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The migration toward subscription-based social media and AR opportunities </h1><div class="instance-byline clearfix d-md-flex instance-box-mb justify-between items-center"><div class="d-flex-justify-between-2 items-center flex-1 mb-20px mb-md-0"><div class="flex-1 IB-attribution"><span class="instance-ad-image"><img src="https://biz-file.com/b/2401/2366948-40x40.jpg" data-src="https://biz-file.com/b/2401/2366948-40x40.jpg" class="lazyload" width="40" height="40" alt="Ciaran McKivergan" loading="lazy"></span><span>By </span><a class="highlight jxPHOH" href="/Profile/CiaranMcKivergan">Ciaran McKivergan</a></div><span class="d-ib mr-05">18 Jan 2024</span></div><div class=""><span></span><div class="float-sm-right d-flex d-no-flex-none items-center justify-end mb-20px mb-md-0 " style="width:100%" data-x="stkyBx:{'topTriggerOffset':0,'topOffset':58,'stickEndElem':'.kInstance-article','forceSticky':true,'width_target':'.kInstance-article','realign_target_to_left':'.kInstance-article','customClass':'kInstance-article-fixed-icons','contentWrapClass':'KAFC-content'}" ><span class="d-ib mr-05 d-none">18 Jan 2024</span><a class="share-icon-link share-icon-link--sm-large jxTip" data-x="axH" data-ci="245261" data-target="jInstance-Bookmark" target="_blank" rel="noindex,nofollow" href="/AddToMyArchive.aspx?l=196&c=688&ct=1&ci=245261&fa=21&fc=1" target="_blank" rel="noindex,nofollow" original-title="Add this to 'My favourite' in MyAccount"> <span class="sb-bookmark-testsite jCheckSave SS_save"></span> </a> <a class="share-icon-link share-icon-link--sm-large jxTipN jx" data-x="copyUrlToClipboard" href="#" rel="noindex,nofollow" original-title="Copy to clipboard"> <span class="sb-copy-link-testsite"></span> </a> <a class="share-icon-link share-icon-link--sm-large jShareLink_1_245261 jxTipN" href="https://www.facebook.com/sharer.php?u=https://www.bizcommunity.com/article/ciaran-mckivergan-the-migration-toward-subscription-based-social-media-and-ar-opportunities-678221a" target="_blank" rel="noindex,nofollow" original-title="Share on Facebook"><span class="sb-facebook-testsite"></span></a><a class="share-icon-link share-icon-link--sm-large jShareLink_1_245261 jxTipN" href="https://x.com/intent/tweet?text=%23BizTrends2024%3a+Ciaran+McKivergan+-+The+migration+toward+subscription-based+social+media+and+AR+opportunities+https%3a%2f%2fwww.bizcommunity.com%2farticle%2fciaran-mckivergan-the-migration-toward-subscription-based-social-media-and-ar-opportunities-678221a+via+%40Biz_Marketing+%40nightcatno1" target="_blank" rel="noindex,nofollow" original-title="Share on Twitter"><span class="sb-x-testsite"></span></a><a class="share-icon-link share-icon-link--sm-large jShareLink_1_245261 jxTipN x" href="https://www.linkedin.com/shareArticle?url=https://www.bizcommunity.com/article/ciaran-mckivergan-the-migration-toward-subscription-based-social-media-and-ar-opportunities-678221a" target="_blank" rel="noindex,nofollow" original-title="Share on LinkedIn"><span class="sb-linkedin-testsite"></span></a><a class="share-icon-link share-icon-link--sm-large jxTipN d-mobile-only" href="https://api.whatsapp.com/send?text=#BizTrends2024: Ciaran McKivergan - 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The migration toward subscription-based social media and AR opportunities" data-text="#BizTrends2024: Ciaran McKivergan - The migration toward subscription-based social media and AR opportunities" href="http://www.sharethis.com/share?publisher=54869764-0f12-4063-99cd-a49c07279e8a&url=https%3a%2f%2fwww.bizcommunity.com%2farticle%2fciaran-mckivergan-the-migration-toward-subscription-based-social-media-and-ar-opportunities-678221a&title=#BizTrends2024: Ciaran McKivergan - The migration toward subscription-based social media and AR opportunities&img=https%3a%2f%2fbiz-file.com%2fc%2f2401%2f724730-1200x624.jpg%3f2&summary=Ciaran+McKivergan%2c+8909+founder+and+managing+director%2c+says+rather+than+making+people+lazy%2c+he+hopes+AI+makes+people+better+at+their+jobs..." target="_blank" rel="noindex,nofollow"><span