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Pinterest Shares New Insights into How Men are Using the App in their Shopping Journeys

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Pinterest Shares New Insights into How Men are Using the App in their Shopping Journeys


While Pinterest’s audience is predominantly female, male usage has been steadily growing, with the platform now reaching some 27% of US men aged 25 to 54. That could present a unique marketing opportunity for more male-aligned brands and products – but what are men Pinning and searching for in the app?

Today, Pinterest has published some new insights into male Pinner usage, and how men vary in their use of the app versus other users, in order to help marketers better plan and strategize their male Pinner outreach.

And according to Pinterest’s data, male pinners are looking to make big plans in 2022, and get back to their life goals after the disruption of the pandemic.

As explained by Pinterest:

“Our study showed a mix of big-picture intention setting (eat better, find work-life balance) and smaller shifts to have more fun (socialize more, spend more time with friends).

Which, of course, are fairly universal post-pandemic goals, which will still be disrupted due to the surge in the Omicron variant, but Pinterest provides more specific notes on how men, specifically, are looking to achieve these aims.

Pinterest says that:

  • 55% of male users are looking to go to the movies more often
  • 55% of male users are looking to go to restaurants
  • 50% are looking to host house parties in 2022
  • 60% are seeking new activities to do with their families
  • 30% of male Pinners are looking to buy a new car

There are some interesting, and potentially valuable opportunities within these trends, which could help to align your Pinterest marketing, if you’re looking to connect with men in the app.

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What’s more, Pinterest says that 75% of male Pinners are looking to spend more money to reach their goals this year.

Again, while it may not be the prime focus of your marketing efforts, it could well be worth spending some time on Pinterest, and learning about the latest usage trends, and even experimenting with Pin promotions to see whether you can reach this engaged, active shopping audience.

So what are male Pinners looking for in their Pin shopping journey? Pinterest highlights three key tips:

  • Male users are highly brand conscious, and will pay more for the brands that they know and trust
  • Men conduct fewer searches before making a purchase, and are keen to get to the point faster in the process, underlining the need to reach them early in their shopping journey
  • Given this, Pinterest’s personalization in its search results is a key benefit for male Pinners, with 85% of male users noting that the platform feels personalized to them.

Which presents more opportunity to connect with these receptive, active buyers.

Other platforms have bigger reach, and much stronger male usage overall, but it is worth noting these latest trends and insights, and considering whether Pinterest might be worth experimenting with in your 2022 outreach.

You can read Pinterest’s full research report here.



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LinkedIn Announces the Retirement of its LinkedIn Lite App

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LinkedIn Announces the Retirement of its LinkedIn Lite App


LinkedIn has announced that it’s shutting down LinkedIn Lite, its pared-back version of the platform, designed for users in regions with more restricted connectivity and data access provisions.

Originally launched back in 2017 as a way to help “level the playing field for all members when it comes to accessibility”, LinkedIn Lite includes the basic functionality of LinkedIn, and is designed to load faster, while also using less data, handy for regions with more restrictive data plans.

But as LinkedIn continues to evolve, the Lite app gets further behind, with the full app’s more advanced functionalities – like video connection, full profile display features, Creator Mode, etc. – all getting more and more distant from the streamlined tool.

And with global connectivity evolving, LinkedIn now feels confident that it can move on without the scaled-back variation, which could also help boost in-app engagement and usage, and make LinkedIn a more significant presence in key markets.

Which, as you can see here, are growing. Now at 810 million total members, LinkedIn continues to gain momentum in developing regions, especially India (85m members, up from 60m in 2019), South Africa (+2m since 2019), the Philippines (+3m) and Nigeria (+1m)

LinkedIn Member Map

As with most social apps, India is a key focus, and LinkedIn says that Indian adoption of the full version of the app is now rising at 4x the global average, as mobile adoption continues to soar in the nation.

At the same time, retirement of the Lite app could also give LinkedIn’s team more opportunity to develop and maintain its new ‘InJobs’ app in China, with the full version of LinkedIn removed from China last October due to increasing regulatory pressure and scrutiny.

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At 56 million users, maintaining connection with China is key, and maybe that’s another factor in LinkedIn’s decision to step away from its scaled-down version.

Either way, the LinkedIn Lite app will be removed from Android app stores on 27th January 27th, before being deactivated completely March 15th.

LinkedIn says that it will transition Lite app users over to the full LinkedIn experience over the next few weeks.



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Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]

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Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]


Super Bowl LVI is just around the corner, which also means that we’ll soon see the biggest showcase of ad content of the year, highlighting new trends, creative activations and opportunities, which can sometimes re-shape advertising approaches from that moment forward.

And this year looks set to be particularly significant. As more people look towards a post-pandemic future, there’s a big opportunities for clever marketers to tap into this enthusiasm, and the various trends that come with it. That’ll likely see more innovative, integrated ad approaches, which will extend beyond the initial big game activations, and showcase new opportunities.

Twitter’s keen to cash in on that excitement. This week, Twitter’s published a new overview of user trends around the NFL playoffs, highlighting the huge boost in tweet activity heading into Super Bowl weekend.

As Twitter notes:

In the 2022 Divisional Round alone, we saw 27% more impressions on Tweets about the NFL, 58% more Tweets overall, and 42% more unique authors, compared with one year ago.”

It could be a key platform for boosting your tie-in efforts – and if you are considering the potential of Twitter ads for your campaigns, then these new stats might help.





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Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]

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Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]


Do you like K-pop?

Increasingly, the chances are that you do, given the massive growth of K-pop fandom around the world, with megabands like BTS and Blackpink building huge audiences, and each becoming cultural forces within themselves.

That fandom is most significantly present on Twitter, which has become a key hub for K-pop enthusiasts. K-pop tweeters are now so prominent that they even have the power to quash controversial hashtag movements, by banding together to flood the streams with K-pop-related tweets instead. 

It’s amazing to see, and today, Twitter has shared some new insights into the rising K-pop conversation, which got even bigger, once again, in 2021.

As explained by Twitter:

With a massive 7.8 billion global Tweets in 2021, #KpopTwitter once again showed its power by breaking its previous record of 6.7 billion Tweets in 2020. Registering a notable 16% increase in Tweet volume globally, #KpopTwitter conversations became more diverse and vibrant in 2021.”

So where, exactly, is K-pop discussion trending, and who are the big bands of note? Check out the below insights from Twitter – which also includes a list of rising K-pop stars if you want to get ahead of the curve.





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