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Pro Tips: Pinterest Provides Insights into How to Maximize Your Pin Strategy in 2021

Published

3 years ago

July 29, 2021

pro tips pinterest provides insights into how to maximize your pin strategy in 2021

Are you considering adding Pinterest into your digital marketing process, or looking for ways to improve your existing Pin presence?

You should be. The platform has seen a significant increase in usage over the past two years, with the rise in eCommerce activity, sparked by the pandemic, leading more and more people to the app for increasingly personalized product discovery and browsing options.

Indeed, Pinterest is now up to 478 million active users, higher than Twitter, LinkedIn and Reddit, and with a dedicated shopping focus, it could be even more valuable as a promotional platform, depending on your brand offering.

So what’s working on Pinterest in 2021, and how can you go about tapping into that rise in activity?

In the first of our new Pro Tips series, we spoke to Elizabeth Mansfield, Head of Americas + APAC for Pinterest Business Marketing, to get her insights into the key shifts and trends of note.

Q: What ad/promotional elements are seeing the best response on Pinterest right now?

EM: As more and more people use Pinterest as a shopping platform, we’re seeing a hugely positive response to ads targeting people who truly love shopping.

Pinterest is not about shortcuts, one-click ordering, and mindless consumption; it’s inspiring, and it’s intentional. So the brands that can harness the magic of browsing, discovery and finding inspiration on the way to buying are winning here. In fact, when brands add Shopping Ads to their campaigns, they drive 3x the conversion and sales lift.

Q: What’s the key to an effective Pin strategy?

EM: Pinterest is fundamentally different from social media platforms. People come to Pinterest to focus on themselves – their real selves. They’re finding inspiration to build the lives they want to create. And brands actually add to that experience instead of interrupting it.

The key to an effective Pinterest strategy is playing within that inspiration ecosystem by using strong imagery, video, and Idea Pins. It’s really about creating inspiring content that will help Pinners turn ideas into reality – and making your brand or product exactly what they need.

Q: What’s the most common mistake you see brands make with their Pin approach?

EM: Brands that aren’t using Pinterest’s rich audience insights to inform their campaigns are truly missing out.

Pinners are planners, so we have insight into not only what ideas and products they’re looking for now, but what they’ll be looking for in the future. Trends grow faster and last longer on Pinterest, so whether it’s a beauty trend like “skinimalism” or a snack trend like watermelon jerky, Pinners are on the leading edge of culture.

Our annual Pinterest Predicts report is a treasure trove of these audience insights!

Q: What’s a good example of a brand that’s achieving strong results with Pin marketing?

EM: Anheuser-Busch InBev’s BON V!V brand absolutely nailed a recent campaign by pairing their sugar-free spiked seltzer with images of occasions that were trending on Pinterest. This was during a U.S. pandemic lockdown, so it was all about ways to create a cozy brunch experience at home.

The colorful, fun creative was built around trending Pinterest ideas like “self-care checklist” or “brunchable bites.” By building their campaign around Pinterest trends and insights, BON V!V saw 100% full-funnel lifts across brand awareness, message association, brand favorability and purchase intent.

Q: What would be your top tip for someone starting out with Pinterest ads?

EM: Set up shop! Upload your product catalog and install the Pinterest tag, which makes your content shoppable so your brand can get discovered organically.

People on Pinterest outspend people on other platforms by 80% every month, and you want your products in front of this audience that loves to shop. You want to be their next discovery, their next inspiration, their next purchase! Our Shopping Solutions guide will help you get started.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

Published

1 month ago

March 18, 2024

Max

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.

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

Published

2 months ago

February 26, 2024

Entireweb News Bot

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.”Â

“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.

“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

Published

2 months ago

February 26, 2024

Entireweb News Bot

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.

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.