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Why Meta’s Stock Is Holding On – And Why Investors Are Still Nervous

By
Emmy
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0

Mark Zuckerberg is betting big on AI, like sell-your-Ferrari-to-fund-a-startup big. But as Meta pours billions into futuristic tech, its core ad business is sputtering, regulators are breathing down its neck, and investors are starting to sweat. Can the social media giant pull off this risky reinvention, or is it flying too close to the sun?

Let’s be honest: Meta runs on ads. Facebook and Instagram are basically digital billboards wrapped in memes and influencer content. So when the ad market takes a hit, Meta doesn’t just feel it it reels.

Fast-forward to 2025, and the economy is dishing out nothing but anxiety. Between lingering inflation, murmurs of a recession, and Trump’s proposed tariffs giving brands flashbacks to 2018, advertisers are clutching their wallets a little tighter. 

Digital ad growth projections have dropped to just 3.6%, and everyone’s playing it safe doubling down on Google Search, testing the waters with TikTok, and asking serious questions about ROI.

Meta’s challenge? Convince brands its ad engine still delivers without hiding behind shiny Metaverse sizzle reels. Marketers aren’t buying hype anymore; they want hard results.

Go Big or Go Broke

While Wall Street frets over ad revenue, Zuckerberg is all-in on AI. Meta plans to drop a staggering $60–65 billion in 2025 alone, mostly on AI infrastructure and hyperscale data centers that could make a Bond villain jealous.

At the heart of it all is Llama Meta’s homegrown AI model, designed to compete with OpenAI and Google. The vision? 

A smarter, more integrated ecosystem that supercharges everything from content recommendations to ad targeting to (eventually) new revenue streams entirely.

But here’s the kicker: AI is expensive—really expensive. It’s the kind of project where costs show up immediately, but payoffs… not so much.

So investors are asking the million-dollar question:

“Cool demo, but where’s the money?”

Zuckerberg’s response?

“Trust me, this will be bigger than mobile.”

That’s bold. Maybe even prophetic. But it’s also the kind of statement that keeps shareholders up at night.

Investors Are Intrigued but Edgy

Despite all this, Meta’s stock only dropped 3.9% last quarter, making it the “least bad” performer among tech’s so-called Magnificent Seven. On paper, that’s a win. But behind the scenes, nerves are fraying.

Some see the AI push as visionary. Others worry it’s a repeat of the metaverse saga: a glitzy detour that drained cash but never quite found its audience.

The underlying fear? Meta is pouring billions into building the future while its present—the ad business is gasping for air. This strategy could age poorly if AI doesn’t start generating clear wins soon.

As if market pressure wasn’t enough, Meta is also locked in a regulatory cage match with the European Union. The latest salvo? A major fine over alleged privacy violations in its advertising practices is the kind of ruling that can ripple across the entire business model.

Reportedly, things have gotten so tense that Zuckerberg has turned to an unlikely ally: Donald Trump. Word is, Zuck’s hoping Trump might help counterbalance the EU’s crackdown.

But here’s the thing: cozying up to politicians, especially one as polarizing as Trump, could easily backfire. In Europe, where trust in Big Tech is already on shaky ground, this might only deepen skepticism.

The Balancing Act

So here we are. Meta is teetering on a high wire strung between AI-fueled reinvention and ad-revenue realities, with regulatory sharks circling below.

If the AI bet pays off, Meta could reinvent online advertising, unlock new revenue streams, and leave rivals scrambling to catch up.

If it doesn’t? The company could end up neck-deep in debt, with shareholders furious and competitors like Google, TikTok, and even Apple eating its lunch.

Zuckerberg has pulled off a major pivot before—remember when everyone doubted Facebook could transition to mobile? He proved them wrong. But this time, the stakes are higher, the critics are louder, and the runway is shorter.

So… Is It Genius or Reckless? Meta’s 2025 journey isn’t just about fighting competition. It’s about outrunning its own ambition. Betting big on the future while trying to keep the present afloat is no small feat. But if anyone thrives under pressure, it’s Zuckerberg.

Positivity Pays Off: How Positive Platforms Boost Your Marketing Success

By
Emmy
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0

In today’s digital landscape, consumers are constantly bombarded with ads, many of which feel intrusive or irrelevant. Standing out requires more than visibility; it demands a positive, engaging experience. 

Recent research from Pinterest and MAGNA (a leading media intelligence firm) reveals that advertising on positive platforms, those seen as uplifting, trustworthy, and inspiring, can significantly enhance marketing performance.

Why Positivity Matters in Advertising

The context in which ads appear matters just as much as the ads themselves. Consumers inherently respond to a platform’s overall tone, whether positive, neutral, or negative, fundamentally shaping their perception of the advertising content.

