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Pinterest Launches New Ad Tools to Help Brands and Creators Tap into Product Discovery

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Pinterest Launches New Ad Tools to Help Brands and Creators Tap into Product Discovery

Pinterest is launching two new ad products designed to help brands tap into its Stories-like Idea Pins, while it’s also launching a new ‘Paid Partnership’ tagging process, which will provide another way for creators to make money from their Pin efforts.

First off, on new ad tools – Pinterest is adding a new ‘Idea Ads’ offering which, like Idea Pins, are full-screen, multi-page presentations, which include custom links.

As explained by Pinterest:

“Audiences can view a brand’s inspiring content, visit their site and follow step-by-step DIYs or demos, all within the ad.”

As you can see in these examples, Idea Ads will appear in user feeds, using Pinterest’s interest targeting tools to maximize response.

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It’s essentially an Idea Pin that you can amplify with paid promotion, which will get your content in front of more users in the app.

Idea ads with paid partnership, meanwhile, provides a way for brands to promote Idea Pin content created by users.

Pinterest Idea Ads

As you can see in these examples, the option will enable businesses to boost the reach of collaborative Pin projects, which will get your promotions in front of the creators’ audience, your audience and those you additionally pay to reach.

Idea Ads with paid partnership include a ‘Promoted by’ label below the creator name, as well as links to both the creator and partner brand’s profiles in the app.

It’s another way to establish more beneficial creative partnerships in the app, which helps brands create better content, and creators get paid for their platform expertise.

And it works. Pinterest says that brand collaborations with creators generate 38% higher brand awareness, on average, and 37% higher Pin awareness.

Which leads into the final new element – Pinterest’s also adding a new Paid Partnership Tool that will provide another pathway for creators to generate income from their Pin efforts – by simply tagging businesses in their Idea Pins.

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Pinterest paid partnership tool

As explained above, the process enables creators to tag a partner brand in their Idea Pin, which then alerts the brand of the collaboration opportunity. The creator and brand then establish details of the partnership, and brands can further promote the content if they choose.

As noted, it’s another way for creators to establish revenue pathways, while also, effectively, providing a showcase opportunity for creators, with free ad examples available for their approval in the app.

It could be a good opportunity to simplify brand deals, while also opening up new considerations for promotion, via collaborators you may never have sought out.

That could also help to showcase the potential value of Pins, which many brands may still be unsure about, particularly considering the app has lost users over the past year. Pinterest benefited from the early stages of the pandemic, and the global lockdowns that pushed more people towards eCommerce for product discovery, but as things re-opened, those users drifted back to physical shopping, which saw its usage numbers decline.

But the people that do use Pinterest are increasingly engaged in shopping activity, and with 433 million monthly actives, that’s still a huge potential audience to tap into with your promotions.

As such, these new promotional opportunities may be worth considering, as you examine the potential of the discovery focused app.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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