The US Children’s Online Privacy Protection Act (COPPA) is designed to protect the privacy of and personal information of minors under 13 years of age, as the DOJ highlights:

COPPA prohibits website operators from knowingly collecting, using, or disclosing personal information from children under the age of 13, unless they provide notice to and obtain consent from those children’s parents. It also requires website operators to delete personal information collected from children at their parents’ request.

The DOJ originally sued TikTok predecessor Musical.ly in 2019, resulting in court-ordered measures that TikTok must abide by to comply with COPPA. The DOJ says that TikTok has ignored the previous agreement and knowingly violated COPPA requirements:

According to the complaint, from 2019 to the present, TikTok knowingly permitted children to create regular TikTok accounts and to create, view, and share short-form videos and messages with adults and others on the regular TikTok platform. The defendants collected and retained a wide variety of personal information from these children without notifying or obtaining consent from their parents. Even for accounts that were created in “Kids Mode” (a pared-back version of TikTok intended for children under 13), the defendants unlawfully collected and retained children’s email addresses and other types of personal information. Further, when parents discovered their children’s accounts and asked the defendants to delete the accounts and information in them, the defendants frequently failed to honor those requests. The defendants also had deficient and ineffectual internal policies and processes for identifying and deleting TikTok accounts created by children.

As a result of TikTok’s actions, the DOJ says millions of children’s data has been collected, and children have been allowed to interact with adults on the platform, as well as access adult content.

“The Department is deeply concerned that TikTok has continued to collect and retain children’s personal information despite a court order barring such conduct,” said Acting Associate Attorney General Benjamin C. Mizer. “With this action, the Department seeks to ensure that TikTok honors its obligation to protect children’s privacy rights and parents’ efforts to protect their children.”

“TikTok knowingly and repeatedly violated kids’ privacy, threatening the safety of millions of children across the country,” said FTC Chair Lina M. Khan. “The FTC will continue to use the full scope of its authorities to protect children online — especially as firms deploy increasingly sophisticated digital tools to surveil kids and profit from their data.”

TikTok has a long history of violating child privacy, as well as the privacy of its users in general. The Center for Digital Democracy and the Campaign for a Commercial Free Childhood filed a complaint against the company in 2020 over child privacy. The European Consumer Organisation (BEUC) investigated TikTok in early 2021, finding the company was violating the privacy of EU children.

“In just a few years, TikTok has become one of the most popular social media apps with millions of users across Europe,” Monique Goyens, Director General of BEUC, said at the time. “But TikTok is letting its users down by breaching their rights on a massive scale. We have discovered a whole series of consumer rights infringements and therefore filed a complaint against TikTok.

“Children love TikTok but the company fails to keep them protected. We do not want our youngest ones to be exposed to pervasive hidden advertising and unknowingly turned into billboards when they are just trying to have fun.

“Together with our members – consumer groups from across Europe – we urge authorities to take swift action. They must act now to make sure TikTok is a place where consumers, especially children, can enjoy themselves without being deprived of their rights.”

With the US already passing a ban on TikTok, the deadline for which is rapidly approaching, TikTok’s systemic abuse of privacy—and especially the privacy of its most vulnerable users—is making one of the strongest cases yet that the platform poses a serious threat.

Threads launched in early June 2023, with many seeing it as a Twitter (X) killer. The service became the fastest growing app to date, gaining 100 million users in its first five days. Growth has slowed since that milestone, although still continued at an impressive rate.

According to Instagram boss Adam Mosseri, the service has now crossed the 200 million mark.

I’m excited to share that we crossed the 200M milestone on @threads. My hope is that Threads can inspire ideas that bring people together, and this amazing community continues to grow. Thank you for investing your time and giving feedback that makes the place better for everyone.

mosseri | August 1, 2024

Threads has a distinct advantage over other social media platforms, including X, thanks to the huge user base Meta brings to the table. If Threads continues growing at the pace it is, it could eventually become one of the dominant social platforms.

The Contentious Interview

The partnership, which promised to pay Lemon $1.5 million annually along with a share of advertising revenue, was designed to have the former CNN host produce exclusive content for the platform. The deal was intended to kick off with a high-profile interview with Musk in March. However, the interview quickly became heated, with Lemon pressing Musk on sensitive topics such as his drug use, plans for X, and content moderation policies.

“I don’t have to answer questions from reporters,” Musk retorted during the interview. “Don, the only reason I’m doing this interview is because you’re on the X platform and asked for it. Otherwise, I would not do this interview.”

The day after the interview, Musk sent a terse message to Lemon’s agent stating, “contract is cancelled.” This abrupt termination led Lemon to seek legal redress, claiming that Musk and X never intended to honor the agreement.

Legal Battle and Allegations

Carney Shegerian, Lemon’s attorney, criticized Musk and X for their handling of the situation. “X executives used Don to prop up their advertising sales pitch, then canceled their partnership and dragged Don’s name through the mud,” Shegerian stated. “You don’t have to be a genius to see the fraud, negligence, and reputational damage here.”

The lawsuit alleges that Lemon had not signed a formal agreement because Musk assured him there was no need for paperwork. According to the complaint, Lemon was pressured into the deal and into making public appearances to promote X despite his personal reservations.

Elon Musk’s Response and X’s Position

Musk has not publicly commented on the lawsuit. However, in previous statements, he criticized Lemon’s approach, describing it as “basically just ‘CNN, but on social media’” and lacking authenticity. “It was really just Jeff Zucker talking through Don,” Musk tweeted, referencing the former CNN president, “so it lacked authenticity.”

The lawsuit also claims that X executives, including CEO Linda Yaccarino, were instrumental in coercing Lemon into the partnership to enhance the platform’s appeal to advertisers. Yaccarino praised the deal as “a new chapter for X” and a significant turning point for the platform.

The Broader Context

This lawsuit comes as Musk positions X as a leading platform for news and content. This strategy included partnerships with prominent figures such as former Fox News host Tucker Carlson and former Hawaii congresswoman Tulsi Gabbard. Despite these efforts, the platform has faced challenges, including advertisers’ concerns over Musk’s erratic behavior and controversial statements.

Reactions on Social Media

The news of Lemon’s lawsuit has sparked significant discussion on social media, with many users on X weighing in on the controversy.

“Don Lemon sues Elon Musk for canceling his X deal… but let’s take a look at the X deal Lemon wanted,” tweeted Natalie F. Danelishen (@Chesschick01). “Don wanted control on every creator that was coming to the platform. Don wanted a voice into what type of news information would be on the platform.”

Don Lemon is a perfect example of the dumb person’s smart person. Elon is saying something unquestionably true and Don is struggling with it like he thinks he’s talking to a moron. He’s painfully stupid but he’s seen as an insightful person on the left.pic.twitter.com/gwnisNz9TU

— 𝙼𝚁. 𝙻𝙴𝙰𝙳𝚂𝙻𝙸𝙽𝙶𝙴𝚁 (@Lead_Flinger) March 18, 2024

“Don Lemon is a perfect example of the dumb person’s smart person,” commented @Lead_Flinger. “Elon is saying something unquestionably true and Don is struggling with it like he thinks he’s talking to a moron.”

Meanwhile, tech enthusiast Mario Nawfal (@MarioNawfal) tweeted, “Don Lemon can’t stop talking about the Elon Musk interview. This time, he’s pretending to wonder if Elon hates him because he’s gay and black. Lemon, even gay black guys can’t stand you. Your interview was rubbish.”

Some users have expressed skepticism about Lemon’s claims. “It is very odd that Biden dropped out on X. Did he really write that letter by his own volition? We need #ProofofLife now!” tweeted Furiosa (@Sociali04281481).

“The fact that Lemon did not have a written contract makes his case weak,” noted legal analyst Scott Melker (@scottmelker). “It’s going to be a tough battle for him to prove verbal agreements in court.”

The Road Ahead

Lemon’s lawsuit seeks financial compensation and aims to address the broader issues of trust and integrity in media and technology collaborations. “Don is an accomplished and hard-hitting journalist who’s committed to defending his good name and holding X’s executives accountable,” Shegerian emphasized. We look forward to our day in court.”

