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Lakinya Francis is building a LinkedIn account, Haley Sanchez is expanding her email list and Michael Elefante plans to build out his website.

“We get so fixated on what’s working and that’s fine but we need to have a backup plan, especially when we’re relying so much on technology,” said Francis, who runs a consulting company that helps people make money through vending machines.

Influencers who have long relied on Instagram and Facebook to connect with fans, advertise and sell products, are rethinking where they post their content after suffering losses when the company’s platforms went offline for several hours on Monday.

CNBC spoke with 10 online creators and small business owners who use Facebook, its Instagram or WhatsApp services, or a combination of all three for this story. Each of their estimated losses during Facebook’s outage ranged from a few hundred dollars to over $5,000 from sales, affiliate links, sponsored posts and product launches.

It’s a demonstration of just how big Facebook’s influence is over the online economy. Even a small outage means losses for people who rely on Facebook services to do their work or advertise their products. But a record six-hour outage is even worse.

Zuckerberg’s investment in creators and small businesses

Facebook’s vice president of infrastructure Santosh Janardhan apologized for the mass outage in a blog post late Monday. Janardhan blamed “configuration changes on the backbone routers,” for taking services down, but did not specify what changes happened.

More than 200 million businesses actively use Facebook’s tools and numerous content creators rely on Instagram for sponsored posts, affiliate links, and sales revenue. And the outage occurred as CEO Mark Zuckerberg and Facebook make an aggressive push to incentivize and woo creators from the likes of TikTok, Snapchat, and other social media platforms.

Last year, Instagram launched a short-length video feature called Reels to compete with TikTok, and Zuckerberg recently said the company would pay out $1 billion through 2022 to users who create content for both Facebook and Instagram. Facebook also said it won’t take a cut from creator features like online events and fan subscriptions until 2023, and announced new ways they could make money on Instagram in April.

“Investing in creators isn’t new for us, but I’m excited to expand this work over time,” he wrote on Facebook earlier this year.

Along with a refund, Facebook and Instagram should offer something like double exposure to those who prepaid for advertising on Monday, said Michael Heller, CEO and founder of Talent Resources, a marketing agency that deals with influencers.

Most companies and influencers with campaign posts planned for Monday pushed to Tuesday or even Friday in case of glitches, said Alexa Vogue, vice president of brand partnerships at TTPM Influencer Talent Management. An outage on YouTube or TikTok, where her clients get paid per view, would have caused more financial damage, she adds.

“Yes it was a wake-up call, but in the grand scheme of things influencers that are successful will always be successful,” she said.

The need to diversify

Many creators and small businesses say Instagram is the platform of choice. It’s easy to connect with users through direct messages and stories, and it offers a more focused community of dedicated followers that convert to sales.

Now, the majority said they would focus on building out their website and diversifying what platforms they are using, the influencers CNBC spoke with said. Some used Twitter, TikTok and email to beef up sales and connect with audiences during the shutdown.

Francis, who runs the consulting company, plans to utilize LinkedIn and email lists, a tool that helped her make some sales during Monday’s outage.

For Sanchez, who operates a small candle store, the outage came during a busy season gearing up for the holidays. She regularly uses Instagram to tag products, update customers through stories and divert people to her Shopify store.

“That’s where I’m making my business,” Sanchez said. “I’m not making hundreds of sales a day. I’m a smaller candle company but this is my full-time job. So even if I made three sales that I potentially lost, that’s important to me.”

She used Monday to reach out to customers and build up her email list in preparation for future outages so she can better communicate with customers.

Elliott Elkhoury, who sells resources for real estate investors, estimates he lost $3,000 to $5,000 on Monday between missing traffic to his platform and social media, and the inability to run ads.

Between advertising dollars and branded content, Heller suspects losses from Monday ranged in the hundreds of millions. The financial hit to clients likely spanned $3 million to $4 million dollars, he adds.

Michael Elefante, who runs short-term rentals, and teaches others how to run them, estimates the losses at $1,500 to $2,500 through affiliate links and paid mentorships. Now, he’s going to focus on direct mail messaging and his website.

John Eringman, a financial content creator with over 50,000 followers on Instagram and 1.2 million on TikTok, estimates he lost a few hundred dollars. That came from a combination of book sales and one-on-one coaching sessions through his Instagram.

Eringman has diversified his business by creating a following on TikTok and a website. But if the outage extended into Wednesday, he could’ve lost $2,500 on a sponsored post for Instagram and TikTok.

“There is a lifespan to social media,” he says. “Make sure you are owning your audience rather than letting Facebook or Instagram own your audience.”

