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Why Mark Zuckerberg is going meta

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Facebook’s “next chapter,” Mark Zuckerberg says, is to be prime builder of “the metaverse” — an open, broadly distributed, 3D dimension online where, he says, we will all conduct much of our work and personal lives.

The big picture: Zuckerberg admits Facebook will only be one of many companies building this next-generation model of today’s internet — but he also intends Facebook to lead the pack.

Driving the news: Facebook announced Monday that it was creating a Metaverse product unit. That came on the heels of a company-wide speech on the topic by Zuckerberg at the end of June. He could address the theme further when Facebook reports quarterly earnings Wednesday.

Why it matters: The moves make clear that he sees this effort not as a long-term research undertaking or a moonshot-style roll of the dice, but as something his armies of engineers can start building now.

The vision, as Zuckerberg described in an interview with Casey Newton, is of virtually “teleporting” via a headset or AR glasses.

  • “You can think about the metaverse as an embodied internet, where instead of just viewing content — you are in it. And you feel present with other people as if you were in other places, having different experiences that you couldn’t necessarily do on a 2D app or webpage, like dancing, for example, or different types of fitness.”

Between the lines: Zuckerberg thinks Facebook missed the boat by not becoming the owner of its own smartphone ecosystem, the way Apple and Google did. He doesn’t want to make that mistake again.

  • He told Newton: “One of the reasons why we’re investing so much in augmented and virtual reality is mobile phones kind of came around at the same time as Facebook, so we didn’t really get to play a big role in shaping the development of those platforms. So they didn’t really develop in a very natural way, from my perspective.”
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Catch up quick: The term metaverse comes to us from Neal Stephenson’s dystopian novel “Snow Crash,” “Ready Player One” and other attempts to imagine what a virtual-reality-fueled internet might evolve into.

Investor Matthew Ball wrote a popular series of essays last year that attempted to define some traits of a “true” metaverse, including:

  • It’s not owned by a single company.
  • It’s widely interoperable — users can easily move stuff across technical and other kinds of boundaries.
  • It has a “fully functioning economy.”

By those criteria, the 3D worlds that gaming systems create — like Fortnite, whose maker Epic Games also wants to build a metaverse — don’t quite make the grade.

Yes, but: It’s easy to imagine a new set of neutral technical standards that would let you move characters and possessions from Fortnite to some other virtual world — knitting them together the same way the pre-web internet knitted together many previously disconnected online networks.

  • That’s where Zuckerberg and many others in tech think the metaverse is going.
  • But any standard promulgated by a single company is going to face suspicions from competitors.

Our thought bubble: The original internet got built on government-invented standards that took root in the academic world and won out over “walled garden” networks operated by private companies like America Online, Compuserve, Prodigy (and Apple, too!).

  • Its triumph came about because the early web made it easy for people who had only a smattering of technical skills to contribute content.
  • A metaverse will need to open a similar cornucopia of collective contributions if it’s going to capture our imagination.
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Two elephants in the room: Governance and advertising.

Facebook today is trapped in a hornet’s nest of political controversies and social criticism for its past failures: allowing misinformation to flourish, violating customer privacy and promoting engagement at the expense of users’ well-being. It may not find customers ready to embrace its new role as architect of an alternate reality.

  • In his interview with Newton, Zuckerberg admitted that today’s VR worlds are often hostile to women, and promised efforts to help metaverse participants “feel safe.”
  • But despite years of experience, we’ve barely scratched the surface of the kind of mayhem and malice users can unleash on today’s text-and-image social networks. A Facebook that’s still grappling with how to govern the social network it has already built might well not be ready to shape a whole new immersive dimension.

The bottom line: Facebook is an ad company, and many of its problems today stem from its need to target ads based on user data. Expanding from two dimensions to three might give Facebook a chance to press “reset” on its business model. More likely, it will just deepen all the company’s headaches.