class="sb-share-testsite "></span><span class="mui-icon-caption">More sharing options</span></a><a class="d-tc jxTipN d-desktop-only" data-x="popupFancybox" href="/ContentSharePopUp.aspx?cnu=https%3a%2f%2fwww.bizcommunity.com%2farticle%2fciaran-mckivergan-the-migration-toward-subscription-based-social-media-and-ar-opportunities-678221a&cnt=%23BizTrends2024%3a+Ciaran+McKivergan+-+The+migration+toward+subscription-based+social+media+and+AR+opportunities" data-href="/Request/ContentSharePopUp.aspx?cnu=https%3a%2f%2fwww.bizcommunity.com%2farticle%2fciaran-mckivergan-the-migration-toward-subscription-based-social-media-and-ar-opportunities-678221a&cnt=%23BizTrends2024%3a+Ciaran+McKivergan+-+The+migration+toward+subscription-based+social+media+and+AR+opportunities" target="_blank" rel="noindex,nofollow" original-title="Share Content"> <span class="sb-share-testsite "></span><span class="mui-icon-caption">More sharing options</span> </a> </li> </ul> </div> </div> </div> <script> function copyLinkToClipboard(e) { e.preventDefault(); navigator.clipboard.writeText(window.location.href); showSnackbar("Link copied to clipboard", 3000) } </script> </div></div><div class="kInstance-Summary">Yes, I’m going to talk about Artificial Intelligence like everyone else is, but I also want to look at how the migration toward subscription-based social media and Augmented Reality (AR) opportunities is going to make life simultaneously easier and tougher for an industry that needs to keep up with cultural shifts to help create relevant content that keeps our clients memorable.</div><div class="kInstance-Body instance-box-mb"><div class="kContentImage kContentImage--no-alignment"><img src="https://biz-file.com/c/2401/724730-700x364.jpg?2" width="700" height="364" alt="Image supplied. Ciaran McKivergan, founder and managing director at 8909 looks at how the migration toward subscription-based social media and AR opportunities is going to make life simultaneously easier and tougher for the creative industry"><div class="flip-cap" style="max-width:700px">Image supplied. Ciaran McKivergan, founder and managing director at 8909 looks at how the migration toward subscription-based social media and AR opportunities is going to make life simultaneously easier and tougher for the creative industry</div></div><p>Ad-supported social media platforms were great for advertisers and platform owners, if less so for users. The platforms generated revenue by offering targeted advertising opportunities and sponsored content.</p><p>Advertisers could reach users more easily, more efficiently and in a more targeted way than ever before.</p><p>Users didn’t mind an ad here and there in exchange for the free use of platforms that became an essential part of their daily lives – but when the volume of ads on certain platforms started to increase and affect the organic content they wanted to see, they started finding other ways to get their content fix.</p><h2>Reaching ad-free users</h2><p>As users became more concerned about privacy and social advertising started getting more closely regulated, ad revenues started to decline – so the answer to the existential threat was to do what streaming music and video providers had been doing for some time: offer ad-free or reduced-ad subscription models to supplement revenue.</p><p>Snapchat+, X Premium, Meta Verified and YouTube Premium— social media companies created these subscriptions to reduce their dependence on ad revenue.</p><p>This is going to affect advertisers in terms of having smaller pools of users to advertise to and increasing reliance on organic reach.