Social Pulse, Week of 9-21

Every week I keep tabs on what’s trending, new technology and consumer habits that impact the social web. These are summed up in a round-up called Social Pulse. Sign up to get this in your inbox every Friday here.

Facebook Drops the 20% Rule for Text Ads: Facebook is discontinuing the 20% or less text mandate, explaining that: “…we will no longer penalize ads with higher amounts of image text in auctions and delivery.” The Text Overlay tool has even vanished! Of course, Facebook still asserts that ads with <20% text perform better, and recommends that advertisers “keep your text short, clear and concise in order to get your message across effectively.” But starting immediately, it shouldn’t limit reach if you go over that %.


Google Maps Layer News: This week Google Maps is adding a COVID-19 layer featuring the seven-day average of new cases per 100,000 people for the area of the map you’re looking at, and a label that indicates whether the cases are trending up or down. When you open Google Maps, tap on the layers button on the top right hand corner of your screen and click on “COVID-19 info.” If you don’t have it yet, wait a day and try again. Also this week, the Cherokee Nation’s reservation boundaries are now visible on Google Maps — an overdue acknowledgment of the tribal lands in Oklahoma.


Ghosts are Hot This Year: As we enter “spooky season,” increasingly everyone is dressing as ghosts on TikTok…
UPDATE: It was brought to my attention that this trend has had legitimate criticism from Black people about a TikTok trend where teens walk around in groups with white sheets on. There have been lots of Part 2’s and updates from the initial reports. That wasn’t on my radar whatsoever, or I would have included it. Or perhaps not even shared this trending news item. I apologize. As a white man on the internet, I am trying to learn from my privilege and share work from creators and inclusion of POC each week, but I will admit there are blind spots and I make mistakes. This was one of those. Thank you for flagging. Let’s all help each other do better. I insist.


Forget Alexa, it’s all about Hey Samuel: Amazon is building on the Samuel L. Jackson celebrity voice skill by adding 30,000 (!!!!) more phrases and five times the swear words. And you can now activate the voice by saying “Hey Samuel.” Buy the f*cking skill for your Echo devices for $.99 here.


Among Us All Around Us: More than two years since its release, the world is playing a “whodunnit” game called Among Us thanks to the growing popularity of party games in a global pandemic, memes, and and Twitch. It’s the third-most-played game on Steam! This week the developers cancelled the sequel this week to continue supporting the initial game. Download Among Us here and play on your phone for free!


iOS14 Hacks: iOS 14 lets you re-do app icons so naturally someone remade them all much worse in MS paint style. And here are some gorgeous new layouts using the new Widgets. And if you have AirPod Pros, test out the new spatial audio by opening your AirPod settings (in Bluetooth menu), turn on spatial audio, and watch this movie. Then, load up The Mandalorian Season 2 trailer in the Disney+ app and practice turning your head back and forth from your phone while it plays. It’s amazing!!


If It’s Boring or Mundane, It Could Go Viral: Landscaping, car detailing, beekeeping, and power washing are mundane tasks finding fans on social media thanks to discovery algorithms. Key quote: “TikTok’s much-discussed algorithm is the big reason these videos have succeeded. Whereas on Instagram or YouTube, you might have to seek these videos out — I certainly have never searched for cool logging videos — TikTok is built around serving up anything its algorithm deems addictive to viewers at large.” The trend is a combination of “oddly satisfying: content, pent up pandemic frustration/boredom, and genuinely interesting human jobs and tasks you wouldn’t ordinary see.


Quick Hits:


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Alexa Glasses: Amazon Echo Frames

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We’re all going to be wearing smart glasses. Someday. 

Based on patent filings, leaks and acquisitions, it’s evident that some of the biggest tech companies – Apple, Microsoft, Amazon, Snap, and Facebook – are all working on new technology and innovation that will change how we think about wearables, hearables, and an A.I.-assisted lifestyle. Just this week, Mark Zuckerberg presented Facebook’s plans for smart glasses in 2021, with augmented reality glasses coming soon after.

This week Mark Zuckerberg said many companies are taking shortcuts when it comes to building AR glasses by basically showing some heads-up information. He said: “I call that ‘putting an Apple Watch on your face.'” Well, today we can at least get an Alexa assistant on our faces.

Yes, I wore Google Glasses. Yes, I wore Snap Spectacles. Yes, I desperately want a pair of Nreal Light Augmented Reality Glasses I tested at CES. Yes, this is a review of the new Amazon Echo Frames. Yes, I will buy the Facebook glasses and cannot wait for Apple’s rumored glasses to come out. That’s all on brand for me, right?

But if you know me, you know I love experimenting with these near-term innovation products NOT BECAUSE I’m dying for technology on my face. Rather, it’s because I’m fascinated with these small steps leading to the killer, smart, face-mounted device we will all use in the future. 

Think of all the smart phones that existed before the iPhone was introduced in 2007 and changed the paradigm of what a phone would be by 2020 and how our education, work, and lifestyle would revolve around these black mirrors.

So that’s how I view today’s smart glasses experiments… they are baby steps to a paradigm shift I believe is coming. Disclaimers aside, let’s chat about Amazon’s new smart glasses!

Amazon Echo Frames

Amazon’s Echo Frames are the most affordable, effective, and consumer-facing look around the corner of where smart glasses trends are headed. They look good. You can’t tell they are smart unless you’re told. And they are a remarkable step forward for getting our faces out of our phones and wrists in daily life. 

