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Pinterest Unveils a Range of Shopping and Advertising Updates at its Annual ‘Pinterest Presents’ Event

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Pinterest Announces Second Annual 'Pinterest Presents' Conference, Highlighting Key App Trends and Initiatives

Pinterest has announced a range of new updates and additions as part of its second annual ‘Pinterest Presents’ global advertiser summit, including in-stream shopping enhancements, promoted Idea Pins, improvements to its Pinterest Trends tool and more.

Here’s a look at the key announcements from the event.

The big addition of focus is ‘Your Shop’, a new, personalized shopping page within the app.

As you can see here, the new Your Shop display will show you the latest items and offers based on your interests.

As explained by Pinterest:

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“[Your Shop] is a place for people on Pinterest to browse, shop and buy – and it’s completely tailored to every single person’s individual tastes. That’s right. People on Pinterest will see a customized shopping surface, with brands and products based on their own activity and preferences.”

I mean, that’s probably not as big a revelation as Pinterest might suggest here, but ideally, it’ll get more users tapping through on more products in-stream, with Pinterest’s ever improving algorithms looking to provide ever-more enticing product matches for each user.

Which leads to the next update.

In order to streamline the next stage of the purchase process, Pinterest is also adding a new direct, in-app checkout option for Shopify merchants.

Pinterest in-stream purchases

That’ll make it much easier to go from inspiration to purchase, without even disrupting your in-app experience. Which will lead to more impulse buys, and more shopping activity, a key element that Pinterest needs to build upon, especially given that its usage has slowed over the past year, after peaking early in the pandemic.

Fewer users is never good, but fewer users spending more money…

Pinterest has also announced a new Shopping API, designed to make it easier for merchants to upload their product catalogs, fueling their Pin product listings.

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Simplified catalog connection is key to maximizing in-app commerce – because if it’s too much work to create shoppable Pins, small businesses, in particular, just won’t bother. Pinterest has been working to improve on this front for some time, with the new API being the latest development.

A key update for marketers, meanwhile, is the announcement of improvements for Pinterest Trends, which provides insights into the popularity of any topic in the app.

Businesses in the US, Canada and the UK will see new features added to the Pinterest trends tool, including real time search data, more trend types, more granular audience tools and personalized trend recommendations for your business. And later this year, we’ll launch the tool to additional countries all over the world.”

Pinterest Trends update

Pinterest Trends is already a great research and insights tool, both for brands on Pinterest and for more general understanding, and these new elements will make it even more valuable. It’s definitely worth taking a look every now and then to see what’s trending in your business niche.

Finally, as it looks to maximize the popularity of its Stories-like Idea Pins, Pinterest will soon also enable advertisers to promote their Idea Pins in the app.

Pinterest’s also improving its paid partnership process, in order to better facilitate branded content deals, which will provide more avenues for creators to make money in the app, and for brands to utilize their expertise in Pin formats.

“Already, creators can tag your products in their Idea Pins, and disclose a paid partnership. Starting later this year, you’ll be able to promote those Pins as Idea ads to celebrate the partnership with a wider audience.”

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Pinterest says that it’s seen significant user interest in Idea Pins, as well as its TikTok-style Watch tab, and these new promotional options will facilitate more avenues for brands to tap into that popularity, and maximize their Pin efforts.

These are some interesting updates, and if you’re looking to market on Pinterest, it’s worth taking a deeper dive into these tools and elements, and considering how they might fit into your process.

I mean, right now, as noted, Pinterest usage is actually on the decline – but even so, at 431 million users, all of whom come to the app with shopping intent, that’s still a significant audience that you do want to reach, while the dedicated shopping focus of the app potentially makes them an even more valuable group for your brand than those on other, larger apps.

It all comes down to your business, your product, and how you can angle that towards key Pin trends. These new tools and updates will help in that process.

Your Shop is currently in beta for US Pinners, and will be launched to all US audiences later this year, with more countries to follow. Checkout is now available in beta for select Shopify merchants in the US, while the updated Pinterest Trends is now available to business users in the US, Canada and the UK.


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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.

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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.

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“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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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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