MAGNA’s research reveals a striking 20% increase in emotional engagement with ads appearing on positive platforms compared to their counterparts in neutral or negative environments. This is a crucial advantage since emotional connection is the driving force behind brand recall and long-term loyalty. 

This heightened receptivity occurs because users naturally become more open to messages in inspiring, trustworthy digital spaces, such as Pinterest, which emphasises creativity and aspiration to cultivate this ideal mindset effectively. 

For marketers, this presents a clear strategy: by carefully selecting platforms where audiences are already immersed in a positive, discovery-oriented experience, brands can essentially “pre-qualify” their audience’s receptiveness, ensuring their messages land with greater impact and deeper engagement right from the first impression.

Increased Engagement and Viewing Time

The power of positive content goes beyond mere preference—it fundamentally changes how consumers interact with advertising. Research shows users spend a remarkable 15% more time engaging with ads on positive platforms compared to other environments, creating a valuable window of attention for brands. 

This extended exposure drives three key benefits: deeper message retention as audiences absorb more of your content, increased likelihood of click-throughs and conversions due to prolonged engagement, and reduced ad fatigue since users are less inclined to skip or ignore ads in uplifting settings.

 For marketers aiming to maximize engagement, the strategy is clear—focus your advertising efforts on platforms where users naturally gravitate toward inspirational, educational, or creative content, as these positive environments organically foster the kind of attentive, willing participation that transforms casual viewers into engaged prospects.

Trustworthiness and Likability Amplified

In today’s ad-saturated digital landscape, consumer scepticism runs high, but positivity is a powerful antidote that cuts through this resistance. 

The data reveals a compelling advantage: ads appearing on positive platforms are perceived as twice as trustworthy and interesting, while also being 1.5 times more likable compared to those in neutral or negative environments. 

This heightened perception matters profoundly because trust forms the bedrock of brand credibility, likable ads enjoy greater organic sharing and memorability, and these positive associations create a halo effect that elevates long-term brand perception. 

For marketers, this presents a dual opportunity – strategically placing ads on uplifting, trusted platforms drives immediate campaign performance and contributes to sustainable brand equity. 

The lesson is clear: when you align your advertising with positive digital environments, you’re not just running ads but building meaningful connections that pay dividends today and in the future.

Significant Lift in Purchase Intent

The ultimate goal of advertising is to drive sales, and positivity has a proven impact – ads displayed in positive environments see a staggering 94% increase in purchase intent compared to less favourable spaces. 

This dramatic boost matters because higher purchase intent directly translates to more conversions and sales. 

Positive platforms like Pinterest are particularly effective as they attract users already in discovery mode, whether planning purchases, seeking inspiration, or exploring new ideas. 

When consumers encounter ads in these uplifting environments where they feel good about the surrounding content, they’re significantly more likely to take action. 

For marketers focused on sales growth, this means strategically investing in platforms where positivity naturally aligns with shopping behaviours, such as visual discovery platforms for retail brands, travel companies, or lifestyle products. 

The key takeaway is clear: placing your ads in positive digital spaces where users are primed to engage can dramatically increase purchase intent and actual sales conversions.

Optimising Media Strategy for Greater Returns

MAGNA’s marketing mix modelling confirms that combining positivity and high viewability in media buying leads to stronger sales performance. When both factors are prioritised, brands see an average 24% sales uplift. 

This matters because viewability ensures ads are actually seen by users, while positivity ensures they appear in the proper context—surrounded by inspiring, trustworthy content that enhances receptivity. Together, these elements maximise ROI on ad spend, making them critical considerations for any campaign strategy.

For marketers, this means evaluating platforms based on two key criteria: user sentiment (Is the environment positive and uplifting?) and viewability rates (Are ads likely to be seen by real users?). 

In today’s crowded digital landscape, positivity isn’t just a feel-good tactic. It’s a proven business driver. By aligning ads with platforms that foster inspiration and engagement, brands can deepen emotional connections with consumers, increase ad recall, build trust, and boost purchase intent and sales.

To implement this, brands should audit their current media placements are they running in positive, high-engagement environments? If not, reallocating the budget toward platforms where positivity and performance intersect can lead to measurable improvements in brand perception and revenue. The bottom line? Positivity pays off, delivering value to audiences and the business’s bottom line.

YouTube Shorts View Counts Are Changing: Here’s What Creators Need to Know

By
Bethwel
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0

Starting March 31, 2025, YouTube is rolling out a major update to how Shorts views are counted, and it’s more than just a numbers tweak. 

This change is meant to align YouTube with how TikTok and Instagram Reels measure views while giving creators a clearer picture of both reach and real engagement.

