Tag: Pinterest

How Pinterest is Helping Retailers Through Enhanced Discovery and New Ad Options

While COVID-19 may have closed brick and mortar stores, it also has proven the efficiency in e-commerce when it comes to scaling sales and setting up shop and platforms are finding their role in the shift. Pinterest, most recently introduced including a new storefront profile, faster Catalogs feed ingestion, collections as a shopping ad format, video for collections, automatic bidding, conversion insights and analysis, and an improved product tagging test. This follows a new finding, that is, the number of Pinners engaging with shopping surfaces on Pinterest has grown over 85 percent in the past six months.

Here’s a recap of the latest updates and how you can put them to work for your bramd.

Transforming Shop Tabs to Storefronts

In the absence of the physical in-store browsing experience, discovery is everything. Pinterest is supporting merchants in this regard by giving the storefront profile an overhaul complete with “featured in-stock products organized by category, featured product groups and dynamically-created recommendations.”

With more ways to present their products on the tab, the goal is to encourage more online shopping behavior that nods to the in-store experience. Pinterest is also working on a product tagging option which would allow retailers to tag their products in scene images further instilling a sense of inspiration users of the platform notoriously crave. Finally, when searching for shopping-related ideas users will be shown recommended merchants based on the particular category. For instance, if you search ‘wool coat’ an option for Bluxome would appearch in addition to the product description including a link to purchase and the retail price.

Catalogs feed ingestion and video

Pinterest is also improving its catalog ingestion process. For brands, having an intuitive way to connect their product listings directly to their Pins is tablestakes and the platform is eager to streamline this to take the hassle out of uploading catalogs and shorten the time required to activate shopping ads. Further, merchants will have the option to designate a main asset and a corresponding product image in their uploads to create a multi-image ad unit.

Beyond these more basic updates, the company is also using this opportunity to lean into video, a format that continues to be top of mind. With this feature, brands have the option to apply video as a hero in a Collections ad unit to share their store in more innovative and compelling ways that drive inspiration to action.

As part of its Q2 update, Pinterest revealed that catalog ingestion had grown 10x in the first half of 2020. Chances are this will increase even further as merchants look to add more shoppable Pins to augment sales on the platform and capitalize on the rise of e-commerce.

Automatic bidding & conversion analysis

A primary concern for marketers is ensuring their ad bids align with their objectives.At a high level, automatic bidding taps into internal insights including key metrics to map campaigns to the right users based on their interests, habits, and history.

Pinterest specifically introduced automatic budding for shopping aimed at maximizing sales for brands on the platform in an easy, automatic, and effective way. Advertisers keep control over an ad group’s bid and can adjust as necessary to aim for the maximum number of results while promotions are geared towards users with a history of buying or displaying purchase intent.

“On average, advertisers who tested Automatic Bidding for Catalog Sales saw 28 percent more conversions when optimizing for the ‘Conversion’ event and nearly 29 percent more clicks when optimizing for ‘Click’ event for the same budget,” the company shared.

Lastly, in today’s environment adaptability and a willingness to experiment is a core element of any strategy small or large. To help brands test and see how their campaigns are performing across different objectives Pinterest rolled out a series of new “Conversation Analysis” visualization tools that illustrate how a consumer is completing their path to purchase. By having these fundamental pieces of information presented in a familiar funnel, marketers not only gain a clearer picture of future expectations but immediate new ways to prove impact including comparison of multiple attribution views.

Shoppable Product Pins has increased by 44 percent in 2020, while the number of Pinners engaging within shopping surfaces across the app has grown over 85 percent in the past six months. At 416 million monthly active users, Pinterest’s reach is also expanding. It’s worth a look, and these new tools could further enhance its offering.

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The post How Pinterest is Helping Retailers Through Enhanced Discovery and New Ad Options appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/11/how-pinterest-is-helping-retailers-through-enhanced-discovery-and-new-ad-options/

How Pinterest is Advocating for Underrepresented Communities and Cultural Sensitivity

Earlier this year, in a push to create a more diverse community and deliver unique and hyper-refined results for every person, Pinterest upgraded its skin tone feature launched initially in 2018 and opened it to more regions including the UK, Canada, Australia, and New Zealand. The move was fueled by earlier research that found over half (60%) of the top 100 search terms for skin-related searches on the platform also included a tone.

Today, Pinterest is furthering its commitment to underrepresented users and demonstrating that it understands its users can’t feel inspired if they don’t feel represented. Here’s a breakdown of what the platform has in the works.

A new self-identification tool

Following its recent introduction of Story Pins and curated spaces, Pinterest is committed to ensuring that 50 percent of the managed creators it works with come from underrepresented groups.

“As we continue to build a platform for everyone, it’s important that the ideas Pinners discover and take action on are inclusive of our global community…We’re continuing to make progress on our commitments to support meaningful change—whether it’s increasing the discoverability of diverse ideas to reflect our hundreds of millions of Pinners, using our marketing channels to help drive change or our amplifying creators from all backgrounds and experiences.” the platform shared in the official announcement.

Pinterest further explained that its aim is to have those who self-identify via its upcoming tool see their content in key areas across the platform including the Today tab, Shopping Spotlights and the Pinterest Shop. This will all be centrally managed by retailers, creators, and advertisers through the Community Information tab in the settings menu — but the catch is these must be registered business profiles.

“Make the World See All Beauty” Campaign

As part of this event and in partnership with advertising agency 72andSunny, Pinterest also kicked off its newest campaign “Make the World See All Beauty,” including a social film and V Magazine cover wrap which shines a light on 10 creators pushing the boundaries and driving the conversations surrounding diversity and inclusion. The film highlights some of their personally captured content with the goal of displaying a more representative future — one where the beauty world sees all variations of beauty.

The campaign will go live on Pinterest creator social channels and YouTube in addition to exclusive content in Story Pins. Participating creators include Nyma Tang, Kiitan Akinniranye, Tennille Murphy, Kiitan Akinniranye, and Nam Vo.

Differentiating between appropriation and appreciation

In an effort to use an atypical Halloween and holiday season to drive awareness about cultural sensitivity — Pinterest earlier this month announced that it would implement informational prompts into key searches as people planned their unique celebrations at home.

“Many people may not know that certain costumes are appropriations of other cultures. As a platform for positivity, we want to make it easy to find culturally-appropriate Halloween ideas, and bring awareness to the fact that costumes should not be opportunities to turn a person’s identity into a stereotyped image,” the platform explained.

To help brands and Pinners give additional consideration to the campaign tie-ins and decisions around these celebrations, searches — like for “Day of the Dead costumes” — will now show a Pin at the top of results with information curated by Pinterest employee group PIndigenous and experts such as Dr. Adrienne Keene on how to celebrate thoughtfully and respectfully. Additionally, the platform will limit recommendations for costumes that appropriate cultures.

Whether in the context of Halloween or otherwise, these conversations are integral to advancing as a society and an industry. The Black Lives Matter movement has fundamentally altered the advertising industry and accelerated the need for brands to tackle tough questions head-on including how they define terms including “diversity” and “inclusion” within their own organization but also how that is manifested in their messaging to consumers. With this, they also have an important role to play in understanding the difference between performative action and a real, long-term strategy and commitment to DE&I.

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http://socialmediaweek.org/blog/2020/10/how-pinterest-is-advocating-for-underrepresented-communities-and-cultural-sensitivity/

How Reddit’s Tiered Ads are Promoting Brand Safety

In recent years, privacy has extended beyond the topic of risk management. It is vital to a company’s reputation and a central component of brand building and strategy. More than ever, especially in the wake of these past several months, advertisers are making this a top priority as they navigate critical decisions around which platforms to advertise on and where their campaigns are showing up. Context matters.

From the platform standpoint, addressing these needs is easier said than done. No two advertisers are the same when it comes to their brand message and campaign objectives and platforms that recognize this and respond with flexibility will see the most success. Facebook, for example, recently unveiled new brand safety controls for video advertisers, with topic exclusions, based on machine learning, and ‘publisher allow’ lists for more control campaign displays.

More recently, Reddit announced the expansion of its Ads platform with new tiers allotting for greater control and choices over the type of content brands appear adjacent to and the audiences they reach.

Here’s a peek at what’s new.

Inventory types

In the Expanded Inventory option, brands have access to Reddit’s maximum inventory pool as well as visibility next to the broadest range of content. Per the announcement, this tier will open up to over 20 percent of communities for targeting, resulting in the ability to tap into a significantly greater user base, while still meeting the platform’s content standards already in place.

A next level down, Reddit’s recommended tier, the Standard Inventory option provides “balanced reach and protection” to fit the needs of most advertisers. Ultimately, you’ll have less reach compared to Expanded, but greater protection in regards to where ads are shown. More specifically, the more controversial subreddits are not included.

Finally, Limited Inventory, much like its name alludes, gives brands the least amount of reach but the most optimal brand safety standards. This is due to Reddit’s partnership with Oracle Data Cloud’s Contextual Intelligence to offer third-party verification to ensure extra protection against questionable or harmful content.

“Our contextual intelligence technology provides up-to-the-minute content review and classification across industry-standard brand safety categories to give advertisers greater control over where their campaigns run,” stated Oracle Data Cloud Senior Director of Product Management, Chris Stark.

Moderation protocols

A big question mark with the introduction of these new tiers is what does this mean for the current platform, community and campaign moderation system in place. Primarily, Reddit notes that as always ads are eligible to appear in communities or in hand-curated allow lists. Advertisers will also still be in the driver seat when it comes to enabling or disabling comments on their ads. They’re also able to exclude particular keywords and communities depending on their preferences.

