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Pinterest Loses 24 Million Users as Lockdowns Ease and Physical Stores Re-Open Around the World

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pinterest loses 24 million users as lockdowns ease and physical stores re open around the world

After reporting 11 quarters of consecutive user growth, Pinterest has taken a hit, with the platform seeing a decline in overall users in Q2, though its revenue results remained strong for the period.

But users will be the key storyline here – as you can see here, Pinterest lost 24 million users over the past three months, with US users dropping 5% year-on-year.

Pinterest Q2 2021

The loss, Pinterest says, is largely attributable to the global vaccine roll-out, and the re-opening of physical stores, which has impacted adoption of eCommerce and online browsing.

As per Pinterest:

“Fewer MAUs came to Pinterest during Q2 than we expected. The primary driver of slower year over year MAU growth globally, and year over year MAU declines in the US, was the widespread easing of pandemic restrictions. As lockdowns lifted, people spent less time at home in Q2 2021 vs. Q2 2020. Given that many of Pinterest’s core use cases (e.g., decor, garden, cooking, DIY) are especially relevant at home, we believe we disproportionately benefited from increased time spent at home during pandemic lockdowns.”

In other words, last year’s results were somewhat anomalous, due to the pandemic, which means that these numbers will inevitably look bad in comparison. On balance, 454 million overall users is steady, in terms of the platform’s longer-term growth trajectory – it’s just that adding 62 million more users over the past year was not sustainable, which amplifies the losses somewhat.

For context, Pinterest’s user count jumped from 367 million in Q1 20 to 416 million Q2 20, the platform’s biggest quarter-on-quarter increase in its history (49m). Without the subsequent pandemic influx, and based on its current user count (454m), Pinterest would have posted an average increase of 17.4m new users per quarter over the past year, which would be considered good performance. But riding the COVID-induced wave has muddied that with a far more variable, and less favorable, comparison.

The specific impacts of the retail re-opening are also underlined in Pinterest’s notes, with the platform explaining that the biggest drag on its usage numbers was due to fewer people logging into the platform via the web. Pinterest also says that web-based Pinterest users were ‘less engaged and generating less revenue’ than Pinners who use the mobile app.

“In Q2, MAUs on our mobile apps grew in the US year over year, and grew by more than 20% internationally.”

So if you were targeting Pin users on the web, or your target market is primarily desktop-based, it may not be the best outreach option for your brand.

Pinterest does, however, note that both shopping and search engagement, overall, remain solid, so people are still discovering new products and brands, and buying through the app.

This particular element has benefited from the platform’s improved feed ingestion processes (catalog uploads were up 50% quarter over quarter in Q2), facilitating more shoppable Pins, and giving brands more opportunity to get their products in front of active consumers.

Essentially, what this means is that while Pinterest may not have as many users, overall, the users that it does have may prove to be just as valuable, if it can continue to refine and improve is in-stream buying experiences.

That’s largely reflected in Pinterest’s Average Revenue Per User stats, which have increased on Q1.

Pinterest Q2 2021

So even if it is losing some audience reach, the people that are using the app are still engaged, which is a positive sign for the app. 

Growth remains a key element, and Pinterest will need to get this back on track. But the figures, as Pinterest notes, reflect a market correction of sorts, following the surge in web usage last year, as a result of the global lockdowns. As that wave recedes, we’re getting a more accurate perspective on what can be considered each company’s actual growth trajectory – and in this sense, Pinterest is growing its core element, in providing a platform for shopping discovery and purchase and facilitating more marketing opportunities.

The top line user stats look bad, but the underlying performance figures still point to significant potential to reach prospective customers in the app.

Pinterest further notes that Gen Z Pinners continue to be highly engaged:

“US MAUs under 25 grew double-digits year over year and showed particularly strong engagement with our new native content format, Idea Pins.”

Idea Pins – which were Story Pins – align with the broader Stories engagement trend, so it’s no surprise to see them catching on with younger users. And the fact that Pinterest is seeing stronger engagement with this audience segment, as eCommerce sales continue to rise, is also a positive sign for future expansion.

Idea Pins

Pinterest says that the number of Idea Pins created daily has grown more than 7x since the beginning of the year and daily impressions from Idea Pins have grown more than 10x in the same period. Worth considering in your strategy.

In terms of revenue, Pinterest brought in $613 million for the quarter, a 125% YoY increase.