Until now, YouTube only counted a view on Shorts after someone watched your video for a few seconds. That made sense for filtering out the casual scrollers, but it also meant your content wasn’t always getting credit for visibility.

Now, that’s changing.

Under the new system, a view will be counted when your Short starts playing, even if the viewer scrolls away immediately. This aligns YouTube with platforms like TikTok, where every auto-play counts as a view.

This change gives you a more accurate sense of your video’s reach. It shows how many people at least saw your Short start to play. It might inflate your total view count, but it also gives creators insight into visibility, not just engagement.

Introducing “Engaged Views”

To balance things out, YouTube is introducing a second metric: Engaged Views.

These viewers stick around for a bit—those who watch your Short past a certain threshold (though YouTube hasn’t said exactly how long). This metric matters when it comes to monetization, content performance, and audience loyalty.

If you’re aiming to join the YouTube Partner Program (YPP), Engaged Views are what count toward eligibility. For example:

3 million Engaged Views in 90 days → Early access to the YPP.

10 million Engaged Views in 90 days → Eligibility for Shorts ad revenue sharing.

So, while total views might feel exciting, Engaged Views are still the gold standard for growth and earnings.

Where to Find These Metrics in YouTube Studio

To help creators make sense of it all, YouTube Studio now splits these views into two places:

Views → The Shorts Overview tab shows the total number of plays—whether someone watched for a second or not.

Engaged Views → This is found in the Shorts Engagement tab (inside Advanced Mode) and shows how many people actually watched meaningfully.

Pro tip: Turn on Advanced Mode in YouTube Studio so you can see both metrics side-by-side. This gives you the complete picture of who’s seeing your content and who’s sticking with it.

With these changes, creators have a clearer way to separate reach from resonance. Here’s how to use that to your advantage:

Track Both Metrics: Yes, your total views may spike, but focus on Engaged Views to understand how your content is performing truly.

Communicate with Brands Clearly: If you’re working with sponsors or pitching your analytics, explain the difference between views and engaged views. Brands may be drawn to high reach, but they’ll value engagement even more.

Adjust Your Content Strategy: Test different content formats to see what keeps viewers watching longer. Are shorter cuts keeping people hooked? Are longer narratives working better? Now you’ve got data to guide those decisions.

This update reminds us that not all views are created equal. YouTube is giving creators a broader perspective on visibility and depth. While inflated views may look impressive, your Engaged Views tell the real story.

Whether you’re chasing monetization, brand deals, or simply trying to grow a loyal community, this new dual-metric system will help you make smarter, more strategic choices. 

1-Click Checkouts, Smart Ads & More: Inside Meta’s 2025 E-Commerce Makeover

By
Emmy
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0

At Shoptalk 2025, Meta revealed groundbreaking updates that will redefine digital shopping experiences, smoothing and personalizing online interactions between brands and consumers. 

These enhancements boost ad relevance, simplify transactions, and enrich customer insights. 

Meta’s revamped Shopping Ads now offer ultra-personalized recommendations using advanced AI technologies. 

Unlike typical demographic targeting, this system analyzes thousands of data points from micro-interactions, such as how long a user hovers over an image, zooms into product details, or scrolls through content to accurately predict and display what consumers truly desire. 

For example, an artisan jewelry designer in the beta program reported increased visibility among users who previously engaged with similar artisan content across multiple platforms, resulting in significantly higher engagement and conversion rates. 

Brands can now effortlessly connect their products with ideal customers, creating a virtuous cycle of better engagement and smarter recommendations. This leads to 30-40% higher conversion rates than traditional ads.

Frictionless Checkout

Meta’s enhanced in-app checkout has evolved into a sophisticated commerce platform. It securely stores user preferences and multiple payment methods while calculating real-time taxes and shipping. 

This system ensures rapid and secure transactions by utilizing behavioral biometrics. Additionally, integrated inventory management syncs seamlessly across Facebook, Instagram, and WhatsApp, automatically pausing sold-out items. 

One home decor shop reduced checkout time dramatically from 3 minutes to 11 seconds and saw returns decrease by 22% as customers made more deliberate purchasing decisions. 

The platform also introduces innovative purchasing methods, such as “group buying,” allowing friends to split orders directly through chat interactions.

Smart Ads That Manage Themselves

Meta’s newly developed automated advertising tools dynamically manage ad campaigns by continuously running micro-experiments to identify optimal combinations of creative elements, copy, and audience targeting. 

The AI-driven system detects subtle patterns often overlooked by humans. For instance, a skincare brand found ads showcasing serum bottles being used outperformed static images. 

Additionally, campaigns adapt instantly to real-time events for example, a raincoat seller’s ads automatically emphasized waterproof features during sudden weather changes. 