“Brand Safety has become a broader and more ubiquitous issue in recent months, and with good reason. With the sheer volume of content that appears across UGC platforms, it’s understandable that some advertisers desire enhanced control, while others are more comfortable with this environment,” explained Jen Wong, Reddit’s Chief Operating Officer, in the official announcement.

By maintaining these existing protocols with the added new tiers, brands that want maximum engagement will be able to have the reach to ascertain those goals while those seeking to double down on protecting their reputation will also have options to fit their needs.

Protecting a growing community

A recent Pinterest study found that over half (60%) of consumers are more likely to remember brands they encounter online when they feel positive, feel more positive when they are engaging with a brand in a positive environment, trust the brands they see in a positive space, and are more inclined to follow through with a purchase.

With its user base now up to 430 million users and its platform home to over 130,000 active communities and 12 million daily interactions — efforts like these are important for Reddit to continue growing its community. While just how successful this push will be remains to be seen — but one thing is clear: 2020 has exacerbated the need for brands to take a hard look at where their content appears and platforms that fail to address these concerns will have much more difficulty earning a permanent spot in an advertisers’ marketing mix.

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The post How Reddit’s Tiered Ads are Promoting Brand Safety appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/09/how-reddits-tiered-ads-are-promoting-brand-safety/

How Pinterest is Fueling Inspirational Ideas with Story Pins

On the heels of breaking its daily download record and earning a top spot on the App Store rankings due to the release of iOS 14 and flurry of home screen design ideas, Pinterest is taking major steps to connect creators and Pinners around inspirational content.

Following over a year of work, the platform is launching Story Pins in beta and a new creator profile with analytics tools for improved performance tracking. Pinterest is the latest platform to hop on the Stories bandwagon following Snapchat’s lead in 2013 and Facebook and Instagram putting their own twists on the format in 2016. More recently, Twitter introduced “Fleets,” and LinkedIn began testing its own version of Stories earlier this year.

Here’s a breakdown of the latest Pinterest updates and how you can start to build them into your marketing mix.

Turning ideas into Stories

A key difference between Story features on other platforms and Pinterest’s approach to the format is that Pin Stories are very much tilted towards utility, discovery, and inspiration. “Story Pins are designed to show you how people are trying new ideas and new products. That means the features and intent are dramatically different, David Temple, Head of Content, Creator and Homefeed Product said in a statement to reporters.

This new content format blends videos, voiceover and image and text overlay will make it possible to create step-by-step stories, such as tutorials for recipes or DIY projects. Early users of the feature include Coco Bassey, Camille Styles, Shiquita from Unconventional Southern Belle, and Jazmine Ford of Finding Uphoria. An added bonus? Detail pages can be added so materials and ingredients can be revisited later and fuel action on the ideas and tips.

Pin Stories are also not ephemeral, meaning that won’t disappear after a set period of time as is the case on Instagram or Facebook Stories. Much like a standard Pin, Stories can be saved to boards for later use and distributed across the home feed, search results, and relevant tabs including “Today.” Creators will also have the ability to tag their Story Pins or videos with topics or interests which the visual discovery engine can use to match ideas to Pinners who have similar taste.

“We want to be deliberate and thoughtful with the growth that we have here, to ensure that the tone for the content and the community remains positive,” Temple added. In other words, creating a space in which you can be inspired but inspire others in meaningful and actionable ways through content.

Creator profiles

As part of the push, Pinterest is also introducing creator profiles — making the platform a more seamless option for sharing creator content directly as opposed to distributing it once its shared elsewhere.

A big emphasis with the profiles is interaction between Pinners and creators. Specifically, a new display format and updated contact options make it easy to stay connected. Pinterest also unveiled a range of positive reactions like “Great idea,” “Love,” “Wow,” and “Thanks” to provide feedback to creators via a Message or Contact card. This is a subtle but significant update that nods to the current environment — one in which digital empathy is more important than ever and it is harder to express how we feel in the absence of face-to-face interactions.

Maximizing engagement and measuring reach

Finally, in order to ensure creators and brands can easily track how their audiences are responding to this format, Pinterest is revealing an engagement tab, where users can solicit and respond to feedback, and an updated Analytics hub outlining the performance of their Pin Story content. Impressions and engagement are two core metrics, but the re-designed dashboard will also provide a sense into how categories and interests are shifting over time and which audiences are engaging with the most.

With its community growing, searches up 50 percent year-over-year and board creates up 40 percent year over year as of this past July, it makes a lot of sense for Pinterest to want to lean into the Stories format to help people better connect amidst the current global pandemic. It also represents an opportunity for Pinterest to learn more about its community, align with trends and behaviors, and identify the white spaces that exist to drive creativity.

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http://socialmediaweek.org/blog/2020/09/how-pinterest-is-fueling-inspirational-ideas-with-story-pins/

How Pinterest is Creating Positive Brand Experiences

The metrics our industry emphasizes, namely “views” or “impressions,” are vaguely defined and intentionally propped up in order to keep advertising prices low. As a result, we face a trend in which our content and campaigns are less correlated to what people want to actually pay attention to and engage with. A brand can generate engagement and interaction by being divisive, and prompting debate and response, and this type of content is often quick and cheap to produce, but will it really help shift the company’s bottom line in the end?

New research from a Pinterest study makes a strong claim that the answer to this question is no — rather negative environments make people less likely to remember, less likely to trust, and less likely purchase from brands. The platform packaged up its findings in a guide to help brands show up in a more positive environment — one that drives impact at every stage of the purchase funnel.

Here’s a breakdown of some of the key findings.

Creating a halo effect

Pinterest’s latest research finds that showing up in a more positive environment online drives impact at virtually every stage of the purchase funnel. Specifically, on the platform you can reach more than 400 million people all over the world in a more positive environment.

“Anger and divisiveness may encourage people to scroll (and troll!). But they don’t get people to buy…Our research shows that positive online environments have a halo effect on the brands that show up there—from awareness and sentiment to trust and purchase,” the company stated.

Over half (60%) of more than 2,000 respondents agree they are more likely to remember brands they encounter online when they feel positive, feel more positive when they are engaging with a brand in a positive environment, trust the brands they see in a positive space, and be more inclined to follow through with a purchase. In short, with positive social media, consumers are more incentivized to try new products and interact in new experiences. Negative spaces, on the opposite side of the spectrum, are draining brand dollars.

A diminishing tolerance for negativity

A particularly stressful and emotional 2020, faced with a global pandemic and election season — people crave positivity more than ever. They want a more inspired internet and this is reflected by an uptick in trending positive searches including, “spread positivity” (up 3x), “positive habits” and “positive mindset” botch of which are up nearly 60 percent.

Consumers are looking to brands to lead the change and it begins with being astutely aware of negative neighboring content and not turning a blind eye to the context in which your business appears. Two in three adults surveyed agree it’s a brand’s responsibility to advertise in safe, positive places and avoid negative content. This includes appearing next to misinformation such as health or election content and implied endorsements in which a brand or ad appears alongside harmful content. Put simply, one of the most important questions your brand can ask itself today is “where are our ads showing up?

Leading with policy and feel-good content

Pinterest argues that a positive platform begins with policy. This gives your brand a place of reference and clarity when making decisions about the types of content to share and promote or not. Some may make the case that ad policies are simply constraints to creativity, but in reality, they can be sources of opportunity to unlock even more positive creative and, in turn, more effective advertising.

In a case study shared as part of the guide, Pinterest pointed to Shapermint who worked with the platform to create ads featuring women of a wide range of body types to take its message of body-positive to the next level. Models were figuratively and literally in a positive light thorough sizing callouts directly on the Pin, clear CTAs to streamline shopping, and bright, warm filters capturing models’ natural ease and confidence. The campaign was a huge success yielding 200M impressions per quarter.

Separately, Pinterest recently worked with the Laughing Cow to promote its revamped brand purpose, packaging, and reformulated recipe. The video blended creative logo placement to subtly drive its message, playful branding and product imagery, and copy that clearly depicted its brand purpose, the light snack that keeps you laughing,” in a memorable and lighthearted tone. The result? The video Pin completion rate was nearly half (47%) more efficient than the food industry benchmark, underscoring the influence of standard video ads that align with positive content.

The need for human-first, experience-driven content imbued with positivity is much more than an argument of morality. This year and beyond, brands that prioritize positive context will see needle-moving results and on top of this, likely save some extra ad dollars in the process. Whether building brand awareness, consumer trust, or driving conversions, it pays to make proactive policy decisions and take a hard look at where your messages are appearing.

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http://socialmediaweek.org/blog/2020/09/how-pinterest-is-creating-positive-brand-experiences/

How Pinterest is Embracing Inclusivity and Video Content

More than ever, people, especially younger demographics are looking to places like Pinterest to be inspired. They want to be represented and find inspiration that directly ties into their passions and primary interests. This has only been exacerbated by the global pandemic in addition to the industry seeing a massive shift towards video consumption and creation.

Here are a few ways Pinterest is doubling down on these trends and taking advantage of the whitespaces presented by COVID-19 to better connect with its audience and deliver meaningful experiences.

Embracing inclusivity and diversity

At the start of the pandemic, Pinterest reported a spike in shopping activity on the platform by nearly half (44%). Shortly after Pinterest launched new features including curated shopping lists from pinned boards, a Shop Similar algorithm, and shoppable style guides. To build on its most popular category, the platform decided to upgrade its skin tone feature launched initially in 2018, and open it to more countries including the UK, Canada, Australia, and New Zealand.

