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Pinterest Shares New insights into Key Shopping Trends and Events Leading into the Holiday Season

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Pinterest Shares New insights into Key Shopping Trends and Events Leading into the Holiday Season

It’s now 152 days till Christmas, and after two years of COVID disruptions, people are increasingly keen to celebrate a more normal holiday season – which could present significant opportunities for marketers.

Which many businesses need. Those same disruptions have reduced incomes across the board, and that could well make this a critical holiday season, in many ways, and for many different brands.

That’s underlined in the latest data from Pinterest, which has taken a look at emerging holiday trends, in order to highlight the key opportunities of the coming season.

As per Pinterest:

“The past two years forced people to reinvent how they celebrate the holiday season and in these challenging economic times, many are shopping early to help save ahead of the holiday rush. And while people’s gatherings might have shrunk the last couple years, they’re actually celebrating more often than before. 80% of holiday shoppers in Pinterest’s survey said they plan to have more “mini moments” throughout the holiday season, punctuating their bigger festivities with every chance they can get to celebrate, connect and create new traditions.”

According to Pinterest, that could mean that we see a range of celebrations and events this year, from big Halloween bashes and Thanksgiving potlucks to more intimate gatherings – “like gift-wrapping parties, or holiday movie nights.”

These alternate celebrations, adapted as a result of COVID restrictions, are now also a part of new traditions, which could provide a broader range of marketing moments over the coming months.

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With this in mind, Pinterest says that it’s important that marketers plan for multiple seasonal moments and opportunities, in order to maximize performance.

“In 2021, Pinterest advertisers who activated against multiple holiday moments saw a 4x higher increase in conversion rates than those who only activated for Christmas.”

That means that you need to start moving now to connect with all the key events.

Pinterest holiday trends

As you can see, Pinterest activity around the major shopping events starts months in advance, while there are many smaller moments in between that could also feed into your planning.

Pinterest advises brands to take note of these new celebrations where possible, and consider the various angles for your marketing. There may well be big potential, in many aspects, and it could be worth checking out the latest Pin Trends data to glean more insight into key interests and behaviors leading into the last months of the year.

If you’re looking for more insight, Pinterest also recently hosted a holiday webinar, in which it provided a range of notes and insights about the latest holiday shopping trends. 

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These are the social media platforms we most want a detox from

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Instagram

Photo by Solen Feyissa / Unsplash

Many people like social media, others find it addictive but they are not necessarily enjoying the experience when they are using it. In this category there are some people who would welcome a detox, even if this is only partial. Digital detox refers to a period of time when a person voluntarily refrains from using digital devices such as smartphones, computers, and social media platforms. A digital detox can provide relief from the pressure of constant connection to electronic devices.

Looking at the U.K., a new survey finds that the majority want to delete their Instagram account ahead of any other. 

This finding comes from the company VPNOverview.com and the results have been shared with Digital Journal. For the research, VPNOverview analysed the number of monthly Google searches in the U.K. for terms related to deleting accounts to see what platforms people want a detox from. 

This process found that media sharing social network Instagram was the platform people wanted to delete themselves from the most, with more than 321,000 searches a month from users wishing to do so. Recently, Instagram came under fire and was accused of copying other competing platforms like TikTok after big changes were made to the app, with some of these changes now being reversed. 

Facebook takes second place, with more than 82,000 searches a month in the U.K. At the end of 2021, Facebook saw its first-ever decline in the number of daily users using the platform and a 1% decline in revenue in the last quarter of 2022. 

With more than 73,000 searches a month for information on deleting accounts, Snapchat takes third place. In July of 2022, Snap, Snapchat’s parent company, announced that they would be debuting Snapchat for Web, the first ever web version of the app since its initial release in 2011. 

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Plenty of Fish takes fifth place, with more than 23,000 searches around deleting accounts made every month in the UK. It’s the only dating app in the top ten, with Tinder narrowly missing out in 12th place with 8,500 searches. 

            Rank          Platform          Monthly searches to delete account 
        1      Instagram      321,000 
        2      Facebook      82,000 
        3      Snapchat      73,000 
        4      Google      50,000 
        5      Plenty of Fish      23,000 
        6      Twitter      18,000 
        7      Reddit      14,000 
        8      Amazon      13,000 
        9      Kik      12,000 
        10      TikTok      8,800 

Also featuring on the table is online marketplace Amazon, which comes in eighth place on the list, with 13,000 searches from people wanting to delete their accounts every month. Amazon recently announced that it was increasing the cost of its Amazon Prime service by £1 a month in the U.K., with annual memberships shooting up from £79 to £95. 

Commenting on the findings, a spokesperson from VPNOverview tells Digital Journal: “It’s interesting to see the contrast of platforms on the list, and how it’s not just social media that people want a cleanse from following controversies around privacy and data collection. Platforms offering subscription services like Amazon are also taking a hit, with the rising cost of living meaning many Brits are having to cut corners on things they use every day.”  

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