Dive Brief:
- Facebooksaw revenue from advertising grow 33% year-on-year in the third quarter to $28.3 billion,根据收益声明周一发布。总收入增长了35％，达到290亿美元。
- 结果是在泄漏的文件中陷入PR危机的泄漏文件中到达的，错过了分析师的收入预期，高管将放缓归因于Apple对用户跟踪的更改。向前迈进，Facebook计划优先考虑三个产品领域：卷轴，其Tiktok看起来像；电子商务，预计在假期期间将发挥更大的作用；和Metaverse，Facebook计划今年投资100亿美元。
- 在后者的方面，Facebook将脱离其Facebook Reality Labs单元，专注于增强和虚拟现实（AR/VR）硬件，作为从第四季度开始的单独报告部分。关于Facebook更广泛的愿景，首席执行官马克·扎克伯格（Mark Zuckerberg）表示，该公司将试图缩小适合年轻用户的产品，这些用户在Tiktok等竞争对手的迅速崛起中表达了对其应用的兴趣，这是执行人员认为这是其最严重的威胁之一。。
潜水见解：
第三季度看到Facebook在一个拐点处看到，社交媒体巨头终于受到了苹果设备跟踪变化的直接逆风，这使得针对和衡量广告活动变得更加困难。Facebook几个月来警告说，iPhone制造商的政策调整在6月和7月开始大规模生效，这将使收入陷入困境。Snap是操作Snapchat图像共享应用程序的竞争对手，报告了similar slowdown in its earnings last week。
"It's not a great surprise that Facebook sales were close to consensus. While Apple's requirement that users agree to 'being tracked' is resulting in reported opt-in rates of just 16%, the impact will be gradual, and Facebook likely has a much higher opt-in rate," Mike Woosley, chief operating officer of the ad-tech firm Lotame, said in emailed comments. "They've done a better job in making their case and providing meaningful value."
作为其应用程序跟踪透明度框架的一部分，Apple最近为广告商提供了标识符，默认情况下将选择加入而不是退出功能。在加强数据隐私审查的时代，消费者更犹豫要允许企业在线上保持标签。对于这种情况的短期解决方案似乎不在卡片中，表明Facebook将继续遇到影响数字广告业务的性能问题，该业务仍然构成了其大部分收入。
首席运营官Sheryl Sandberg告诉分析师：“我们必须重建目标和优化系统以减少数据。”on a call discussing the Q3 results。"So this is a multiyear effort."
Beyond the iOS tech challenges, Facebook is grappling with more existential questions. A trove of leaked documents shared by a whistleblowerset off a weekslong media firestorm和越来越多的公司变成了指责blind eye to problems like hate speech to prioritize profit. Zuckerberg strongly pushed back against the narrative on the earnings call, emphasizing the complexities of running a massive business that tries to balance freedom of expression with clamping down on harmful content. He also suggested Facebook has lost some of its mojo in the quest for general audience growth.
扎克伯格在通话中说：“我们正在为团队改组，以使年轻人为他们的北极星提供服务，而不是为更多的老年人优化。”他将年轻人定义为18至25岁。
"Like everything, this will involve tradeoffs in our products and it will likely mean that the rest of our community will grow more slowly than it otherwise would have," Zuckerberg added, noting it would be a multiyear journey.
TikTok is a clear driver of this shift in thinking, with Zuckerberg calling the video-sharing app "one of the most effective competitors we have ever faced." In response, Facebook is going all-in on its copycat feature Reels, which rolled out globally in August 2020. Later on the call, Sandberg said 60% of Facebook's video revenue now comes from mobile-first video, meaning videos that are shot in the vertical format or are under 15 seconds. Facebook earlier this year introduced创造者的经济激励措施who might help to fortify fledgling products like Reels and livestreaming.
E-commerce was another big-ticket item heading into a holiday season that's expected to see continued traction for the channel. However, supply chain challenges and labor shortages were painted as reducing advertisers' appetites to generate consumer demand. Looking past short-term disruptions, executives also cautioned that the commerce frenzy that has animated retail since the pandemic's outset is showing signs of cooling off.
"There was a period of time when many people who were able to stay at home ordered things online much more. But now in many places, things have opened up, and people are increasingly making purchases in person," Sandberg said. "That doesn’t mean e-commerce has stopped growing. Businesses are still making the shift online. But e-commerce is no longer growing at the pace it was at the height of the pandemic."
尽管如此，Facebook还是第四季度的大计划，包括梅西百货和沃尔玛等品牌的日常现场购物体验 -大头钉竞争对手YouTube也在追求。
在其他地方，Facebook继续努力将自己重塑为“元公司”，这是Zuckerberg在第二季度引入的想法。AR/VR产品似乎是Facebook Reality Labs的旋转，是该枢轴的中心部分。高管们将转型视为更好地集中实验投注的一种方式，包括一些商业计划。
扎克伯格说：“如果您每天都处于元境内，那么您将需要数字衣服，数字工具和不同的体验。”“我们的目标是帮助这个十年来的元评估达到十亿人口和数十亿美元的数字贸易。”