“No one should have to work extra hard to uncover personalized ideas, and all should feel welcome. A more diverse Pinterest is a more useful, positive, and powerful one.” said the company’s Annie Ta in an official statement. Ta also revealed that the app launched skin tone ranges because nearly 60 percent of searches involving “skin” included a specific tone, such as dark, olive, or pale.

Ultimately, with this move, Pinterest is demonstrating that it understands its users can’t feel inspired if they don’t feel represented. Powered by machine vision, the feature is aimed to make it easier to find relevant content specifically by offering searches including “grey hair on dark skin women,” “blonde hair color ideas for fair skin blue eyes,” and “soft natural makeup for Black women“ to deliver unique and hyper-refined results for every person.

Streamlining video pin creation

According to Pinterest data, video views on the platform have increased more than 3x in 2020 over the same period in 2019, while Pinners are also 2.6x more likely to make a purchase after viewing brand video content on the platform.

In response to the uptick in video creation, Pinterest is partnering with Vimeo in an effort to enable Pinners access to the newly launched Vimeo Create platform. By joining forces, users can upload their videos directly to Pinterest and more easily streamline their efforts. Launched in February, Vimeo Create allows brands and marketers to pick from pre-made, professionally curated video templates customizable to their specific needs or start a new video from scratch, integrating their own video footage. After the video is finalized, they can automatically tailor the content for each of their social channels in distinct versions depending on the format and aspect ratios needed: square, vertical, or horizontal.

“Designed for video newbies and experienced editors alike, Vimeo Create is built to help small businesses and scrappy creators craft video ads and social media content that drives engagement and builds brand buy-in, even if you’ve never made a video before. And now, you can seamlessly publish videos you make directly to Pinterest, no downloading or middleman required,” explained Vimeo’s Aubrey Page.

Maximize your Pinterest videos

To kick start your Pinterest video efforts — pocket these five key tips from Vimeo:

  • Ensure your information is fresh and spell out the details in your copy. Get in a DIY mindset to make it engaging and interactive as possible.
  • Brevity is key for maximizing impact and boosting shareability– the ideal Pinterest video length is between 6 and 15 seconds.
  • Be sure your clips are explained with captions and other visuals. Most will tune in with their sound off.
  • Carefully consider your thumbnail. This is the first piece people will see and it needs to be attention-grabbing, highlight your brand, and depict your aesthetic point of view.
  • Don’t overlook the power of prominent branding. Place your brand name as early as possible and leverage titles and descriptions to get this across and let people know where they can find more exciting video content.

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http://socialmediaweek.org/blog/2020/08/how-pinterest-is-embracing-inclusivity-and-video-content/

How Major Platforms are Standing in Solidarity with the Black Community

For roughly 10 days Americans have gathered to protest the issues of systemic racism, violence, and brutality that our POC communities have suffered at the hands of the authorities. Protests have erupted in virtually every American state, in small towns and major cities alike, and even overseas in Europe and New Zealand.

Social media platforms have also taken action spanning financial support to organizations fighting against racial inequality and promoting education so we can create a pathway towards better education and understanding of how we can support the cause with empathy.

Here’s what we’ve seen from each of the major companies:

Twitter #Allyship Overview

Beyond updating its main profile to reflect its support for the protests, Twitter is also leveraging its #StartSmall initiative to allocate several grants to support organizations designed to address racial inequality. This includes Colin Kaepernick‘s “Know Your Rights Camp” aimed to advance the liberation and well-being of Black and Brown communities through education, self-empowerment, and mass-mobilization.

Most importantly, the platform shared its top insights around how people can improve how they respond to racial inequality in a new guide for allyship. In order to respond, people first need to “understand the historical and structural contexts that have led to racism and discrimination…At Twitter, our principles of allyship are simple: Learn, Ask, Show up, and Speak up,” Marium R. Qureshi and Jade Williams explained in a recent blog post. By this definition, allyship is not about who you are but a commitment to be authentic and consistent in your education around these critical topics.

When you ask questions of friends and colleagues, do so empathetically and avoid coming from a place of disbelief. A couple of example questions following these best practices include “If you have the time/energy, do you feel comfortable sharing your experience with me?” and This week is heavy. How are you feeling/coping?” As far as speaking up and showing up, consider donating to organizations fighting for racial justice and police reform to help further the cause and exercise your voice and right to vote. Conduct a self-audit of whose in your circle and who you interact with online.

LinkedIn Learning: A Pathway to Inclusivity

We must invest our time to become better informed and develop a deeper understanding and awareness that will allow us to properly empathize with black communities who are suffering. This is key in gaining true perspective on the current movement, and the more people are educated, the better equipped we’ll be to enact effective, long-term change.

In this vein, LinkedIn has released several free courses within a “Diversity, Inclusion, and Belonging for All” track, covering key topics spanning unconscious bias, addressing culturally sensitive issues, how to hire and retain diverse talent, and more. “Investing in our own learning to understand and confront bias, communicate about topics of difference, and create change can help us individually contribute to building a better workplace and society,” said Hari Srinivasan, Vice President of Product for LinkedIn Learning.

Beyond this, the platform also acknowledges that being a strong ally begins with listening, so it is utilizing its social channels to share stories that amplify perspectives from the Black community. Pathways to better understand are integral to success and LinkedIn is positioned well to bring the awareness needed at the moment via its widespread access to professional and educational insights that can help underscore gaps needing to be addressed.

Pinterest: Elevating Content on Racial Justice

Pinterest is taking a broad approach to its efforts starting with its platform and internal team and extending to external audiences directly supporting the movement.

More specifically, within the app content on racial justice is being elevated as a means to help people stay informed. This includes tips for assessing and adjusting your own mentality and how to approach younger children on the subject. There will also be content guiding users to organizations to support and various resources to learn more about the history of systemic racism in the country. Generally, the platform is committed to growing the diversity of content on the platform and avoiding distraction from serving as a hub to support and learn. In this regard, the platform is not serving ads on Black Lives Matter results.

The company is also donating 25,000 shares of stock to “organizations committed to racial justice and promoting tolerance” and investing $250,000 to help rebuild local businesses damaged in the protests. It is also providing $750,000 in paid media to organizations that support racial justice.

TikTok’s Creator Diversity Council

June is Black Music Month and to celebrate TikTok announced it will offer dedicated programming to celebrate Black artists on the platform who “bring new music, shape culture, and help build the community.”

The platform is also doubling down on technology and strategies around addressing potentially harmful content and creating a more user-friendly appeals process. Along these lines, TikTok plans to develop a creator diversity council to lead impact-driven programs led by the voices driving culture, creativity, and conversations necessary in making an even bigger impact on the problem.

Outside of its team and community, TikTok is donating $3 million from its “Community Relief Fund” to non-profits that help the Black community and an additional $1 million toward fighting racial injustice and inequality that we are witnessing in this country. Also in the music space, YouTube is financially stepping up by offering $1 million to organizations seeking to address injustice.

Leading with Empathy

Finally, the leaders behind Snapchat, Reddit, Facebook, and Instagram have all taken a personal approach to their response leading with emotion-driven memos.

Facebook is committing $10 million to racial injustice and lifting Black voices in addition to partnering with civil rights advisors in its efforts. Along with Instagram, it has also switched all profiles to black and white colors in support of recent events. Instagram CEO Adam Mosseri uploaded a personal IGTV response on his own profile underscoring his eagerness and drive to channel frustration, hurt, and anger into positive change.

Similarly, Snapchat’s Evan Spiegel in his own statement called for the creation of an American commission to address racial injustice, and comprehensive tax reform as the way forward. Taking even more drastic measures, Reddit Co-Founder Alexis Ohanian has resigned from his position urging the board to replace him with a Black candidate and will use future gains on his Reddit stock to serve the black community, beginning with a $1 million donation to Kaepernick’s ‘Know Your Rights’ initiative.

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http://socialmediaweek.org/blog/2020/06/how-major-platforms-are-standing-in-solidarity-with-the-black-community/

Here’s How Facebook and Pinterest are Making Shoppable Content Easier to Navigate

The number of Pinners who engaged with shoppable product pins has increased nearly half (44%) year-over-year. During a time when browsing the aisles of a favorite store just isn’t possible, the platform has doubled down on its exploration of ways to improve product discovery and customize listings with a focus on facilitating purchase behavior and mimic that IRL storefront look and feel.

Last month, the platform unveiled features allowing users to shop in-stock products inspired by their own Pins. It also introduced a new Shop tab that functions as a personal shopping list. Fast forward to today, Pinterest is making an even bigger push for shoppable content with a new feature, “Shopping Spotlights,” that centers on purchases driven by curations from guest editors, including influencers and publishers.

Shopping Spotlights

In a statement to WWD, Amy Vener, Head of Retail Strategy and Marketing at Pinterest explained the impetus follows an 18-month theme in product development around bridging the gap between people finding inspiration and enabling them to take action. “Putting [Pinterest] users in the hands of these experts based on trends that are timely, and connecting them to the products they can buy, was a key reason why we launched the Shopping Spotlights feature.”

Shopping Spotlights is accessible via a feed of highlighted panels along the top of the “Search” tab. Content is hand-picked by guest experts and fashion leaders including author Elaine Welteroth, fashion blogger Blair Eadie, and interior designer Sarah Sherman Samuel. Per the official announcement, they will soon be joined by top fashion and lifestyle publishing partners Refinery29, Domino, Who What Wear, InStyle, Nylon, and Harper’s Bazaar. Beyond editors’ picks of influential fashion, publisher, and home tastemaker content, users are able to more seamlessly shop curated ideas based on the most relevant Pinterest trends of the moment.

