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Pinterest Shares New Marketing Guides for Restaurants and Streaming Services in 2021

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Many things have changed over the last 12 months, with the COVID-19 pandemic having a major impact on how we work, play – really, how we do everything. 

Two business sectors specifically impacted by the pandemic have been hospitality – and restaurants specifically – and home entertainment. Restaurants have had to quickly pivot to put more focus on home delivery options, while home entertainment has become a much bigger focus, with all of our regular, out of the home options off the cards.

That’s lead to some major habitual changes in how we use these services, which could have long-lasting impacts. And even if we do get to a stage where things can revert to some level of normal, that still won’t happen for some time – which is why this week, Pinterest has published two new guides, one for restaurants and one for streaming services, which outline how these businesses can plan their Pin marketing efforts for the year ahead.

And they include a heap of helpful notes, including insights into Pinterest audience trends and traits to assist in campaign planning:

Pinterest restaurant guide

There are also trend projections to better map the way forward:

Pinterest streaming guide

And more in-depth data on specific usage trends:

Pinterst streaming guide

And while the insights are relative to these specific sectors, they also point to broader usage trends, which could help in planning for other sectors: 

Pinterest restaurant marketing

There are also planning guides:

Pinterest restaurant marketing guide

And overviews of the platform’s ad options and tools:

Pinterest marketing guide

As noted, even if you don’t operate in these sectors, if you’re interested in Pinterest marketing, there are some interesting notes and pointers which may relate to your approach.

You can download Pinterest’s planning guide for streaming services here, and its off-premises planning guide for restaurants here. Worth a look if you’re considering Pinterest in your 2021 strategy.

Socialmediatoday.com

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Instagram Tests Out New Ad Options, Including Explore Placement and Interactive AR Displays

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Instagram Tests Out New Ad Options, Including Explore Placement and Interactive AR Displays

As we head into the holiday shopping push, Instagram has announced that it’s testing out some new ad options, in the hopes of maximizing its revenue intake, while also providing new opportunities for brands.

Though I can’t imagine that these will be entirely popular additions with users.

First off, Instagram’s adding new ads into Explore, with the first page of Explore now set to feature a new ad unit in the content feed.

As you can see in this example, that’s a pretty big ad. Instagram hasn’t clarified if all of these new Explore ads will be featured as prominently as this, but the option will provide another means to reach IG users ‘in the earliest stages of discovering new content they care about’.

It could be a good consideration, with a chance to get your products featured in the main discovery feed in the app.

Instagram’s also testing ads in profile feed – ‘which is the feed experience that people can scroll through after visiting another account’s profile and tapping on a post’.

So now, if you check out someone’s profile, and tap on a post, you’ll also be eligible to be served ads in that dedicated stream of their content, essentially inserting ads into another surface in the app.

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Instagram’s also looking into whether this option could also be used as a monetization opportunity for creators, as that activity will be tied back to an individual profile and content.

Instagram’s also testing what it’s calling ‘Multi-Advertiser Ads’, which will display more promotions from similar businesses to users after they’ve engaged with an ad.

Instagram ad updates

As per Instagram:

“When a person expresses commercial intent by engaging with an ad, we deliver more ads from other businesses that may be of interest, powered by machine learning.”

So Instagram’s looking to push even more related businesses at you, stacking ads upon ads. I don’t know how effective that will be, but in theory, it could get your brand in front of interested users based on previous ad engagement.

Finally, Instagram’s also launched an open beta of its AR Ads, which will be available in both feed and Stories in the app.

Instagram ads update

As you can see here, Instagram’s AR ads, built in its Spark AR platform, will invite users to interact with their ad content, which could also include positioning virtual furniture in their home, or test driving a car in the app.

Which Meta also says will help brands align with future engagement shifts:

“By giving businesses tools to create more personalized and immersive experiences today we’ll help them drive performance and prepare for the metaverse.”

I mean, AR and the metaverse, which is largely VR-based (going on the examples we’ve seen thus far) are not the same thing, but the creation of 3D objects will play a part in that next stage, and could help to advance your thinking on ad approaches.

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These are some interesting ad considerations, but they’ll also see a lot more promotions being squeezed into your Instagram feeds, which, as noted, likely won’t be welcomed by users.

But with parent company Meta under rising pressure, Instagram has to do its part. And while leaning into further Reels, and forcing in more ads, may not be a great play, long-term, the usage and engagement data will ultimately tell the tale.



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