Category: SOCIAL MEDIA

Meta has posted its latest earnings results, covering Q4 2024, and despite the ongoing and consistent predictions of the collapse of Zuckerberg’s Facebook empire, the actual data shows that Meta continues to go from strength to strength.

First off, on usage, Meta added more actives in Q4, taking it to 3.35 billion users across its apps.

The steady rise of Threads may have helped in this respect, though Facebook remains its most popular surface. But then again, Instagram now has more users than Facebook in Europe, though either way, combined, Meta continues to expand its audience, which will provide more opportunity for marketers, and more ad dollars for the company.

On that front, Meta recently announced the initial test of Threads ads, which will help it further build on this element:

Meta brought in a massive $48.39 billion in revenue for Q4, taking it $164.5 billion for the full year. For comparison, Meta brought in $134.9 billion in 2023.

The vast majority of the company’s intake still comes from ads (96%), with its other bets only just starting to gain any significant traction in the market.

But they also contributed to its numbers this time around:

Reality Labs, its VR and AR division, reached a new revenue record in Q4, as more people purchased Ray Ban Meta glasses and VR units.

Indeed, Ray Ban Meta sales have exceeded expectations, and will continue to become a bigger contributor to Meta’s bottom line as their functionality expands (eventually into AR as well), while the Quest app reached the top of the App Store charts at Christmas, reflecting the number of Quest units that Santa delivered.

It’s still losing money on these bets overall (Meta projects that it will spend $65 billion on AI development alone this year, while you can see the ongoing losses for Reality Labs in the above listing), but we are seeing the initial seeds of promise for Meta’s vision, and where that investment could eventually lead for the company.

And where it could lead is market dominance, especially in VR, where it really doesn’t have a rival as yet.

And as the company’s intake continues to grow, with its overall revenue up 22% year-over-year, now is the time for Meta to make these key investments in its future.

Meta’s also getting smarter with its ads, and presenting more of them in-stream.

And again, that’s before you factor in Threads, which, at 300 million users, and rising, presents another huge canvas for Meta’s promotions.

(Update: In a separate post, Zuckerberg also announced that Threads is now up to 320 million active users.)

Which will further boost its revenue per user figures:

This chart should make all Meta investors happy, and while some users have complained about the rising number of ads in Meta’s apps, that clearly hasn’t impacted overall usage, with all of its key metrics trending up at this stage.

Though that could still change as a result of Meta’s revised moderation strategy, in moving to a Community Notes approach, and retiring third-party fact-checking. Some people are now looking to leave Meta’s apps in protest over what they see as Zuckerberg bowing to President Trump’s demands on this front.

But at the same time, Zuckerberg’s decision-making here will likely be good for business, with the company hoping to gain favor to help maximize its expansion into Europe, develop next-level AI models, and push ahead with VR development.

It’s also hoping to avoid the impacts of foreign tariffs on imports, with many of its wearables components made in China, and other regions. Trump’s vow to increase tariffs to seek more favorable deals for the U.S. could have a major impact here, particularly on Meta’s AR glasses, which it’s still working to reduce the cost of, in order to make them a more appealing consumer product.

As such, if Meta can get an in with the Trump team, that could have a range of benefits, and reports have suggested that Zuckerberg himself is looking to buy a house in Washington to strengthen these ties.

So while you may not like it, Zuckerberg’s moves do make sense. The question then is whether the increased risks of misinformation as a result of this shift outweigh the broader benefits for the business.

And also, if Zuck and Co. really care about that either way.

In terms of other impacts, Meta’s also still grappling with EU regulations, which recently saw it fined another $841 million for antitrust violations. It’s also still rationalizing its staff, with another round of job cuts in October, though its overall headcount actually increased by 10% in 2024.

On the flip side, in terms of potential gains, Meta stands to benefit a lot from the confusion around TikTok’s status in the U.S., with more brands and creators looking to shift away from the platform for more stability.

Meta’s also developing a plan to deploy AI bot profiles in its apps, which sounds strange, but could also end up boosting in-app revenue, by providing more users with the dopamine hit of extra engagement.

Overall, it’s a great result for Meta, underlining its key strengths, and its solid market positioning. It’s arguably leading the way in the three key areas of tech development, in AI, AR, and VR connection, while it’s also still bringing in more money despite its focus on the next stage.

