Category: Marketing Blog

Snapchat Sees Higher Usage Amid COVID-19 Lockdowns, Outlines Key Trend of Note

Snapchat has provided an update on the usage trends that it's seeing amid the COVID-19 lockdowns, including a 50% increase in video calls and 25% more time spent using Lenses.

YouTube is Working on a TikTok-Like Tool to Fend Off Rising Video Competition

YouTubs is reportedly developing its own TikTok-like tool, as the short-form video app continues to gain momentum amid the COVID-19 lockdowns.

When to Post on Instagram to Maximize Engagement (2020 Data) [Infographic]

When's the best time to post on Instagram? The team from Tailwind have analyzed 1.8 million posts to provide some new insights for your consideration.

Snapchat Sees Higher Usage Amid COVID-19 Lockdowns, Outlines Key Trends of Note

Snapchat has provided an update on the usage trends that it's seeing amid the COVID-19 lockdowns, including a 50% increase in video calls and 25% more time spent using Lenses.

Twitter Provides New Guide on Effective Use of Social Media Data

Twitter has published a new guide on how brands can make best use of social media data to inform strategic decisions.

LinkedIn Provides Free Mindfulness Courses on LinkedIn Learning to Help People Deal with the COVID-19 Lockdowns

With many people adjusting to unfamiliar work/life situations, LinkedIn has outlined a range of LinkedIn Learning courses that people can take, for free, to help them deal with change.

Facebook Outlines How It’s Promoting Census Participation, and Monitoring for Census Misinformation

Facebook has outlined how it's working to promote Census participation in the US, and how it's using its election integrity team to monitor for Census misinformation.

LinkedIn Offers Free Job Posts to Essential Services Amid COVID-19 Pandemic

LinkedIn is offering essential services free job postings on its platform in order to help provide assistance amid the coronavirus pandemic.

Twitter Provides Tips on How Brands Can Connect with Their Audiences Amid the COVID-19 Pandemic

What should your business be looking to say on social during the COVID-19 lockdowns? Twitter recently provided some tips.

Facebook Launches ‘Community Help’ Where Users Can Register to Help Neighbors or Request Assistance

Facebook has launched a new 'Community Help' platform, where people can either offer assistance to others in their community, or request help with tasks.

Facebook Updates Oculus Quest Controls, Adding New Menu Options and 2D Multi-Window Support

Facebook has announced a new update for its user control options in Oculus Quest, which could help to make VR a more functional, useful space.

Instagram’s Working on a New Filter to Limit Exposure to Sensitive Content

Instagram is working on a new option which would enable users to limit their exposure to sensitive content in the app.

Facebook Adds New Video Features, Including ‘Series’ and Updates to Bulk Uploader

Facebook has announced a new set of updates for its video tools which will better enable Pages to build audiences for their video content.

Snapchat Will Now Enable Developers to Integrate Snapchat Stories into Their Apps via Snap Kit

Snapchat will now enable developers to integrate Snapchat Stories into their on apps, which could boost exposure and usage.

Houseparty Offers Reward for Evidence of Smear Campaign Against the App

Social video app Houseparty has offered a reward for any evidence of an alleged smear campaign being run against the app, in which various people have claimed to be hacked via their Houseparty account.

Facebook Publishes New Guides to Help Businesses Deal With the Impacts of COVID-19

Facebook has published a new set of guides to help businesses deal with the various impacts of the COVID-19 pandemic.

Twitter Outlines Key Dates of Note in April to Assist With Strategic Planning

Twitter has published its latest listing of key dates of note, covering the month of April 2020. And it looks a little different to months past.

Twitter Provides a Month of Daily Tweet Prompts for Brands

Not sure what to tweet about or what to share from your brand account? Twitter has provided a listing of 20 tweet prompts to get you thinking.

Pinterest Provides Tips on How to Connect with ‘Inspired Shoppers’ and Boost Sales [Infographic]

Pinterest has published a new collection of insights to help brands connect with browsing shoppers on its platform.

What Is Social Listening and Why Your Brand Should Be Using It

Social listening is a tactic that became commonplace among marketers during the past couple of years. As soon as social listening tools started monitoring social media networks and crawling billions of websites in minutes, brands jumped on the opportunity to gather the data on their customers. However, just as any trendy tactic, social listening is often not used to its full potential.

In this post, I’ll go through the ways you can use social listening and get the most out of the method.

But let’s start with the definition.


Social (media) listening and social (media) monitoring are the terms used interchangeably in most articles. They describe the process of gathering mentions of a given keyword(s) (brand name, person, product, industry) on social media, and, sometimes, also on news sites, blogs, forums, and the web.

Some authors distinguish between social media monitoring and social media listening, pointing out that the former means responding to mentions individually, while the latter means analyzing big data – the online presence of the keywords you’re interested in – and working proactively with social media rather than just responding to what’s already there.

Most media hasn’t caught up with the alleged difference between the two terms, so we will use them interchangeably and assume each meaning depending on the context. And the context starts with your goals.


Social media listening can do a lot. It reveals your customers and your potential customers, conversations that involve your brand and your industry, every post that links (or should link) to your website.

Social listening is both about individual people on Twitter that praise your book to their friends and big faceless data that demonstrates what kind of sentiment is expressed about your book all over the world and in all of the languages. So first, you’ll need a set of priorities. Otherwise, you might get too overwhelmed and confused to make an informed decision about what to use your new shiny social listening tool for. Here are the possibilities:

1. Perfecting customer care

More and more people address brands on social networks and expect them to reply quickly. Social listening makes sure you receive all these mentions (including the ones without the handle) from chosen social media platforms on one dashboard (or via email) in real time. Customer service is one of the most common applications for social listening.