</p><div class="kInstance-Body_embed-content"><article class="CB_i " itemscope="" itemtype="http://schema.org/Article"><div class="CBI_image" itemprop="image"><img src="https://biz-file.com/c/2401/724034-120x120.png?1" data-src="https://biz-file.com/c/2401/724034-120x120.png?1" class="lazyload" width="120" height="120" alt="#BizTrends2024: Mike Sharman - From earned virality to purposeful purpose" loading="lazy"></div><div class="CBI_body"><h5 class="CBI_title" itemprop="headline"><a href="/Article/196/678/245056.html">#BizTrends2024: Mike Sharman - From earned virality to purposeful purpose</a></h5><p class="content-item_attrib"><a class="jxPHOH" href="/Profile/DanetteBreitenbach" itemprop="author">Danette Breitenbach</a>  10 Jan 2024<a class="m-icon m-icon_share d-mobile-only" aria-label="Share Icon" data-x="mobileShare" data-url="https://www.bizcommunity.com//Article/196/678/245056.html" data-title="#BizTrends2024: Mike Sharman - From earned virality to purposeful purpose" data-text="#BizTrends2024: Mike Sharman - From earned virality to purposeful purpose" href="http://www.sharethis.com/share?publisher=54869764-0f12-4063-99cd-a49c07279e8a&url=https%3a%2f%2fwww.bizcommunity.com%2f%2fArticle%2f196%2f678%2f245056.html&title=%23BizTrends2024%3a+Ciaran+McKivergan+-+The+migration+toward+subscription-based+social+media+and+AR+opportunities&img=https%3a%2f%2fbiz-file.com%2fc%2f2401%2f724730-1200x624.jpg%3f2&summary=Ciaran+McKivergan%2c+8909+founder+and+managing+director%2c+says+rather+than+making+people+lazy%2c+he+hopes+AI+makes+people+better+at+their+jobs..." target="_blank"></a><a class="m-icon m-icon_share jxTip" data-target="j-sharePopup" data-x="mobileShare:{'on':'hover','delay':0,'position':'below','transition':'none','showLoading':true}" data-url="/ContentShare.aspx?ct=1&ci=245056&ajax=1" data-title="#BizTrends2024: Mike Sharman - From earned virality to purposeful purpose" data-share-href="https://www.bizcommunity.com//Article/196/678/245056.html" href="/ContentShare.aspx?ct=1&ci=245056" target="_blank" aria-label="shareIcon"></a></p></div></article></div><p>The latter effect is actually an opportunity, rather than a challenge – and one advertisers and agencies should embrace next year.</p><p>Having to achieve better organic reach means moving towards influencer marketing and the content creator industry in a big way – and also allowing influencers to move your brand into their world so it’s authentically presented and received.</p><p>Because of the shift to subscription, brands will need to now start creating content not advertising - content people really want to watch.</p><p>Red Bull has been doing this for years.</p><p><div style="max-width:700px"><div class="responsive-container-16-9"><iframe width="560" height="315" src="https://www.youtube.com/embed/UqFWCoBDh7s?si=TP3jc1jKCOC-T5TD" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen="" class="responsive-iframe"></iframe></div></div></p><p>What we will also need to do is tap into the creator economy so that we can create authentic content that works - content that does not look forced or paid for, or content that does not interrupt your feed, but rather compliments it.</p><p>It’s about experiencing the push without feeling the nudge – particularly for those who opt for the subscription side of the platform.</p><div class="kInstance-Body_embed-content"><article class="CB_i " itemscope="" itemtype="http://schema.org/Article"><div class="CBI_image" itemprop="image"><img src="https://biz-file.com/c/2401/724546-120x120.jpg?1" data-src="https://biz-file.com/c/2401/724546-120x120.jpg?1" class="lazyload" width="120" height="120" alt="#BizTrends2024: Bronwyn Williams &#x2013; Techno-optimism not acceleration: How to make friends with machines" loading="lazy"></div><div class="CBI_body"><h5 class="CBI_title" itemprop="headline"><a href="/article/bronwyn-williams-techno-optimism-not-acceleration-how-to-make-friends-with-machines-345978a">#BizTrends2024: Bronwyn Williams – Techno-optimism not acceleration: How to make friends with machines</a></h5><p class="content-item_attrib"><a class="jxPHOH" href="/Profile/DanetteBreitenbach" itemprop="author">Danette Breitenbach</a>  17 Jan 2024<a class="m-icon m-icon_share d-mobile-only" aria-label="Share Icon" data-x="mobileShare" data-url="https://www.bizcommunity.com//article/bronwyn-williams-techno-optimism-not-acceleration-how-to-make-friends-with-machines-345978a" data-title="#BizTrends2024: Bronwyn Williams &#x2013; Techno-optimism not acceleration: How to make friends with machines" data-text="#BizTrends2024: Bronwyn Williams &#x2013; Techno-optimism not acceleration: How to make friends with machines" href="http://www.sharethis.com/share?publisher=54869764-0f12-4063-99cd-a49c07279e8a&url=https%3a%2f%2fwww.bizcommunity.com%2f%2farticle%2fbronwyn-williams-techno-optimism-not-acceleration-how-to-make-friends-with-machines-345978a&title=%23BizTrends2024%3a+Ciaran+McKivergan+-+The+migration+toward+subscription-based+social+media+and+AR+opportunities&img=https%3a%2f%2fbiz-file.com%2fc%2f2401%2f724730-1200x624.jpg%3f2&summary=Ciaran+McKivergan%2c+8909+founder+and+managing+director%2c+says+rather+than+making+people+lazy%2c+he+hopes+AI+makes+people+better+at+their+jobs..." target="_blank"></a><a class="m-icon m-icon_share jxTip" data-target="j-sharePopup" data-x="mobileShare:{'on':'hover','delay':0,'position':'below','transition':'none','showLoading':true}" data-url="/ContentShare.aspx?ct=1&ci=245203&ajax=1" data-title="#BizTrends2024: Bronwyn Williams &#x2013; Techno-optimism not acceleration: How to make friends with machines" data-share-href="https://www.bizcommunity.com//article/bronwyn-williams-techno-optimism-not-acceleration-how-to-make-friends-with-machines-345978a" href="/ContentShare.aspx?ct=1&ci=245203" target="_blank" aria-label="shareIcon"></a></p></div></article></div><h2>A glimpse into the future</h2><p><a href="https://about.fb.com/news/2023/09/new-ray-ban-meta-smart-glasses/" target="_blank">Meta teaming up with Ray-Ban</a> and Apple launching the <a href="https://www.apple.com/apple-vision-pro/" target="_blank">Vision Pro</a> this year is the first step toward taking AR mainstream.</p><p><div style="max-width:700px"><div class="responsive-container-16-9"><iframe width="560" height="315" src="https://www.youtube.com/embed/WWOaxjy-7IU?si=z9ZuH7fWiFHWyhf9" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen="" class="responsive-iframe"></iframe></div></div></p><p>Yes, they’re still prohibitively expensive, but they’re the start of a massive shift in our industry in terms of advertising – but also how it is created.</p><p>Snapchat, TikTok and Meta have already made the work comfortable with AR - we’ve been adding filters to images for years to enhance them or to add interactive elements.</p><p>Remember the lawyer who appeared virtually before Texas’ 394th Judicial District Court in 2021 <a href="https://www.nytimes.com/2021/02/09/style/cat-lawyer-zoom.html" target="_blank">as a cat</a> and couldn’t switch the filter off?</p><div class="kContentImage kContentImage--no-alignment"><img src="https://biz-file.com/c/2401/724733.jpg" width="596" height="375" alt="Source: NY Times"><div class="flip-cap" style="max-width:596px">Source: <i>NY Times</i><a href="https://www.nytimes.com/" target="_blank"><i>NY Times</i></a></div></div><p>The Vision Pro is effectively the first new way of engaging with a computer since the mouse arrived – you can take your computer with you, make a screen the size of the horizon and edit videos using hand gestures.</p><p>Once they’re more affordable, they’ll start having an impact on the way people consume media, but for now, many industries need to start taking advantage of yet another new way of working – or at least preparing too, because when the affordability onslaught arrives, the media world is going to change.</p><div class="kInstance-Body_embed-content"><article class="CB_i " itemscope="" itemtype="http://schema.org/Article"><div class="CBI_image" itemprop="image"><img src="https://biz-file.com/c/2401/723832-120x120.png?2" data-src="https://biz-file.com/c/2401/723832-120x120.png?2" class="lazyload" width="120" height="120" alt="Image supplied. Cherylann Sawyer, managing partner at Ogilvy Digital, examines the pivotal micro, macro, and mega-trends shaping advertising" loading="lazy"></div><div class="CBI_body"><h5 class="CBI_title" itemprop="headline"><a href="/Article/196/688/245007.html">#BizTrends2024: Cherylann