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Pinterest Shares New Insights into How Brands Can Enhance Appeal Among Gen Z Consumers

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Pinterest Shares New Insights into How Brands Can Enhance Appeal Among Gen Z Consumers


Pinterest has shared a new research report into the shopping habits of Gen Z, which explores how brands can maximize their product appeal, and how Pinterest can help to enhance connection with younger consumers.

The report looks at what Gen Z ‘Zoomers’ are looking for in their shopping journey, and which elements are more likely to drive better response.

As explained by Pinterest:

Zoomers (consumers born between 1997-2012) have seen it all – they’re the first true digital natives – the first generation who can’t remember what life was like before the internet. That makes them less attached to particular brands than previous generations – and they’re far more keen on finding new shiny things that will set them apart.

Indeed, Pinterest notes that Zoomers are 20% more likely than other generations to try a new product, while its internal data shows that Gen Zers have also purchased 80% more new products in the last 12 months compared to other generations.

That means that there’s new opportunity for brands to tap into existing markets, and challenge the status quo, if they can get their messaging right.

And the benefits can be significant:

“Brands that connect with Gen Zers may see 14x greater revenue growth opportunity on average with this generation over time versus other generations.

In order to connect with this emerging consumer cohort, Pinterest advises that brands should look to:

  • Utilize video – Pinterest says that video ads are more likely to capture Gen Z’s attention than other types of marketing. “As the first true digital natives, Gen Zers are more likely to say video ads appeal to them when shopping for new products than other generations.”
  • Highlight brand values – Pinterest says that Gen Z consumers want to know that the brands they buy from understand their values and preferences. To do this, marketers need to get an in-depth understanding of how each platform works, and what’s important to younger audiences, while brands can also show their support for charitable causes and movements through their posts and announcements.
  • Help them stand out – Pinterest says that Gen Zers look to products that will help them express their unique identify. “Having grown up in the most socially open era yet, Gen Zers relish standing out – and using the products they buy to help express who they are”. By showing how your products can help them leave their mark, that could help in aligning your brand with younger consumers.
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These are some valuable pointers – most you’ve likely heard before (video, highlighting social causes). But still, it is worth noting these key elements in boosting your appeal with young consumers.

It’s also interesting to note the desire for products that help Gen Z users stand out. These days, among busy social feeds, and with global connection to subcultures and trends, it’s harder for youngsters to showcase their individuality, and that can be a selling point for the right brands, particularly in fashion and related fields.

Pinterest further notes that Pinners, in particular, are early adopters, with users some 15% more likely to purchase a new product within a week of launch, while Pinterest also says that 50% of Gen Z are active on the platform, providing a direct connection to this audience.

It’s worth noting these points in your approach, and maybe experimenting with some of these elements in your 2022 marketing plan.

You can read Pinterest’s full Gen Z marketing report here



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Google Proposes New ‘Topics’ Approach to Replace Cookie Tracking

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Google Proposes New 'Topics' Approach to Replace Cookie Tracking


As part of its ongoing effort to phase out third-party cookie tracking, and replace it with a new, privacy-friendly data insights process for web publishers, Google has today announced a shift in its approach, with a new topic-based structure now being proposed to both protect user privacy and facilitate publisher insight.

The new process will replace Google’s FLoC, or ‘Federated Learning of Cohorts’ process, which it had been working on to replace cookies.

As explained by Google:

With Topics, your browser determines a handful of topics, like “Fitness” or “Travel & Transportation,” that represent your top interests for that week based on your browsing history. Topics are kept for only three weeks and old topics are deleted. Topics are selected entirely on your device without involving any external servers, including Google servers. When you visit a participating site, Topics picks just three topics, one topic from each of the past three weeks, to share with the site and its advertising partners.”

So instead of providing more specific insight on individual user behaviors and interests, Google would enable advertisers and publishers to utilize topics for tracking, protecting user information while also catering to third-party data needs.

Which makes some sense, though there are some provisos that will need to be ironed out before Google takes its topics approach live.

For one, Google says that the topics list would be limited to around 350 topics “to reduce the risk of fingerprinting”. Which would indeed ensure enhanced privacy, but if Google was to increase the number of topics, that could become problematic, enabling more specific, and potentially discriminatory targeting based on these elements.

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For its part, Google says that its list of topics is thoughtfully curated to exclude sensitive categories, such as gender or race”. So it should cover off on any such concerns, but still, the more options available, the more specific targeting can get, which may not be a significant enough improvement on current data privacy processes.

Another key question, much like Apple’s ATT update, is whether Google itself will be bound by the same tracking limitations as its customers.

Evidence suggests that Apple is not limited by the same data-privacy requirements as the apps that utilize its network, and with Google having direct access to the raw response data, it too would be able to use that as a market advantage, improving its own position.

That’s the basis of several current legal challenges to Apple’s ATT update, and indeed Google’s own plans, with publishers claiming that the shift to phase out external data-tracking is in violation EU law, on antitrust grounds.

The legal technicalities could change the approach from both entirely, and it is interesting to note what limitations Google will or won’t put on itself as a result of this proposed change.

From a user standpoint, Google says that Topics would give people more control over their online experience, as it will be more transparent than cookies.

“And, by providing websites with your topics of interest, online businesses have an option that doesn’t involve covert tracking techniques, like browser fingerprinting, in order to continue serving relevant ads.