The outcome of this case could have significant implications for future agreements between media personalities and social media platforms, setting a precedent for how such partnerships are managed and dissolved. For instance, it’s common in media, entertainment, and sports to have handshake agreements that dissolve pre-contract for various reasons, and they typically don’t result in lawsuits.

As the legal battle unfolds, the case highlights the complexities and potential pitfalls of high-profile partnerships in the digital age. Lemon’s determination to hold Musk and X accountable underscores the importance of clarity and commitment in contractual agreements, especially in the fast-evolving social media landscape.

Texas Attorney General Ken Paxton sued Meta in March 2022, accusing the company of illegally collecting users’ biometric data. AG Paxton said the company was collecting users collecting the data without obtaining user consent, a violation of the state’s Capture or Use of Biometric Identifier Act and the Deceptive Trade Practices Act.

In a press release Tuesday, Paxton’s office said Meta had agreed to the “largest settlement ever obtained from an action brought by a single state.”

This settlement is the largest ever obtained from an action brought by a single State. Further, this is the largest privacy settlement an Attorney General has ever obtained, dwarfing the $390 million settlement a group of 40 states obtained in late 2022 from Google. This is the first lawsuit brought and first settlement obtained under Texas’s “Capture or Use of Biometric Identifier” Act and serves as a warning to any companies engaged in practices that violate Texans’ privacy rights.

The lawsuit focused on Meta’s Tag Suggestions feature, that allowed users to tag others in photographs.

Unbeknownst to most Texans, for more than a decade Meta ran facial recognition software on virtually every face contained in the photographs uploaded to Facebook, capturing records of the facial geometry of the people depicted. Meta did this despite knowing that CUBI forbids companies from capturing biometric identifiers of Texans, including records of face geometry, unless the business first informs the person and receives their consent to capture the biometric identifier.

“After vigorously pursuing justice for our citizens whose privacy rights were violated by Meta’s use of facial recognition software, I’m proud to announce that we have reached the largest settlement ever obtained from an action brought by a single State,” said Attorney General Paxton. “This historic settlement demonstrates our commitment to standing up to the world’s biggest technology companies and holding them accountable for breaking the law and violating Texans’ privacy rights. Any abuse of Texans’ sensitive data will be met with the full force of the law.”

X announced in mid-June that it was making likes private for everyone in an effort to cut down on bullying. Owner Elon Musk indicated the move was to allow people to like content they might otherwise be reluctant to, for fear of being attacked for their views.

Unfortunately, according to 9to5Mac, X has been sending emails out to some users to let them know their likes may not have been private after all.

“The X team received information that some likes may have remained publicly available,” reads the email. “We have contacted you because your X account may have been potentially affected by this security incident.”

It’s unclear what the “security incident” was, or what led to it.

Meta, along with Google and many other internet platforms, provide “free” services in exchange for using the customer as the product. The platforms use the customer’s data, including sometimes sensitive information, as the basis for targeted advertising.

The EU’s Digital Markets Act (DMA) regulate how companies can use consumer data, and require them to provide an option that preserves consumer privacy. In response, Meta unveiled paid options in the EU, giving users the option to pay for an ad-free experience. The EU Commission previously ruled that this binary choice was in violation of the DMA, and that Meta needed to provide a free, ad-based option that would use less personal data and serve generic ads, rather than personalized ones.

In its latest ruling, the Commission’s Consumer Protection Cooperation (CPC) Network said Meta is misleading consumers with by the use of its “free” label.

• Misleading consumers by using the word ‘free’ while, for users who do not want to subscribe against a fee, Meta requires them to accept that Meta can make revenue from using their personal data to show them personalised ads.

The CPC also took issue with how difficult Meta makes it to find the Terms of Service and understand how personal data will be used, as well as continuing to show ads to accounts that have paid to not see them.

• Confusing users by requiring them to navigate through different screens in the Facebook/Instagram app or web-version and to click on hyperlinks directing them to different parts of the Terms of Service or Privacy Policy to find out how their preferences, personal data, and user-generated data will be used by Meta to show them personalised ads;
• Using imprecise terms and language, such as ‘your info’ to refer to consumers’ ‘personal data’ or suggesting that consumers who decide to pay will not see ads at all, while they might still see ads when engaging with content shared via Facebook or Instagram by other members of the platform;
• Pressurising consumers who have always used Facebook/Instagram free of charge until the new business model was introduced, and for whom Facebook/Instagram often constitute a significant part of their social lives and interactions to make an immediate choice, without giving them a pre-warning, sufficient time, and a real opportunity to assess how that choice might affect their contractual relationship with Meta, by not letting them access their accounts before making their choice.

Meta has until September 1 to reply and propose solutions. If Meta does not take appropriate measures to rectify the situation, “CPC authorities can decide to take enforcement measures, including sanctions.”

“We will not stand by and watch some sneaky practices that mislead consumers,” said Věra Jourová, Vice-President for Values and Transparency. “We are proud of our strong consumer protection laws which empower Europeans to have the right to be accurately informed about changes such as the one proposed by Meta. In the EU, consumers are able to make truly informed choices and we now take action to safeguard this right.”

“Consumers must not be lured into believing that they would either pay and not be shown any ads anymore, or receive a service for free, when, instead, they would agree that the company used their personal data to make revenue with ads,” added Didier Reynders, Commissioner for Justice. “EU consumer protection law is clear in this respect. Traders must inform consumers upfront and in a fully transparent manner on how they use their personal data. This is a fundamental right that we will protect.”

The Announcement

On Sunday, President Biden posted on his official X account, “My fellow Democrats, I have decided not to accept the nomination and to focus all my energies on my duties as President for the remainder of my term. My very first decision as the party nominee in 2020 was to pick Kamala Harris as my Vice President. And it’s been the best decision I’ve made. Today I want to offer my full support and endorsement for Kamala to be the nominee of our party this year. Democrats — it’s time to come together and beat Trump. Let’s do this.”

My fellow Democrats, I have decided not to accept the nomination and to focus all my energies on my duties as President for the remainder of my term. My very first decision as the party nominee in 2020 was to pick Kamala Harris as my Vice President. And it’s been the best… pic.twitter.com/x8DnvuImJV

— Joe Biden (@JoeBiden) July 21, 2024

The Impact on Social Media

Biden’s announcement quickly gained traction, with views surpassing 260 million on X by Sunday evening, making it his most-viewed tweet to date. For comparison, Biden’s tweet on Friday, which took a jab at former President Donald Trump’s Republican convention speech, garnered 48 million views. In contrast, other tweets from the weekend received only a few million each.

Elon Musk, CEO of Tesla and owner of X, celebrated this milestone, emphasizing the platform’s role in modern communication. Musk tweeted, “White House aides learned Biden was dropping out by reading . Leaders should post directly, not hand the role to intermediaries. That is what works best. Mistakes will be made, but that’s what proves it’s real. People want authenticity.”

White House aides learned Biden was dropping out by reading 𝕏 https://t.co/9SpfbwcN65

— Elon Musk (@elonmusk) July 21, 2024

Mainstream Media Reaction

The announcement surprised White House aides, as they reportedly learned of Biden’s decision through the same X post. Journalist Paul D. Thacker highlighted this in a tweet: “White House aides admit they found out first on @X,” to which Musk responded, “They are so slow.”

Musk also pointed out the broader implications of Biden’s decision to use X for such a significant announcement. “This event underscores the shifting dynamics of political communication,” Musk wrote. “Social media platforms like X provide a direct, unfiltered line of communication between leaders and the public, bypassing traditional news outlets.”

They are so slow https://t.co/9GyIT2M5XF

— Elon Musk (@elonmusk) July 21, 2024

The Political Ramifications

Biden’s decision to step down and endorse Vice President Kamala Harris as the Democratic nominee has profound political implications. In his announcement, Biden stated, “My very first decision as the party nominee in 2020 was to pick Kamala Harris as my Vice President. And it’s been the best decision I’ve made.” His endorsement calls for unity within the Democratic Party to defeat former President Donald Trump in the upcoming election.

