Aldo's Notes #21
The One with BeReal; Snapchat and Music; Cosmo UK's transition; Google's Search Algorithm and YouTube in 2023
1. BeReal losing momentum
Digiday reports a change in fortunes for BeReal.
The BeReal app is losing steam with users, marketers, and creators ๐ฅ๐จ
Worldwide downloads decreased from 15.2M to 4.2M, while daily active users decreased by 52% from 14.7M to 7.7M ๐ป๐
Marketers are no longer as interested in the app and are focusing on more established social media apps ๐ค๐ญ
BeReal's lack of unique features and diversity in content are causing users to lose interest ๐ท๐ฑ
BeReal's management team is focusing on building the best product for its users and is not prioritizing working with brands ๐ค๐
The company recently raised a $60 million series B round and has hired former Twitter chief privacy officer as general counsel ๐ค๐ผ
However, the competition has already copied BeReal's unique selling proposition, making it difficult for the platform to stand out ๐๐ฒ
Why it matters: lack of growth can kill a social app.
2. Snapchat Launches New Creative Tools to Make Music Sharing Easier and More Fun
Snapchat has introduced new creative tools called Sounds Recommendations for Lenses and Sounds Sync for Camera Roll.
Sounds Recommendations for Lenses helps users find relevant sounds to complement their photos or videos when applying a Lens.
Sounds Sync for Camera Roll lets users create montage videos that sync to the beat of music tracks from the Sounds library.
These updates will make it easier and faster for Snapchat users to discover and share music with their friends.
The features are currently available in the US and will be rolled out globally on iOS and Android devices.
The updates also offer a unique opportunity for artists to reach a larger audience and lead fans to listen to the full song on streaming services.
Why itโs important: Snapchat is enhancing the user experience and creating a more engaging platform.
3. Cosmo UKโs transition to digital
The Press Gazette has interviewed the editor-in-chief of Cosmo UK on the transition to digital of this famous magazine.
Cosmopolitan UK has been publishing for 51 years and has changed a lot in that time, but the "core DNA" remains the same, according to editor-in-chief Claire Hodgson.
The print magazine has seen declining circulation, but the brand has expanded online and now reaches an average of 16.8 million unique users globally per month.
Cosmo has become a thriving digital business, producing video content, being active on social media, and launching innovative new initiatives like a virtual world on Roblox.
Despite the emphasis on digital, print remains an integral part of the brand and acts as a "shop window" for the Cosmo brand.
The audience for Cosmo is diverse and increasingly gender-fluid, with a strong LGBTQ following.
Cosmo aims to be a trendsetter and is always looking for new platforms and ways to connect with audiences.
Why it matters: there are few examples of โlegacyโ media transitioning into the digital era. Learning from the few is important for the rest.
4. Google Reports Over 4,000 Launches for its Algorithm in 2021
Google made over 4,000 changes to its search algorithm in 2021, which is equivalent to nearly a dozen changes per day.
The changes were not all significant, with some being small and others more dramatic, such as those caused by the COVID-19 pandemic.
MozCast, a research project, has been tracking algorithm flux since 2014, and data shows that some of the hottest days on Google were due to confirmed updates, while others were caused by bugs or outages.
The biggest update to date was the Penguin 4.0 update in October 2016, which removed all previous Penguin penalties.
Google wants valuable content that reflects expertise, authority, and trust, delivered on fast, secure, and mobile-friendly sites, and doesn't want sites built purely for SEO.
As machine learning becomes more prevalent in search algorithms, the signals from Google will likely become less clear, but the company's priorities are expected to remain the same.
Bottom line: the algorithm changes everyday and will continue to do so. Focusing on the fundamentals is paramount.
5. What to expect from YouTube in 2023
Neal Mohan, YouTube's new lead, addresses YouTube's priorities for 2023.
Here is a summary: ๐
- YouTube's key priorities include supporting the success of creators, building for the YouTube of the future, and protecting the YouTube community.
- YouTube's creative ecosystem supported over 2 million jobs in 2021.
- YouTube is giving creators more ways to make money, including expanding subscriptions, investing in shopping, and improving paid digital goods offerings.
- YouTube is listening to creators and expanding accessibility for people who are deaf or hard of hearing.
- YouTube is growing creator communities, including top gaming creators and gifted memberships.
- YouTube is investing in features and experiences to make it a great home for viewers and creators, including streaming and connected TV, and unlocking creative potential.
Why it matters: because YouTube is such a massive player in so many industries.