TRIPOD is a Marketing podcast produced by Tricycle Creative that aims to helps entrepreneurs be better Marketers. Each episode features news, tips, interviews, and commentary from the worlds of Marketing, Media, and Miscellaneous.
On this action-packed episode we discuss...
The recent decision by German lawmakers to ban Facebook’s entire ad business – what this means for Facebook AND what it means for the entrepreneur who’s using Facebook Ads.
The sticky and complicated situation that YouTube is in as they attempt to change their algorithm to devalue conspiracy theory videos.
With declining music sales, we wonder if musicians should even bother with producing full albums.
BONUS! Nike’s Shoegate saga.
0:00 – 3:04: Show Intro
3:04 – 16:34: Facebook faces a Ad Load challenge AND German Regulators
16:35 – 27:53: YouTube tries to de-value conspiracy videos
27:54 – 44:03: Is it worth it for musicians to make albums?
German lawmakers to ban Facebook's entire ad business
The success of Facebook’s Ad Business is built upon the huge amount data they collect (sometimes unknowingly) from their users. Privacy advocates have argued that the company isn’t transparent enough about what data it has and what it does with it. As a result, most people don’t understand the massive trade-off they are making with their information when they sign up for the “free” site.
In early February, German regulators put their foot down and ruled that Facebook was exploiting their users and has prohibited their current data collection practices going forward.
Facebook will no longer be allowed to force its users to agree to the practically unrestricted collection and assigning of non-Facebook data to their Facebook user accounts
-Germany’s Federal Cartel Office President, Andreas Mundt
Of course, Facebook is appealing this ruling. If it fails, Facebook would have to change how it processes data internally for German users, and could only combine the data into a single profile for a Facebook account with that user’s explicit consent.
This subject also led us to discuss another topic related to Facebook’s Ad business: that Facebook has a new Ad Load Challenge. What’s that mean? In a nutshell, there’s more demand for ads then there is space on the extended Facebook platform (Facebook, Instagram, Messenger, WhatsApp, Audience Network, etc). To make up for this in 2018, Facebook moved a lot of their Ad business to Instagram which led to a bananas 6.84 Billion in ad revenue.
Buuuuuut, it looks like Facebook has filled up Instagram too. Their immediate plan – move ads to Facebook Stories. Facebook seems to be acting like the aliens from Independence Day in regards to their Ad business – they go to planet, exhaust the resources, and then move on to the next planet.
First, if Facebook’s ban in Germany stands, it will for sure be the first domino in the line to potentially disrupt Facebook’s Ad Business. So if you’re heavily reliant on Facebook’s Ad Business, you may want to begin diversifying your efforts and spends.
Second, due to their Ad Load challenge, you’ll probably see a firesale of low-cost Story Ad options. Also, there’s a somewhat unfortunate side effect for the next platform it lays its eyes on to disperse Ads. My money’s on that Messenger and WhatsApp will become a hotbed for Ads in the next year since Marketers are being lured by the high open rate and total usage numbers being thrown around for the platforms.
YouTube works on changing algorithm to devalue conspiracy videos
YouTube’s fighting their scourge of Conspiracy Content with their secret weapon – algorithm changes. Attempting to at least devalue and, at most, remove completely, YouTube is tweaking their algorithm to target Conspiracy Content. According to Tubefilter, they will specifically go after:
- those “promoting a phony miracle cure for a serious illness,”
- videos “claiming the earth is flat,”
- and videos that make “blatantly false claims about historic events like 9/11.” (That last category presumably also covers several other popular theories, including that the moon landing was faked and the Holocaust never happened.)
YouTube won’t be removing this content – they can’t – it doesn’t violate their Usage Guidelines BUT they will prevent it from spreading.
Should Musicians Bother With Albums?
Co-host Chris is a real Renaissance man. One of his many talents is being the drummer in the band Jomo & The Possum Posse. So, as they kick around songs in the studio, he wonders – should they even bother to record an album?
Online music streaming is on the rise while actual album sales are declining.
According to a article on Rolling Stone and research conducted by BuzzAngle, of all the music that U.S. fans listened to last year, 77 percent was through music-streaming services like Spotify and Apple Music, while 17.3 percent of that was through album sales and 5.7 percent through the sales of singles, according to BuzzAngle’s tally. Those numbers in 2017 were 66 percent, 24.6 percent and 9.3 percent, respectively.
So what will Jomo & The Possum Posse do? Only time will tell…
BONUS: Nike's Shoe-gate
Zion Williamson explodes through his shoe in one of the biggest college basketball games this season.
Nike’s self-lacing shoes turn into bricks after firmware update.