How does it work? Simply tap through on any Spotlight to see themed collections including products linking directly to in-stock pages where you can make your purchase. In some cases you’ll encounter items from brands who are directly contributing to notable causes such as COVID-19 relief. The platform reports that over the past few weeks, searches for “help small businesses” and “support small businesses” have increased by more than 350 percent.

Facebook “Shops”

Similarly to Pinterest, Facebook is making its own moves to enhance its platform for the purpose of bringing people the joy of shopping as well as help businesses in their pivot to e-commerce.

The platform currently has its Marketplace while Instagram offers the capability to buy products featured in posts and ads. Its latest efforts, however, go even further. Called “Shops” the latest update makes it possible for businesses to turn their Facebook and Instagram pages into digital storefronts. Announced via a live stream, CEO Mark Zuckerberg explained that expanded e-commerce is vital to rebuilding the nation’s economy. “We’re seeing a lot of small businesses that never had online businesses get online for the first time,” he said.

Each business can select the products they want to feature and then design the shop to their liking including picking a coverage image and accent colors that showcase their brand. Beyond the brand’s Facebook page and Instagram profile, products will appear in stories or in promoted content.

In-app and Live integrations

As the update develops, Facebook is working towards purchases made directly from a chat within WhatsApp, Messenger or Instagram Direct. It also plans to integrate loyalty programs with shops and give users the chance to shop while they engage in a live stream. In this scenario, brands can tag items from their catalogs so they appear at the bottom of their Live.

Finally, Instagram Shop is slated to launch this summer where users can browse items in Instagram Explore. There they can find inspiration from collections from their favorite brands on the @shop account. Later in the year, it plans to add a dedicated shopping tab to its navigation bar.

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The post Here’s How Facebook and Pinterest are Making Shoppable Content Easier to Navigate appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/05/heres-how-facebook-and-pinterest-are-making-shoppable-content-easier-to-navigate/

Why TikTok is Partnering with Brands to Promote Gift Giving During COVID-19

During this continued period of social distancing technology fulfills an extraordinarily important role. It’s helped us adapt our lifestyles around remote work and finding the balance of personal and professional lives that comes with this, how to self organize to help those in need, and most importantly, letting loved ones know you’re thinking of them while the coronavirus pandemic keeps us apart.

“SMALL GESTURES”

TikTok is embracing this through a new collaboration with its brand partnerships, a program titled “Small Gestures.” Small Gestures offers the connectivity in demand through the small act of sending a gift to someone who may need a simple boost whether that be creative inspiration for a video, exercise ideas and ways to support their mental health during this time of crisis.

TikTokers can use the Small Gestures feature up to three times apiece to send gifts to loved ones and friends free-of-charge.

HOW IT WORKS

  1. Search for ‘Small Gestures’ on the Discover Page
  2. Click on the purple banner at the top of the page
  3. Browse through several partner offerings and select the one you want to send
  4. Tap on the offer and send it via message

The gifts available in the app cater to a wide variety of interests and passion from food to podcasts, to fitness to learning new languages and how to make videos, and more. Here are the highlights:

  • A 90-day subscription to Adobe Premiere Rush
  • A 1-month free DashPass subscription from DoorDash
  • A 90-day trial for Pandora
  • A two-month premium membership for Skillshare with unlimited access
  • A $120 credit towards Talkspace’s online and mobile therapy sessions
  • A 30-day trial to Alo Moves’ on-demand yoga, fitness and mindfulness classes
  • A 90-day trial to for the elite personal training platform Fitplan
  • A free 90-day subscription to the language-fluency app Fluent Forever
  • A $30 discount off any purchase from The Bouqs Co. for any flower arrangement or plant
  • A code for 15 percent off online purchases of any Rebbi coconut-milk-based beverages
  • A limited offering of game tiles including Lara Croft Go, Hitman Go, and Deus Ex Go from publisher Square Enix

THE NEXT PHASE: E-COMMERCE

Per TikTok, the stated aim of the Small Gestures is to “provide comfort and “thinking of you” reminders to friends and family while we’re apart.” However it’s worth noting that another significant element at play here is a push into the e-commerce space. Recently, the platform unveiled a set of tools and external linking options within bios and uploaded videos in order to provide more revenue generation options for creators. In tandem, TikTok also launched an influencer marketplace.

YouTube is carving its space in the territory with ‘Shorts‘ its own take on short-form to exist inside the current YouTube app. Details remain scarce but the platform shared it will allow creators to take advantage of YouTube’s catalog of licensed music and create clips similar to those seen on TikTok.

Much like Pinterest, TikTok amidst COVID-19 is eager to expand on the activities that users can undertake within the app — more specifically be a destination for shopping and discovery. The hurdle is, of course, starting virtually then transitioning to a shopping experience that feels more like ”real life.” Making this seamless will translate into habitual behaviors that will feel genuine and provide context to time spent within the app itself.

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The post Why TikTok is Partnering with Brands to Promote Gift Giving During COVID-19 appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/04/why-tiktok-is-partnering-with-brands-to-promote-gift-giving-during-covid-19/

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

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.

PROGRAM PERKS & THE FUTURE OF E-COMMERCE

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.

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

http://socialmediaweek.org/blog/2020/03/why-pinterests-verified-merchant-program-will-help-you-reach-new-audiences/

How Platforms are Helping Brands and Users Navigate COVID-19

COVID-19 has undoubtedly become the dominant focus of our day-to-day lives. Keeping pace with the data, insights, and behavioral shifts can feel dizzying and cumbersome. Several major platforms have stepped up to play fundamental roles in helping marketers and people at various levels navigate through the uncertainty and changes we currently face and will continue to face after the pandemic is behind us.

Let’s break down what these efforts look like in action:

FACEBOOK

It’s no secret that as the COVID-19 pandemic expands, we face a circulation of various misinformation campaigns including rumored government decisions and ‘cures.’ Messaging apps are playing a key tool in spreading these amongst users.

In response to this trend, Facebook is spearheading new ways to stem the flow of messaging misinformation. One way it’s addressing this is through its instant messaging platform WhatsApp, which is testing a feature that would allow users to search for additional context on a message they encounter via a Google search prompt in-stream. WhatsApp also introduced a WHO chatbot, offering yet another stream to access critical information paired with a COVID-19 research hub.

Separately, Facebook, on its own platform, has taken numerous steps throughout the past few weeks that include:

  • Embedding informational prompts to relevant search queries to guide users to trustworthy information about COVID-19
  • Expanding access to local alerts so specific communities can stay in touch about what is going on around them
  • Providing free ad credits for organizations looking to deliver critical virus-related information and data tracking tools so users can keep tabs on evolving stories
  • Introducing a new set of learning resources for kids and parents to help them safely navigate the internet in addition to a set of tips for remote workers
  • Allocating over $100 million in funding to small businesses, fact-checkers, and local newsrooms

INSTAGRAM

Instagram is banking on the positive coming out of COVID-19 and an era of social distancing by offering ways to take an otherwise isolating and passive experience and transforming it into one that is more social and active.

Specifically, the platform launched “Co-Watching,” which allows users to on a video chat or group video browse through feed posts either Liked or Saved by an individual, or one that Instagram suggests. The goal is to give users the opportunity to have more meaningful conversations about what they’re encountering, incentivize them to use video calls more regularly, and spend more time in the app.

This release is one of several responses by the part of Instagram, including a dedicated Story spotlighting posts from your network that are using the “Stay Home” sticker and all of their quarantine activities. Additional stickers that have surfaced on the app include ones reminding of proper handwashing and keeping a six-foot distance from others if you have to be outside, and donation stickers so users across the world can give back.

SNAPCHAT

To support its audience in a time of need, Snapchat is stepping up through a diverse set of efforts. The platform rolled out several creative tools so people can creatively share information from the WHO with friends and family including Bitmoji stickers with common-sense health tips and a worldwide AR filter with tips for staying safe. Users can also visit the WHO and CDC’s official accounts for updates and browse custom content from the organizations.

Taking the information-sharing a step further, the platform announced an addition to its “Discover” tab: “Coronavirus: The Latest,” where access to high-quality news and information can be easily accessed. More generally, Snapchat is working with over three dozen content partners to provide reliable information.

COVID-19 also prompted Snapchat to speed up the debut of its “Here for You” feature, which went live in February and appears when a user conducts searches for topics related to anxiety, depression, stress, grief, suicidal thoughts, and bullying. A new section was added to incorporate content from the Ad Council, CDC, Crisis Text Line and WHO on anxiety related to the coronavirus.

TIKTOK

TikTok is using COVID-19 to identify meaningful opportunities to emphasize its growth and demonstrate its ability to serve as a connective tool for its community. In this vein, it announced a content partnership with the WHO. As part of the collaboration, the platform unveiled a comprehensive COVID-19 resource hub that can be accessed through the “Discover” tab in the app. It also appears amongst the top results when someone enters search criteria pertaining to the virus.

Additionally, on the dedicated page with videos related to the subject, the platform is adding links to serve as a reminder to only rely on credible sources for trustworthy information. The WHO is also using its own verified TikTok account to engage with younger audiences.

Beyond content, TikTok is supporting the WHO financially by donating $10 million to its Solidarity Response Fund used to help get supplies to those on the frontline. “In this time of global distress and concern about the impact of Covid-19, we’ve been inspired by people in towns and cities everywhere whose fundamental humanity is shining through when we need it most,” shared TikTok President Alex Zhu.

TWITTER

During the first month COVID-19 emerged, more than 15 million tweets were sent across Twitter mentioning the virus. The platform has since acted swiftly in ensuring fact-checked and authoritative content was discoverable above the noise and false claims by reawakening its profile verification.