The Role of X in Political Communication

Biden’s use of X for his major announcement highlights the shifting landscape of political communication. Social media platforms like X provide a direct, unfiltered line of communication between leaders and the public, bypassing traditional news outlets. This shift challenges the traditional gatekeeping role of mainstream media and raises questions about the future of news consumption and the reliability of information.

According to the Wall Street Journal, views of President Biden’s announcement soared past 260 million on X, by far Biden’s most-viewed tweet of late. This underscores the platform’s growing influence. Shortly after taking over Twitter-turned-X in late 2022, Elon Musk added a public view count, an announcement that racked up 56.9 million views.

Musk’s Influence

Musk has been vocal about his support for the Republican ticket, endorsing Trump and J.D. Vance. He tweeted, “My smartest friends, including those living in the San Francisco Bay Area who have been lifelong Dems, are excited about Trump/Vance. I believe in an America that maximizes individual freedom and merit. That used to be the Democratic Party, but now the pendulum has swung to the Republican Party.”

Musk further explained his stance on political leadership and communication: “Authenticity in leadership is crucial. Direct communication through platforms like X ensures that leaders are accountable and transparent with the public. This is the future of political discourse.”

I heard last week that he would resign at this exact time and date. It was widespread knowledge in DC.

The real powers that be are discarding the old puppet in favor of one that has a better chance of fooling the public.

They fear Trump because he is not a puppet.

— Elon Musk (@elonmusk) July 21, 2024

Public Reaction

Public reactions on X were mixed, with some expressing skepticism about the authenticity of Biden’s post. Users like @rexglacer tweeted, “Just wait until Biden finds out he quit on X…” while others questioned whether Biden had personally written the message. @toddstarnes tweeted, “Are we sure Biden actually wrote that X message? Does Biden know that he dropped out of the race?”

Other users highlighted the significance of using X for such an announcement. @MostlyPeacefull tweeted, “Biden didn’t announce he was dropping out on TV. He announced on X. Hard to argue X isn’t the most relevant media platform in the world.”

It is very odd that Biden dropped out on X. Did he really write that letter by his own volition? We need #ProofofLife now! https://t.co/IUUBnxQO1d

— Furiosa (@Sociali04281481) July 22, 2024

Analysis from Experts

Tim Higgins and Natasha Khan of the Wall Street Journal provided further analysis, noting that the use of X for Biden’s announcement marks a significant shift in how political messages are delivered. They wrote, “Biden’s decision to use X for his major announcement highlights the growing influence of social media platforms in political communication. This event underscores the need for traditional media to adapt to a rapidly changing landscape where immediacy and direct communication are paramount.”

Political analyst Furiosa expressed concerns about the implications of such a significant announcement being made on social media. “It is very odd that Biden dropped out on X. Did he really write that letter by his own volition? We need #ProofofLife now!” she tweeted, echoing a sentiment of uncertainty among some observers.

A Significant Moment

President Biden’s announcement on X marks a significant moment in the evolution of political communication. By bypassing traditional media channels, Biden has highlighted the increasing importance of social media in disseminating crucial information. This development underscores the need for traditional media to adapt to a rapidly changing landscape where immediacy and direct communication are paramount.

As the 2024 election approaches, how political messages are delivered and consumed will continue to evolve, with platforms like X playing a central role. Traditional media will have to find ways to remain relevant in an era when news breaks instantly online.

Biden’s decision to drop out on X has also drawn attention to Musk’s influence over the platform. Musk’s public endorsements and comments have shaped the narrative around political events, highlighting the power of social media moguls in modern politics. As Musk continues to leverage X for political discourse, the role of traditional media will face further scrutiny and challenges.

Elon Musk changed the meaning of X’s blue checkmark, making it so anyone could get a checkmark by signing up for a Premium account. The EU investigated the change and has ruled that it is in breach of the Digital Services Act (DSA), which governs advertising, transparency, and dark patterns (the term for UI/UX practices meant to trick or deceive users).

The EU found X is non-compliant in three areas:

• First, X designs and operates its interface for the “verified accounts” with the “Blue checkmark” in a way that does not correspond to industry practice and deceives users. Since anyone can subscribe to obtain such a “verified” status, it negatively affects users’ ability to make free and informed decisions about the authenticity of the accounts and the content they interact with. There is evidence of motivated malicious actors abusing the “verified account” to deceive users.
• Second, X does not comply with the required transparency on advertising, as it does not provide a searchable and reliable advertisement repository, but instead put in place design features and access barriers that make the repository unfit for its transparency purpose towards users. In particular, the design does not allow for the required supervision and research into emerging risks brought about by the distribution of advertising online.
• Third, X fails to provide access to its public data to researchers in line with the conditions set out in the DSA. In particular, X prohibits eligible researchers from independently accessing its public data, such as by scraping, as stated in its terms of service. In addition, X’s process to grant eligible researchers access to its application programming interface (API) appears to dissuade researchers from carrying out their research projects or leave them with no other choice than to pay disproportionally high fees.

X now has the opportunity to defend its position. If the initial ruling is upheld, however, the company could face fines up to 6% of its worldwide annual revenue.

“Today we issue for the first time preliminary findings under the Digital Services Act,” said EU competition chief Margrethe Vestager. “In our view, X does not comply with the DSA in key transparency areas, by using dark patterns and thus misleading users, by failing to provide an adequate ad repository, and by blocking access to data for researchers. The DSA has transparency at its very core, and we are determined to ensure that all platforms, including X, comply with EU legislation.”

“Back in the day, BlueChecks used to mean trustworthy sources of information,” added Thierry Breton, Commissioner for Internal Market. “Now with X, our preliminary view is that they deceive users and infringe the DSA. We also consider that X’s ads repository and conditions for data access by researchers are not in line with the DSA transparency requirements. X has now the right of defence — but if our view is confirmed we will impose fines and require significant changes.”

Content creators and users have been pushing for Instagram to expand its offerings, and make long-form video content a viable option. Unfortunately, it appears the company has no interest in pursuing the medium, with Mosseri saying long-form content is not symbiotic with the company’s goals like short-form videos are.

Mosseri posted his reply in an Instagram video. The full transcript is below, lightly edited for clarity.

A creator asked me recently if we’re going to do long-form video on Instagram, and the answer is no.

And I wanted to explain why. Now, we do a number of different things on Instagram. but at the heart of it, there are really two jobs: one, connecting you with friends, and two, helping you explore your interests, usually through short-form video. And it turns out that those two things are symbiotic.

You seen an amazing video that makes you laugh out loud from a comedian doing a bit, and you send it to someone who you know is going to laugh just as loud as you did. Or for me, I see a highlight of an amazing soccer goal or trick, and I send it to someone who I know loves soccer as much as I do. So those things are about connecting with friends over your interests.

Now, it turns out long-form video is less symbiotic with these other jobs. If you watch a 10 or a 20-minute video, you see less content from friends, you interact with your friends less, and you’re actually less likely to send that content or that video to a friend.

So, we’re not going to go after that business because it’s part of our core identity to connect people with friends, and we don’t want to undermine that by going after long-form video. Now we understand that short-form video doesn’t always do that, but it can. We try to prioritize short-form video that does.

So let me know, down below in the comments, what you think. I am sure we’re going to get a lot of hot takes on this one.

Peace.

At least for the time being, creators and users who enjoy long-form content will need to look elsewhere.

According to the EU Commission, Meta’s “pay or consent” advertising model is in breach of the DMA. In an effort to comply with the DMA, Meta introduced a paid option that allow users have an ad-free experience when using the company’s platforms if they pay a monthly fee. Alternatively, users who don’t want to pay must consent to their data being used for personalized ads.

The EU says that Meta’s binary choice doesn’t cut it and that the company is required to give users a third option.

Under Article 5(2) of the DMA, gatekeepers must seek users’ consent for combining their personal data between designated core platform services and other services, and if a user refuses such consent, they should have access to a less personalised but equivalent alternative. Gatekeepers cannot make use of the service or certain functionalities conditional on users’ consent.

The Commission says Meta violates the DMA in two specific ways:

Does not allow users to opt for a service that uses less of their personal data but is otherwise equivalent to the “personalised ads” based service.