This automation significantly reduces manual adjustments by up to 60%, giving marketers more time to focus on creativity and strategic decisions and ensuring highly effective campaign outcomes.

Crystal-Clear Analytics with Predictive Insights

Meta’s upgraded analytics dashboard now includes predictive insights powered by machine learning. It forecasts sales trends, identifies emerging customer segments, and recommends optimal posting times. 

For instance, businesses can now measure the complete “halo effect” of cross-platform ad exposure, clearly seeing how interactions on one platform lead to purchases on another. 

The new “Opportunity Radar” feature proactively identifies untapped customer segments—such as a bookshop discovering a niche appeal among new parents. 

Detailed journey maps pinpoint exactly where customer drop-offs occur and offer actionable recommendations for improvement. 

Additionally, brands benefit from competitive benchmarking, gaining valuable insights into how their performance compares within their industry while maintaining complete privacy.

Enhanced Support and Resources for Marketers

Meta has significantly upgraded resources within Meta Business Suite to fully leverage these advanced tools. 

These improvements simplify content scheduling, streamline multi-platform management, and enhance performance tracking. 

Comprehensive educational materials and robust support resources are now available to empower businesses of all sizes, ensuring rapid adaptation and effective utilization of these new capabilities.

Meta’s announcements at Shoptalk 2025 represent a substantial leap forward in digital commerce, dramatically enhancing shopping experiences and ad relevance. 

These updates equip brands with powerful tools to better engage their audience, optimize strategies, and achieve unprecedented success. 

Meta is clearly setting a new standard in digital marketing: smarter, smoother, significantly more profitable for brands, and more satisfying for consumers.

Instagram Steps Into the Classroom: A New Partnership to Fight Bullying

By
Bethwel
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0

Social media platforms often face criticism regarding youth mental health, but Instagram is actively working to become part of the solution. 

The platform recently launched its School Partnership Program, a pilot initiative aimed at empowering educators and school staff to effectively address bullying and safety concerns.

The centrepiece of Instagram’s initiative is an enhanced reporting system designed for middle and high schools across the U.S. 

Participating schools now have priority access, ensuring quicker reviews when educators flag content they believe violates Instagram’s community guidelines. 

By prioritising these reports, Instagram significantly reduces response times, enabling quicker interventions to protect students from bullying and harassment.

Real-Time Status Updates

To build trust and transparency, Instagram provides participating schools with clear updates about the outcomes of their reports. 

Educators will know how their concerns are addressed, facilitating greater accountability and clarity within the reporting process. This direct line of communication helps schools manage incidents effectively and confidently.

Recognising educators’ critical role, Instagram also equips schools with comprehensive educational resources. 

These materials assist teachers, students, and parents in navigating Instagram responsibly and safely. 

By fostering digital literacy and awareness, they help create a more empathetic online community and reduce bullying behaviour.

Privacy Protection

A vital component of this initiative is Instagram’s steadfast commitment to student privacy. All interactions and data shared within the School Partnership Program are securely managed, anonymised, and aggregated to protect student confidentiality. 

Schools and families can participate with confidence, knowing their privacy remains uncompromised.

Instagram’s School Partnership Program offers a pragmatic and proactive approach to combating bullying, frequently occurring online. 

Educators, who previously had limited power to manage bullying incidents extending into digital spaces, now have actionable tools and direct support from Instagram itself. 

This partnership represents an essential step towards creating safer, healthier online and offline interactions among students.

Instagram’s move encourages collaboration, opens doors to safer digital interactions, and empowers schools to protect their students effectively. Would you welcome this program in your local schools? Share your thoughts!

LinkedIn Influencers Are on the Rise. Here’s How You Can Join Them

By
Emmy
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0

Gone are the days when LinkedIn was just an online resume database. The platform has transformed into a dynamic space where professionals share career insights, personal stories, and industry expertise. 

LinkedIn’s “creator mode ” has fueled this shift. This feature highlights content over job titles, allowing users to position themselves as thought leaders. 

Instead of just listing past roles, professionals build influence by posting authentic career reflections, lessons learned from failures, and actionable advice attracting followers, brand collaborations, and new opportunities.

Creator Mode

LinkedIn’s creator mode reshapes your profile to prioritize your content, making it easier for others to discover and engage with your posts. 

When activated, it moves your “Featured” and “Activity” sections to the top of your profile, putting your expertise front and center. 

Professionals like April Little, an HR executive, have used this feature to blend personal experiences with career advice, growing their audience and landing speaking gigs, partnerships, and consulting roles. 

The key takeaway? Authenticity drives engagement. Whether you’re sharing a career setback, a leadership lesson, or an industry trend, real stories resonate far more than polished corporate jargon.

