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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.

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.

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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Meta Could be Exploring Paid Blue Checkmarks on Facebook and Instagram

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Meta Could be Exploring Paid Blue Checkmarks on Facebook and Instagram

It seems like Elon Musk’s chaotic management approach at Twitter is having some broader impacts, with more companies reportedly considering lay-offs in the wake of Musk culling 70% of Twitter staff (and keeping the app running), and Meta now apparently also considering charging for blue checkmarks in its apps.

Yes, the Twitter Blue approach to making people pay for verification, which hasn’t proven overly popular on Twitter itself, is now also seemingly in consideration at Meta as well.

According to a new finding by reverse engineering pro Alessandro Paluzzi, there’s a new mention in the codebase of both Facebook and Instagram of a ‘paid blue badge’.

Paluzzi also shared a screenshot of the code with TechCrunch:

That does appear to refer to a subscription service for both apps, which could well give you a blue verification badge as a result.

Mets has neither confirmed nor denied the project, but it does seem, at least on the surface, that it’s considering offering checkmarks as another paid option – which still seems strange, considering the original purpose of verification, which is to signify noteworthy people or profiles in the app.

If people can just buy that, then it’s no longer of any value, right?

Evidently, that’s not the case, and with Twitter already bringing in around $7 million per quarter from Twitter Blue subscriptions, maybe Meta’s looking for a means to supplement its own intake, and make up for lost ad dollars and/or rising costs of its metaverse development.

It seems counter-intuitive, but I guess, if people will pay, and the platforms aren’t concerned about there being confusion as to what the blue ticks actually mean.

I guess, more money is good?

Meta has, in the past, said that it won’t charge a subscription fee to access its apps. But this, of course, would be supplemental – users wouldn’t have to pay, but they could buy a blue checkmark if they wanted, and use the implied value of recognition for their own purposes.

Which seems wrong, but tough times, higher costs – maybe every app needs to start digging deeper.

Meta hasn’t provided any info or confirmation at this stage, but we’ll keep you updated on any progress.



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YouTube Shorts Exceed 50B Daily Views, Meta’s Reels Doubles Plays 02/03/2023

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YouTube Shorts Exceed 50B Daily Views, Meta's Reels Doubles Plays 02/03/2023

YouTube Shorts and Meta’s Reels are both making
headway in the intensely competitive video shorts sector.  

During Alphabet’s Q4 earnings call on Thursday, CEO Sundar Pichai reported that YouTube Shorts has surpassed 50 billion
daily views. That’s up from the 30 billion reported in Q1 2022.

However, it still …



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Podcast Marketing Statistics for Businesses [Infographic]

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Podcast Marketing Statistics for Businesses [Infographic]

Podcasts have become an increasingly popular content format, providing on-demand, topical material covering virtually any subject that you can think of.

Indeed, according to estimates, over 130 million people will listen to podcasts monthly in the US this year, which could also provide significant opportunities for marketers to tap into this captive audience, and reach them with relevant ads and offers.

If you’re considering getting into podcasting or podcast advertising, this will help. The team from Spiralytics have put together a collection of podcast consumption stats and notes, which could help guide your thinking around the format.

Check out the full infographic below.

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