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Amazon is doubling value of credits for some startups to build on AWS as Microsoft cloud gains ground

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Amazon is doubling value of credits for some startups to build on AWS as Microsoft cloud gains ground

Amazon will double the value of credits it offers some startups to use its cloud infrastructure, CNBC has learned, as the company faces heightened competition from Microsoft in artificial intelligence services.

Starting July 1, startups that have raised a Series A round of funding in the past year will be eligible for $200,000 in credits through AWS’ Activate program, up from $100,000 before, the Amazon cloud unit said in an email to venture capitalists this week. Seed-stage startups will still be eligible for $100,000 in credits, AWS said.

Two people briefed on the changes confirmed the credit increase, though they asked not to be named because the information is private.

Matt Garman, who was recently promoted to CEO of AWS after running sales and marketing, was meeting with founders in Silicon Valley this week, the people said. Garman told the execs that collaborating with startups would always be a primary focus, one of the people said, adding that Garman described AI companies as AWS’ ideal customers.

An AWS spokesperson confirmed the increase in credits and Garman’s visit to Silicon Valley. The spokesperson added that in the past, the $100,000 would expire in one year, while the $200,000 credit will now expire in three years.

Amazon, which is best known for its massive online retail operation, derives most of its profit from AWS, a business it launched in 2006, well before rivals Microsoft and Google hit the scene. AWS leads the market, with $25 billion in revenue in the first quarter, up 17% from a year earlier.

But Microsoft Azure and Google Cloud are growing more quickly, and are benefiting from rapidly advancing AI models. Backed by Microsoft, OpenAI launched ChatGPT in late 2022 on Azure, and has since attracted a wave of AI workloads to Microsoft from companies big and small. Google has a number of large language models, most notably Gemini.

Amazon has been trying to catch up in generative AI and has poured billions of dollars into OpenAI challenger Anthropic.

Last month, AWS CEO Adam Selipsky announced his resignation after three years running the business, with Garman named as his successor. During Selipsky’s time at the helm, Microsoft and Google increased their share of the cloud infrastructure market. One analyst told CNBC that Microsoft “ran laps around” AWS in generative AI.

Startups have long been fertile ground for cloud infrastructure companies, as they try and lure ambitious founders who could be building the next multibillion-dollar business.

In November, Microsoft announced a partnership with Silicon Valley accelerator Y Combinator that would provide participating startups with $350,000 in Azure credits and access to graphics processing units (GPUs) for training AI models, a spokesperson said. Microsoft has since extended the $350,000 credit incentive to other accelerators, including the AI Grant.

Startups enrolled in Microsoft’s Founders Hub program, which doesn’t require previous venture funding, can receive up to $150,000 in Azure credits over four years.

In addition to its Activate offering, Amazon has a new 10-week generative AI accelerator program. Participants will be able to access up to $1 million in cloud credits, according to the website.

Earlier on Friday, Amazon’s head scientist, Rohit Prasad, told employees that the company has hired David Luan, co-founder and CEO of AI startup Adept, along with some of Luan’s colleagues. “Amazon is also licensing Adept’s agent technology, family of state-of-the-art multimodal models, and a few datasets,” Adept said in a blog post.

WATCH: AWS will boost investments in Singapore’s cloud infrastructure by $9 billion

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Tech founders are shunning IPOs after extended market lull, survey finds

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Tech founders are shunning IPOs after extended market lull, survey finds

Pedestrians pass the Nasdaq MarketSite in New York, US, on Tuesday, Jan. 2, 2024.

Michael Nagle | Bloomberg | Getty Images

Silicon Valley is known for producing tech businesses that start in garages and turn into massive publicly traded companies ubiquitously known across the globe. From Oracle and Microsoft to Google and Facebook, the public markets are responsible for turning ambitious tech founders into billionaires.

But the appeal of the IPO is waning, according to a survey published this week from startup accelerator Techstars. Of the 1,550 entrepreneurs surveyed by Techstars, only 15% said their long-term goal is an IPO. That’s down from 16% a year earlier.

Following an extended bull market in high-growth software and internet stocks, the tech IPO market collapsed in 2022 due to soaring inflation and rising interest rates, which pushed investors out of risk, slashed valuations and led many later-stage companies to delay their plans to go public. 

The prior year was a record period for new offerings, with companies including Roblox, Robinhood, Rivian and UiPath hitting the market. There have been scant few notable tech IPOs in the past two and a half years.

“In combination with the lack of confidence that IPOs will bounce back in short order, this year’s data further underlines the trend that startups are staying private for longer, and IPOs are out of favor with the vast majority of early-stage entrepreneurs,” Techstars said in its report.

For 34% of entrepreneurs surveyed, the preference is to get acquired by a publicly traded company, down from 36% last year, while 30% indicated their goal is to remain private or independent, up from 28% in the prior report.

The trading floor of the New York Stock Exchange (NYSE) prepares for the social media platform Reddit’s initial public offering (IPO) on March 21, 2024 in New York City. 