Does not allow users to exercise their right to freely consent to the combination of their personal data.

To rectify the situation, the Commission says Meta must give users the ability to use the platform for free, without their data being used to personalize ads. Meta can still serve ads, they simply will not be personalized and will be far more random. Alternately, users who want an ad-free experience could still opt to pay for it.

As with the EU’s recent finding against Apple, Meta will now have the possibility to defend its practices before a final ruling is issued. If the final ruling is decided against Meta, the company could face fines up to 10% of its worldwide revenue, or up to 20% if it is found to be a repeated offender.

“Our investigation aims to ensure contestability in markets where gatekeepers like Meta have been accumulating personal data of millions of EU citizens over many years,” said Margrethe Vestager, Executive Vice-President in charge of competition policy. “Our preliminary view is that Meta’s advertising model fails to comply with the Digital Markets Act. And we want to empower citizens to be able to take control over their own data and choose a less personalised ads experience.”

“Today we make another important step to ensure full compliance with the DMA by Meta,” Thierry Breton, Commissioner for Internal Market. “Our preliminary view is that Meta’s “Pay or Consent” business model is in breach of the DMA. The DMA is there to give back to the users the power to decide how their data is used and ensure innovative companies can compete on equal footing with tech giants on data access.”

Social media is recognized as a major factor in mental health issues for young people, with platforms receiving their share of criticism for intentionally developing their algorithms in way that promote addictive behavior. Dr. Murthy outlines the dangers in his op-ed:

The mental health crisis among young people is an emergency — and social media has emerged as an important contributor. Adolescents who spend more than three hours a day on social media face double the risk of anxiety and depression symptoms, and the average daily use in this age group, as of the summer of 2023, was 4.8 hours. Additionally, nearly half of adolescents say social media makes them feel worse about their bodies.

Dr. Murthy goes on to say that it’s time for social media platforms to have the same kind of warning labels as other harmful products:

It is time to require a surgeon general’s warning label on social media platforms, stating that social media is associated with significant mental health harms for adolescents. A surgeon general’s warning label, which requires congressional action, would regularly remind parents and adolescents that social media has not been proved safe. Evidence from tobacco studies show that warning labels can increase awareness and change behavior. When asked if a warning from the surgeon general would prompt them to limit or monitor their children’s social media use, 76 percent of people in one recent survey of Latino parents said yes.

Dr. Murthy says a warning label will not magically made social media safe for young people, but it will help provide adequate warning so parents and young people can make more informed choices. Dr. Murthy also calls on Congress to enact measures to better protect young people online, both from bullying as well as from data collection by the platforms they’re using:

Legislation from Congress should shield young people from online harassment, abuse and exploitation and from exposure to extreme violence and sexual content that too often appears in algorithm-driven feeds. The measures should prevent platforms from collecting sensitive data from children and should restrict the use of features like push notifications, autoplay and infinite scroll, which prey on developing brains and contribute to excessive use.

Dr. Murthy’s op-ed is the latest example demonstration the growing concern among officials about the impact social media has on young people.

X previously made hiding Likes a feature of its X Premium subscriptions. The company’s engineering team revealed that it is now making the feature available for everyone.

Elon Musk said the change will help protect individuals from being attacked for liking posts others may not agree with.

President Joe Biden signed a bill in late April that will ban TikTok or force parent company ByteDance to sell its US operations. The passage of the bill comes after years of US officials grappling with what to do with TikTok and include a previous attempt under the Trump administration to force a sale of the platform.

According The Washington Post, the US may have passed up an opportunity to address officials’ concerns without resorting to a ban or forced sale. The outlet reports that ByteDance was willing to let US officials pick the board of directors for its US operations, give the government veto power over hiring, and it would pay a DOD contractor to monitor the company’s source code. To top it off, the company was willing to incorporate a kill switch US officials could use to shut TikTok down.

Although it has failed to explain why, the Biden administration rejected the proposal—known as Project Texas—and pursued the ban/forced sale option instead.

“The government essentially threw up its hands at the possibility of any kind of regulation or cybersecurity measure,” Anupam Chander, a Georgetown University law professor who researches international tech policy, told the Post.

“TikTok proposed this incredible array of protections, but none of it mattered,” he added. “In the government’s thinking, it wasn’t: ‘Can this app be protected?’ It was: ‘There’s a Chinese owner.’ That became the death knell. The government had a complete absence of faith in [its] ability to regulate technology platforms, because there might be some vulnerability that might exist somewhere down the line.”

The government may have an uphill battle defending its decision in court, but the fact that it turned down such a sweeping offer is indicative of just how far officials are willing to go to shut TikTok down in the US.

Users have taken to social media platforms to complain of unskippable ads in their Instagram feeds.

On Reddit, users were equally angered by the change.

“Coming soon for everyone. This’ll be the last straw for me when it comes to Instagram,” wrote a user called notthatogwiththename. “I could stand the plethora of ads sprinkled throughout the entire app already, but unskippable?”

Another user agreed it was a bridge too far, saying the platform is already largely soft ads.

“I hate this new “feature” so much – it is so in your face and to me, feels like a terrible business decision,” wrote the-s-is-for-sucks.” “The whole platform is already basically ‘soft ads’ that generate revenue based on people being on there for ages, consuming content without thinking too much about it all and now they’re forcing users to stop scrolling and drawing attention to the fact they’re on an app designed to sell them things. So far I simply close the app as soon as an ad break pops up and if this continues, I’ll be unsubscribing. If enough users don’t like this and also limit their instagram usage, this move will just cannibalize some/most of the massive revenue they earn from the (previously) mindless scroll.

“I tried to find a place to provide feedback to instagram and have found nothing – and frankly, haven’t even seen a mention of this happening anywhere – so I’m hoping someone from Meta browses forums like this to get customer thoughts if they remotely care and can stop this rollout from continuing if they see enough negative feedback. Instagram is a social media site where many keep in touch with old friends and some/likely many follow influencers they like (who earn Instagram lots of money) – can we please chill on the end stage capitalism of it all?”

With platforms like Bluesky and Mastodon growing in popularity, it will be interesting to see if Instagram’s new “feature” drives users away in any appreciable numbers.

Bluesky is the decentralized competitors to X (formerly) Twitter. The platform has grown to more than 5 million users, even as it continues to deploy new features to help it achieve parity with its competitors. Bluesky announced a slew of new features on May 8, saying it would deploy them “over the next few months.”

The company appears to have focused on direct messages first, adding the capability Wednesday.

You can now send direct messages (DMs) to people on Bluesky! Say hi to a friend, colleague, or a crush.

These are private one-to-one messages directly within the Bluesky app. By default, your permissions allow anyone you follow to DM you. You can change these settings to allow no one or anyone to message you.

By default, only people who each other can send and receive DMs, although the setting can be changed to allow all or no one.

The company says the initial release of DMs does not incorporate encryption, although that feature is coming in a future release. Until then, the company says that in rare cases the moderation team may need to open DMS to investigate abuses.

The rise of TikTok and similar platforms has revolutionized how content is consumed and shared, making it imperative for marketers to adapt swiftly. Vaynerchuk highlighted the need for agility and creativity in this new landscape. “If your social’s not great, that’s on you,” he asserted, challenging leaders to take ownership of their digital presence. He pointed out that traditional metrics and reports might no longer suffice, and it’s crucial to evolve these tools to reflect the current digital dynamics.

This era of “tiktokification” offers a unique advantage: the ability to connect with vast audiences without the barriers of traditional media. Vaynerchuk’s insights remind us that content quality and authenticity are paramount. “Think about how you justified spending on television—apply that same logic to social media,” he advised. By focusing on engaging and genuine content, brands can build stronger connections with their audience.

As we navigate this transformative period, the ability to adapt and innovate will determine success in the high-stakes world of digital marketing. Vaynerchuk’s discussion provides a roadmap for those ready to embrace change and capitalize on the immense opportunities.