Sawyer - Charting the future of advertising and technology</a></h5><p class="content-item_attrib"><a class="jxPHOH" href="/Profile/CherylannSawyer" itemprop="author">Cherylann Sawyer</a>  9 Jan 2024<a class="m-icon m-icon_share d-mobile-only" aria-label="Share Icon" data-x="mobileShare" data-url="https://www.bizcommunity.com//Article/196/688/245007.html" data-title="#BizTrends2024: Cherylann Sawyer - Charting the future of advertising and technology" data-text="#BizTrends2024: Cherylann Sawyer - Charting the future of advertising and technology" href="http://www.sharethis.com/share?publisher=54869764-0f12-4063-99cd-a49c07279e8a&url=https%3a%2f%2fwww.bizcommunity.com%2f%2fArticle%2f196%2f688%2f245007.html&title=%23BizTrends2024%3a+Ciaran+McKivergan+-+The+migration+toward+subscription-based+social+media+and+AR+opportunities&img=https%3a%2f%2fbiz-file.com%2fc%2f2401%2f724730-1200x624.jpg%3f2&summary=Ciaran+McKivergan%2c+8909+founder+and+managing+director%2c+says+rather+than+making+people+lazy%2c+he+hopes+AI+makes+people+better+at+their+jobs..." target="_blank"></a><a class="m-icon m-icon_share jxTip" data-target="j-sharePopup" data-x="mobileShare:{'on':'hover','delay':0,'position':'below','transition':'none','showLoading':true}" data-url="/ContentShare.aspx?ct=1&ci=245007&ajax=1" data-title="#BizTrends2024: Cherylann Sawyer - Charting the future of advertising and technology" data-share-href="https://www.bizcommunity.com//Article/196/688/245007.html" href="/ContentShare.aspx?ct=1&ci=245007" target="_blank" aria-label="shareIcon"></a></p></div></article></div><h2>Faster, not yet smarter</h2><p>No, AI isn’t coming for your job – but in 2024, we’ll see it being implemented into workflows, from research to execution to doing the leg work in finding inspiration.</p><p>It’s less about using ChatGPT to generate inoffensive copy and more about using integrated tools like Microsoft’s Companion to work more effectively.</p><p>Companion is the 21st-century version of the annoying little paperclip assistant that used to pop up on your MS product screens and make largely useless suggestions.</p><p>The grown-up version will be packaged across the Microsoft Office suite and can now complete tasks on behalf of users.</p><p>Want to find a trend in the field of Excel data? Ask Companion. Need a quick pivot table? Companion will provide.</p><p>Rather than making people lazy, I hope that AI makes people better at their jobs.</p><p>It needs a human to drive it, input the right prompts and check and edit the information it’s sourced from a pool created by other humans.</p><p>We can’t fight it – it’s coming – and any business that doesn’t adopt some AI tools into its operations is going to get left in the dust.</p></div><a name="contact"></a></div><div class="instance-footer instance-box-mt"><div class="kInstance-Navigation"><div id="jNavigationBlock" class="instance-nav-buttons"></div></div><div class="instance-tag instance-box-mt">Read more: <a href="/Tag/trends" >trends</a>, <a href="/Tag/advertising+agencies" >advertising agencies</a>, <a href="/Tag/Apple" >Apple</a>, <a href="/Tag/Microsoft" >Microsoft</a>, <a href="/Tag/Augmented+Reality" >Augmented Reality</a>, <a href="/Tag/Red+Bull" >Red Bull</a>, <a href="/Tag/creative+agencies" >creative agencies</a>, <a href="/Tag/Meta" >Meta</a>, <a 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src="https://biz-file.com/res/img/m-loading.gif" width="20" height="20"></div></li></ul></div></div></div><div><div class="instance-bb-image"><img src="https://biz-file.com/b/2401/2366946-140x187.jpg?1" data-src="https://biz-file.com/b/2401/2366946-140x187.jpg?1" class="lazyload" width="140" height="187" alt="Ciaran McKivergan" loading="lazy"><div class="instance-bb-i-overlay"><a href="/Profile/CiaranMcKivergan">Ciaran McKivergan</a></div></div></div><div class="instance-bb-summary"><h2 class="instance-bb-summary-h2">About Ciaran McKivergan</h2>Ciaran Mckivergan is the founder and managing director at 8909. 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