And while not all of its decisions have been popular, the data doesn’t lie, and Meta looks to be making the right moves to propel the business forward.

The user impacts are another question, and too often these are only raised with any force in retrospect. But as a business report, there are few companies with better prospects.

It may not have reached a billion users just yet, but Meta’s decided to launch ads on Threads anyway, with initial testing to begin with selected users/brands in the U.S. and Japan.

As explained by Meta:

“Starting today, a small number of advertisers will test ads in Threads to help campaigns go further by reaching the growing Threads community. Businesses will be able to extend their existing Meta ad campaigns to Threads – without the need for bespoke creative or additional resourcing – by simply checking a box in Ads Manager. This can help businesses reach more people in more places across Meta’s family of apps and can improve advertiser outcomes.”

I mean, no one’s actually that surprised though, right?

Meta did initially suggest that it wouldn’t look to launch ads in Threads till the app reached a billion users, though initial Threads ad formats were spotted in testing in August last year. Some advertisers have also noticed that Threads has appeared as a placement option in Ads Manager, so it has seemed like Meta’s been moving in this direction for a little bit.

And with Threads now up to 300 million monthly active users, and gaining momentum, it seemed inevitable that the ads would be coming.

It might be a little sooner than some had expected/hoped, but ads were always coming, but we’re all pretty attuned to sponsored posts like this in social feeds by now either way. Right?

With that in mind, I’m not sure Meta needs to angle their messaging in such a hopefully enthusiastic way:

“People come to Meta for a personalized experience that helps them discover businesses and content they love – ads are an essential part of enabling this.”

Yeah, that sounds like something that a Meta sales chief would declare in a motivational push to the ad sales team, while Threads chief Adam Mosseri has also remarked that:

“We’ll closely monitoring this test before scaling it more broadly, with the goal of getting ads on Threads to a place where they are as interesting as organic content.”

Probably not going to happen, though I respect the endeavor, and the ethos with which you’re trying to sell this to users. I don’t think that anyone will buy it, but cool that you’re looking to lean into the concept that ads are actually good, and people will actually like them more this time.

Though again, we are all attuned to promotions, and we all know that they’re a part of the modern web experience. So I doubt there’ll be any significant backlash either way.

Meanwhile, for advertisers, ads on Threads will be “backed by Meta’s proven ads systems”, and as Meta notes, it’ll be easy to extend your existing Facebook and IG campaigns to Threads via a checkbox in your campaign set-up.

Meta’s also expanding its inventory filter to Threads ads as well, which will enable advertisers “to control the sensitivity level of the organic content that their ads appear next to.”

Finally, users will also be able to control the ads that they see in the app, if they choose, and in combination, these additional measures should enable greater control and audience relevance.

And with Threads on track to surpass X as the real-time social app of choice, Threads ads are going to appeal to many brands, and there will be high demand for Meta’s latest ad product. Which will ultimately bring in more money for the company, and with CEO Mark Zuckerberg also pledging $65 billion in spending on AI projects this year, it is going to need it.

That, in itself, could be the justification for Meta pulling the trigger on Threads ads earlier than expected.

Whatever the logic, it’s another ad consideration for your planning, and you can expect to see Meta moving to make Threads ads available in more regions pretty fast.  

Threads has announced a full roll out of post analytics in the mobile app, which will enable you to glean full performance data on your content at any time.

As you can see in these example screens, Threads analytics provides data on your top-performing posts, follower growth, interaction rates, and more, all within a dedicated analytics overview within the app.

Threads launched an initial test of post analytics with selected users last month, and now, it’s making it available to everyone in the latest version of the app.

As explained by Threads:  

“We’re rolling out insights for your posts on mobile and web. On mobile, tap the insights icon on your profile (at top right) and select a date range. You’ll see your top posts ranked by views and likes. To see everything you posted during that date range, tap “See all,” at right. You’ll be able to sort your posts by views, likes or replies – and tap directly on a post for a breakdown of views and interactions.”

As the Threads team notes, you can also access post analytics on the web version of the app as well, while you can also pin your insights into a column within the Threads web view, by clicking on the pin icon at bottom left, then selecting “Insights”.

This is critical data for social media managers to have, and if Threads wants to maximize its growth opportunities, it needs to offer these insights to help creators grow their audience, and their reach, in the app.