The Era of TikTokification

Vaynerchuk, known for his acute understanding of social media trends, introduced the concept of “TikTokification” to describe the current landscape of digital content. “We are in a unique period where anyone can create and distribute content for free,” he remarked. “The reach and potential virality of content are determined by its merit rather than the size of the marketing budget.” This democratization of content creation has opened unprecedented opportunities for individuals and brands alike.

The rise of TikTok and similar platforms has fundamentally altered how content is consumed and shared. Vaynerchuk highlighted, “The algorithm-driven nature of TikTok allows for organic reach that is unparalleled. A single piece of engaging content can go viral overnight, reaching millions without any paid promotion.” This shift has empowered content creators, from independent influencers to large brands, to compete on a more level playing field.

Adapting to New Formats

Emphasizing the need for adaptability, Vaynerchuk advised brands to embrace the unique formats that TikTok and other emerging platforms offer. “Short-form video content is the future,” he stated. “It’s about capturing attention quickly and delivering value instantly. Brands that can master this will thrive.” He pointed out that traditional, long-form content strategies must be re-evaluated in light of these new consumption patterns.

The marketing expert also discussed the importance of understanding platform-specific cultures and trends. “What works on TikTok might not work on Instagram or YouTube,” he explained. “Each platform has its nuances, and successful content strategies need to be tailored accordingly.” This insight underscores the importance of a versatile approach to content creation, responsive to each platform’s unique dynamics.

Leveraging User-Generated Content

Another significant aspect of the TikTokification era is the rise of user-generated content (UGC). Vaynerchuk highlighted, “UGC is incredibly powerful because it’s authentic and relatable. People trust content from other users more than traditional ads.” He encouraged brands to actively engage with their communities and leverage UGC to enhance their marketing efforts. “Encourage your audience to create content around your brand. It builds community and drives engagement,” he said.

The Role of Influencers

Influencers also play a crucial role in this new era of marketing. Vaynerchuk noted, “Influencers are the new media companies. They have built-in audiences that trust their recommendations.” Collaborating with influencers can amplify a brand’s reach and credibility. “It’s about finding the right influencers whose values align with your brand and who can authentically promote your products,” he advised.

Navigating the Challenges

Despite the opportunities, Vaynerchuk acknowledged the challenges of the TikTokification of social media. “The competition for attention is fierce,” he admitted. “With so much content being produced, standing out requires creativity and consistency.” He urged brands to stay committed to producing high-quality content and continuously innovate. “You can’t afford to be complacent. The digital landscape is always evolving, and so should your strategies,” he emphasized.

In conclusion, the era of TikTokification represents a transformative period in digital marketing. Brands can successfully navigate this new landscape by embracing the principles of agility, authenticity, and audience-centricity. Vaynerchuk’s insights offer a valuable guide for marketers leveraging social media’s power to connect with their audiences in meaningful ways.

Content is King

In the age of digital marketing, the adage “Content is King” has never been more relevant. Gary Vaynerchuk, a staunch advocate of this principle, emphasized, “Great content is the foundation of any successful marketing strategy. It’s what drives engagement, builds brand loyalty, and converts audiences into customers.” He noted that while platforms and algorithms may change, the demand for high-quality, engaging content remains constant.

Quality Over Quantity

Vaynerchuk stressed the importance of prioritizing quality over quantity. “It’s not about flooding your audience with content; it’s about creating content that resonates with them,” he explained. He encouraged brands to invest in understanding their audience’s needs and preferences. “The best content comes from a deep understanding of your audience. When you know what they care about, you can create content that speaks directly to them,” he said.

Authenticity Matters

In today’s digital landscape, authenticity is a key differentiator. Vaynerchuk highlighted, “Consumers are savvy. They can spot inauthenticity from a mile away. Authentic content builds trust and fosters deeper connections with your audience.” He urged brands to be genuine in their messaging and share stories reflecting their values and mission. “Don’t be afraid to show your brand’s personality. Authenticity is what makes your brand relatable and memorable,” he added.

Storytelling as a Strategy

One of Vaynerchuk’s core beliefs is in the power of storytelling. “Humans are hardwired to respond to stories,” he said. “A compelling narrative can make your content stand out and leave a lasting impression.” He advised brands to weave storytelling into their content strategy, whether through customer testimonials, behind-the-scenes looks, or founder stories. “Storytelling adds depth to your brand and makes it more than just a product or service. It creates an emotional connection,” he emphasized.

Diversified Content Formats

Vaynerchuk also underscored the importance of diversifying content formats. “Different formats serve different purposes and reach different segments of your audience,” he noted. He recommended a mix of blog posts, videos, infographics, podcasts, and social media posts to keep the content strategy dynamic and engaging. “Experiment with various formats to see what resonates most with your audience,” he advised. “The more diverse your content, the wider your reach.”

The Role of Visual Content

Visual content, in particular, plays a crucial role in today’s digital marketing. Vaynerchuk pointed out, “Visuals are processed 60,000 times faster than text. They grab attention and convey messages quickly and effectively.” He encouraged brands to leverage high-quality images, videos, and graphics to enhance their content. “Invest in good visual content. It’s worth it because it makes your message more compelling and shareable,” he said.

Content Distribution and Promotion

Creating great content is only half the battle; effective distribution is equally important. Vaynerchuk emphasized the need for a robust content distribution strategy. “Don’t just post and pray,” he cautioned. “Have a plan for getting your content in front of the right people.” This includes leveraging social media, email marketing, SEO, and influencer partnerships to amplify reach. “Use all the channels at your disposal to promote your content. The more touchpoints you have, the better your chances of reaching your audience,” he advised.

Measuring Content Performance

Lastly, Vaynerchuk highlighted the importance of measuring content performance. “You can’t improve what you don’t measure,” he said. He recommended tracking key metrics such as engagement rates, conversion rates, and ROI to evaluate the effectiveness of content efforts. “Use data to understand what’s working and what’s not. Continuously optimize your content strategy based on these insights,” he concluded.

In the digital transformation era, content remains the cornerstone of successful marketing. By focusing on quality, authenticity, storytelling, and effective distribution, brands can harness the power of content to build lasting relationships with their audience. Vaynerchuk’s insights provide a roadmap for navigating this dynamic landscape and leveraging content to achieve marketing success.

Reaching the Right Audience

In the world of digital marketing, reaching the right audience is paramount. Gary Vaynerchuk emphasizes, “It’s not enough to just create content; you need to make sure it’s seen by the people who matter most to your brand.” This involves a strategic approach to targeting, leveraging data, and using various platforms to ensure maximum reach and impact.

Understanding Your Audience

One of the foundational steps in reaching the right audience is understanding who they are. “You have to know your audience inside and out,” Vaynerchuk advises. This involves demographic analysis, psychographic profiling, and behavioral insights. He adds, “The more you know about your audience, the better you can tailor your content to meet their needs and interests. This is where data analytics plays a crucial role.”

Knowing your audience goes beyond basic demographic information like age, gender, and location. It delves into their preferences, habits, and online behaviors. “For example, if you’re targeting young professionals, you need to understand their work habits, interests, and the type of content they consume,” Vaynerchuk explains. This comprehensive understanding helps in crafting messages that resonate deeply with the audience.

Leveraging Data and Analytics

Vaynerchuk is a strong proponent of using data to drive marketing decisions. “Data is the key to unlocking your audience’s preferences and behaviors,” he notes. Brands should leverage tools like Google Analytics, social media insights, and CRM data to gather detailed information about their audience. “Use this data to create buyer personas and map out the customer journey. This helps you understand where and how to reach them effectively,” he explains.

Marketers can identify patterns and trends that inform their strategies by analyzing this data. “If you notice a particular type of content getting more engagement, it’s a signal that your audience finds it valuable,” says Vaynerchuk. This kind of insight allows brands to refine their content strategy continuously and keep it aligned with audience preferences.

Targeted Advertising

In addition to organic reach, targeted advertising is a powerful tool for reaching the right audience. Vaynerchuk points out, “Platforms like Facebook, Instagram, and LinkedIn offer sophisticated targeting options that allow you to reach specific segments of your audience.” He advises brands to invest in targeted ads to enhance visibility and engagement. “Don’t just cast a wide net. Use the targeting tools available to ensure your content is seen by those most likely to convert,” he says.

