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Pinterest Establishes New Content Partnership with Tastemade to Promote Pin Product Listings

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Pinterest Establishes New Content Partnership with Tastemade to Promote Pin Product Listings

As part of its continued effort to expand its network of creators, and provide more exposure opportunities for listed products, Pinterest has announced a new strategic partnership with lifestyle content platform Tastemade, which will see Pinterest and Tastemade work together on new scripted shows, live-stream programming and in-person events around the world.

As per Pinterest:

Today, we’re announcing a first-of-its-kind, multi-million dollar, global strategic partnership between Pinterest and Tastemade aimed at scaling creators, content series, and live streaming on Pinterest. The multi-year, multi-territory partnership commences immediately with initial programming launching later this year in the U.S., LATAM, Europe, and APAC.”

Tastemade, which has dedicated production studios around the world, creates video content for more than 300 million active viewers, who cumulatively consume more than 700 million minutes of clips on the platform every month.

Now, creators on Pinterest will also be able to tap into that network, via collaboration between the two platforms on new productions, activations and more, in various regions.

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Indeed, Pinterest says that the agreement will see the production of 50 new Tastemade shows, which will debut exclusively on Pinterest, and will highlight Pinterest products and creators, via shoppable links and alerts. The deal will also deliver ‘hundreds of hours’ of new live programming for Pinterest TV, while Tastemade will also host a series of in-person creator events at their studios around the globe, including in Los Angeles, London, Tokyo, Jakarta, Mumbai, São Paulo, and Buenos Aires. 

The partnership between the two platforms makes a lot of sense, and will help to scale Pinterest’s offerings to a much broader audience, which will no doubt see its shopping engagement increase.

Pinterest says that, already, Tastemade creates some of the most inspirational content on Pinterest, with Tastemade Pins driving 200% more saves than the average Pin – and with more video content being shared exclusively to the app, that will bring more viewers into the Pinterest ecosystem, which could have big benefits for many Pin creators.

It’s essentially a cross-promotional tie-up, linking the creation skills of Tastemade’s team with Pinterest’s ever-expanding collection of product Pins.

It could end up being a highly valuable partnership, for both platforms, and it’s interesting to see a social media app (or at least, a former social media app) establishing a direct and ongoing content partnership in this way. It’s similar to YouTube partnering with, say, Walmart on a live-streaming initiative, though on a broader, more permanent scale – and in some ways, it switches the dynamic, with the creative talent, in this case, provided by Tastemade, as opposed to the platform hosting the product listings for a third party app.

That moves Pinterest further into the eCommerce space, as it essentially now becomes a provider of product listings for Tastemade content.

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Rather than relying on its own creator network, and social interaction, the deal will use established creative pros as a promotion vehicle in this respect.

It’ll be worth keeping an eye on how the partnership evolves over time.

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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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