How it Works – Page 174

Is Elon Musk ticking off too many business ambitions?

Musk has been vocal in the months leading up to his acquisition that he wanted to revamp how Twitter verifies accounts and handles bots. While the decision, predictably raised a storm on Twitter, his staccato decision making and rapid-fire announcements have raised serious concerns on the future of the platform. Twitter despite being much smaller than Facebook, You Tube and Instagram has de facto become the world’s virtual town square, where news breaks happen; movie stars; top athletes and heads of state share lock horns and their thoughts and squabble.

Combining the blue tick and Twitter premium subscription is certainly a problem. The best way forward would be to separate the two. This will make the whole process, transparent, equitable and remunerative and help Twitter retain its credibility without jeopardising its economics, suggests Lloyd Mathias.

The Twitter hullabaloo. And why it should choose to be ‘boring’ instead

With the acquisition of Twitter, the South African-American-Canadian citizen said that he would make the platform’s algorithm open-source, combat spambots and promote free speech.

The Elon Musk Twitter Takeover feels more like a soap opera, rather than a platform which the world’s richest man wants to be “maximally trusted” by users and advertisers.

Elon Musk Effect: Marketers exercise caution, reviewing ad spends on Twitter

Pictured (L to R): S4 Capital Plc chairman Martin Sorrell; Elon Musk; WPP, CEO, Mark Read. Currently, marketers across the globe are concerned about how the new leadership will pan out for advertising on the platform. 90 percent of Twitter’s revenue comes from advertising.

Elon Musk’s new pitch to marketers is getting mixed reviews globally. Marketers are looking at pausing advertising on Twitter.

Microsoft overtakes Amazon, Apple tops Interbrand’s 2022 Best Global Brands rankings

Fans can look forward to witnessing the strength, endurance, and the intense competition during the Pro Panja League. (Representative image via Unsplash)

Apple emerged as the best global brand for the 10th consecutive year while Microsoft has moved up into second place, overtaking Amazon.

Indian brands are tuning into ASMR. Here’s why

Food and grocery delivery app Swiggy, through its recent set of films, has also used ASMR as its central theme. Through this new series, the brand has created mukbang videos. Mukbang, a Korean word, is typically videos of people eating a large quantity of food. Viewers can see and hear the mukbangers eat burgers, chaat, french fries, and a lot more, for three minutes. Brands like Nescafe, Vistara and SKODA India, among others, have also marketed their products by leveraging the power of ASMR in the recent past

ASMR also called “brain massage” has opened up an interesting style of storytelling for brands to reach out to a newer set of consumers.

Meta introduces new tools to help content creators monetize on Instagram

Meta also plans to expand the access to subscriptions on Instagram to all eligible creators in the U.S. This is to support creators earn predictable income and connect more deeply with their most engaged. (Representational image via Unsplash)

Users can soon support creators by buying their non-fungible tokens (NFTs) directly on Instagram.

TV ads top ranking for conveying a positive impression of brands: GroupM report

TV retains a unique strength in building brand equity. Around 73 percent of audiences believe it is a brand’s responsibility to control where their advertising appears, as per the GroupM report.(Representative image via Unsplash)

In the APAC region, ads played on TV are ranked on top for conveying a positive impression of brands.

Indian gaming industry clocked $2.6 bn in FY22, set to cross $8.6 bn by FY27: Lumikai Report

Coming to gamers in the country, Indian gamers spent an average of 8.5 hours per week on mobile games in FY22. Time spent on top midcore games is approximately double of that of top casual games, with Free Fire leading the pack with average of 109 minutes spent/user/day. (Representative Image via Unsplash)

A young population with growing gaming-ready smartphone ownership and access to cheap data has led to sustained growth in gaming in India.

Indian marketers have found a brigade of new brand ambassadors

Using employees in advertisements for marketing products and services is a cost-effective and smart way for a brand to develop a personal relationship with its target customers. Consumers are able to relate with the employee featured in the ad and form a trustful relationship.

Watch brand films from Swiggy, Marico, TCS, HDFC Bank, Trivago, The Whole Truth, Shaadi.com, that feature their in-house brand ambassadors – employees and founders.

Twitter’s chief marketing officer Leslie Berland logs out

Currently, marketers across the globe, are concerned about how the new leadership will pan out for advertising on the platform. 90 percent of Twitter’s revenue comes from advertising. A day before the acquisition, Musk had told Twitter advertisers in a note that he aspires for the microblogging site to be the most respected advertising platform in the world. (Representational image via Unsplash)

Berland is the latest executive to leave the social network, just after Elon Musk’s takeover.