Targeted advertising allows marketers to pinpoint their audience based on a wide range of criteria, including interests, behaviors, and previous interactions with the brand. “This precision targeting means your marketing budget is spent more efficiently, reaching people who are more likely to be interested in your product or service,” Vaynerchuk adds.

Influencer Partnerships

Collaborating with influencers can also be an effective strategy for reaching the right audience. Vaynerchuk highlights, “Influencers have built-in audiences that trust their recommendations. Partnering with them can help you tap into these audiences and gain credibility.” He recommends choosing influencers whose followers align with your target market. “The right influencer partnership can amplify your message and expand your reach significantly,” he adds.

Influencer marketing isn’t just about selecting any popular figure. It’s about finding someone who aligns with your brand values and whose audience matches your target demographics. “Authenticity is key. When influencers genuinely like your product, their endorsements feel natural and credible,” Vaynerchuk explains.

Engaging Content Formats

To capture and retain the audience’s attention, it’s important to use engaging content formats. Vaynerchuk suggests, “Videos, interactive content, and live streams are particularly effective in today’s digital landscape.” These formats not only attract attention but also encourage interaction and engagement. “Experiment with different content types to see what resonates most with your audience. Keep your content fresh and dynamic,” he advises.

Interactive content such as polls, quizzes, and live Q&A sessions can significantly boost engagement. “Interactive elements invite your audience to participate actively, which increases their investment in your content,” says Vaynerchuk. This participation can lead to higher retention rates and stronger brand loyalty.

SEO and Content Optimization

Search engine optimization (SEO) is critical to reaching the right audience. Vaynerchuk notes, “SEO ensures your content is discoverable by people actively searching for information related to your brand.” He recommends investing in keyword research, optimizing on-page elements, and creating high-quality backlinks. “SEO is a long-term strategy, but it’s essential for driving organic traffic and reaching your audience when they’re looking for solutions,” he explains.

In addition to traditional SEO practices, Vaynerchuk advises integrating SEO with content marketing efforts. “When your content is both high-quality and optimized for search engines, you increase its visibility and credibility,” he says. This dual approach ensures that your content reaches a broader audience and ranks higher in search engine results.

Community Building

Building a community around your brand can also help you reach and retain the right audience. Vaynerchuk emphasizes, “Community building fosters loyalty and encourages word-of-mouth promotion.” He suggests creating spaces for your audience to interact, such as social media groups, forums, and live events. A strong community not only engages with your content but also advocates for your brand. This kind of organic reach is invaluable,” he says.

A robust community can act as an extension of your brand’s marketing efforts. “When community members share your content or speak positively about your brand, it adds a layer of authenticity that traditional marketing can’t match,” Vaynerchuk explains. This peer-to-peer influence is powerful in swaying potential customers and building long-term loyalty.

Personalization

Personalization is another key strategy for reaching the right audience. “Consumers expect personalized experiences,” Vaynerchuk states. “Use data to deliver personalized content, offers, and recommendations.” He advises brands to utilize email marketing, personalized ads, and tailored content to enhance the customer experience. “Personalization shows your audience that you understand and value them, which builds trust and fosters loyalty,” he concludes.

Personalization can significantly enhance user experience by making interactions more relevant and engaging. “When customers feel that a brand understands their needs and preferences, they are more likely to engage and remain loyal,” Vaynerchuk says. This targeted approach helps nurture relationships and convert prospects into long-term customers.

By employing these strategies, brands can effectively reach their target audience and drive meaningful engagement. Vaynerchuk’s insights underscore the importance of a data-driven, personalized approach to marketing in today’s digital age.

The Future of Marketing

The future of marketing is poised for transformative changes driven by technological advancements and evolving consumer expectations. Gary Vaynerchuk believes, “We are just scratching the surface of what’s possible. The next decade will bring innovations that fundamentally alter how we connect with consumers.” This section explores the potential shifts and trends shaping the marketing landscape in the coming years.

https://t.co/0iXsOP0Y13

— Gary Vaynerchuk (@garyvee) May 17, 2024

Integration of AI and Machine Learning

Artificial intelligence (AI) and machine learning (ML) are set to revolutionize marketing strategies. Vaynerchuk asserts, “AI will become an indispensable tool for marketers, enabling hyper-personalized experiences at scale.” By analyzing vast amounts of data, AI can provide deeper insights into consumer behavior, preferences, and trends. This allows for more precise targeting and personalized content delivery.

AI-powered chatbots, for example, are becoming increasingly sophisticated. “Imagine chatbots that can not only answer customer queries but also predict what they might need next based on their interaction history,” Vaynerchuk explains. This level of personalization can significantly enhance customer satisfaction and loyalty. Additionally, AI can optimize ad placements and spending, ensuring that marketing budgets are used more efficiently.

The Rise of Voice Search and Smart Assistants

Voice search is another trend that will shape the future of marketing. With the growing popularity of smart assistants like Amazon’s Alexa, Google Assistant, and Apple’s Siri, consumers increasingly use voice commands to search for information and make purchases. Vaynerchuk notes, “Marketers need to adapt to this shift by optimizing their content for voice search. This means understanding natural language queries and ensuring that your content is easily discoverable by voice-activated devices.”

Voice search optimization requires a different approach than traditional SEO. Marketers must focus on conversational keywords and provide concise, informative answers to common questions. “As voice search continues to grow, those who adapt early will have a competitive edge,” Vaynerchuk advises.

Augmented Reality (AR) and Virtual Reality (VR)

AR and VR technologies are poised to create immersive marketing experiences. Vaynerchuk highlights, “Brands can use AR and VR to engage consumers in entirely new ways. From virtual try-ons to interactive brand experiences, the possibilities are endless.” These technologies can enhance product demonstrations, virtual store tours, and interactive advertisements, providing consumers with a more engaging and memorable experience.

For instance, a furniture retailer could use AR to allow customers to visualize how a piece of furniture would look in their home before making a purchase. “This not only enhances the shopping experience but also reduces the likelihood of returns,” Vaynerchuk explains. As AR and VR become more accessible, their integration into marketing strategies will become more prevalent.

Sustainability and Social Responsibility

Consumers are increasingly concerned about sustainability and social responsibility, and this trend will only grow stronger. Vaynerchuk states, “Brands that prioritize sustainability and demonstrate social responsibility will resonate more with consumers. Transparency and ethical practices will become key differentiators.” Marketers will need to communicate their brand’s values and efforts in these areas authentically.

Companies are already starting to showcase their commitment to sustainability through various initiatives, such as reducing carbon footprints, using eco-friendly materials, and supporting social causes. “Consumers want to support brands that align with their values,” Vaynerchuk emphasizes. “Marketing messages that highlight these efforts can build stronger connections and foster brand loyalty.”

Emphasis on Data Privacy

As data privacy concerns continue to rise, marketers must navigate the delicate balance between personalization and privacy. Vaynerchuk warns, “Consumers are becoming more aware of how their data is used. Brands must prioritize data privacy and be transparent about their data practices.” Building trust with consumers will be crucial; brands that fail to do so may face backlash and lose customer loyalty.

Future marketing strategies will likely involve more stringent data protection measures and clear communication about data usage. “Transparency and consent will be key,” Vaynerchuk states. “Brands that respect consumer privacy and are upfront about their data policies will be better positioned to maintain trust and credibility.”

Adoption of Blockchain Technology

Blockchain technology holds potential for increasing transparency and trust in digital advertising. Vaynerchuk explains, “Blockchain can help eliminate fraud in digital advertising by providing a transparent and immutable record of ad transactions. This ensures that ad impressions and clicks are genuine, which is beneficial for both advertisers and consumers.” As blockchain technology evolves, it could play a significant role in enhancing the integrity of online advertising.

In addition to combating ad fraud, blockchain can also improve transparency in supply chains, enabling consumers to trace the origin of products. “This level of transparency can be particularly appealing to consumers who prioritize ethical and sustainable practices,” Vaynerchuk notes. By leveraging blockchain, brands can build trust and demonstrate their commitment to integrity.