Spencer Platt | Getty Images

Investment banks have been gearing up for a rebound.

Colin Stewart, the Global Head of Technology Equity Capital Markets at Morgan Stanley, told CNBC in April that “the IPO market’s back,” predicting that 10 to 15 tech companies might go public by the end of the year. Stewart cited high priced and well traded IPOs as “bod[ing] well for the future.” 

Stewart’s comments came after Reddit went public in March, becoming the first major social media company to hold an IPO since Pinterest in 2019. Astera Labs, which sells data center connectivity chips to cloud and artificial intelligence infrastructure companies, went public the same week, followed by data-management company Rubrik in April.

Prior to that, there was a brief jump in activity in September, when chip designer Arm, grocery delivery company Instacart and cloud software vendor Klaviyo debuted.

However, in comparison to the pre-2022 stretch, it’s been mostly quiet for new tech companies on Wall Street. Uncertainty surrounding the presidential election in November is pointing to a dearth of deals for the remainder of the year.

“We have the upcoming election, which is not helping the market in H2,” Athena Theodorou, head of software banking in the Europe region at UBS, told CNBC’s “Squawk Box” on Wednesday. “We do expect the market to remain muted in H2,” Theodorou said, though she said that in Europe the IPO market has started to show signs of life.

WATCH: IPO market is coming back in Europe

IPO market is coming back in Europe — but not in tech, UBS says

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Amazon beefs up AI development, hiring execs from startup Adept and licensing its technology

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Amazon beefs up AI development, hiring execs from startup Adept and licensing its technology

The front desk of the Amazon office is pictured in New York, May 1, 2019.

Carlo Allegri | Reuters

Amazon is ramping up its development of artificial intelligence technology, hiring top talent from AI agent startup Adept and licensing the company’s technology.

Rohit Prasad, a senior vice president and head scientist who oversees Amazon’s artificial general intelligence unit, wrote in a memo to employees on Friday that the company hired Adept co-founder and CEO David Luan and “a few other deeply talented team members to our AGI team.”

Luan will oversee Amazon’s “AGI Autonomy” division, and report to Prasad, he wrote in the memo, which CNBC obtained. Amazon confirmed the contents of the memo. Geekwire was first to report on it.

Amazon faces fierce competition in AI, as rivals Microsoft and Google rapidly add new features into their core products while also giving businesses more ways to access large language models in their public cloud offerings. Amazon’s cloud unit has launched a range of AI services, including its own models, which are generally viewed as lagging behind the top competitors.

Amazon has also pumped billions of dollars into OpenAI competitor Anthropic, and it’s planning to overhaul its Alexa voice assistant with a new paid version that has generative AI capabilities. Prasad, who previously served as a head scientist for Alexa, was tapped in August to steer Amazon’s development of AGI, or software that’s significantly more advanced than current AI and starts to approach human-level capabilities.

Last month, Amazon announced Adam Selipsky, the head of Amazon Web Services, would be stepping down and succeeded by Matt Garman, the head of sales at marketing at AWS.

Microsoft AI CEO Mustafa Suleyman on what's ahead for AI & humanity

Talent wars are heating up across the industry.

Microsoft in March hired Mustafa Suleyman, a cofounder of Google’s DeepMind who went on to lead startup Inflection AI. Microsoft also brought on several of Inflection’s top executives and is licensing some of its technology. The arrangement caught the attention of the Federal Trade Commission, which is probing whether Microsoft structured the deal to avoid antitrust review, The Wall Street Journal reported.

Adept was founded in 2022 by a group of former OpenAI and Google engineers. The company quickly attracted the backing of Microsoft and Nvidia and was valued at more than $1 billion in early 2023.

Adept is a player in the burgeoning space of AI agents, which refers to AI tools that are equipped to complete complex tasks without human assistance. The startup was reportedly developing an agent that can perform actions on a computer on the user’s behalf, like navigating webpages and logging data.

As part of Friday’s agreement, Amazon will license Adept’s technology, multimodal models and some datasets, which “will accelerate our roadmap for building digital agents that can automate software workflows,” Prasad wrote. Amazon is using the technology under a non-exclusive license, the company said.

“David and his team’s expertise in training state-of-the-art multimodal foundational models and building real-world digital agents aligns with our vision to delight consumer and enterprise customers with practical AI solutions,” Prasad said.

Adept confirmed the move in a blog post. The company noted that developing its own AI models would’ve required more capital, and said the Amazon deal will allow it to focus on building agents. Adept will continue to operate as a standalone company after Luan and other execs join Amazon.

WATCH: Amazon Web Services CEO Adam Selipsky to step down

Amazon Web Services CEO Adam Selipsky to step down on June 3

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