Twitter is also increasing its use of machine learning and automation to take a wide range of actions on “potentially abusive and manipulative content.” This includes detecting spread of false stats and other information, accounts being used to deny or advise against following official advice and promoting treatments or cures that have not been proven. At the same time, the company is being careful to strike an appropriate balance between applying AI as a tool and the role of the human review in these special cases.

BuzzFeed News recently reported that the news media could see an impact “worse than the 2008 financial crisis, which saw newspapers experience a 19 percent decline in revenue.” To support the sector in the absence of some of the smaller, local companies that fuel these publications, Twitter announced a $1 million funding program to be split between The Committee to Protect Journalists and the International Women’s Media Foundation.

PINTEREST

Pinterest is doubling down on its effort to combat misinformation by removing inaccurate information and guiding its users to authentic insights through custom search results.

When searching for information about COVID-19, users are directed to a curated Pinterest page from the World Health Organization (WHO) detailing timely and useful details around how to protect yourself, friends, and family from getting sick. This includes hand-washing best practices, when to use a nose or face mask, and more.

In a statement to The Verge, Pinterest said the custom search results is a way to “connect Pinners with facts and myth-bust what’s not true with authoritative information from the [World Health Organization].” The platform also urges users and brands to follow the WHO’s account as a frictionless way to stay updated while they post and engage with others.

This approach has resulted in a significantly lower volume of pandemic-tied posts compared to other major platforms and spurred creative ideas from Pinners. Pins are showcasing products like COVID-19 notebooks for journaling about your experience, while a “coronavirus vibes” board is dedicated to ways to relax and use this time to practice self-care.

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The post How Platforms are Helping Brands and Users Navigate COVID-19 appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/03/how-platforms-are-helping-brands-and-users-navigate-covid-19/

Pinterest Launches Verified Merchant Program for Brands That Deliver High Quality Customer Service

Pinterest has launched a new ‘Verified Merchant’ program which adds a blue checkmark to approved profiles, while also boosting Pin exposure.

https://www.socialmediatoday.com/news/pinterest-launches-verified-merchant-program-for-brands-that-deliver-high-q/574967/

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Pinterest Provides Tips on How Brands Can Communicate Amid the COVID-19 Pandemic [Infographic]

Pinterest has provided a new set of tips to help brands maintain connection with their audiences amid the COVID-19 pandemic. 

https://www.socialmediatoday.com/news/pinterest-provides-tips-on-how-brands-can-communicate-amid-the-covid-19-pan/574883/

Here’s How Reddit’s Technology and New Partnership are Supporting Mental Health

Today’s teens spend nearly seven and a half hours on their phones each day per a recent report by Common Sense Media, a non-profit dedicated to promoting safe technology and media use for children. Those in the tween category (ages 8 to 12) don’t fall far behind in comparison spending roughly four hours and 45 minutes daily.

As these stats have evolved, there has been a lot of research and discussion around the correlation between this screen time and the mental health and wellbeing of younger demographics. While some argue the linkage is clear and direct, others push back and advocate the connection is more nuanced — that it is about the quality of use that determines whether the relationship to the platforms is healthy and productive or if it’s simply a distraction from larger issues and there isn’t enough adequate mental health services at their disposal.

Younger users are becoming increasingly aware of the negative implications of their social media use and are turning to the platforms to help them take the steps to mitigate these appropriately.

PROVIDING AN OFF-RAMP TO KEY RESOURCES

A growing number of platforms including Snapchat and Pinterest are innovating around opportunities to meet their users where they are and connect them with the communities and tools they can take offline. Reddit is yet another example recently unveiling a slew of suicide prevention tools created in partnership with the Crisis Text Line. Specifically, the update includes a feature that allows Redditors to report those who are encountered and felt to be at risk.

Users can flag someone through reporting a comment or piece of content or by using a button on the individual’s user profile. To report directly from a post, simply select the option that reads, “Someone is considering suicide or serious self-harm.” Alternatively, if you’re on the person’s profile, tap the prompt that says “get them help and support.” A note: if you’re accessing Reddit from your computer on a web browser this will fall under the “more options” section.

When a user is flagged, the platform will send a private message including details to access mental health resources and a suggestion to text the phrase ‘CHAT’ to the number for the Crisis Text Line, 741741. They will then be connected to a trained counselor with whom they can text for as long as they need to have someone to actively empathize with them and help them get to the root of their thoughts and feelings.

EMPLOYING GOOD AI: FUELING NEW APPROACHES TO PUBLIC HEALTH

The Centers for Disease Control and Prevention (CDC) is leveraging artificial intelligence from Reddit and Twitter to improve the forecasting of suicide rates. Its current figures, according to a spokesperson, are currently delayed up to two years, negatively influencing policy updates the allocation of resources. This is a significant problem given suicide rates have surged 40 percent in less than two decades.

Without the most up-to-date numbers, the agency can’t properly respond and improve how it’s directing its efforts so it’s relying on platforms to help whittle down publicly available data and address the question: how can signals from various real-time sources be leveraged in order to offset this one to two-year lag?

A helpful source has been reports that break down keyword use across platforms related to suicide. When combined with other CDC data including crisis text and call lines and previous suicide rates from the National Vital Statistics program, newer algorithms can be trained to forecast the actual rate.

“We can now estimate these rates of suicide up to a year in advance of when death records become available,” said Munmun de Choudhury, a professor at Georgia Tech’s School of Interactive Computing who is working with the CDC on this project, in a statement to Recode. What does this say for future projections? Data collected until December 2019 can be employed to predict the suicide rate for every week of 2021. She added that the initial phase of the research had an error rate of less than 1 percent.

Social media can be a force for deeper and more empathetic human connection. But, as brands and platforms, we need to put our creative energy behind the programs, partnerships, and technology at our disposal if we are to make a dent in the problem. We have a moral obligation to ensure we’re creating safe and meaningful spaces in which today’s youth can interact and grow and understand the importance of empathy as a foundational skill.

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The post Here’s How Reddit’s Technology and New Partnership are Supporting Mental Health appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/03/heres-how-reddits-technology-and-new-partnership-are-supporting-mental-health/

How to best use Pinterest for your Business Marketing 📌 🖥📱

How to best use Pinterest for your Business Marketing 📌 🖥📱

http://mikearmstrong.me/how-to-best-use-pinterest-for-your-business-marketing/
— Read on mikearmstrong.me/how-to-best-use-pinterest-for-your-business-marketing/

How Brands Can Leverage Pinterest To Make Sales

Did you know:

Pinterest is such a key part of the buying journey for its users that over 90 percent of weekly active Pinners use Pinterest to make purchasing decisions.

Talk about buying power!

Not only are Pinterest users making purchase decisions on the platform, 83 percent say they are making purchases specifically based on the content they’ve seen from brands on Pinterest. 

Pinterest is no longer simply a place to save ideas and build dream boards. Instead, Pinterest has turned into the world’s largest visual discovery platform.

And there are a lot of opportunities for brands.

We had a chance to chat with the team over at Pinterest about some of their best practices for brands looking to increase sales. We’re excited to share those lessons with you!

Here’s what we learned…


How people are using Pinterest

According to one survey, “47 percent of social media users saw Pinterest as the platform for discovering and shopping for products—more than three times higher than those who cited Facebook or Instagram.” 

Seventy-seven percent of weekly Pinners have also discovered a new brand or product on Pinterest, and according to Pinterest, “people actually want to see content from brands while they’re on the platform–78 percent say it’s useful.”

Pinterest might not immediately come to mind as a platform to invest in for many brands, but it should.

Pinterest lives in a unique space on the internet where users are discovering content related to themselves and their aspirations rather than focusing on others, and this has turned it into a powerful platform for users to make purchasing decisions and discover new brands and products. 

Clearly, Pinterest is not one to be ignored when it comes to your marketing strategy. Here’s how you can use the platform to drive sales.

How to leverage Pinterest for sales: 5 tips from the Pinterest team

There are some really simple ways that you can start leveraging Pinterest to reach new audiences and optimize your pins and profile for sales. Some of these tips might be easy to implement immediately while others might play into later strategies, let’s dive in! 

1. Brand your pins 

A whopping 97 percent of top searches on Pinterest are unbranded, according to the Pinterest team. For brands, this presents an opportunity to stand out and gain brand recognition through the platform. 

Pinterest recommends adding a small logo in one of the four corners of your pin, this can be done really easily in a tool like Canva. You can play around with the design, of course, and add your logo wherever it feels best. In this example from Quip, they went with top centered to fit with the rest of the text on their image. 

2. Create mobile-first content 

As with most sites, mobile is extremely important on Pinterest. Eighty-five percent of Pinners are using the mobile app, so it’s important that your content appeals to them while they’re on their phones and appears properly in their feeds. If you’re linking back to your own content, it’s also important that the page that you’re sending users to is mobile friendly as well. 

A tip from Pinterest here is to tailor your font size to phone rendering to make sure your fonts are legible on small screens and to design for a vertical aspect ratio. The ideal dimensions are 600 pixels x 900 pixels. 

3. Create a similar look and feel 

Have you ever clicked on a beautiful image on Pinterest only to be taken to a website that looks nothing like the pin? I have, and it left me really confused.

According to Pinterest, the best practice is to make sure your pins and your website have a similar look and feel, and that doing this pays off. In an analysis from Pinterest, they found that “Pins that went to landing pages with similar imagery had a 13 percent higher online sales lift.”

This example from Ettitude is really great. The pin they are sharing fits seamlessly in a lot of home decor and design tags on Pinterest. 