The future of marketing is undoubtedly exciting, with numerous opportunities and challenges on the horizon. Vaynerchuk concludes, “Marketers must stay agile, embrace innovation, and remain consumer-centric. Those who do will survive and thrive in the ever-evolving landscape.” By keeping an eye on emerging trends and adapting strategies accordingly, brands can stay ahead of the curve and continue to engage their audiences effectively.

Every second you spend thinking about what someone else has, it is taking away from time that you can create something for yourself.

Spend that energy on your visions and execute!! pic.twitter.com/7RH28mpTr0

— Gary Vaynerchuk (@garyvee) April 11, 2024

Director Vigneault made the comments in an interview with CBC News, mincing no words about the danger TikTok poses.

“My answer as director of [the Canadian Security Intelligence Service] is that there is a very clear strategy on the part of the government of China … to be able to acquire … personal information from anyone around the world,” said Director Vigneault in an interview with CBC’s The House.

“As an individual, I would say that I would absolutely not recommend someone have TikTok,” he added.

Director Vigneault went on to say that TikTok is clearly designed to make sure user data “is available to the government of China.”

“Most people can say, ‘Why is it a big deal for a teenager now to have their data [on TikTok]?’ Well in five years, in 10 years, that teenager will be a young adult, will be engaged in different activities around the world,” he told host Catherine Cullen.

“If you are, for whatever reason, getting in the crosshairs of the [People’s Republic of China], they will have a lot of information about you.”

TikTok has been under increasing scrutiny around the world over national security concerns. Parent company ByteDance was revealed to be using TikTok to surveil Forbes journalists, and multiple jurisdictions have banned the app from government devices.

The US has been among the countries taking it the furthest, recently passing a ban that will go into effect if ByteDance doesn’t find another owner for TikTok’s US operations.

“Pinterest is stronger than ever,” Ready remarked. “We have just passed 500 million monthly active users and have seen seven straight quarters of accelerating user growth. What excites me most is that we are winning with our users, particularly with Gen Z, which now makes up more than 40% of our user base.” This demographic shift highlights Pinterest’s appeal to younger audiences seeking inspiration and positivity, starkly contrasting the often toxic environment of other social media platforms.

A New Era of Engagement

One of the key drivers of Pinterest’s success has been its focus on creating a positive user experience. “When I came into Pinterest, I set out to prove a business model for social media centered on positivity rather than engagement through conflict,” Ready explained. “We are winning by delivering positivity and actionable content, which is why users keep returning.” This approach has resonated particularly well with Gen Z, who see Pinterest as a refreshing alternative to other social media sites.

Moreover, Pinterest’s innovative use of AI has played a crucial role in enhancing user engagement. “We leaned heavily into next-gen AI about two years ago, and now we have models that are 100 times larger than before,” Ready said. “This has led to a significant lift in the relevancy of our recommendations, making the platform more engaging for users.” By continuously refining its AI capabilities, Pinterest ensures that users receive highly personalized and relevant content, further strengthening their loyalty to the platform.

Reflecting on Five Years of Growth

As Pinterest celebrates five years as a publicly traded company, CEO Bill Ready shared his reflections on the platform’s remarkable journey and its current success. “It’s been a remarkable journey for Pinterest, a decade plus after founding,” said Ready. “Pinterest is stronger than ever; we just passed 500 million monthly active users. We’ve put up seven straight quarters of accelerating user growth, which is a testament to our team’s hard work and our users’ engagement.”

Winning with Positivity

Ready emphasized the importance of user satisfaction and the platform’s commitment to positivity, which he believes sets Pinterest apart from other social media platforms. “The thing I love most is that at the core of it, we are winning with our users, particularly with Gen Z, which now makes up more than 40% of our users,” he said. “We’ve set out to prove a business model for social media centered on positivity rather than engagement through outrage. We’re winning by delivering positivity, and it’s resonating with our users.”

He also highlighted the company’s strategic decisions that have driven growth, such as investing in new technologies and expanding the platform’s capabilities. “When I came into Pinterest, one of the things I set out to do was to prove a business model for social media that focuses on delivering value and positivity rather than capitalizing on negativity and conflict,” Ready explained. “Coming up on two years in, we’ve not only accelerated user growth but also revenue growth, all while maintaining our commitment to a positive user experience.”

Cross-Generational and International Appeal

The growth has not been limited to a single demographic or region. “We’ve seen user growth across every generation and geography,” Ready noted. “Our largest user base is Gen Z, but we’ve also seen significant growth among millennials and even older generations. This cross-generational appeal is a strong indicator of Pinterest’s universal value proposition.”

Ready also pointed out the platform’s international success, which he believes holds significant potential for future growth. “Roughly 80% of our users are outside the U.S., yet less than 20% of our revenue comes from international markets,” he said. “This presents a huge opportunity for us as we continue to enhance our offerings and tailor them to different regions.”

As Pinterest continues to evolve, Ready remains optimistic about its future. “We see tremendous opportunities ahead, both in the U.S. and internationally. We’re just getting started with shopping and accelerating user growth across generations and geographies,” he concluded. “The next five years will be about building on this foundation, leveraging our unique strengths, and continuing to deliver value to our users and advertisers.”

Integrated Shopping: Bridging Discovery and Action

Pinterest’s recent success can be significantly attributed to its enhanced shopping capabilities, which seamlessly bridge the gap between discovery and action. CEO Bill Ready emphasized this shift, stating, “Historically, Pinterest has been a platform for digital window shopping. Now, we’re enabling users to take action on the things they find, turning inspiration into reality.”

This transformation is evident in the platform’s increased user engagement. “We more than doubled the number of clicks we send to advertisers in Q4,” Ready noted, highlighting how the platform has evolved to meet its users’ needs. The integration of shopping features has made Pinterest a go-to destination for Gen Z, who are increasingly looking for platforms that combine social media with tangible shopping opportunities.

Leveraging AI for Personalized Shopping

The integration of advanced AI technology has been a game-changer for Pinterest’s shopping experience. By leveraging AI, Pinterest can deliver highly personalized shopping recommendations, making the platform more attractive to both users and advertisers. “We’ve leaned heavily into next-gen AI over the past two years,” Ready explained. “Our models are now 100 times larger than before, leading to a 10 percentage point lift in the relevancy of our recommendations.”

This AI-driven approach enhances user experience and boosts the effectiveness of advertisements on the platform. “Ads on Pinterest are not just interruptions; they are part of the content,” Ready said. When users have commercial intent, the ads they see are highly relevant and less intrusive, creating a win-win situation for both users and advertisers.”

Expanding Global Reach

Pinterest’s efforts to bridge discovery and action are not confined to the U.S. market. With 80% of its users based outside the U.S., the platform sees significant potential for growth in international markets. “We have a huge opportunity internationally,” Ready mentioned. “The shopping features we’ve developed are just starting to roll out globally, and we expect to see substantial growth as we expand these capabilities.”

By focusing on both user engagement and advertiser satisfaction, Pinterest is well-positioned to capitalize on the growing trend of integrated shopping. As Ready summarized, “Our goal is to create a platform where inspiration meets action, and we’re seeing that vision come to life.”

AI and Personalized Recommendations

One of the driving forces behind Pinterest’s recent success is its robust AI infrastructure, which powers personalized recommendations for its users. By leveraging AI, Pinterest has been able to deliver a more tailored and engaging experience. Bill Ready, CEO of Pinterest, elaborated on this, saying, “Our AI models are now 100 times larger than they were two years ago, and this has significantly improved the relevancy of our recommendations.”

The impact of these enhancements is evident in user behavior. “We’ve seen a full ten percentage point lift in the relevancy of our recommendations,” Ready noted. This means users are not only seeing more of what they like but are also more likely to engage with the content. This heightened relevancy translates into increased user satisfaction and more meaningful interactions on the platform.

Driving User Engagement

The AI-driven personalization is particularly appealing to Pinterest’s diverse user base, especially Gen Z. “Gen Z values authenticity and relevance,” Ready said. “Our AI capabilities allow us to deliver highly personalized content that resonates with this demographic, making Pinterest an essential part of their daily routine.”