Pinterest Q2 2021

Pinterest says it saw particularly strong advertiser interest from large US retailers and travel brands, while the continued expansion of its business tools into new markets has also helped boost revenue intake.

Again, the numbers here subvert what will be the broader narrative, being that the platform has lost users. Because it has lost a surprising amount of MAUs – but taking a similar perspective to Twitter’s ‘Monetizable Daily Active User’ numbers, while Pinterest may have lost some audience, it may also be refining down to more profitable users, or people who are actually using the app to spend money. 

If Pinterest can continue to produce results, then it has a good opportunity to further solidify these results, and build from there – but the concern, of course, is that audience declines will result in less advertiser interest. Which is why Pinterest will need to underline the potential of its direct shopping options to maintain business activity.

Looking ahead, Pinterest has essentially said that it doesn’t know what to expect: 

“Our current expectation is that Q3 revenue will grow in the low-40% range year over year. We expect Q3 operating expenses will grow modestly quarter over quarter as we continue to ramp investments in our long-term strategic priorities, with plans to resume our brand marketing campaign in early Q4. Engagement headwinds on Pinterest have continued in July. The evolution of the COVID-19 pandemic and related restrictions remain unknown, and we are not providing guidance on Q3 2021 MAUs given our lack of visibility into certain key drivers of engagement.”

So it could well report another decline in users in the next period. Which would be bad, but if Pinterest can keep producing results for advertisers, and encouraging ad spend, and keep improving its Shoppable Pins and direct selling options, helping businesses connect with its spend-ready users, then it may well be able to maintain its revenue growth momentum, and maximize its ARPU numbers, which it could then point to as a positive sign of business endurance, despite lower audience traction.

But growth will be the key story, and will remain the key focus until Pinterest can convince the market it’s not an issue. Because eventually, no matter how you look at it, it will be, and if Pinterest can’t keep growing and producing results for brands, its challenges could mount as the vaccine rollout continues around the world. 

Socialmediatoday.com

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12 Proven Methods to Make Money Blogging in 2024

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Make money blogging

 

Make money bloggingThis is a contributed article.

The world of blogging continues to thrive in 2024, offering a compelling avenue for creative minds to share their knowledge, build an audience, and even turn their passion into profit. Whether you’re a seasoned blogger or just starting, there are numerous effective strategies to monetize your blog and achieve financial success. Here, we delve into 12 proven methods to make money blogging in 2024:

1. Embrace Niche Expertise:

Standing out in the vast blogosphere requires focus. Carving a niche allows you to cater to a specific audience with targeted content. This not only builds a loyal following but also positions you as an authority in your chosen field. Whether it’s gardening techniques, travel hacking tips, or the intricacies of cryptocurrency, delve deep into a subject you’re passionate and knowledgeable about. Targeted audiences are more receptive to monetization efforts, making them ideal for success.

2. Content is King (and Queen):

High-quality content remains the cornerstone of any successful blog. In 2024, readers crave informative, engaging, and well-written content that solves their problems, answers their questions, or entertains them. Invest time in crafting valuable blog posts, articles, or videos that resonate with your target audience.

  • Focus on evergreen content: Create content that remains relevant for a long time, attracting consistent traffic and boosting your earning potential.
  • Incorporate multimedia: Spice up your content with captivating images, infographics, or even videos to enhance reader engagement and improve SEO.
  • Maintain consistency: Develop a regular publishing schedule to build anticipation and keep your audience coming back for more.

3. The Power of SEO:

Search Engine Optimization (SEO) ensures your blog ranks high in search engine results for relevant keywords. This increases organic traffic, the lifeblood of any monetization strategy.

  • Keyword research: Use keyword research tools to identify terms your target audience searches for. Strategically incorporate these keywords into your content naturally.
  • Technical SEO: Optimize your blog’s loading speed, mobile responsiveness, and overall technical aspects to improve search engine ranking.
  • Backlink building: Encourage other websites to link back to your content, boosting your blog’s authority in the eyes of search engines.

4. Monetization Magic: Affiliate Marketing

Affiliate marketing allows you to earn commissions by promoting other companies’ products or services. When a reader clicks on your affiliate link and makes a purchase, you get a commission.

  • Choose relevant affiliates: Promote products or services that align with your niche and resonate with your audience.
  • Transparency is key: Disclose your affiliate relationships clearly to your readers and build trust.
  • Integrate strategically: Don’t just bombard readers with links. Weave affiliate promotions naturally into your content, highlighting the value proposition.