Though those two elements are not always aligned, especially in the modern, algorithmically-defined era of social media engagement.

These days, most people rely on the default “For You” feed in social apps, which shows them a listing of the content that the algorithms think will be of most interest to them whenever they log in. And because this does all of the work for you in showing you relevant posts, the need to follow individual accounts is significantly reduced.

That makes it harder for creators to build a following, because people simply don’t follow at the same rates that they used to. But because the emphasis in social media has long been on growing your audience, making it harder to gain more followers is a significant disincentive to many creators.

That’s why the Threads team has sought to put more emphasis on content from accounts that you follow, while it’s also advising creators and publishers to focus on views instead, as opposed to getting hung up on follower counts.

Because they’re not as relevant as they once were. But then again, with that being the case, that makes it harder for creators to build their own audience, increasing their reliance on the apps themselves to maximize reach and resonance.

Which is going to be the case regardless of whether their follower number is increasing or not. But still, Threads is trying to help users grow that number, as a means to keep people posting, and building within its apps.

Analytics are another key consideration on this front, and having broader access to your performance data will be of benefit to anyone looking to maximize their performance in the app.

So long as they’re focused on the right data points.  

Hey, have you checked out your Instagram profile grid lately?

If you have, you may have noticed a change in format, with the thumbnail images for your posts switching to a more vertical-aligned presentation, as opposed to the regular square image display.

That presentation style, which Instagram has been experimenting with for months, is more aligned with Reels, and incidentally, TikTok, which Instagram is trying to set itself up as a replacement for.

And it’s also, according to Instagram chief Adam Mosseri, more suited to how the majority of people now use the app.

As per Mosseri:

“We started with the tall grid because most photos and videos that are uploaded to Instagram at this point are vertical and rectangles do a better job showing off those photos and videos. That said, I know some of you spend a lot of time tweaking your grids and this blew all of that up, so we’re going to improve the ability to customize those thumbnails to make it easier to get back to a place you’re happy with.”

Yes, for all of those people who’ve set up complex grid displays that create a larger image when viewed on a profile, Instagram is working on solutions, albeit makeshift ones that still align with the new update.

Instagram’s also looking to move your Highlights into the grid, while also adding them as a separate tab.

As per Mosseri:

“Highlights are a great way to showcase your favorite stories, but they are visually complicated and push your grid down. In order to maintain creator control we’re building a tool so you can re-order your entire grid and make it whatever you want.”

This has been a long-requested IG feature, in enabling users to re-format their profile grid as they see fit. That’s coming, while Instagram’s also looking to add the ability to post directly to your grid, in case you want to bypass the feed entirely.

So you’ll have more ways to customize your profile display within this new format, though the variance of the new display will remain, and you will have to re-align your presentation around these taller images.

And while many users are less than happy with this update, it is, again, worth noting that Instagram did flag this update in August last year.

So it has been coming for some time, it’s not some new, out of nowhere change that nobody knew about. But it was rolled out to a lot of users very suddenly, as part of IG’s broader effort to position itself as the best alternative to TikTok.

But either way, it’s here now, and it looks like it’s going to stay. The details may change, but given that more content is now uploaded to the app in vertical format, it’s time to re-align your approach around this new profile UI.

Time to get to refreshing your IG profile for the new era.

Instagram’s adding a new element to Reels which could end up being a disaster, or it could encourage more engagement.

Over the past few weeks, some Instagram users have noted a new indicator at the top right of the Reels playback window which shows images of profile bubbles representing your friends, with a heart or comment icon overlaid on each.

This is a new way to show you content that your connections have liked or commented on in the app, and if you tap through on that indicator, you’ll be able to view posts that your friends have engaged with.

As you can see in the second image, the idea here is to encourage engagement, so Instagram has put the reply bar up front on these posts, so you can easily respond to your friend/s in relation to their interaction with that content.

And it does make some sense, in showing you content that both of you may be interested in, and sparking that initial engagement.

But it also seems risky. I mean, what if Instagram shows you that your friend has liked some totally offensive meme, or if it shows your jealous partner that you’ve liked a Reel of another person that seems suspicious?

To be clear, the functionality won’t show your connections everything that you’ve liked in the app, just a selection, and I suspect that IG’s algorithms will be attuned to avoid situations like these, on potentially damaging content.

But it still seems like it could reveal more than some users would like, and for little gain, as I doubt it’s going to spark a heap more engagement.