How LinkedIn Differs from Other Social Platforms

What sets LinkedIn apart from platforms like Instagram or TikTok is its focus on substantive professional dialogue rather than viral entertainment. 

Here, brands aren’t simply chasing influencers with huge followings – they’re seeking authentic voices that can stimulate meaningful conversations and deliver real value. 

This professional environment creates unique earning potential beyond traditional social media monetization. 

You could host insightful webinars, land lucrative consulting contracts, be invited to speak at industry conferences or develop sponsored content that complements your expertise. 

Perhaps most appealing is that you don’t need a massive follower count to make an impact; a dedicated, niche audience that actively engages with your content can be just as valuable in opening doors to these opportunities. 

The platform rewards quality over quantity, making it accessible to professionals at any stage of their career who have genuine insights to share.

Proven Strategies to Grow Your LinkedIn Influence

Consistency and authenticity are key to building a powerful personal brand on LinkedIn. Start by posting regularly with a balanced mix of industry insights, honest career reflections, and personal experiences. Your audience will connect much more deeply with accurate, relatable content than with polished highlight reels. 

But don’t just broadcast your thoughts and disappear; actively engage by responding to comments, asking thoughtful questions, and participating in relevant discussions. 

This two-way interaction signals to LinkedIn’s algorithm that your content is valuable. Incorporating short, casual videos, even simple ones, on your phone can significantly boost your relatability and trustworthiness. 

Finally, maximize your visibility by activating creator mode to highlight your best content and strategically using relevant hashtags to ensure your posts reach professionals who will find them most valuable. Remember, on LinkedIn, it’s not about perfection. It’s about showing up consistently as your authentic professional self.

LinkedIn is no longer just a job-search tool; it’s a powerhouse for personal branding and professional growth. 

Whether you’re an executive, entrepreneur, or early-career professional, the opportunity to build influence is there. The most successful creators aren’t necessarily the most experienced; they’re the ones who show up consistently, engage authentically, and share value.

Italy’s Il Foglio Let AI Run Its Newsroom – And It’s Sparking a Big Conversation

By
Emmy
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0

In a groundbreaking move, the Italian daily newspaper Il Foglio has made history by publishing a four-page supplement entirely written by artificial intelligence. 

Titled Il Foglio AI, this special edition marks a significant milestone in journalism, offering a glimpse into what happens when machines take over the newsroom. 

Editor-in-Chief Claudio Cerasa explained that human journalists played a minimal role mostly asking questions and reviewing the AI’s work. 

The AI handled the rest, from writing articles to structuring the layout and even drafting letters to the editor. The supplement covered various topics, from Donald Trump and Vladimir Putin to Italy’s economic outlook, all presented in polished, grammatically flawless prose.

Testing the Limits: What Can AI Really Do?

This wasn’t just a flashy tech demo it was a deliberate experiment. Cerasa stressed that the goal wasn’t to replace human journalists but to explore the potential and limitations of AI in journalism. 

The project showcased AI’s ability to produce content quickly and with a clear structure, but it also raised important questions about judgment, nuance, and ethics. 

Can AI maintain editorial integrity? Who’s responsible if mistakes or misinformation slip through? While this was a controlled test, it hints at a future where AI could play a much more significant role in newsrooms worldwide.

How Is This Different From Other AI Journalism?

Many news outlets already use AI to automate tasks like reporting sports scores or financial updates. 

But Il Foglio took things to a whole new level. This wasn’t just AI writing a single article or tweaking a headline it was a fully autonomous, end-to-end production of an entire newspaper supplement. 

The content was not shaped by a human editorial voice, making it one of the first examples of fully AI-generated journalism. 

This shift challenges traditional notions of authorship and storytelling, forcing us to ask: Is journalism still about human-crafted narratives, or is it evolving into something entirely new?

Mixed Reactions: Praise and Concerns

The response to Il Foglio AI has been a mix of fascination and unease. Some readers were impressed by the AI’s smooth, professional tone and the clarity of its writing. 

Others, however, worried about what might be lost in journalism’s empathy, critical analysis, and the unique perspective from lived experience. Media professionals are watching closely; some see this as a promising tool for overworked newsrooms. 

Others view it as a warning sign of a future where content is optimised for efficiency but lacks depth. Regardless of where people stand, Il Foglio AI has undeniably sparked a meaningful conversation about the role of AI in journalism.

The Tech Behind the Scenes

While Il Foglio hasn’t revealed precisely which AI tools were used, the sophistication of the writing suggests a powerful large language model, possibly fine-tuned for Italian editorial tasks. 

The supplement’s layout and flow indicate natural language processing tools combined with automated publishing systems. 

