"Australian-born Sue Fennessy has spent the last 30 years at the coal face of digital media. After creating the data aggregation tool Standard Media Index, she says she became increasingly frustrated by the lack of effectiveness of digital media platforms and the increasingly negative impact of social media on our day-to-day lives. Her next endeavor, the social media app WeAre8, was born after asking herself one question:"
"According to Fennesy, Standard Media Index was able to correlate that Meta drew in $117bn in ad revenue in 2020, but only delivered an average engagement rate of 4%. It is her opinion that advertisers have "taken a TV ad, jammed it into digital and never really reimagined it," and as a result, she says, "humans have a shorter than ever attention span and we're just followed and bombarded"."
"At WeAre8, Fennessy says the team has created a social media tech platform "with zero tolerance for hate and that's good for the planet," giving users the option over whether or not to engage with ads, allowing them to redirect the money they earn from engagement to causes they care about, and all on a platform with a policy of zero tolerance for hate and zero brand presence from big oil, tobacco and gambling firms."
A digital media veteran created a new social platform to address low ad effectiveness and social-media harm. Data showed massive ad dollars with poor engagement, prompting a reimagined model. The platform lets users opt in to short ads and earn money for watching, with the choice to redirect earnings to social causes. The platform enforces zero tolerance for hate and excludes major harmful industries such as big oil, tobacco and gambling. The model aims to increase meaningful attention from users, improve advertiser impact, and deliver social and environmental benefits through ethical platform policies.
Read at The Drum
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