It is an interesting proposal, which does appear to cater to both users and publishers, and facilitate ongoing ad targeting in a post-cookie environment. But there are some intricacies that we’ll need to see more detail on before we can assess the full viability of the option.

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But ideally, eventually, the proposal will enable advertisers to continue using more advanced online targeting, as opposed to cutting them off completely, and reducing the effectiveness of digital ads.

You can read more about Google’s new Topics proposal here.



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Twitter Updates Video Playback in the New Version of TweetDeck

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Twitter Updates Video Playback in the New Version of TweetDeck


Twitter has added another element to the preview version of the next stage of TweetDeck, which will now enable users to expand and watch video clips from a TweetDeck column as they continue to use the app.

As you can see in this example, now, when you click to play a video clip, it will stay docked at the bottom of your window if you scroll past, so you can keep watching while you check out the latest tweets in your streams.

You’ll also be able to undock the video playback, pin it to another location or dismiss the video, while the playback will also continue even if you switch decks, or remove the column that it came from entirely.

It’s the latest addition to the growing feature base in the updated TweetDeck, which Twitter first launched last July, and is still in invite-only Preview mode.  Selected users in the US, Canada and Australia can access the new format, though you can also get a sense of the new functions by temporarily gaining access by editing the HTML code on the site.

The updated version of the tweet management platform includes improved column creation, ‘Decks’ for building multiple dashboards in the app, updated tweet presentation, so you can see how your tweets will look before they go live, list discovery, DM management and more.

It’s a better-looking, better functioning version of TweetDeck, and given it’s now been in testing for six months, it seems likely that it will soon become the default version of the platform, available to all users.

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Though Twitter could also look to monetize it.

I mean, Hootsuite has over 200,000 paying users, and how many of them are utilizing its platform just to schedule tweets? If Twitter went the same route, and charged businesses a small fee for access to TweetDeck, along with additional enhanced tools, and ideally, updated tweet analytics, I suspect many would indeed pay, adding another revenue pathway for the company.

And with Twitter still working on subscription models and other revenue generation options, it could be a more viable pathway than, say, Twitter Blue, which hasn’t become a major winner as yet.

To be clear, Twitter has directly suggested that it might look to monetize TweetDeck, as such, though Twitter Product Chief Kayvon Beykpour, did make this comment on the launch of the TweetDeck Preview test last July:

“Through these tests, we’re exploring how we can give people more customization and control using TweetDeck. We want to get feedback on how we can expand TweetDeck’s offerings for those who use it the most. We’ll take these lessons into account as we explore what TweetDeck could look like within Twitter’s subscription offerings later on. We’ll have more to share soon as we learn from these tests.”

So Twitter has, at the least, considered the potential in this respect, and if it is looking to significantly enhance the tool, and add in advanced analytics, especially following the removal of its Audience Insights element from Twitter Analytics in 2020, then again, I would suggest that many brands would indeed pay.

There are valuable tools that Twitter could build in, based on existing third-party tweet analytics options, which could make it worth any extra cost, and brands would be keen to track more data if it becomes available.

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There are no new analytics elements in the TweetDeck Preview as yet, but it does seem like an area of potential as Twitter continues to evolve the tool.





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Twitter Adds New Data Tracking Options to Ad Manager, New Overview of Tag Events

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Twitter Adds New Data Tracking Options to Ad Manager, New Overview of Tag Events


Twitter has announced some new updates to its ad platform which are designed to streamline ad targeting, while also providing more insights on campaign performance.

First off, Twitter’s changing the name of its ‘Website Clicks & Conversions’ objective to ‘Website Traffic’, a more generalized header, which will now also include a new ‘Site Visits Optimization’ goal within your available campaign objectives.

As you can see here, now, when setting up a Website Traffic campaign, you’ll be able to use ‘Site visits’ as the goal, which will then direct Twitter’s system to serve your ads to audiences most likely to visit your website.

“By enabling the Twitter Website Tag, Twitter is able to track actions that audiences take on an advertiser’s website and attribute them to their Twitter ads campaigns.”

That will then enable Twitter’s systems to better determine audience objectives, and present your ads to the right users. Twitter says that it’s seen strong results with site visits in testing, and it’ll be interesting to see whether the new goal generates better direct response to your promoted tweets.

In addition to this, Twitter’s also adding a new aggregated view of site metrics and conversion events within Twitter Ads Manager, which Twitter’s adding as a means to counter data loss as a result of Apple’s ATT update, and more users opting out of in-app tracking.

The process will utilize data gathered via Twitter’s website tag to provide a generalized estimate of key metrics, by Ad Group, at campaign level, by device type (iOS or Android), and placement-level, where possible.

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The data obviously won’t be as accurate as you would get from direct reporting via the Twitter tag on each user response, but by providing some insight into user actions, Twitter will be able to replace a level of indicative insight that’s been lost due to the iOS change.

And finally, Twitter’s adding a new ‘Events Manager’ dashboard to manage your Twitter Website Tag and its associated web-based conversion events.

Twitter ads update

As you can see here, the new Events Manager overview will provide in-depth insight on tag events, enabling you to better track and utilize the data being gathered from your site visitors.

These are handy updates, more focused on advanced Twitter marketers, but facilitating new levels of ad performance insight, which could help to maximize your ad results. And while aggregated data is no replacement for direct attribution, in the wake of Apple’s ATT update, marketers need to work with what they can, and these supplemental insights will help to provide more guidance in your approach.

You can read more about Twitter’s new ad platform updates here.





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