Pretty interesting. Thank you. Awesome. So now we're going to talk about social media, specifically Facebook. So one thing we looked at is we looked at what has happened on Facebook within the publishing industry. And we've seen that Facebook traffic has gone down significantly for publishers of the last year. I mean, it's actually gone down nearly 50% across the board. And the main one of the main reasons for this is because you know Facebook has decided to deprioritize news on the platform that's driving this. That may change in the future. It's not the first time this has happened in the past. Facebook also made changes to the algorithm to deprioritize news and then reverse the decision. So it might happen again, right, especially now with it with the election cycle coming up, you know coming about that might also change how things you know, move going forward. The other thing I would say is that, you know, from Facebook's perspective, they can get a lot of data from their users on their platform based on what their users read on their platform. So I wouldn't you know, completely discount the fact that Facebook, they do get some benefit from having publishers on the platform as well. So just bear that in mind that the question isn't, okay, so given that Facebook traffic is going down, what kind of content would resonate on Facebook? So one thing we looked at is we looked at different metrics. And we found that for comments, for instance, comments haven't gone down as much not even closely as much as traffic, which means that comments, shows okay, if you want to produce content, produce content that would engage your audience on Facebook, and that would that content will perform better than if it hadn't been you know, focused on engagements. There are various things you can do one of them is some of our clients what they do is they will start when they post it will stop the first comments you know, you can do that when you post on platforms you add a comment says the first comments on the platform in order to engage the audience. Get them to engage with you as well. That could be one good way of increasing comments as well. Another thing you could also do is think more about the content or what kind of content will increase engagement on the platform not so much just traffic but also engagements. We also looked at the likes as well and likes also show a similar pattern to comments, which again shows that any content that is engaging on platform won't suffer as much from the decline as you know pure traffic driving contents. So some takeaways, and then I'll get to email which I think is also even more interesting in many ways. So first off, don't write off social media, a lot of traffic still comes from social comments and likes aren't declining as much as as traffic. So the task is to think about okay, how do you how do you create content that focuses on getting engagement creates more engagement on platforms? That's what I would think about. The other one is diversifying your social channels. In the past Facebook was quite often treated as the main social channel, you know, and to be fair, it did drive most traffic compared to other channels. But the reality is many social channels today don't actually produce that much traffic, but there's still valuable channels to be on. And I wouldn't think of Facebook as the main, the main traffic channel anymore, or the main social channel, think about okay, how can I diversify? How can I publish my contents in different formats across different social networks, and still really build an engaged audience? And the third point, which I think is the the most important point is to think about how can I reduce my dependence on social media and build my own owned channel through newsletters, right. So in the past, often something that we found is that publishers often think about, okay, how can I get as much traffic as possible from Facebook, right? But in reality right now, the focus should be more about how can I convert as many followers as possible into an email address that I control that I can engage with directly that I can send an email to, and that's kind of the big aim right now is how can you build your own own channels? And that I think is something that everyone should think about? Because we cannot rely on third party platforms, they have different interests. They don't their interests, don't load, we don't align with your interests, and you have to be aware of that. And just too many of us maybe weren't aware of that in the past. And now we have to we have to change. The last point is automation in social media can be automated and you have tools out there that can automate social media really effectively. So one thing to think about is okay, well if my traffic is going up on Facebook, and my ROI is going down, how can I minimize my spend on social networks in order to keep my ROI positive? So I would embrace automation to use tools that reduce your internal resources when put to post on social platforms, and that should hopefully also help you for the foreseeable future. Okay, so now we spoke a bit about email and newsletters, we're going to dig a bit deeper into its so as we all know, newsletters nowadays is kind of one of the big things that publishers are really embracing. It's an it makes sense. It is a way to communicate, you know, with your audience, not being dependent on third party platforms like social or search. Again, the interests aren't aligned to your interests. But if you have an email address, if you have a newsletter campaign, you are in control of what your readers will read. You're not at the behest of algorithms, right? So that's why newsletters are so important. And the other reason why newsletters are important is because it's a way to build a loyal audience. So when you think of often traffic that comes from search or from from social, isn't necessarily social, isn't necessarily low traffic, right? It's, it can be traffic, it just comes and leaves. So what you want to think about is you want to think of a funnel and newsletters are a really effective way to really have kind of one step further down, that funnel away converts convert first time readers that come from various channels into a newsletter reader who becomes a loyal, loyal reader, whom you can then monetize differently in other ways going forward. So one thing we looked at is, you know, open rates across the publishing industry. So these are the averages. When you go online, and you look at, you know, what is the average open rates that aren't really any good metrics, because all the metrics that exist nowadays are like a mix between you know, marketing firms and ecommerce sites and none of which are publishers, right. So, if you go on you know, I think, you know, some companies, they sell too many different types of businesses, and they might publish averages, but those aren't relevance to you guys. So these averages here, they are relevance to publishing. They're just just from publishers across the world. Right now. We're seeing you know, average open rates hovering at about 35%. So if you're above that grades, if you're below, you know, there might be some things you could do to improve. That said, even if you're above there might also be other things you can do to improve as well right because what we found is that these average open rates are quite different from country to country. And they also can be quite different depending on the on the topic matter as well. We found that for instance, you know, open rates for sports content will be higher than open rates for, you know, maybe cultural content as well. So there are these differences too, just to be mindful of. We do publish regular some benchmarking reports on our websites, you know, on icon box.com and those go a lot deeper. Than this as well. So if you're interested, you know, check it out. Now, there are a few things that can impact your open rates. One of them is the sender name. So what is the name from which you send the email from the other is the subject line. The third one is the email contents and the fourth one is the sense time. I'm going to just talk a bit more about center time for now. So one thing we looked at is often what happens is when publishers you know right now send an email campaign. The entire email list will receive the newsletter at the same time, it will be sent at the same time and that is not an optimal way to send a newsletter out because different subscribers have different routines, you know, some like to read the news in the morning, some like to do it over lunch, some maybe in the afternoon, some in the evenings after work when they come home for work, they want to read you know, so sending everything at the same time to everyone just doesn't make any sense that you want to, what you want to do is you want to think about how can I personalize the sense of time to every single subscriber because every single subscriber has a different habits of when they like to read the news. So what we do on our platform, we do that, and it's quite interesting because what we do is we can compare the performance of this per subscriber personalization versus sending everything at the same time. What is kind of done, you know, commonly nowadays using other tools, and we see a 52% increase in open rates and just from personalizing the sent times and it kind of makes sense right? If you send everything right you know, at the same time, it will not be on the top of the inbox for every subscriber when they when they open the inbox. So you want to think about centime personalization in order to increase open rates for emails. The other thing to to check, check out as a sender name as well. So some of our clients what they did, is they A B tested sender name so what they would do is they would send emails using the same sender name. The sender name is basically the from the from name and an email rates. So the question is, you know, would a better from name, you know, leads to higher open rates. And what we found is that as soon as you change the sender name, no matter what you change it to it will lead to a significant decline in open rates. And then if you revert it back to the old sender name, then the decline isn't fully reverse it, it's actually it will stay quite low. So, you know, in our opinion, don't play around with your sender names too much, you know, keep them the same. You know, it's quite important not to change your sender names.