Tuesday, January 7

🌟 Today’s Highlights:

• Bluesky’s user bump is slowing down

• X is changing up the algorithm’s prioritization

• Use my proven system to maximize your ads funnel in 2025

• 📊 Stat of the Day: X Premium had its biggest month of revenue in November, with net revenue at $16.5M. (Source: Appfigures)

• 💡 Today’s Insight: What happens if TikTok is banned?

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💡 Today’s Insight 💡

What happens if TikTok is banned?

🗞 TL;DR - The biggest news of the year in marketing is fast approaching. TikTok is facing a potential nationwide ban in the US if its Chinese parent company ByteDance doesn’t sell the app by January 19 – less than two weeks from now. While many are hoping the Supreme Court or President Elect will change the course of the app, it’s not looking good. Reuters explains what could happen if the app is banned in the US, including what brands need to know.

💡 Insight - New users will not be able to download the app from app stores and existing users will not be able to update the app. US lawmakers have already told Apple and Alphabet’s Google that they must be ready to remove TikTok from their stores on January 19. That said, most US users will likely still be able to use the app if it’s already downloaded on their phones, but without regular software or security updates, the app will eventually become unusable.

Small businesses who rely heavily on TikTok for marketing and community efforts are preparing for the worst. The ban could force these businesses to spend more on marketing initiatives elsewhere and, thus, raise their product costs.

TikTok’s US ad revenue is expected to total $12.3 billion in 2024 which, while much smaller than Meta’s ad revenue, does have to go somewhere. Some experts expect brands to try to advertise on the platform beyond January 19 and then reevaluate if the app sees declining usage or performance.

⚡️ Today’s Headlines ⚡️

🐌 Bluesky’s massive growth from the X exodus is slowing down. The app’s growth surged from 9+ million users to north of 20 million in November. But the app grew less than 10% MoM in December.

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🏷️ Google revived its Tag Assistant extension. It’s a reversal of its previous decision to depreciate the popular feature after significant user feedback. The move consolidates Tag Assistant Legacy and Tag Assistant Companion into a single efficient tool.

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🧮 An X algorithm update is coming. According to Elon Musk, the tweak to the algorithm will prioritize “informational and entertaining content.” What exactly does that look like? Content that maximizes “unregretted user-seconds.”

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