Welcome to Clickbait & Switch, a marketing podcast that tries to cut through the bullshit and hook you up with what you need to know, what you don't and what stories should be getting more love than they're getting. I am Mark Dolynskyj and keeping us on the straight and narrow is Gisela Sleizer
Today we talk about Yoni Circle, a new social app developed by a former Snapchat employee. Facebook is crossing its streams with Instagram reels and Google has unveiled a new ad targeting technique that might replace those tasty tasty third-party cookies. Our first story today, an early Snapchat employee, who was once an architect behind the our stories product, Chloë Drimal has now launched her own social app Yoni Circle.
And it may just be the game changer we've been waiting for. Gisela, talk about it!
Very very exciting new development that I'm looking forward to trying and it's described as a membership based community and it aims to connect womenx using storytelling. So it's a very interesting format based on the salons that women used to hold in France, back in the 17th and 18th century, these were kind of gatherings for writers, philosophers, politicians, artists to have enlightened conversations together with cocktails, perhaps. So, at the time it was a very powerful gathering because it was a chance for women to express their voice. Taking that concept, bring it to 2021. And you have a sort of social media-ish app or just digital platform.
There are two components to the platform. There's a live one and interactive storytelling. The circle component is based out of live chat sessions and you can see a little snippet of how this looks on the Yoni website and in these circles, people can join. It's a 60 minute conversation and it's moderated by a paid moderator who's been trained on this matter, on a bunch of different relevant things, I guess That's a very vague description, but the point here is that they're a paid moderator and they're trained to do what they're doing on this app. They're called salonnieres. And yeah, it's kind of a way to share live storytelling.
There's one rule and that is that it remains anonymous and confidential and if a member is discovered to break this rule, then they're going to be banned from the app. The second component is called Yoni radio, and it's basically prerecorded stories. They are available at any time, which is also exciting. I'm a fan of the moth podcast.
I don't know if you are as well, Mark
Of the which?.
The moth, have you heard it?
Oh, you have to listen to that one. It's life stories told as people remember it, people who lived it, remember it, and it's real stories. There's a Canadian version, which is called confabulation, which I recommend as well.
But yeah, so the Yoni radio component is a little bit like a podcast and then the live one is more of a community. So very exciting. It's exciting for me that there's a social media subscription-based kind of thing actually happening because I've been preaching that for a little while.
Also, the fact that you have paid moderators is very new. It's very specifically targeting, kind of contained, markets of womenx, and it's got big plans for the future. So more ways to monetize and to grow in terms of offering paid events, which could be things like yoga classes, book classes, cooking classes, things like that. How do you feel about this market?
I've been talking for two minutes straight.
I feel it's interesting. It's interesting that like the first rule of Yoni Circle is you don't talk about Yoni Circle beyond the Yoni Circle, which is kind of interesting in the world of where everything is word of mouth and buzz. And you see how sort of clubhouse has navigated that stretch of like, Ooh, I couldn't get into this clubhouse to listen to Elon Musk talk about that. Or, Ooh, this happened on clubhouse. Oh, you're not on clubhouse. Oh. And there's becomes this exclusivity, but still spread through word of mouth. Whereas this is going to be exclusive and very niche. And you're not really supposed to talk about what goes on in it. At the same time it's going to, through the moderators, create a very safe space for storytelling, which is kind of interesting.
So I find it really fascinating and the fact that it's obviously a social media subscription service, another thing we've been sort of tracking and paying attention to. So I think it's fascinating overall. Moving on, okay. So, here Facebook again is just doing whatever it can to annoy us, I guess. So, it might soon enable users to share their Instagram reels to Facebook watch.
So they're working on this vertical insta story style thing. Why is this getting attention? Because it's Facebook, is talking about Instagram, but in the end, is this just another thing where we're going to get Tik Tok stories funneled through Instagram reels on the Facebook watch? So what you do on Tik Tok just gets spread across three different platforms.
Is that basically what happens here? I'm thinking, yes. Why is this bullshit? Why do I need to see everything on every platform? You know, I personally like going on different platforms for different things, but if I'm going to see the same Tik Tok video across three different spaces, I might as well just stay on Tik Tok and ignore Instagram stories. And then ignore Facebook. Watch. So there's a lot of things that, I mean, maybe it's the way I consume these different platforms is not the way others are consuming it these days. Granted, that is possible, but I find it weird that you're just going to get similar content on various different platforms. And just homogenizing all of it together.
