Actor Michael B. Jordan and longtime friend and business partner Chad Easterling are entering a strategic partnership with cultural marketing agency 160over90. Jordan and Easterling, a marketing executive and Nike veteran, founded Obsidianworks a few years ago. The creative hub has quietly built momentum through projects with Amazon, Piaget, and AMPAS. As Coach’s multicultural agency,…
(Re)Building Brands from Scratch
As part of the CMO Reboot Playbook: Activating Brand Purpose, Tim Kemp, VP of Marketing at the NY Jets, shares his play on how to successfully relaunch a historical football franchise in an impactful way while remaining close to old and new fans everywhere. Check out more plays from top CMOs and brand leaders here….
‘The Birkin Houdini’ Worked His Hermès Magic and Conjured These Elegant Espadrilles
Last summer, a stylish young lad from London walked into the Respoke store in Provincetown, Mass., in search of a pair of espadrilles. There was a tea dance that afternoon, the man explained, and he wanted something unique to wear. As a seaside mecca for well-heeled–and well-shod–members of the LGBT+ community, the Cape Cod summer…
AMC Entertainment’s Stock Spike Could Signal Movie Growth
AMC Entertainment is on a wild stock-price ride — up nearly 100% on Wednesday, and almost 2,000% higher since the beginning of the year.
Forget Companies—the Global Taxman Wants the Middle Class
Google’s Android Privacy Policies Are Starting to Look Like Apple’s on iOS
Google announced a policy update that requires Android app developers to shore up their user-tracking policies in a move that mirrors the ongoing war of words between the online advertising giant and iPhone-maker Apple. The Google Play policy update will restrict app developers’ ability to access and share the Android advertising ID, a resettable mobile…
Instagram: How to Use Pride Month Stickers in Stories
Instagram released a new set of Stories stickers to celebrate Pride Month. Here’s how to use these stickers in your Instagram Stories posts. Note: These screenshots were captured in the Instagram application on iOS. Step 1: Once you’ve captured or imported a photo or video in Stories, tap the Stickers icon at the top of…
TikTok Shares ‘Free to Be You #ForYourPride’ Pride Month Plans
TikTok is helping its community celebrate Pride Month with its “Free to Be You #ForYourPride” initiative, which includes live music and events, new creative effects and the naming of the second annual LGBTQ+ TikTok Trailblazers. The video creation platform said in a blog post, “This year, TikTok is celebrating Pride Month with a unifying, global…
Cheat Sheet: Why Twitter Blue is tool-focused, rather than experience-focused
Twitter’s latest foray into consumer revenue is service-focused, rather than experience-focused.
On Thursday, the platform announced Twitter Blue, a subscription service it had telegraphed for a while (and accidentally leaked last week).
The key details
- Twitter Blue subscribers have the ability to un-send tweets up to 30 seconds after they’ve been published; create bookmark collections to save and categorize tweets; use reader mode, which groups Twitter threads into continuous articles; and add different colors and themes to the Twitter app.
- Twitter Blue will only be available in Canada and Australia for now. It will cost a monthly fee of $3.49 CAD or $4.49 AUD, slightly less than $3 in American dollars.
- Twitter’s stock price fluttered slightly upward after the announcement, climbing about 3% to $58.60
Power tools for power users
In some ways, Twitter Blue is reminiscent of Reddit Premium, a long-standing premium tier relaunched in 2018, in that it offers customers the chance to use the platform in a way that is different from the typical ad-supported experience. Reddit Premium offers subscribers a number of perks, including the ability to customize their avatars and access a virtual currency which can be used to tip fellow Reddit users.
But it also differs in a key respect: Twitter Blue users still see ads, which significantly increases the incremental revenue the subscription service will generate. Keeping ads on the service likely allowed Twitter to keep the subscription price down, as Twitter Blue is designed to serve power users, who generate more ad revenue than the more typical users. One independent analyst pegged Twitter’s global average revenue per (monetizable) daily active user at about $17; an American Twitter addict is likely worth quite a bit more than that.
More on the assembly line
Twitter has been on a product development tear lately, thanks to some significant additions made on the hiring front as well as a significant investment in its technical infrastructure that began to affect things last summer.
Twitter Blue is one of several products it’s launched to incorporate consumer revenue more into its platform, including the recent launches of Tip Jar and the ability to sell tickets to Spaces, its live audio feature. Its acquisitions of Scroll and Revue, two services that relied on subscriber revenue, hint at more to come, as neither seems to be part of Twitter Blue at the moment.
The post Cheat Sheet: Why Twitter Blue is tool-focused, rather than experience-focused appeared first on Digiday.
Cable TV News Nets Record Lower Ratings, Fox Ahead In Prime Time
MSNBC is the second-most-watched basic cable network. CNN is the sixth-most-watched.