What’s particularly striking is the AI’s ability to mimic a traditional newspaper format, complete with headlines, story segments, and even reader-submitted letters generated through prompts. This blend of language modelling and layout automation highlights how advanced AI tools have become.

Is AI a Threat or a Tool for Journalism?

Cerasa has been clear that the goal of this experiment wasn’t to replace journalists but to learn from them. 

Still, the project raises concerns about the vulnerability of specific newsroom roles as AI systems become more capable and efficient. 

With media organisations often under financial pressure, the temptation to rely on AI for speed and cost savings is real. 

But there’s a risk: Could this come at the expense of storytelling depth and editorial integrity? The experiment forces us to ask what we value most in journalism is it just the information, or is it the human touch that gives it meaning?

What’s Next for AI in Journalism?

The future is still wide open. Il Foglio hasn’t announced plans for more AI-only editions, but the success of this first attempt suggests it’s a possibility. 

Whether the industry embraces full automation or proceeds cautiously, one thing is sure: the line between human and machine journalism is starting to blur. 

As Cerasa said, “The future of journalism doesn’t belong to AI alone, but neither can it ignore it.” Finding the right balance between innovation and integrity may be the defining challenge for newsrooms in the years to come.

At its core, Il Foglio AI isn’t just about technology it’s about the soul of journalism. Can machines replicate the empathy, insight, and ethical judgment that human journalists bring to their work? 

Or will AI-driven journalism become a new genre that prioritizes speed and efficiency over depth and nuance? Il Foglio has put these questions on the table, and the answers will shape the future of how we tell and consume stories.

Skype to Shut Down Permanently in May 2025

By
Bethwel
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0

Skype, the trailblazing platform that redefined how millions of people connect online, will officially close its doors on May 5, 2025. 

Microsoft’s recent announcement marks the end of an iconic chapter in digital communication history as the company shifts its focus to more modern, integrated tools. 

For many, this news feels like saying goodbye to an old friend who revolutionized how we stay in touch with loved ones and colleagues worldwide.

Skype

Launched in 2003 by European entrepreneurs Niklas Zennström and Janus Friis, Skype changed the game by introducing Voice over Internet Protocol (VoIP). 

It allowed people to make free, high-quality audio and video calls, which felt almost magical then. Its simplicity and reliability quickly won over millions of users, making it a household name.

In 2005, eBay saw Skype’s potential and acquired it for approximately $2.6 billion, envisioning it as a tool to connect buyers and sellers. However, the real turning point came in 2011 when Microsoft purchased Skype for $8.5 billion.

2.6billion,envisioningitasatooltoconnectbuyersandsellers.Buttherealturningpointcamein2011whenMicrosoftboughtSkypefor8.5 billion. 

Microsoft aimed to weave Skype into its ecosystem, using its technology to enhance its communication tools. For a while, Skype thrived, becoming a go-to platform for everything from family catch-ups to business meetings.

Microsoft Teams Steps Into the Spotlight

In 2017, Microsoft introduced Teams, a platform designed to be an all-in-one collaboration hub for businesses. 

Teams combined chat, video calls, file sharing, and seamless integration with Microsoft Office tools. When the COVID-19 pandemic hit, Teams became a lifeline for remote work, skyrocketing in popularity as businesses worldwide embraced its robust features.

Unlike Skype, Teams was built for the modern workplace, offering deeper integrations and tools tailored for collaboration. As Teams grew, Skype began to fade into the background, struggling to keep up with users’ changing demands.

Despite Microsoft’s efforts to keep Skype relevant with updates and new features, it faced stiff competition from newer platforms like Zoom, Slack, Google Meet, and WhatsApp. 

These platforms offered sleek interfaces, better integrations, and features catering to personal and professional needs. Skype, focusing primarily on voice and video calls, started to feel outdated in a world where users wanted more.

Over time, Skype’s user base dwindled over time as people migrated to platforms offering more comprehensive solutions. Its standalone nature, once a strength, became a liability in an era of interconnected digital ecosystems.

Microsoft’s Decision and the Transition Plan

On February 28, 2025, Microsoft announced Skype’s retirement, with Jeff Teper, President of Collaborative Apps and Platforms, leading the announcement. 

Teper explained that Microsoft Teams (free) would now serve as the primary communication tool, offering enhanced features, better performance, and deeper integration with other Microsoft services.

To make the transition smoother, Microsoft has rolled out tools to help Skype users migrate their accounts to Teams. 

Users can keep their contacts, chat history, and login details, ensuring a seamless switch. Microsoft has also provided step-by-step guides, video tutorials, and dedicated support to help users navigate the change.

For many, Skype’s shutdown is bittersweet. It’s hard not to feel nostalgic about the platform that connected us with faraway family members, helped us ace job interviews, and even hosted virtual celebrations during tough times. 

