, with no significant partisan difference on Facebook, X, or Nextdoor. Interestingly, TikTok users are now equally likely to get news from TikTok as Facebook users are to get news from Facebook. However, TikTok users still trail behind users of X (formerly Twitter) in terms of news consumption on the platform. This data underscores a shifting landscape in news consumption habits, with TikTok emerging as a notable and growing source for a diverse range of age groups.

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The ad-free meta experience.

As we’ve read previously, Facebook has introduced an ad-free experience in Europe, for users in the European Union, European Economic Area, and Switzerland in response to new EU regulations. So now that it is finally implemented let’s talk a little more about it and the experience of people buying the subscription. The EU believes in users having the right to choose whether their personal data is processed for advertising purposes. Meta's revenue heavily relies on ads, constituting 97% of its income, making the introduction of an ad-free subscription a strategic response to regulatory pressures.

The company believes that a paid model serves as a valid form of user consent for data sharing. Although the company initially resisted the idea, it now offers users the option to pay for an ad-free subscription. The move is driven by EU regulations aiming to protect users' personal data by giving them a choice to opt out of targeted advertising. The move follows a trend among social media platforms, such as Spotify, TikTok, X, Snapchat, and YouTube, exploring ad-free subscription options. The author, having purchased the subscription, notes a noticeable reduction in ads on Facebook and Instagram, providing a sense of control. 

However, the experience is not significantly different, as both platforms still display "Suggested for you" posts that resemble ads, questioning the value of the subscription. However, after a decade of ads, it was found to be oddly liberating to have an ad-free experience. The monthly fee is €9.99 ($10.70) on the web and €12.99 ($13.91) on iOS and Android, with an additional fee for linked accounts starting March 1, 2024. While no plans for an ad-free experience in the U.S. have been announced, the article questions the sustainability of multiple subscription models and emphasizes potential user concerns about paying to protect their personal information. The situation is likened to the streaming industry's fragmentation, leading to subscription fatigue among users.

As seen, "Facebook's old sign up page used to say "it's free and always will be." As of 2019, this has been replaced by "It's quick and easy."'

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Lawsuit: META.

A significant lawsuit has been filed against Meta regarding the possible effects of instagram and facebook as social media platforms on children's and adolescents' mental health. The 233-page federal complaint alleges that the company engaged in a "scheme to exploit young users for profit" by deceiving them about safety features and the prevalence of harmful content, harvesting their data, and breaking federal laws on children's privacy. Attorneys representing eight states and D.C. are launching individual cases in federal, state, or local courts, while thirty-three states—including Colorado and California—are filing a single lawsuit in federal court in the Northern District of California. 

The lawsuit claims that young people's mental health has suffered as a result of using Facebook and Instagram. One set of documents about Instagram’s impact on teens found that “thirty-two percent of teen girls said that when they felt bad about their bodies, Instagram made them feel worse.”

It raises particular concerns about cyberbullying, the addictive nature of online platforms, and the possibility of exacerbating problems with body image. In addition, the lawsuit claims that Meta's beauty filters, particularly for younger users, may have detrimental effects on mental health, including problems with body image and low self-esteem. The piece notes that "Plaintiffs argue that these filters can be particularly harmful to vulnerable individuals who may already struggle with body image issues." This lawsuit raises the possibility that the company's policies do not sufficiently protect the mental health of its younger consumers.

Meta has stated that they are actively resolving these issues and improving user safety in response to the lawsuit. They have pledged to investigate how their platforms affect mental health and to put precautions in place to lessen any possible harm. This case emphasizes how important it is for social media firms to strike a balance between the engagement and profitability of their platforms and their commitment to protecting the mental health and wellbeing of their youth users. 

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YouTube Launches New Subscriber Analytics

YouTube has unveiled several significant updates to its analytics tools aimed at providing creators with deeper insights into their audience and channel performance. One addition is the ability to discern why subscribers decide to cancel their channel subscriptions, offering feedback for future content planning.

YouTube now offers more specific insights into how new and returning viewers interact with content separately, providing creators with a better understanding of what appeals to each audience segment. This allows creators to see how many views they receive from new viewers and compare it to views from returning viewers, which helps in shaping content strategy and expanding their audience.

The "New and Returning Viewers" tab in YouTube Studio analytics provides a dedicated space for creators to analyze content performance based on audience segments. Enhanced data sorting options offer more context on what drives views within each segment.

Furthermore, YouTube is expanding its analytics cards, which offer insights into channel memberships. These new cards provide creators with a more comprehensive view of total member counts and identify which videos are driving more subscriptions. This data allows creators to understand audience behavior and helps them analyze what resonates with paying members.

One of the most significant updates is the introduction of a card that captures the reasons behind membership cancellations. When a member decides to cancel their membership, they can provide feedback through an optional survey. This information is then displayed in a separate card on the memberships tab. 

These updates are highly relevant to the content creation and digital marketing sectors. Understanding audience behavior and preferences is essential for content planning and strategy optimization. By knowing why subscribers cancel memberships or what content appeals to new viewers, creators can make data-driven decisions to improve their content and grow their audience. These insights can lead to more engaging and relevant content, ultimately boosting viewer retention and channel growth.

In the broader context, the ability to access granular audience insights empowers creators to refine their content strategies, tailor offerings, and enhance the overall viewer experience, which is crucial for success in the competitive digital landscape.

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YouTube Launches New Subscriber Analytics to Assist in Content Planning

The more nuanced channel member analytics will give you more insight into what drives sign-ups. 

YouTube Rolls Out New Analytics Updates To Help Creators Plan Their Next Move

Popular video-sharing app YouTube has just revealed how it’s going to update its analytics section with some interesting features.

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Eesha Bhansali, Business of Media Fall 2023: Social Media.

My sector is Social Media and I will be following the Social Media Today, The Verge, and Mashable.