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

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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.”

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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.

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.

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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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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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