And although their website uses different photos, it still has a similar feel to the pin.

4. Time your campaigns 

A big element to social media marketing and campaigns is timing. When are people online and when are people talking about the things you want to talk about? 

Luckily in the case of Pinterest, they release annual ‘Seasonal Insights,’ which helps take away some of the guesswork. A report that contains more than a dozen specific moments that take place throughout the year. 

For example, their 2019 report shared that users start sharing holiday content in June all the way through December and that content related to the Summer starts getting pinned at the beginning of February. 
They also have monthly trends reports. Here’s their latest for December 2019 trends on Pinterest, it shares specific trends like the search term ‘peach green tea’ is up 320 percent YoY! 

These are great free resources that you can leverage to start timing seasonal campaigns around when people are starting to make specific seasonal purchasing decisions. I would never have thought that people start looking at holiday content in June but that’s super-specific information that can go a long way to help with timely campaigns. 

5. Set up your shop 

One of the main ways for Pinterest to help generate sales is for the products you are selling to be easily available through Pinterest. Luckily, the platform makes this really easy for brands to set up and feature prominently on their profiles. 

Every Business profile on Pinterest has the ability for users to create a “shop” tab. 

The shop tab is just what it sounds like, a place where users can go to see all of the products your brand is selling. On the flip side, brands can leverage that tab to share pins that link directly to their sales pages for the specific product. 

Pinterest makes this whole process quite easy, they even have a method for importing new products through Pinterest Catalogs. All you have to do is have your data source approved and then as you add new products to your website, they get automagically added to Pinterest as well. 


We hope this guide helps you get started with or double down on your efforts with Pinterest. Let us know about your experience with Pinterest in the comments! 

If you want even more Pinterest resources, the Pinterest team has created a free Pinterest Academy with tons of lessons in there. 

https://buffer.com/resources/how-brands-can-leverage-pinterest-to-make-sales

How Pinterest is Promoting Algorithmic Fairness With New Home Feed Tools

As an industry, we can all recognize the role conflict plays in driving engagement. We have an opportunity, however, to push a different agenda where our content is grounded by a deeper connection with our audience through understanding and shared experiences. This can be equally if not a more important driver of business and long-term success.

As an example of a platform leading in this space, Pinterest recently unveiled two custom feed tools offering users a more streamlined approach to brainstorming and a better understanding of what is being curated for them. Let’s break down what these are and how to use them:

The “Home Feed Tuner”

To give Pinners more detailed insight into the factors behind the content they’re seeing, Pinterest introduced a home feed tuner and Pin-level edit options and controls.

“Now you can easily see the boards, topics, followed accounts and recent history that contribute to your recommendations and make tweaks so your feed stays relevant and inspiring.” The motive is to allow the feed to evolve with the user and their needs at a given moment.

The “Home Feed Tuner” tool provides a comprehensive view of the boards, topics, followed accounts and recent history activity that determine recommendations in a user’s feed. Users can toggle each of these factors either on or off depending on their interests and goals.

Examples of use cases including turning off recommendations for wedding or vacation ideas after the event has passed, or opting out of ideas for a home remodel once the project is complete. Alternatively, you may be interested in searching for something, a certain clothing item or a recipe that you don’t need recommendations for.

“We’ll always work to show you great recommendations, but taste is personal and we want you to have a bigger say in defining and refining your own tastes on Pinterest.”

The change, Pinterest adds, also incorporates options for inspiration for secret boards such as surprise parties. These will still remain hidden from your profile as designated by a ‘lock’ symbol, but you can utilize the recommendations toggle if you’re looking for more ideas based on your secret pins in your feed.

The home feed tuner can be found at pinterest.com/edit or via account settings on desktop, indicated by a button with three dots, Android through the settings icon, and iOS under accounting settings.

Pin-level Controls

Beyond the feed, Pinterest is bringing these user-driven choices to the pin level. Specifically, you have the option to tell the platform if you’re unhappy with the content being delivered to you or if you’re indifferent and want context into how it appeared on your timeline in the first place.

“Now you can tap on the ‘…’ under any Pin to see why you are seeing the Pin and to give feedback if you don’t like it. You can also share feedback on why you’ve hidden a Pin so that we can learn not to show you similar ones in the future,” the company described.

By giving users more control over what surfaces on their home feed, Pinterest’s algorithm will be able to more accurately deliver content users want to see mapped to their preferences, interests, and values. Not only does this stand to boost the amount of meaningful time they spend on the platform, but may also result in more promoted content saved to boards.

“We approached this in the same way our engineers build recommendations on the backend, by handing a control panel over to the Pinner so she can tune her home feed and have the most relevant and inspirational experience possible,” explained Head of Pinner Products, Omar Seyal.

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The post How Pinterest is Promoting Algorithmic Fairness With New Home Feed Tools appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/how-pinterest-is-promoting-algorithmic-fairness-with-new-home-feed-tools/

Introducing Pinterest Academy: A Marketer’s Guide to Utilizing Pins to Advance Their Business

With over 300 million users and climbing, Pinterest is a bustling center for businesses seeking to maximize their reach amongst online shoppers. Ninety percent of weekly Pinners claim they use the platform to inform their purchase decisions. Numbers aside, there is a large audience with substantial purchase intent. However, in the midset of evolving search and discovery tools and improving brand options, identifying a single concentrated approach to carving out an effective presence is another story.

The new Pinterest Academy

Fortunately, the platform made overcoming this hurdle a little easier for marketers with the introduction of Pinterest Academy. For those businesses new to the platform, this free e-learning tool will help you discover all of the hidden features in the visual discovery platform, benefits of the company’s ad products, how to utilize advanced targeting to improve your efforts, and more.

“Go through them at your own pace, learning how to connect with your audience on Pinterest. You’ll get information on how to design Pins, inspire visual discovery and incorporate Pinterest best practices,” the company shared in the official announcement.

What is the program comprised of?

The Academy is built around a series of nine education courses helping you explore how to Pinterest Business to meet your goals and deliver actionable results to your clients. Each specific course should take approximately 2 to 5 minutes to complete and the full curriculum start to finish runs at about an hour. A key benefit is that you can take only the courses that are useful to you and relevant for your business goals. Skip around, take only one course, take half of the program — you’re in the driver seat.

The first five courses available now emphasize a basic overview of the platform and include the following:

  • Pinterest Narrative
  • Creative Inspiration
  • Creative Strategy
  • Campaign Objectives
  • Targeting and Buying

Four additional courses are slated to go live later this month. These aim to get more granular with courses dedicated to walking aspiring Pinners through the steps of setting up their business account and, subsequently, how to launch, optimize and measure the success of their campaigns:

  • Setting up a Pinterest Business account
  • Planning and strategizing a campaign
  • Building and launching a campaign
  • Managing and measuring a campaign

How do I navigate the courses?

Primarily, you’ll be shown a rundown of the elements included in the specific course you selected. Taking ‘A Peek into Pinterest’ as an example, at the onset you’re provided a clear, high-level overview of what you’ll learn and what you should be able to immediately with your new knowledge.

As you proceed down the screen, you’ll then be taken through each of the lessons and key tips on the given topic.

How can I access them and track my progress?

Courses can be accessed on either mobile or desktop and will integrate links to other tools and reference studies to help you get the healthiest balance of insight you need.

If you’re a stickler for organization and planning, you also have the option to map out your course approach and the timeline so that a colleague or employer can be tuned into your progress in the various elements.

Whether you’re looking for the essentials of building your brand presence and how to use Pinterest to market and sell, or if you’re simply looking to refresh best practices that will always be applicable no matter how the industry evolves, the new Academy has tips and ideas to cater to a wide variety of Pinners.

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How to Bring Groups and Personalized Experiences Into Your Marketing Strategy

Marketing is grounded in authentic storytelling that aims to solve real-world problems for audiences. In an age of over information abundance, a very critical obligation for our industry is respecting people’s time and attention and delivering them tailored experiences that will shape their lives in meaningful ways.

Let’s take a look at how a few major platforms are incorporating updates to help users engage authentically and accurately.

Pinterest is looking to help its community in the content discovery space by making it easier to communicate with group members directly via a board.

New tools recently launched aim to achieve this goal include more reactions to elicit feedback, the ability to sort pins, and a central hub for communicating with group members.

“We spend a lot of time talking to Pinners, and whenever we hear from creative professionals — whether hair and makeup stylists, interior designers, wedding planners, or architects — one common theme comes up: they use Group Boards constantly to collaborate with their teams and clients,” the company stated in an official blog post.

New reactions

Pinners already have the ability to “heart” a pin they love. Now, with the addition of a pair of clapping hands, as well as thumbs down, question mark and lightbulb options, users have a much more specific and emotive way of engaging with content. These will display in a new pop up panel alongside a Pin once it’s tapped or clicked on.

Here’s a visual of what you can expect to see:

Sorting Pins

Also part of its slew of Group Board updates, Pinterest is giving users the ability to sort their Pins by “Most Reactions” and “Most Comments” so popular and unpopular ideas can be more easily traceable and differentiated. Ultimately, the goal with this move is to help projects move forward more swiftly. The company is also expected to launch a tool that would reveal the person behind the idea of Pin and the date it was saved as well.

Redesigned collaboration spaces

Finally, Pinterest is promising the rollout of a new space in which users can connect directly with contributors without ever having to deviate from the board. Users can already engage with one another via the activity tab, but with a new dedicated chat option with group collections, it’s clear the social network is eager to take their dedication to commenting even further.