Skype was more than just an app; it was a pioneer that brought people closer when distance seemed insurmountable.

But this shift also reflects the evolving nature of technology. Today’s users demand more than just video calls; they want platforms that handle everything from team collaboration to document sharing and scheduling. Microsoft Teams promises to deliver on those needs, offering a richer, more integrated experience.

Skype’s retirement reminds us of how quickly technology evolves. What was once groundbreaking can become obsolete as newer, more advanced tools emerge. While Skype’s departure may feel like the end of an era, it also opens the door to new possibilities.

For users and businesses, the key is to embrace change and explore the potential of modern platforms like Teams. 

As we bid farewell to Skype, we can appreciate its role in shaping the way we communicate and look forward to the innovations that lie ahead. After all, in the world of technology, the end of one chapter is often the beginning of another.

TikTok’s Uncertain Days May End Soon with Promising U.S. Deal

By
Emmy
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0

In recent months, TikTok has been the focal point of intense scrutiny and debate within the United States, stemming from national security and data privacy concerns. 

The popular video-sharing platform, owned by Beijing-based ByteDance, is under pressure to address fears that the Chinese government could compromise or exploit user data. 

As a result, the U.S. government has stepped in and initiated negotiations to reshape TikTok’s future in America.

The Genesis of Concerns

The underlying worry about TikTok revolves around potential espionage or misuse of American user data by China. This is exacerbated by China’s national security laws, which mandate cooperation with the government when requested. 

U.S. lawmakers have argued that TikTok poses a significant national security risk, leading to legislative actions such as the Protecting Americans from Foreign Adversary Controlled Applications Act (PAFACA), passed in 2024. 

The Supreme Court upheld this act, mandating ByteDance divest its U.S. operations or face an outright ban.

These legal and regulatory actions underscore the seriousness with which U.S. authorities view the situation. TikTok, used by approximately 150 million Americans, now faces the risk of significant operational disruption.

The Role of the White House in Negotiations

In an unusual but telling development, the White House has directly intervened in facilitating a resolution. 

Vice President JD Vance has been tasked with leading these sensitive negotiations, reflecting the Biden administration’s determination to resolve the impasse quickly. 

This intervention is unusual, as corporate negotiations are typically left to regulatory bodies, but it highlights TikTok’s strategic importance in national security and digital sovereignty.

“This is a significant moment,” noted Vice President Vance, emphasizing the administration’s proactive role in ensuring that American user data remains secure while aiming to prevent disruption to millions of TikTok users.

Oracle’s Emergence as a Leading Contender

Oracle Corporation has emerged as the frontrunner in discussions about taking over TikTok’s U.S. operations. 

Already responsible for managing TikTok’s U.S. data storage through cloud services, Oracle is positioned advantageously. ByteDance reportedly favors Oracle, hoping to retain a minority stake in the company, but this preference has triggered controversy among U.S. lawmakers.

The potential arrangement is delicate ByteDance’s continued involvement, even minimal, could contradict the conditions of PAFACA, which calls for a complete divestiture. 

Yet Oracle’s significant relationship with TikTok provides a practical and stable solution to address immediate national security concerns without interrupting the platform’s functionality.

Congressional Opposition and Legal Hurdles

Despite the apparent momentum toward a deal, key members of Congress strongly oppose any arrangement allowing ByteDance to retain any stake or influence. 

Representative John Moolenaar, chair of the House’s select committee on countering China, emphasized this: “Allowing ByteDance to retain even a minimal stake would contradict both the spirit and the letter of the 2024 bipartisan law.”

Congressional resistance poses a substantial hurdle, potentially complicating or delaying the agreement’s final approval. The White House and negotiators must navigate this carefully, balancing legal requirements against the urgency to avoid disruptions to TikTok users and creators.

A Tight Deadline and the Path Forward

Negotiations are proceeding under a tight deadline of April 5, as set by a temporary executive order from former President Trump, granting additional time for talks. 

Vice President Vance remains optimistic about achieving a “high-level agreement” by this date, expressing a commitment to effectively addressing national security and economic implications.

However, if an agreement cannot be reached, TikTok could face an operational ban, which could significantly affect millions of users and content creators who depend on the platform.

Beyond politics and national security debates, millions of American users and creators face fundamental uncertainty. 

TikTok is an entertainment hub, critical income source, and creative outlet for countless individuals. The prolonged uncertainty surrounding its future is unsettling for many who have cultivated significant followings and careers through the platform.

For creators, the situation goes beyond mere inconvenience. It represents potential economic hardship, loss of community, and disruption of digital careers built meticulously over the years. This human element underscores the critical importance of a swift and balanced resolution.

