👉 Background: Meta needs no introduction - the parent company of all things Facebook, Instagram, Whatsapp and of course the one, the only Horizons World metaverse.

👉 What happened: This year has become the “year of efficiency” for Meta. Less spending on moonshot projects and more cash-generating features. With that in mind, Meta has announced a new subscription service called Meta Verified.

👉 What else: People who purchase Meta Verified (for $12 USD per month) will get access to a verification badge, account protection and access to account support on their account. It also offers increased visibility and reach across the platforms. You can't put a price of Instagram followers.

What's the key learning?

💡Subscription = smooth. Ads = choppy. The Meta suite of products earns more than 97% of their revenue through ads.

💡The challenge for Meta is that the ad market can be inconsistent and badly affected by the broader economy.

• Meta’s business was hit hard at the beginning of the pandemic when advertisers began to pull ads.
• It was hit hard again when the Ukraine war began.
  
• It’s been hit hard again with the rise of inflation and less discretionary spending.

💡Subscriptions offer a more consistent revenue stream for Meta. Now, the challenge is convincing its 3.7 billion users to actually make the expensive switch.

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