Ultimately, the motive is to make the tool more engaging and maximize the time spent within the platform. To be clear, however, this isn’t for broader social connection, the emphasis still remains devoted to product engagement and discussion within smaller groups. “In fact, 98 percent of Group Boards have five or less people, and 77 percent of Group Boards are between two people,” the social network reported.

Yet another major platform making a push towards helping its users effectively sift between content that matters to them and posts that don’t map to their interests and needs is Twitter.

Multiple timelines

Twitter users are now able to add up to five lists as alternative timelines within the main app, enabling them to swipe between groups of accounts that they’re following directly from their home screen. In short, think of these as filters to your overall following base and chronological timeline where you can keep tabs on certain groups, perhaps old college roommates or coworkers, that you may not necessarily want to follow regularly.

On iOS, access Lists by tapping your profile to open the Home menu and select the ‘Lists’ tab. Next, pin or unpin certain profiles and create a List from the Lists tab.

Paired with this update, Twitter is adding a fresh landing page for newly curated lists, which, depicted below, incorporates a header image and more context about your customizable timelines, including the number of members and subscribers.

Per The Verge, as you build your multiple timelines, general platform rules and standards apply. Specifically, you can opt to make them private or public and follow any public lists created by other users. Lastly, a person can remove themselves from lists they no longer want to be a part of by blocking the list’s owner.

Facebook Watch Party

Finally, earlier this year Facebook launched Watch Party, a feature that allows members of Groups to watch live or pre-recorded videos together and comment in real-time.

“We’ve been focused on building new ways to bring people together around video, create connections, and ignite conversations; Watch Party is the next step in bringing this vision to life…If people can start a Watch Party directly from their profile or from a video they’re watching, the experience of watching video on Facebook can become even more fun and social,” the company shared in the announcement.

In this way, the Group becomes the TV station and the videos serve as the programs or lineup that can be viewed collectively with your friends.

Small groups continue to be the fastest-growing areas of online communication and it is important for marketers to understand that as they look to identify new ways for engaging their audiences, connecting privately in safe and trusted spaces is a dominant preference. As these examples demonstrate, group culture provides creative ways to encounter new ideas, interact with content with greater accuracy, and identify people with similar interests.

Looking ahead, marketers have a unique opportunity to innovate for a more personalized, curated future in a way that acknowledges a deeper respect for a consumer’s time and attention.

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5 Marketing Lessons from Daily Harvest’s Journey to Shipping One Million Smoothies

Launched in 2015, Daily Harvest has become one of the fastest growing direct-to-consumer food brands in the world. 

It’s an incredible story. But just how did Daily Harvest transition from solving a meal-prep problem for founder Rachel Drori to being in over 100,000 kitchens across the U.S.?

In this post, we take a look at some of the marketing strategies that have aided Daily Harvest’s incredible growth. 


Contents: 5 Marketing Lessons from Daily Harvest


1. Focus on target customers’ needs and create products to solve their problems 

Before starting Daily Harvest, Rachel Drori worked in marketing for Jetsetter. She wanted to find a quick, convenient way to prepare her week’s meals on a Sunday, so she didn’t have to think about what she would eat during busy weekdays. 

But after trying a number of options, nothing quite matched her needs. 

“Meal kits are perishable, they go bad in your fridge, and they take 45 minutes to prepare,” she told Entrepreneur. “And all convenient food is preserved in some way.”

As we touched on in the intro, Daily Harvest was founded after Drori began to make meals in batch and freeze them. Something that no company seemed to be offering. Seeing a gap in the market, she pulled together a website and started selling to people who were experiencing the same meal prep problems she’d had. 

The company has evolved a lot since those early days, but one thing that remains is its laser focus on serving a specific need for its target customers. 

“Our target consumer is one who subscribes to a healthy lifestyle, but is busy and has time restrictions,” Drori told Business Insider.

Drori expanded on Daily Harvest’s target customer during an interview with Inc. “Our customer wants to eat the way he/shes knows he/she should, but struggles with the challenge of making it happen.” 

“Our most common piece of customer feedback is that we’ve filled a need in the health food space that wasn’t previously being met. It works for the busy-bee or if you’re just looking for more nutrients in your diet but are unsure where to start.”

Consumer habits: The ease of buying healthy foods is one of the key pain points Daily Harvest solves. Shoppers want to buy healthier foods, but it’s not always easy — a survey of 1,017 U.S. consumers found that 95% of people ‘always’ or ‘sometimes’ look for healthy food options, but finding healthy food is only moderately easy for most consumers.

But why is it so important for Daily Harvest to focus on specific customers? Why doesn’t it try to entice everyone to eat a little healthier?

“Focusing on a specific customer segment is critical to sustaining long-term growth,” says DTC Strategist, Marco Marandiz.

“Organizations that get distracted easily by emerging, yet unaligned, segments end up burning through their resources and creating value that doesn’t resonate with their earliest customers,” continues Marandiz. “For Daily Harvest, it’s important for them to keep digging into their core customers to really fulfil their needs in the kitchen.”

Having a clear understanding of who its customers are, and the problems it solves for them has enabled Daily Harvest to craft messaging, content, and products that are aligned with exactly what the customer is looking for.

Right from the hero section of its homepage, you can see its focus on target customer needs and desires: 

  • The heading ‘Eat More Fruits + Vegetables’ speaks to the target customers desire to boost their diet with healthy ingredients 
  • The subheading ‘We take care of food so food can take care of you’ also taps into the same desires, but from a slightly different level, letting customers know that all the hard work — sourcing and preparing healthy foods — is done for them. 

If you’ve ever interacted with the brand before the imagery on its site also feels incredibly familiar.

Daily Harvest has done a great job of creating its own unique brand style: 

Crisp images of its packaging containing bold, brightly colored ingredients, photographed against a solid background. It also uses lighting to create shadows quite frequently.

Here’s its look on Instagram — 

— and on a product page: 

Expansion is also important for most DTC brands. Many launch with one or two specific products — for example, Casper mattresses — and expand into other related products in order to grow — Casper’s pillows and bed frames. 

Daily Harvest is no different. It started out by selling frozen smoothie packs. But now it boasts a range of products.

And when it comes to launching new products, Daily Harvest ensures it keeps its focus on solving the problem of making healthy eating easier for consumers.

“It’s easy to observe their focus by taking stock of the product line expansions over the last couple years,” shares Marandiz. “They started with smoothies, but have moved into Harvest Bowls, Soups, Lattes, Chia Bowls, and Oat Bowls.”

The messaging around each of its expansion products is also hyper-focused on customer goals. 

Take its Harvest Bowls category page for example —

— the copy here continues to focus on the core mission of Daily Harvest: Making healthy eating simple. And no matter where you interact with the brand, that message remains consistent. 


2. Use Pinterest as a discovery engine to reach millions of potential customers each month

Pinterest is somewhat of a sleeper in the social media world. And though it might not make as much noise as platforms like Facebook or Instagram, its power to help brands connect with consumers is undeniable. 

In its S-1 filing ahead of going public, the company shared some insights into how people use the platform: 

  • Pinners don’t just dream about their futures; they explore real options and often want to bring their dreams to life. They browse ideas, visit merchant websites and eventually buy products and services; and 
  • People seeking inspiration use Pinterest in ways that mirror how they use magazines and catalogs.

So whereas consumers used to flick through magazines to find inspiration, they now turn to Pinterest — and this is why it has become such an incredible discovery engine for brands. 


Daily Harvest has 5,638 followers on Pinterest. That doesn’t sound a lot, especially when compared to its audiences on Facebook (260k) and Instagram (406k). But follower numbers are just a small part of the equation.

On Pinterest, discoverability is far more important than the number of followers.

Daily Harvest racks up a mouthwatering 4.1m monthly unique viewers on Pinterest — meaning its Pins appear on over four million screens per month, and it does this having just 136 Pins. 

Pinterest trends: Daily Harvest is in the perfect position to succeed on Pinterest. ‘Healthy habits’ is one of Pinterest’s trends for 2019, with searches for nutrition plans +475% year-on-year, showing that health-conscious consumers are using Pinterest to help them hit their goals. 

Its Pins tend to focus directly on Daily Harvest products in its brand style of stunning product imagery against a solid, light background:

According to SimilarWeb data, Pinterest is Daily Harvest’s third-highest refer amongst social networks, driving around 13,000 visits per month

— and much of this traffic is going directly to product pages (the link on each Pin takes the viewer to the corresponding page): 


3. Create a simple-to-navigate website and tell an engaging story to generate backlinks

SimilarWeb estimates that over 30% of Daily Harvest’s traffic comes from search

— that’s a pretty large chunk, and if SimilarWeb’s estimates are correct, that search traffic equates to around 270,000 visits per month for the brand. That’s a lot of potential customers. 

So what can we take away from Daily Harvest’s search success?

Firstly, usability and design are important: 

“The design, first of all, is obviously incredible. While I never consider design to be a direct SEO factor, having a positive experience on a site does make you more likely to talk about and link to it,” says Glen Allsopp, SEO consultant and founder of Detailed.com

And Allsopp certainly isn’t alone in praising Daily Harvest’s design, Unbounce has also featured it in its roundup of companies that have created best-in-class landing pages

But back to SEO… 

Simplicity is somewhat of a theme for Daily Harvest across its website, content and even its products — pre-made, healthy meals that are ready in minutes. 

And this theme carries over into its approach to SEO. 

“I like that their URLs are short and descriptive, which is in line with their title tags as well,” notes Allsopp. “Title tags don’t get much more simple and clean than ‘Lentil + Mesquite Soup | Daily Harvest’.”

