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Pinterest Adds New Display Options, Including Shoppable Items in Separate ‘Shuffles’ App
As part of its presentation at ShopTalk 2023, Pinterest has announced some new updates to help retailers maximize their opportunities in the app, including catalog display via product feed ingestion, expanded availability of its ‘Premiere Spotlight’ ads, and the capacity for users to shop via creations within its separate Shuffles app.
First off, on catalogs – Pinterest says that, over the past year, it’s seen a 66% increase in retailers uploading or integrating their digital catalogs into the app, which has contributed to 70% growth in active shopping feeds, year-over-year.
To further build upon this, Pinterest’s making it easier to build your Pin profile when you upload your product feed into the app.
As per Pinterest:
“When merchants connect their product catalog, Pinterest enables the products within it to be discoverable and shoppable via Pins, ads and videos. Pins created via catalog upload get to take advantage of visual technology built for shopping such as Virtual Try On and Pinterest Lens. Merchants also receive a Shop tab on their Pinterest profile, making it easier for consumers to shop their products.”
Streamlined feed ingestion is a critical element in getting more merchants to list more of their products in the app, and more products means more opportunity for Pinterest to highlight more items to its buy-ready audience.
As such, this is an important focus for Pinterest, as it looks to maximize opportunities for more businesses.
Pinterest is also looking to make its prime placement ‘Premiere Spotlight’ ads available to more businesses.
As you can see in this example, Premiere Spotlight ads take-up the top position on Pinterest’s search page, giving brands the opportunity to be front of mind as users go to search in the app. That could be a valuable opportunity, and Pinterest is now opening up the option to more brands, after initially testing it over the past few weeks.
Finally, Pinterest is looking to capitalize on the popularity of its separate ‘Shuffles’ app, which enables users to make collages of product images, primarily sourced via Pinterest.
The next stage is for Pinterest to make these collages shoppable in the app.
As you can see in this example, the new update will display Pin detail on items displayed in Shuffles collages, while you’ll also be able to view other collages that include the same item. Pinterest is also looking to build in brand and price comparison tools to help you find the best deals on a displayed item, or similar products, all powered by Pinterest info.
Shuffles has proven popular with younger audiences, a key market for Pinterest to keep in touch with, as social media, in general, ages up.
As per Pinterest:
“Gen-Z has embraced Shuffles, a new app built by Pinterest’s innovation team to unleash creative energy through collages and digital art. Early learnings show that they are looking for self expression and ways to define, stretch, and shop their style. In fact, the top saved Shuffles on Pinterest are outfit collages as people experiment with core aesthetics and design creative mood boards. Whereas most time spent online is spent consuming or scrolling, we’re seeing that Gen-Z is spending hours intentionally curating their looks on Shuffles.”
That could prove to be a valuable connector for Pinterest, in keeping up with relevant trends, while the capacity to display Pin product info in Shuffles will give brands on Pinterest another opportunity for exposure in the separate app.
These are some handy updates, which will provide more ways for brands to get their products in front of shoppers, while also presenting all new considerations for display and reach, via the Shuffles app.
Worth factoring into your Pin marketing approach.
SOCIAL
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.
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.
SOCIAL
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.”Â
“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.
“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.
SOCIAL
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.
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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