Pinterest’s unique ability to understand user preferences through AI extends beyond mere content suggestions. The platform’s AI analyzes user behavior to offer recommendations that align closely with individual tastes and shopping habits. “Our platform is not just about showing users what’s popular, but about predicting what they might love based on their unique interactions,” Ready added.

Creating a Unique User Experience

What sets Pinterest apart from other social media platforms is its ability to turn data into actionable insights. “Pinterest has always been about inspiration, but with our enhanced AI, we are turning inspiration into action,” Ready explained. Users can now easily transition from discovering new ideas to purchasing products that fit their preferences.

This seamless integration of discovery and action is a testament to Pinterest’s commitment to leveraging AI for user benefit. As Ready pointed out, “The combination of advanced AI and our unique user data allows us to provide a shopping experience that feels personal and intuitive.” This personalized approach not only enhances user satisfaction but also drives advertiser success, creating a symbiotic relationship that benefits the entire Pinterest ecosystem.

Positivity and User Engagement

A core element of Pinterest’s strategy under Bill Ready’s leadership has been fostering a positive user environment. Unlike other social media platforms that often thrive on controversial or negative content, Pinterest has consciously tried to promote positivity. “We are winning by delivering positivity,” Ready stated. “When I came into Pinterest, one of my primary goals was to create a business model for social media centered around positive engagement rather than outrage.”

This focus on positivity is resonating particularly well with Gen Z users. “Gen Z will tell you one of the biggest reasons they come to Pinterest is because it’s an oasis away from the toxicity found on other social media platforms,” Ready emphasized. This approach has not only driven user growth but has also enhanced user retention. By prioritizing positive content, Pinterest has created a safe and inspiring space for users to explore their interests.

Engaging Through Inspiration

Pinterest’s commitment to positivity extends to its content strategy, which emphasizes inspiration and creativity. “People come to Pinterest with intent and purpose,” Ready noted. “They’re looking for inspiration to plan their lives, whether it’s designing a room, planning a wedding, or finding new recipes.” This focus on purposeful content has helped Pinterest build a loyal user base that values the platform for its practical utility.

Ready also highlighted the impact of this strategy on user engagement. “Unlike other platforms where users might scroll mindlessly, Pinterest users are highly engaged and motivated,” he said. This high level of engagement is reflected in the platform’s user metrics, with seven straight quarters of accelerating user growth.

A Positive Business Model

The emphasis on positivity is not only beneficial for users but also for advertisers. “Ads can be great content when the user has commercial intent, as more than half of the users on Pinterest do,” Ready explained. By aligning advertisements with positive and inspiring content, Pinterest has created an advertising environment that feels less intrusive and more relevant to users.

This approach has proven to be effective in driving advertiser success. “We’ve more than doubled the number of clicks we send to advertisers,” Ready stated. By integrating advertisements seamlessly into the user experience, Pinterest has demonstrated that a positive approach to social media can be both user-friendly and commercially viable.

Looking Ahead: Opportunities and Challenges

As Pinterest continues to grow and evolve, it faces both exciting opportunities and significant challenges. One of the most promising opportunities lies in expanding its integrated shopping capabilities. “We are just getting started with our shopping features,” Ready said. “There’s a tremendous amount of potential to make Pinterest the go-to platform for discovering and purchasing products.” By enhancing its shopping tools and expanding its partnerships with retailers, Pinterest aims to solidify its position as a leading platform for social commerce.

However, growth comes with challenges, particularly in maintaining the platform’s unique positive environment. “As we scale, it’s crucial that we continue to prioritize positivity and inspiration,” Ready emphasized. We must ensure that as more users join Pinterest, the platform remains a safe and uplifting space.” This involves continuously improving content moderation and leveraging AI to identify and remove harmful content.

Expanding Internationally

Another significant opportunity for Pinterest is its international expansion. Currently, about 80% of Pinterest’s users are outside the United States, yet international monetization is still in its early stages. “There’s a huge opportunity for international growth,” Ready noted. “We’re starting to roll out our shopping features in new markets, and we see a lot of potential there.” By tailoring its approach to different regions and cultures, Pinterest hopes to capture a larger global market share.

In addition to expanding its user base, Pinterest is also looking to enhance its AI and machine learning capabilities. “We’ve made significant investments in AI to improve the relevance of our recommendations,” Ready said. “But there’s always more we can do to make the platform even more personalized and engaging.” Continued innovation in AI will be critical to Pinterest’s ability to deliver a personalized and positive user experience at scale.

Navigating the Competitive Landscape

As Pinterest grows, it must also navigate an increasingly competitive landscape. Social media giants like Facebook, Instagram, and TikTok are constantly evolving and introducing new features to retain users. “We’re aware of the competitive pressures,” Ready acknowledged. “But we believe that our focus on positivity and purposeful content sets us apart.” By staying true to its core values and continuously innovating, Pinterest aims to differentiate itself from its competitors.

Looking ahead, Pinterest is committed to building on its successes while addressing the challenges of growth. “We’re excited about the future,” Ready concluded. “There are many opportunities ahead, and we’re confident in our ability to navigate the challenges and continue delivering value to our users and advertisers.” As Pinterest moves forward, its focus on positivity, inspiration, and innovation will be key to sustaining its momentum and achieving long-term success.

Bluesky says it has grown from 40,000 users to 5.6 million over the past year, an impressive gain over such a short period of time. The company is not resting on its laurels, but is rolling out a number of major new features that will help bring parity with other social media platforms.

The company says it will roll out the following features “over the next few months.”

• DMs
• Video
• Improved Custom Feeds
• Improved anti-harassment features
• OAuth

DMs (direct messages), in particular, are an important feature that Bluesky has been notably missing.

Historically, all bluesky posts have been public. But there’s a world of interactions that are opened up when users can directly message each other. Making personal connections, finding job opportunities, organizing events, workshopping posts – there’s a lot of reasons to slide into the DMs.

We’re currently working on a DM service that will integrate into the Bluesky app. This service will be “off protocol” at first so we can develop iteratively. We’ll use what we learn to land protocol-driven DMs in the future. For an update on what’s next for the protocol, see our protocol roadmap.

The v1 of DMs will be one-to-one. You’ll be able to restrict who can DM you (open, followed users only, and disabled). If you’ve used DMs on other social networks, it should feel familiar.

Bluesky says its upcoming video clips will start with 90-second clips.

Our devs keep getting told about cute animal videos which our users can’t share. The guilt is terrible.

We’re still finalizing the details, but it’s looking like the v1 of video integration on Bluesky will be 90-second clips that you can share on your posts.

Custom Feeds already exist and give users control over their timeline, allowing them to customize it so they can see the content they’re most interested in. The company wants to build on this ability, making it easier for users to take advantage of it.

Bluesky says it has already rolled out a number of anti-harassment features, but is continuing to improve the features. The company says it will provide more details soon.

Finally, Bluesky is working to make “Log in with Bluesky” a thing, using OAuth for the implementation. The company says it will “make signing in easier and safe for users.”

Bluesky’s success is a testament to people’s desire to use platforms that give them more control than the traditional options. The new features should help the platform grow even more.

Dorsey founded Twitter, before going on to found Square and backing Bluesky, and was one of the earliest supports of Musk’s bid to buy the social media platform. Despite backing Bluesky, a decentralized alternative to Twitter (now X), Dorsey is once again voicing his support for his old company.

Dorsey posted on X that users should not rely on corporations, but should use “freedom technologies” like X:

Interestingly, around the same time, Dorsey responded to another user, saying he was no longer on Bluesky’s board:

Despite voicing his support for X, Dorsey recently purged his account, unfollowing more than 2,000 other accounts. The only accounts Dorsey still follows is Edward Snowden, Stella Assange, and Elon Musk.

Bluesky thanked Dorsey for helping to fund the company, while also saying they were searching for a new board member.

We sincerely thank Jack for his help funding and initiating the bluesky project. Today, Bluesky is thriving as an open source social network running on atproto, the decentralized protocol we have built.

With Jack’s departure, we are searching for a new board member for the Bluesky public benefit company who shares our commitment to building a social network that puts people in control of their experience. More to come!

Bluesky (@bsky.app) | May 5, 2024