But Instagram obviously thinks that it’s onto a winner, and in line with its focus on enhancing “Creativity and Connection”, it’s keen to try out new ways to spark that interaction, and get more people being more social in-stream.

Also, it can be a little confusing. The first time you see it, it may seem like the content that you’re viewing has been liked by the friends listed at the top right, but you actually have to tap through on that indicator to see the posts that they’ve engaged with.

Just an additional note based on my experience with it thus far.

Honestly, it’s hard to work out what X is trying to achieve by sharing vague, non-contextualized performance figures, many of which are tracked in seconds, outside of trying to dupe people with ridiculously high surface-level figures.

X has quickly established a track record for amplifying misleading data points, which X CEO Linda Yaccarino is apparently carrying into 2025, based on her latest insight:

As you can see, Yaccarino has shared that X users, cumulatively, spent 364 billion seconds in the app in 2024. Which, as Yaccarino notes, equates to 11,500 years in collective time spent.

The context missing here is that this is (presumably) 364 billion seconds per day in the app, not in total for the year, which is an important distinction, as 364 billion user seconds in total would only equate to 0.07 minutes spent in the app, per user, per day.

Which is really not good.

What Yaccarino meant to note is that X now sees 364 billion active user seconds every day, a stat that it had previously shared in its 2024 overview.

Which sounds impressive, but 364 billion total active user seconds per day, when divided by X’s reported 250 million daily actives, further equates to around 24 minutes per user, per day.

Which is still a lot, though it’s not as much as X claimed back in March, when it said that users are spending 30 minutes per day in the app, on average.

It’s also lower than the 8 billion cumulative active user minutes per day, on average, which it also reported in March, which equates to 480 billion daily user seconds.

The data then actually suggests that X either saw a significant drop-off in usage throughout the year (around 6 minutes per user per day), or that its own reported stats are conflicted.

Further, at 24 minutes per user, per day, that’s less than Twitter was seeing before Elon Musk took over that the app, which, at one time, reported that users were spending 38 minutes per day in the app.

Of course, without the full context, we can’t know for sure what Yaccarino is reporting, and X, again, is notoriously not transparent with its data and figures.

But essentially, what Yaccarino is touting as an achievement is seemingly not at all, and if anything, it shows that X saw more of its users spending less time in the app as the year went on.

We don’t know, of course, because X is a private company, and therefore doesn’t have to provide official data on usage. But its own numbers suggest this, no matter how X tries to re-frame them.

That’s not to say that X is failing, nor is it a criticism of X, or Elon, or free speech, or the human race, or whatever else Elon’s fans want to put on me for highlighting a reporting anomaly.

This is more a note on X’s chaotic reporting, and the lack of accurate, consistent data from the platform, or a full explanation of what such data represents.

It may well be that different reporting methodologies are being applied at different times, and that could explain the variance, and it could be that X is seeing a rise in active usage among a smaller number of active users.

But the point here is that the framing is important. And a billion of seconds sounds much more impressive than what it actually represents.   

UPDATE: An X user claims that this report is based on false information that they shared with Fortune.

I’m not really sure why Elon Musk is so annoyed by clutter in the main X feed, but for some reason, he wants to cut out as much as absolutely possible, in order to make it a more “clean”, simple UI.

Which might be more attractive, I guess, but…

Musk’s latest suggestion along this line is to remove the date/time markers from the main X feed, so that you just have a clear, scrolling row of posts, with the main post itself being the focus.

As reported by Fortune:

“The proposal of removing date stamps would be limited to the timeline of posts on X, according to the source. If a user clicks through on the post, the date of when the post was created would then be visible. Musk has told staffers he believes the change will improve the user interface of X.”

Which is along the same lines as Musk’s push to remove all function buttons and engagement counts in-stream, which would leave posts looking like this:

iOS users can now enable this display, by deactivating engagement buttons and performance data on posts, as an optional setting, while they can also switch on X’s side-swiping functions to interact with posts, as opposed to tapping manual buttons.

At one stage, X was looking to implement this for all users, at Elon’s request, but it now seems to have eased back on that push, making it an optional UI instead.

Under this new proposal, however, X would also be looking to remove the time/date indicator, along with the function buttons and performance counts.