It also feels like a sneaky move towards making the apps more difficult to separate. If that's going to be the intention of lawmakers in the near future, more and more features are crossed and combined, but to be fair, it does offer creators an opportunity to get more views and more exposure. I know people that have been using Instagram for years and they couldn't be bothered with opening Tik Tok and another social media platform to entertain. So they've been using reels a lot and this gives them an opportunity to expand their reach.
Sure, but at the same time, if you have people who are almost like native Instagram users who don't want to go to Tik Tok, they open up Reels. Reels is still just completely full of Tik Tok ripoffs or just re postings of Tik Tok.
Yeah. So that's why it's a bait.
Yeah, I think this is BS and we're going to move on to something that is very interesting. And yes, it is our old friends at Google. They have unveiled a new ad targeting technique that they've been testing, which could replace third-party cookies.
Gisela third-party cookies, it's kind of like your wheelhouse here. You've been talking about this every other episode for about six months. Let's talk about it here again. Give us some background onto what's going on here.
Okay. So Chrome is said to phase out cookies by 2022, that is getting very close.
As a kind of alternative, Google has introduced something called a privacy sandbox. So the privacy sandbox is a sort of new way for advertisers to get anonymous signals that are not cookies within a person's Chrome browser to basically use for advertising purposes. There are five parts to this privacy sandbox, not going to go into the details because it's going to get technical and confusing.
But what we need to know for today, is that they've unveiled how one of these five parts is said to work. And this part it's called ready for this, federated learning of cohorts. And it basically involves grouping users with similar interests as groups to advertise to. So Google is saying that the privacy of the individual is hidden within the group, the crowd. The way it works is through machine learning that these two groups are formed. Google is intending to get advertisers to start testing this out. As early as March, they are promising that advertisers can expect results of at least 95% of the conversions per dollar spent when compared to cookie based advertising.
So they're basically promising advertisers that they won't feel the difference. I don't know.
Okay so, in short, they're using machine learning to create anonymous groups of people that advertisers can then target to.
Isn't that basically using cookies, but it's not using cookies. It's different, it's a new cookie. They've built a fancier cookie.
Basically. I think so.
It's a cupcake.
So it's like, we're going back to the early days of cookies, in a way.
But a fancier version of that. So Google at the same time has eliminated the cookie. So you can't use this anymore. But by the way, we've also developed this new thing, this cupcake, but you're going to have to use this cupcake. You can't use any of the cookies that you have before, but this cupcake is really good and it's worth more of your money.
It's a more efficient use of your money to get the cupcake compared to the cookie. So you should just do that instead.
I'm not sure it's a more efficient way to use your money, but it's more, it's a better way to protect user individuals privacy is what Google is saying. And this is the way to have the same type of results that you would have had when you knew whoever user was, and you could follow them across the internet.
So this is just making Google even more powerful.
That's another one of the complaints that this is still giving Google a lot of headway or power within the industry, because they're still the ones that retain this information.
Yeah. They've made it more of a monopoly now than they had even before, when they had accusations of being a monopoly.
It does feel a little bit sketchy. It's still in beta. They're still trying it out, but they're kind of running out of time. I don't know. What's the date in 2022, where third party cookies are set to disappear by Chrome, but we're 10 months away from the new year.
Which is wild in and of itself.
That's a whole other podcast, the passing of time.
Yeah. Well, that's a bit beyond our realms.
Another interesting point to make is that traditionally we've seen these types of systems, that group individuals together serve to perpetuate stereotypes. And therefore discriminate. So, that's something that Google has yet to address to my knowledge, how they're going to ensure that these groups are diverse and consider all sorts of things and are not perpetuating stereotypes.
Well, that's it. Grouping kind of makes it a bit more general in theory, right? Whereas the cookie made it very specific and in theory, nuanced, Right?
Yeah. The cookie was a way to be more personal, I guess, in your advertising, but it did become a little bit of spam when you saw a boot and then you weren't ready to buy it.
And then you saw that boot throughout the internet.
Or when they're too slow and you buy the boot and then you get ads for that boot for the next three weeks. Buy it, buy it again. All right. Anything else?
That's it. We're good.
That's it on that bombshell, thanks to CloudRaker for providing support for our podcast, but we should state, obviously these opinions are ours. For all of these episodes, they are our own thoughts and opinions and do not necessarily reflect those of our overlords. Any other words of wisdom before we leave?
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Awesome. That's it for now? See you next week.