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Facebook Adds New Trend Insights in Creator Studio, Which Could Help Shape Your Posting Strategy

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Facebook’s looking to provide more content insight within Creator Studio with the rollout of a new ‘Inspiration Hub’ element, which highlights trending content and hashtags within categories related to your business Page.

Facebook Inspiration Hub

As you can see in these screenshots, posted by social media expert Matt Navarra, when it becomes available to you, you’ll be able to access the new Inspiration Hub from the Home tab in Creator Studio.

At the right side of the screen, you can see the first of the new insights, with trending hashtags and videos from the last 24 hours, posted by Pages similar to yours, displayed above a ‘See more’ prompt.

When you tap through to the new hub, you’ll have a range of additional filters to check out trending content from across Facebook, including Page category, content type, region, and more.

Facebook Inspiration Hub

That could be hugely valuable in learning what Facebook users are responding to, and what people within your target market are engaging with in the app.

The Hub also includes insights into trending hashtags, within your chosen timeframe, which may further assist in tapping into trending discussions.

Facebook Inspiration Hub

How valuable hashtags are on Facebook is still up for debate, but you’ll also note that you can filter the displayed results by platform, so you can additionally display Instagram hashtag trends as well, which could be very valuable in maximizing your reach.

Much of this type of info has been available within CrowdTangle, Facebook’s analytics platform for journalists, for some time, but not everyone can access CrowdTangle data, which could make this an even more valuable proposition for many marketers.

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Of course, overall performance really relates to your own creative, and thinking through the action that you want your audience to take when reading your posts. But in terms of detecting new content trends, including hashtag usage, caption length, videos versus image posts, and more, there’s a lot that could be gleaned from these tools and filters.

It’s a significant analytics addition – we’ve asked Facebook for more info on the rollout of the new option, and whether it’s already beyond test mode, etc. We’ll update this post if/when we hear back.

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Meta Updates Policy on Cryptocurrency Ads, Opening the Door to More Crypto Promotions in its Apps

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With cryptocurrencies gaining momentum, in line with the broader Web 3.0 push, Meta has today announced an update to its ad policies around cryptocurrencies, which will open the door to more crypto advertisers on its platforms.

As per Meta:

Starting today, we’re updating our eligibility criteria for running ads about cryptocurrency on our platform by expanding the number of regulatory licenses we accept from three to 27. We are also making the list of eligible licenses publicly available on our policy page.”

Essentially, in order to run any crypto ads in Meta’s apps, that currency needs to adhere to regional licensing provisions, which vary by nation. With crypto becoming more accepted, Meta’s now looking to enable more crypto companies to publish ads on its platform, which will provide expanded opportunity for recognized crypto providers to promote their products, while also enabling Meta to make more money from crypto ads.

“Previously, advertisers could submit an application and include information such as any licenses they obtained, whether they are traded on a public stock exchange, and other relevant public background on their business. However, over the years the cryptocurrency landscape has matured and stabilized and experienced an increase in government regulation, which has helped to set clearer responsibilities and expectations for the industry. Going forward, we will be moving away from using a variety of signals to confirm eligibility and instead requiring one of these 27 licenses.”

Is that a good move? Well, as Meta notes, the crypto marketplace is maturing, and there’s now much wider recognition of cryptocurrencies as a legitimate form of payment. But they’re also not supported by most local financial regulators, which reduced transaction protection and oversight, which also brings a level of risk in such process.

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But then again, all crypto providers are required to clearly outline any such risks, and most also highlight the ongoing market volatility in the space. This expanded level of overall transparency means that most people who are investing in crypto have at least some awareness of these elements, which likely does diminish the risk factor in such promotions within Meta’s apps.

But as crypto adoption continues to expand, more of these risks will become apparent, and while much of the crypto community is built on good faith, and a sense of community around building something new, there are questions as to how much that can hold at scale, and what that will then mean for evolving scams and criminal activity, especially as more vulnerable investors are brought into the mix.

Broader promotional capacity through Meta’s apps will certainly help to boost exposure in this respect – though again, the relative risk factors are lessened by expanded regulatory oversight outside of the company.