Which would leave the main feed looking something like this:

That would actually make regular X posts look very similar to X ads, which also don’t include a time/date stamp.

And honestly, I think that it would increase engagement, because people wouldn’t have the context of time to know how fresh posts are in the main feed. So X could show you a post from days ago, and your instinctive reaction would be to the content itself, not to the date that it was posted, which might increase your tendency to react. Because maybe you’d feel less inclined to react to an older, less timely update, feeling like you’d missed the boat or trend.

But as Fortune points out, it could also lead to more misinformation being shared in the app:

“Some X staffers believe removing the dates will make the platform needlessly “confusing” and will likely make issues of misinformation on the platform worse. Historically, most users of Twitter, and now X, only casually scroll on the platform, rarely clicking through on individual posts. The absence of dates from the timeline would likely leave most users without vital context about information they are seeing.”

So you could see a post from days or weeks ago, and react to that as if it’s recent news, while older updates could be more easily re-shared, and viewed in a different context, based on current events.

Essentially, as the X source notes, it would add a level of confusion in the app. But then again, if it elicits more response, maybe it’s worth trying?

It does instinctively feel like a backwards move, but as noted, Elon is reportedly “obsessed” with revamping the UI of the app. It’s also worth noting in this context that Twitter was long criticized for its lack of innovation, and its hesitance to try new things.

Musk has shown that he has no such qualms, and maybe, a more plain X feed, even without timestamps in the main timeline, could drive more interest.

It’s hard to say without experiencing it, and no one’s going to do so unless X makes it happen.

Looking to reach new audiences in Japan?

Okay, that’s a pretty specific niche for brands. But if you are considering your opportunities among Japanese consumers, then this is for you.

LinkedIn has published a new guide on how to market your business in Japan, including notes on how to effectively communicate, what Japanese audiences are seeking in brand outreach, key dates to consider, ad formats, and more.

You can download LinkedIn’s full, 24-page “Localization Handbook for Japan” here, but in this post, we’ll take a look at some of the key notes.

First off, the guide looks at the variances in communicating with Japanese audiences, and what international brands need to keep in mind.

There are also key tips, like:

“A Japan-based LinkedIn member is 48% less likely than the global average to complete a Lead Gen Form. Compared to other international markets, driving leads in Japan can feel much harder.”

An interesting note.

There are also examples of campaign approaches for the Japanese market:

As well as a local event calendar for planning:

LinkedIn’s also included a range of case studies and ad examples that work best with Japanese consumers, as well as notes on how LinkedIn’s ad offerings align with such.

It is a specific guide, which won’t provide broader tips for all brands, but for those looking to reach Japanese buyers, there are some key considerations here, which could influence your approach.

And with 4.6 million LinkedIn members in the region, the platform offers reach potential in the market, which could be another factor to keep in mind.

An interesting read either way. You can check out LinkedIn’s “Localization Handbook for Japan” here

While Elon Musk’s plan to convert X into a payments hub, from which many expanded functions will arise, has seemingly been delayed in its initial approval process, X is still pushing ahead with the concept, which it’s now calling “X Money” as opposed to “X Payments”.

Earlier in the week, in a post welcoming the new year, X CEO Linda Yaccarino noted that X Money would be among several launches planned for the coming months.

I’m not sure that any of these are going to “connect you in ways never thought possible.” But hyperbole aside, the mention of X Money suggests that X is still pushing ahead with this, despite not reaching Musk’s original timeline of a 2024 launch.

That’s at least in part because X hasn’t been able to gain a money transmitter license in New York, which Musk himself identified as a key state for its initial payments push.

X has been granted payment transmitter licenses in 38 U.S. states thus far, but X withdrew its application for a license in New York early last year, after a legal filing was made in opposition to its payments push, which questioned the “fitness and character” of X to hold such authority.

The main concern noted within that filing is that X has “troubling and deep ties” to the Kingdom of Saudi Arabia, due to Saudi Crown Prince Mohammed bin Salman being an investor in Musk’s X project. The Kingdom of Saudi Arabia, the filing alleges, has a long history of brutality and repression, which it claims have been “fueled and enabled” by the platform itself.

That, seemingly, has impeded X’s capacity to gain approval in all U.S. states. But now, according to new findings in the back-end code of the app, X is planning to push ahead with X Money anyway, by launching it in selected U.S. states to begin with.