The ongoing negotiations over TikTok’s future in the United States remain complex, blending concerns over national security, corporate governance, legal stipulations, and human impacts. 

As the April 5 deadline approaches, stakeholders from the White House to Congress and TikTok’s vast user base eagerly await a resolution that effectively balances these competing needs.

The End of Traditional Ads? Unilever Bets Big on Influencers

By
Bethwel
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0

Unilever, one of the world’s biggest consumer goods companies, is making a bold move. After decades of pouring money into traditional advertising, such as TV commercials, billboards, and print ads, the company is shifting its focus to influencer marketing. 

In fact, Unilever is increasing its influencer marketing budget twentyfold and dedicating half of its media spending to social platforms. This isn’t just a tiny tweak; it’s a major overhaul of how the company connects with consumers. 

And it’s part of a bigger trend: brands are realizing that social media creators can drive real engagement and sales in ways traditional ads simply can’t.

Why Unilever is Changing Course Now

For years, Unilever stuck to what it knew best: traditional advertising. While other brands jumped on the influencer marketing bandwagon, Unilever held back, skeptical about whether influencers could deliver a strong return on investment. But times have changed. 

Younger audiences, particularly, are ditching TV and print media for online content. They’re also more skeptical of traditional ads and corporate messaging. What do they trust instead? Authenticity. Personal recommendations. And that’s precisely what influencers offer.

Unilever’s decision to embrace influencer marketing is about more than keeping up with trends. It’s about survival. 

The company has realized that a recommendation from a trusted influencer can carry more weight than a polished, scripted ad. It’s a recognition that today’s consumers want real connections, not sales pitches.

How Influencers Can Position Themselves to Seize These Opportunities

Unilever’s shift is a massive opportunity for influencers but is not a free pass to success. To stand out and land lucrative deals, influencers will need to adapt. Here’s what they should focus on:

Be Authentic and Transparent. Brands like Unilever are looking for influencers with genuine connections with their audiences. That means being honest about sponsorships and only promoting products you believe in. Fake followers and forced endorsements won’t cut it anymore.

Find Your Niche. The days of being a jack-of-all-trades influencer are over. Brands want experts who are deeply knowledgeable about specific topics, whether it’s eco-friendly beauty, fitness, or tech gadgets. If you can carve out a niche and build a loyal following, you’ll be much more attractive to companies like Unilever.

Experiment with New Formats. Static posts are so 2015: today, short-form videos and interactive content rule. Platforms like TikTok, Instagram Reels, and YouTube Shorts are where the action is. Influencers who can create dynamic, engaging content in these formats will have a leg up.

Use Data to Your Advantage. AI tools can help influencers better understand their audience’s likes when they’re most active, and what kind of content drives engagement. Influencers who use these insights to refine their strategies will more likely prove their value to brands.

How Unilever’s Move Will Change Marketing

Unilever’s influencer-first approach isn’t just a big deal for the company. It’s a sign of where the entire industry is headed. Here’s what we can expect:

Long-Term Partnerships. Instead of one-off deals, brands will focus on building long-term relationships with influencers. This helps create a consistent brand story and deeper connections with audiences.

Performance-Based Pay. Measuring the ROI of influencer marketing can be tricky, so brands are moving toward performance-based deals. Influencers get paid based on how well their content performs likes, shares, or sales.

More AI and Automation. As influencer marketing budgets grow, brands will rely on AI to find the right creators, track campaign success, and fine-tune their strategies.

Exploring New Platforms. Instagram and YouTube aren’t going anywhere, but brands are also eyeing newer platforms like TikTok, BeReal, and decentralized social networks. Staying ahead of the curve will be key.

Of course, this shift isn’t without its challenges. The influencer space is crowded, and it’s getting harder to tell who’s genuine and who’s just gaming the system. 

Brands must also walk a fine line: giving influencers creative freedom while ensuring their messaging aligns with the company’s values. And let’s not forget the difficulty of measuring ROI something much simpler with traditional ads.

Will Unilever Lead the Way?

Unilever’s move is a massive gamble, but it reflects the reality of today’s digital world. Social media creators have become some of the most powerful voices in marketing, and Unilever is betting that they can deliver better results than traditional ads ever could. 

If this strategy pays off, it could set a new standard for brands everywhere, even the most traditional ones.

For influencers, this is a moment of enormous potential. But it’s also a call to step up their game. Those who can build trust, specialize in niche areas, and use data to their advantage will thrive in this new era of marketing.

At its core, Unilever’s strategy isn’t just about shifting budgets; it’s about rethinking how brands connect with people in a world where authenticity and influence matter more than ever. And that’s a lesson every company, big or small, can learn from.

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