Available to consumers through Amazon’s invite-only Day 1 Editions program, Amazon Echo Frames are pre-priced at $179 (full retail will be $249), plus the cost of prescription lenses (~$100, depending where you order them). So not exactly Zenni prices, but certainly cheaper than Snap Spectacles ($380) and Google Glass ($1500). 

Frames have Alexa built-in, plus Siri or Google Assistant, and rely on a bluetooth connection to your phone for data. Similar to other Eco devices, Alexa is always listening for the ‘wake word,’ which then triggers A.I. assistant to spring into action and give you complete access to Alexa’s wide range of Skills, calls, drop-ins, and more. Or with a simple temple press, access Siri and its native access to your entire iPhone, testing, calls, apps and more. Same with Google Assistant on Android devices.

With four microspeakers and two beamforming microphones embedded in the stems, the audio quality is excellent except in heavy winds.For music, they are a little tinny. But the microphones are excellent for voice. I have to imagine Amazon’s engineers are exploring bone conduction audio for future iterations. But as long as you have the volume set low enough, they are pretty private.

In fact, the other day I was having a discussion with my wife and listening to a podcast at the same time. I’m a super nice husband. And I will not make that mistake again.

No screen! No camera!

The immediate initial questions I get asked about Echo Frames are: 1) Are you looking at me through a screen right now, and 2) Are you recording me? 

No! Frames are hearables in the purest sense. A small light inside the frames tells you when you’ve activated Alexa by voice or the backup stem button, but otherwise there is no visual display to look at or through (these are not augmented reality glasses) and no camera.

As for the audio side of “Are you recording me?” – well, that’s a stickier answer. This is an Amazon product, after all. 

Google Glass missed their PR window to educate consumers about privacy and use of its camera. Snap Spectacles attempted to inoculate privacy concerns by its placement of bright circling lights when they are recording.   

This 1st edition of Echo Frames doesn’t include any forward-facing indicator when the microphones are “listening” or sending audio to your phone, but I assume that’s intentional — the microphones aren’t facing outward and aren’t designed to record.

However, there are valid concerns about how Amazon stores and uses all of its Alexa-based data and recordings. That same scrutiny can be applied to Frames. And like all Echo products, there is a manual “mute” button with red light indicator that it is not listening. 

So after a month wearing Amazon Echo Frames off and on, how am I using them?

  • “Dropping in” on my kids while they’re doing school in their rooms. We have Echo Dots in each room of the house, and it’s pretty great to quickly be able to call them down for lunch or ask how school is going. 
  • Talking on the phone, texting, listening to music and podcasts, and recording Marco Polos – as a supplement to my AirPods.
  • Asking random factoids and information, like how many ounces are in a gallon – as a more intimate supplement to normal Echo requests. 

Of course, this test period is taking place during a global pandemic. So practical use in “normal” times, including during a commute, working from an office, or doing extra curricular activities has yet to be fully flexed. I more or less never leave my highly-connected home, where I can count eight always-listening Echo devices, plus Google Home and Facebook Portal. And my Echo Loop smart ring. So they are a tad bit duplicative in this season of life.

My biggest issues?

Battery life. Man, these batteries are not good. Maybe 3-4 hours battery life, depending on how much you’re using them. There’s nothing like wearing dead smart glasses for hours at a time in the afternoon. So the trade off of Echo Frames not being bulky and obnoxious is you are trading battery life.

You also MUST have your phone around to use them. Just like the Apple Watch’s evolution, you can imagine future iterations of Frames having their own data plan. Leave your phone at home and just head out with your Frames. It will happen.

And lastly, I do think there are valid privacy issues to anticipate with the mainstreaming of hearables, particularly as people become more educated on surveillance and sousveillance as it pertains to audio recordings. Where Google Glass dropped the ball on proactive PR, others need to learn and start working ahead on normalization and privacy controls.

BONUS: Now when my phone rings my laptop, phone, Apple Watch, Echo Loop ring, and Echo Frames glasses all ring! The future is amazing, you guys! I’ll never miss a telemarketer spam call again.

Should you buy Echo Frames?

Probably not. They aren’t necessarily intended for general public consumption. However, they are the highest quality, most affordable, best looking smart glasses I’ve worn. 

In fact, I genuinely like them. It took me a couple weeks to get prescription lenses, and now that I’ve got them I will wear them regularly.

On the other side, I mean… just look at these cool folks at the official Google Glass Meetup at SXSW in 2014…

Group photo from Official Google Glass Explorer Meetup at SXSW 2014

So Echo Frames Edition 1 are not the must-purchase, but they are a step to where we’re headed.

Where are we headed?

 As mentioned in the intro, I’m pretty bullish on smart glasses coming into the mainstream. When? It’s safe to say the next 10 years, although I predict it will be sooner. 

I’m fascinated with the promise and value of smart glasses, including new uses we can only start to imagine, including…

  • Notifications: Screenless and heads-up 
  • Real-time translation: via visual displays and/or audio
  • Smart lenses: dynamically changing prescription, focal length, blue light, and UV protection
  • Anticipatory A.I.: moving beyond notifications, reminders and lookups to offer proactive information, scheduling, and more
  • Standalone data: We could conceivably not need to carry a phone at all by 2030.
  • Augmented Reality: opening the digital layer of our world to its wearer for work, play, and daily use. Of note, Nreal is advancing this quickly.

Will the future look like Keiichi Matsuda’s short film, Hyper Reality (2016), experienced through smart glasses? We’ll find out soon enough. 


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