You can read more about Meta’s expanded crypto ad regulations here.

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Meta Outlines Evolving Safety Measures in Messaging as it Seeks to Allay Fears Around the Expansion of E2E Encryption

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Amid rising concern about Meta’s move to roll out end-to-end encryption by default to all of its messaging apps, Meta’s Global Head of Safety Antigone Davis has today sought to provide a level of reassurance that Meta is indeed aware of the risks and dangers that such protection can pose, and that it is building safeguards into its processes to protect against potential misuse.

Though the measures outlined don’t exactly address all the issues raised by analysts and safety groups around the world.

As a quick recap, back in 2019, Facebook announced its plan to merge the messaging functionalities of Messenger, Instagram and WhatsApp, which would then provide users with a universal inbox, with all of your message threads from each app accessible on either platform.

The idea is that this will simplify cross-connection, while also opening the door to more opportunities for brands to connect with users in the messaging tool of their choice – but it also, inherently, means that the data protection method for its messaging tools must rise to the level of WhatsApp, its most secure messaging platform, which already includes E2E encryption as the default.

Various child safety experts raised the alarm, and several months after Facebook’s initial announcement, representatives from the UK, US and Australian Governments sent an open letter to Facebook CEO Mark Zuckerberg requesting that the company abandon its integration plan.

Meta has pushed ahead, despite specific concerns that the expansion of encryption will see its messaging tools used by child trafficking and exploitation groups, and now, as it closes in on the next stage, Meta’s working to counter such claims, with Davis outlining six key elements which she believes will ensure safety within this push.

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Davis has explained the various measures that Meta has added on this front, including:

  • Detection tools to stop adults from repeatedly setting up new profiles in an attempt to connect minors that they don’t know
  • Safety notices in Messenger, which provide tips on spotting suspicious behavior
  • The capacity to filter messages with selected keywords on Instagram
  • More filtering options in chat requests to help avoid unwanted contact
  • Improved education prompts to help detect spammers and scammers in messages
  • New processes to make it easier to report potential harm, including an option to select “involves a child”, which will then prioritize the report for review and action

Meta messaging security options

Which are all good, all important steps in detection, while Davis also notes that its reporting process “decrypts portions of the conversation that were previously encrypted and unavailable to us so that we can take immediate action if violations are detected”.

That’ll no doubt raise an eyebrow or two among WhatsApp users – but the problem here is that, overall, the broader concern is that such protections will facilitate usage by criminal groups, and the reliance on self-reporting in this respect is not going to have any impact on these networks operating, at scale, under a more protected messaging framework within Meta’s app eco-system.

Governments have called for ‘backdoor access’ to break Meta’s encryption for investigations into such activity, which Meta says is both not possible and will not be built into its future framework. The elements outlined by Davis do little to address this specific need, and without the capacity to better detect such, it’s hard to see any of the groups opposed to Meta’s expanded encryption changing their stance, and accepting that the merging of all of the platform’s DM options will not also see a rise in criminal activity organized via the same apps.

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Of course, the counterargument could be that encryption is already available on WhatsApp, and that criminal activity of this type can already be undertaken within WhatsApp alone. But with a combined user count of 3.58 billion people per month across its family of apps, that’s a significantly broader interconnection of people than WhatsApp’s 2 billion active users, which, arguably, could open the door to far more potential harm and danger in this respect.

Really, there’s no right answer here. Privacy advocates will argue that encryption should be the standard, and that more people are actually more protected, on balance, by enhanced security measures. But there is also an undeniable risk in shielding even more criminal groups from detection.

Either way, right now, Meta seems determined to push ahead with the plan, which will weld all of its messaging tools together, and also make it more difficult to break-up its network, if any antitrust decisions don’t go Meta’s way, and it’s potentially pressed to sell-off Instagram or WhatsApp as a result.

But expect more debate to be had, in more countries, as Meta continues to justify its decision, and regulatory and law enforcement groups seek more options to help maintain a level of accessibility for criminal investigations and detection.

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