2. Assessing brand reputation

Knowing your brand’s online reputation and assessing how it changes in reaction to your efforts (such as marketing campaigns, publications, product launches, etc) is another goal that companies are usually after. Social listening tools take all mentions and create a visual representation of the overall brand sentiment and its fluctuations. This, in turn, helps marketers with another important subgoal – spotting and preventing social media crises.

3. Market research

Social listening can reveal who your target audience really is and where they hang out. Social listening tools break down your brand’s (or other keyword’s) mentions by location, online resource, and language.

Some also analyze demographics and psychographics of the authors.

4. Competitor research

Social media monitoring isn’t always about monitoring your brand, your product, and your CEO (if they are a public person). Sometimes, it’s about doing that for your competition and learning their strengths and weaknesses.

5. Product research

Unlike with the questionnaires, people give honest feedback about all kinds of products online. Social listening can help with product research and development by uncovering what people are saying about your product and your competitors’ products.

6. Social selling and raising brand awareness

Finding conversations online about your industry and finding people that are actively looking for a product or service like yours online are two other goals that social listening completes.

7. Influencer marketing

Social listening identifies influencers and brand advocates in your niche.

8. Link building

By finding unlinked mentions to your brand, product, or pieces of content and discovering niche blogs, social listening tools discover potential link-building opportunities.

So that’s it. Although there might be more uses for social listening, these are the main ones.

Now you’ve got to identify a couple of goals you’re most eager to pursue. For small brands, it’s often perfecting their customer service (something that makes it possible for them to be better at than their larger competitors), social selling (something that big brands often neglect), and market research – getting to know the most about the customers.

For large brands, it’s usually about brand reputation, assessing the effect of their marketing campaigns and PR events, product research, and competitor research.

To find out how to get started with your first campaign, jump to this article.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post What Is Social Listening and Why Your Brand Should Be Using It appeared first on Social Media Week.

Why Pinterest’s Verified Merchant Program Will Help You Reach New Audiences

For years Pinterest has served as a popular source of inspiration and creativity. As we continue to navigate through the unprecedented challenges of COVID-19, and people around the globe continue to practice social distancing, even more are turning to the platform as a primary destination for shopping and discovery.

More specifically, over the past two weeks, Pinterest observed a significant uptick in the interest of areas spanning home, self-care, and kid-friendly food and activities. Keywords being used the most include “home organization” (+43%), “spa day at home” (+19%), makeup tutorial for beginners (+180%), and “kid-friendly recipes” (+64%)

In response to the increase in traffic and what the company is referring to as an “unprecedented change in modern retail,” Pinterest is offering retailers the opportunity to reach their audiences in the places where they’re most interested to shop.


The Verified Merchant Program is officially open to all U.S. businesses but was introduced with a select group of retailers including Quay Australia, Ruggable, Filson, Coyuchi, and Lotuff Leather who were manually vetted against Pinterest’s criteria for high-quality customer service experiences.

Aside from earning a fancy blue checkmark on their profiles, verified merchants have the capability to connect their catalog directly to the platform triggering a ‘Shop’ tab, through which they can amplify all of their shoppable products in one convenient spot. In addition, these products will be displayed within dedicated shopping experiences like when users are browsing related products.

From a measurement standpoint, merchants will gain early access to Pinterest’s new Conversion Insights tool that encompasses both organic and paid conversion sights enabling you to measure the impact of your brand across site visits, checkouts, and sales over multiple attribution windows.

With background into the program laid out, the next question becomes, ‘how do I get my brand verified?’

  • To begin, upload your product feed to Catalogs. This is the quickest way to get your products on to the platform and generate Product Pins which will tell users key information such as price, availability, a brief description as to what the product is,
  • Next, install the Pinterest tag. An important benefit of tags is that they help streamline the tracking process regarding actions coming from potential customers. If you don’t wish to use Pinterest’s tag, you can opt to use a compatible tag manager.
  • Meet Pinterest’s Merchant Guidelines. At a high-level, these requirements emphasize accuracy, transparency, and high-level details usable for both Pinners and customer service providers.


While each brand should do their due diligence of accessing the fit and viability of the program against their specific goals, there seems to be reasonable pay-off across the board. Pinterest receives more accurate, informative Pins, brands get a boost in exposure, and users can engage with personalized and targeted experiences compatible with their interests and needs as they quarantine.

“As consumers shift their spending to online channels, brands should inspire Pinners and create a shopping experience that feels more like ‘real life,’ bringing a sense of normalcy and delight to challenging times,” Pinterest reiterated in its blog. With the length of ‘stay at home’ orders still up in the air, this shift will continue to grow the longer we’re confined.

For more information on the program including how to apply, you can check out this page. Pinterest’s Head of Global Retail Strategy, Amy Vener, will also lead a global webinar next Tuesday, April 7 (2pm ET) with special guests to unpack insights surrounding the evolution of retail we’re currently experiencing.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post Why Pinterest’s Verified Merchant Program Will Help You Reach New Audiences appeared first on Social Media Week.

Facebook’s Added a New ‘Experiments’ Element to Ad Manager to Help Optimize Ad Performance

Facebook has added a new 'Experiments' section to Ads Manager, which provides a central home for all your Facebook ad tests and results.

Instagram is Considering an Option to Add More Than One Guest Into an Instagram Live Stream

Instagram is considering providing the capacity to go live with more than one guest, though it may not be a critical update for the platform.

Facebook Updates ‘Download Your Data’ Tool With More Insight Into How it Uses Your Information

Facebook will provide more transparency over how it uses your on-platform data with new sections added to its 'Download Your Data' tool.

Facebook’s Testing an Auto-Status Feature for Messenger

Facebook is working on a new Auto Status function for Messenger, which would enable users to share what they're up with friends, even without actively posting.