5. Display Advertising: A Classic Approach

Display advertising involves placing banner ads, text ads, or other visual elements on your blog. When a reader clicks on an ad, you earn revenue.

  • Choose reputable ad networks: Partner with established ad networks that offer competitive rates and relevant ads for your audience.
  • Strategic ad placement: Place ads thoughtfully, avoiding an overwhelming experience for readers.
  • Track your performance: Monitor ad clicks and conversions to measure the effectiveness of your ad placements and optimize for better results.

6. Offer Premium Content:

Providing exclusive, in-depth content behind a paywall can generate additional income. This could be premium blog posts, ebooks, online courses, or webinars.

  • Deliver exceptional value: Ensure your premium content offers significant value that justifies the price tag.
  • Multiple pricing options: Consider offering tiered subscription plans to cater to different audience needs and budgets.
  • Promote effectively: Highlight the benefits of your premium content and encourage readers to subscribe.

7. Coaching and Consulting:

Leverage your expertise by offering coaching or consulting services related to your niche. Readers who find your content valuable may be interested in personalized guidance.

  • Position yourself as an expert: Showcase your qualifications, experience, and client testimonials to build trust and establish your credibility.
  • Offer free consultations: Provide a limited free consultation to potential clients, allowing them to experience your expertise firsthand.
  • Develop clear packages: Outline different coaching or consulting packages with varying time commitments and pricing structures.

8. The Power of Community: Online Events and Webinars

Host online events or webinars related to your niche. These events offer valuable content while also providing an opportunity to promote other monetization avenues.

  • Interactive and engaging: Structure your online events to be interactive with polls, Q&A sessions, or live chats. Click here to learn more about image marketing with Q&A sessions and live chats.

9. Embrace the Power of Email Marketing:

Building an email list allows you to foster stronger relationships with your audience and promote your content and offerings directly.

  • Offer valuable incentives: Encourage readers to subscribe by offering exclusive content, discounts, or early access to new products.
  • Segmentation is key: Segment your email list based on reader interests to send targeted campaigns that resonate more effectively.
  • Regular communication: Maintain consistent communication with your subscribers through engaging newsletters or updates.

10. Sell Your Own Products:

Take your expertise to the next level by creating and selling your own products. This could be physical merchandise, digital downloads, or even printables related to your niche.

  • Identify audience needs: Develop products that address the specific needs and desires of your target audience.
  • High-quality offerings: Invest in creating high-quality products that offer exceptional value and user experience.
  • Utilize multiple platforms: Sell your products through your blog, online marketplaces, or even social media platforms.

11. Sponsorships and Brand Collaborations:

Partner with brands or businesses relevant to your niche for sponsored content or collaborations. This can be a lucrative way to leverage your audience and generate income.

  • Maintain editorial control: While working with sponsors, ensure you retain editorial control to maintain your blog’s authenticity and audience trust.
  • Disclosures are essential: Clearly disclose sponsored content to readers, upholding transparency and ethical practices.
  • Align with your niche: Partner with brands that complement your content and resonate with your audience.

12. Freelancing and Paid Writing Opportunities:

Your blog can serve as a springboard for freelance writing opportunities. Showcase your writing skills and expertise through your blog content, attracting potential clients.

  • Target relevant publications: Identify online publications, websites, or magazines related to your niche and pitch your writing services.
  • High-quality samples: Include high-quality blog posts from your site as writing samples when pitching to potential clients.
  • Develop strong writing skills: Continuously hone your writing skills and stay updated on current trends in your niche to deliver exceptional work.

Conclusion:

Building a successful blog that generates income requires dedication, strategic planning, and high-quality content. In today’s digital age, there are numerous opportunities to make money online through blogging. By utilizing a combination of methods such as affiliate marketing, sponsored content, and selling digital products or services, you can leverage your blog’s potential and achieve financial success.

Remember, consistency in posting, engaging with your audience, and staying adaptable to trends are key to thriving in the ever-evolving blogosphere. Embrace new strategies, refine your approaches, and always keep your readers at the forefront of your content creation journey. With dedication and the right approach, your blog has the potential to become a valuable source of income and a platform for sharing your knowledge and passion with the world, making money online while doing what you love.

Image Credit: DepositPhotos



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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.

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.

“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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