As you can see in these code snippets, X has added notes relating to the availability of X Money “in your state.” Which suggests that X is now looking at a regional roll-out, not a nationwide one, while it works to address the noted concerns in non-approving regions.

That would enable X to get the ball rolling on the project faster, though the limited availability will significantly restrict usage. And this is before X even begins to consider an international launch, where Elon Musk’s own divisive political stances look set to pose significant regulatory challenges in approval for payment licensing.

So X Money is coming, but likely only in 38 U.S. states. And after that, it may be enabled in others, but also maybe not, while international expansion is seemingly not even on the cards at this stage.

That means that Elon’s “everything app” plan will be severely impeded, and it seems somewhat arbitrary to launch the option in limited form, given that the audiences most likely to benefit from such are outside the U.S.

As a quick recap, Elon’s “everything app” vision for X stems from the ubiquity of WeChat in China, with Chinese users effectively using WeChat as their digital identity for all kinds of transactions. As a base comparison, wherever you would use your credit card, most Chinese people use WeChat instead, which provides various benefits for citizens, in terms of convenience, while also establishing WeChat as a foundational tool for everyday interactions.

Back in the year 2000, when Musk was working in the emerging digital payments space, he came up with his “everything app” plan, which he initially pitched as a future roadmap for the development of PayPal. The PayPal team didn’t go with this, and it’s stuck in Elon’s craw ever since, and he remains dedicated to the potential of the concept as a transformative shift in the banking/payments space.

Though it is worth noting that the same approach hasn’t worked for anybody else.

Meta has also tried to follow WeChat’s lead, and establish Messenger as a foundational framework for transactions (twice, in fact), but it never caught on with Western consumers, while it’s also tried payments on WhatsApp in emerging markets, but has been met with regulatory pushback.

As such, it doesn’t seem like the prospects for Musk’s vision are that great either way, while the broader distrust in Musk, and the X platform, will also limit opportunities, aside from these licensing restrictions.   

But maybe, if there’s some way that Musk and Co. can facilitate fee-free, simple transactions in the app, there is opportunity there for X Money, on some level.

I suspect that the scope of this will be far more limited than Musk envisions, even if it were to gain full approval from each region, though that won’t even matter if Musk’s own actions continue to raise questions among approving groups.

So, you may be able to access X Money in 2025, but maybe not.

But either way, I doubt that it’s going to be a big deal for most users.

X looks to be close to launching a new button along the bottom function bar of the app, with its dedicated, immersive video feed to be directly accessible in one tap.

As you can see in this example, shared by app researcher @p4mui, the bottom function bar on X is set to get a revamp, with a new icon for Grok, its AI chatbot, and a quick link to its full-screen video feed.

Which, given that X keeps touting itself as a “video first platform”, makes sense. Though it’s still not “video first”, in that it won’t open to that feed.

Regardless, the update would put more emphasis on video content, and as X continues to build out its slate of original video programming, that’s slowly becoming a more critical focus for its business planning, in regards to audience retention and ad placement.

Though, then again, X has actually been experimenting with this for some time, with an initial prototype of an updated lower function bar spotted in testing in January last year.

As you can see, at that stage, there was no Grok button, so it kept the lower function options to only five icons. Now, X has expanded that to six, with this new iteration set to replace the “Groups” tab with the video button instead.

Which is also interesting from a UI perspective.

Previous Twitter management were super hesitant to add too many function buttons to this lower panel, for fear of cluttering the user experience. Indeed, back in 2015, when Twitter launched “Moments”, there was much internal debate about whether they should include a Moments tab within this panel.

They did, eventually, add a lightning bolt icon for Moments, but they removed it a year later, replacing it with the “Explore” button instead. It stuck with only five tabs from then on, but X has already added another, which may or may not impact user engagement.

But as noted, if X really wants to make video the focus, it needs to find ways to do exactly that.

You can already tap into X’s full-screen video feed by expanding any video in-stream, then swiping up to go to the next video clip, but that’s not overly intuitive. And with video consumption rising (X says that video views in the app increased 40% year-over-year), it makes sense for X to enable a more direct video viewing option.

If it actually gets released.

Maybe, this time around, X will actually launch this new tab, though it might also be an X Premium exclusive, meaning that hardly anyone will get to use it.

Either way, it’s another indicator of X’s focus on video, which should be factored into your X content planning.