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Today, we've got some exciting updates on Twitter's ad revenue share program, dating app Bumble's tie-up with the upcoming "Barbie" film, B2B funding rounds, and more! Thanks for reading our Inside Marketing newsletter!  

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Twitter has reported that some platform users have made thousands of dollars by participating in Twitter’s ad revenue share program, which debuted earlier this month. The new program aims to expand creator monetization by enabling creators to earn a share in ad revenue starting in the replies to their posts. 

More: 

• Eligibility requirements state that users must be subscribed to Twitter Blue or Verified Organizations, have a minimum of 5 million impressions on their posts in each of the last three months, and reside in a country where Stripe Payment Processing is available. 
• According to Elon Musk, the first block payment totals $5M, and thus far, more than 9% of that sum has been allocated to 40 creators. 
• Prominent right-wing influencers like DC Draino, Ian Miles Cheong, Ashley St. Clair, and Andrew Tate have taken to the internet to share their earnings from the program.  

U.S. clothing and accessories brand American Eagle has established a presence on the new Meta-owned Threads app. The youth-focused retailer has reportedly gained more than 150,000 since its launch on the platform. 

More: 

• American Eagle is among the many brands that ditched Twitter late last year amid significant changes made to the social media platform, including prioritizing free speech at all costs and reinstating the accounts of controversial figures. 
• Since joining Meta’s new Instagram-linked platform, American Eagle has posted humorous content intended to resonate with its Gen Z target audience. 
• When asked whether American Eagle will ever return to Twitter, CMO Craig Brommers stated that the company might consider rejoining the platform depending on how it continues to evolve but that its decision to leave stemmed from wanting to be on a platform that shares its positive, optimistic values.   

What the numbers say: According to new research from Samba TV and HarrisX, 85% of Netflix and Disney+ users with ad-supporter tiers are new signups, while the remaining 15% downgraded from a pricier subscription tier. Only 11% of Netflix and 19% of Disney+ users have ad-supporter tiers. However, the research highlights that 60% of consumers would consider switching to a lower-cost service regardless of ads. 

Relevance: Netflix recently announced plans to adjust its advertising strategy to gain more revenue through its ad-supported subscription plans, which entail featuring related sequential ads and incorporating more customized marketing tactics. An increased focus on ad-supported tiers for streaming services poses a threat to linear TV ad revenue. 2022 data from Insider Intelligence shows that the share of linear TV ad spending decreased from 71% in 2020 to 57% in 2022. Furthermore, Insider Intelligence predicts that TV advertising spending in the U.S. will decrease from $66.64B in 2022 to $56.83B in 2027. 

Brands that should care: Companies advertising on traditional TV should consider showing their ads on more lucrative channels, such as CTV, social media platforms, and email. It is evident that consumers, especially GenZ and millennials, rely more on social media and CTV than traditional TV for information, entertainment, shopping, and more.   

Shanghai-based sales and marketing intelligence and engagement platform AroundDeal has raised an undisclosed sum in a Pre-A funding round led by Chengwei Capital. AroundDeal’s platform purports to generate high-quality leads for sales and marketing professionals. 

More: 

• The APAC-focused company announced that it raised “millions of dollars” in a funding round but did not specify the exact amount. 
• AroundDeal claims to deliver access to a network of over 120 million global B2B companies and contact data while seamlessly integrating with tools like Linkedin, Gmail, Salesforce, and HubSpot. 
• The company plans to use its fresh funds to expand its APAC B2B database and AI-powered technology. 

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Quick Hits: 

• It's true: there really is a once-in-a-lifetime IRS kickback available to 80% of businesses. Apply Now.*
• San Diego-based granola company Bear Naked is collaborating with the Gaia GPS app to help hikers find nude-friendly hiking trails. In addition to a list of 300+ vetted hiking trails, the campaign features a Bear Naked hiking belt and new granola flavors.  
• The Norwegian Data Protection Authority is temporarily banning Meta from showing personalized ads to users in Norway. The ban will last three months and goes into effect on Aug. 4, 2023. 
• Pet goods chain Petco teamed up with Snoop Dogg for its latest advertising campaign, which includes a 30-second video commercial titled "Dogg Walk." 
• Level up your AWS knowledge. Packed with tips and tricks, the Amazon Web Services Cookbook is a must-have resource for both novices and experts.*

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