Daily Harvest also manages to include plenty of information on its product pages, something that’s not easy to do well Allsopp told me. First, each product has a short description right under the title —

— a little further down the page, visitors can see key ingredients, nutrition information and preparation instructions — essentially everything a customer would want to know about this product, without it feeling overwhelming:

One downside to Daily Harvest’s beautiful imagery is the effect it has on load times. “According to Google’s mobile site speed comparison tool, it’s a lot slower than competitors sites,” Allsopp shared.

But with much of its search traffic coming in via branded searches, Daily Harvest has done a great job building its brand and creating a loyal customer base:

Possibly Daily Harvest’s biggest SEO-win is the quality of backlinks it has been able to obtain from leading publications — something that’s a challenge for almost every business. 

Link building is one of the hardest aspects of SEO — and I have no insider knowledge here — but I’d bet Daily Harvest has never sent out a batch of emails asking marketers to backlink to its site. 

Instead, it does link building the right way, by telling its story… and having a great product.  

“Daily Harvest’s founder, Rachel Drori, has been great at getting quoted in big publications,” Allsopp told me. “Some places that have asked her for comment include CNBC and The New York Times. Those aren’t easy links to get, so they’re likely to help the site for a long time to come.”

Because its products are high-quality and deliver on what it promises, it’s enabled Daily Harvest to be featured by industry experts and pick up links from high-authority sites like MSN: 

“While they still have improvements to make with their on-site SEO, that’s always a great position to be in. Seeing opportunities for improvement there means there’s a good chance of growing organic traffic across the board going forward as well,” said Allsopp. 


4. Use paid social to drive traffic to campaign-specific landing pages 

When Daily Harvest runs ads, it doesn’t direct people to its homepage. Instead, it has a specially created landing page aimed to convert visitors to customers. 

This isn’t a unique strategy. In-fact, creating specific landing pages for ads is a best practice for any brand investing in paid media. But the way Daily Harvest executes it is remarkable. 

Here’s one of the brand’s landing pages:

Keeping in line with Daily Harvest’s beautiful design aesthetic, the page looks super-clean and simple. But when you really dig in, there’s a lot going on.

Here are four takeaways from Daily Harvest’s landing page:

1. The hero copy builds on ad promises

Let’s start by breaking down the hero section at the top of the page: 

Daily Harvest is running a bunch of ads across Facebook and Instagram, and many of its ads are focused on these key messages:

  • Custom food plans
  • Quality, organic fruits and vegetables 
  • Speed of preparation

Here are a few variations of that messaging in ad form: 

Once someone has clicked one of these ads, they arrive at one of Daily Harvest’s landing pages and the copy builds on the key points mentioned in the ads. It reinforces that: 

  • The food is high quality, and good for you
  • It’s ready in minutes
  • Health eating that fits your routine

2. The CTA offer is very clear

In each of its ads, Daily Harvest mentions that new customers can get $25 off their first box using a promo code — 

— and when they reach the landing page, this 25% offer is featured in the hero section CTA: 

This makes the buyer journey feel super smooth as promises that were made in the first part of the journey (the ads) are being backed up as people move through the buying experience.  

3. The copy is all about you, the customer

As the visitor scrolls through the landing page they reach a ‘How it works’ section: 

The first title tag ‘Customize Your Plan’ puts the emphasis on you, the potential customer, and throughout this section of the landing page the reader is constantly reminded that Daily Harvest is a product that can solve your unmet needs.

Here are a few snippets of copy (emphasis mine): 

  • Pick a plan and fill your box with thoughtfully sourced, chef-crafted food 
  • Delivered when you want it
  • Make fruits and vegetables a daily habit

This copy also fulfils a need to let the customer know exactly how the process works. Many visitors want a hassle-free way to consume healthier foods, but prior to visiting this page may not understand how Daily Harvest delivers on this. 

Pay attention to the small details: Microcopy — the small pieces of text that provide extra information and provide context across websites and interfaces — is incredibly important, and can have a big influence on clicks and conversions.

For example, one company found that changing the phrase “Request a quote” to “Request pricing” resulted 161.66% increase in clicks to its lead gen form.

 4. It uses social proof to back up its message

Social proof is a powerful sales tool and helps to build trust. As Alfred explains in his post on the subject:  

“Often in situations where we are uncertain about what to do, we would assume that the people around us(experts, celebrities, friends, etc.) have more knowledge about what’s going on and what should be done.”

As a prospective Daily Harvest customer, I might not be an expert on healthy eating, I just know I want to eat healthier. So to back up its message, Daily Harvest features a range of well-known publishers that have covered its products to help build trust: 

You’re more likely to put your faith in a health product featured by Men’s Health, Women’s Health and Vogue, than one no publisher has featured, right? 

5. Build trust with new audiences through partnerships

Partnerships have become a key part of the direct-to-consumer marketing playbook. 

Why?

In its simplest form, advertising is about connecting relevant audiences with your message. But when marketers focus purely on reach they run into a problem: reach has become a commodity — anyone can now create a Facebook ad and put it in front of an audience.

As Morgan Housel wrote — 

Attracting eyeballs no longer sets you apart. Building trust among those who have their eyes on you, does. Getting people’s attention is no longer a skill. Keeping people’s attention is.

— and this is where partnerships come into their own: Building trust. 

Let me explain… 

When you follow a YouTuber, let’s say Casey Neistat, he’s built up your trust over hundreds (if not thousands) of hours of content and attention. 

So when a brand like Samsung works with Casey, it helps the brand to build trust with Casey’s audience. 

“If Samsung is cool with Casey, it’s cool with me.”

Daily Harvest takes a similar approach to partnerships…. 

YouTube drives significant traffic for Daily Harvest. You might recognize the below chart from earlier, but this time I’ve highlighted the YouTube numbers — 

around 23% of Daily Harvest’s social traffic comes from YouTube

Curious as to why so many people come from YouTube to Daily Harvest I done a little digging… and it seems partnerships have a lot to do with it. 

One the YouTube pages that appears to be sending a lot of traffic to Daily Harvest is from popular YouTuber, Wheezy Waiter (nearly 900k subs!): 

The video (as you can probably guess from the above screenshot) is about the host’s experience trying out a vegan diet for a month. 

And as the video progresses, the host runs into a problem with finding vegan desserts he likes. But Daily Harvest, the video’s sponsor, sent him 24 smoothies to help solve his problem:

Incredible product placement (this video has been watched 1.5 million times and counting) but it doesn’t end there. In the video description there’s a link to Daily Harvest’s website:

The link also has a UTM specific to Wheezy Waiter so the Daily Harvest team will be able to attribute traffic and sales to this partnership: 

https://www.daily-harvest.com/?source=youtube&medium=cpc&campaign=inf&content=wheezywaiter&term= 

Breaking down the UTM: Essentially, UTM codes tell the story of how traffic is arriving at a website. Here’s a breakdown of the Daily Harvest UTM:

  • source=youtube: This tells Daily Harvest the traffic has been referred by YouTube
  • medium=cpc: Says this was a cost-per-click campaign
  • content=wheezywaiter: Lets the Daily Harvest team know exactly which piece of content creator the traffic is came from

This is something Daily Harvest has done with a number of well-established YouTuber’s: 

And:

But Daily Harvest’s partnerships aren’t limited to YouTube. It regularly runs Instagram takeovers with influencers and other brands in its stories — 

— and it also has an ambassador program enabling people with large followings to share exclusive discounts and coupon codes with their audiences

Daily Harvest is also very forthcoming with partnerships. Its website footer features a ‘Partnerships’ link:

This link then takes people to a simple form where they can register their interest in working with the brand: 


5 Takeaways from Daily Harvest’s journey to 100,000+ customers

1. Understand your target customer’s unmet needs:

Daily Harvest has a clear understanding of who its customer is exactly and what problems it solves for them. This influences how the whole business works: From its product lines to how it positions itself in the market.

2. Use Pinterest as a discovery engine:

Pinterest is a discovery engine for brands. People use Pinterest in ways that mirror how they use magazines and catalogs. By posting relevant content Daily Harvest reaches over four million people per month on the platform.

3. Create a beautiful, simple-to-use buying experience:

Consumers are spoilt for choice now, to stand out you need to create great experiences. Daily Harvest’s website does just that. Its focus on story has also helped the company to pick up some very important backlinks.

4. Drive paid social traffic to specific landing pages:

When using paid acquisition channels (especially on social media), Daily Harvest links to specific landing pages that build on the promises made in the ads.

5. Unlock new audiences through strategic partnerships:

When you’re marketing to new audiences, it’s not so much about reach as it is building trust. Daily Harvest works with partners and influencers to help it establish trust with new potential customers.

http://feedproxy.google.com/~r/bufferapp/~3/9PToNlBqCpo/daily-harvest-growth

How Pinterest’s Newest Shopping Features Will Bring You Closer to Your Favorite Brands

This week, Pinterest introduced two new shopping features continuing its pursuit to be the leading online shopping network: browsable catalogs alongside Pins, and personalized shopping ideas in its feed.

As a quick recap, in March the platform unveiled Catalogs whereby retailers could upload entire catalogs into shoppable pins. In 2018, Pinterest overhauled buyable pins and replaced them with product pins, delivering new features such as indicating whether or not a product was in stock.

Here’s a look at the newest updates:

When Pinners scroll under a Product Pin and click “More from the brand,” they’ll be directed to a shopping section containing related items from that given brand. An initial click or tap will trigger the display of the latest products and info, and an additional click will direct the user to the retailer’s website to complete their purchase.

As for the platform’s homepage, while Pinterest users are shopping, personalized shopping ideas will appear atop their feeds in the form of a “picked for you” icon. By tapping on the icon, they’ll be directed to a package of products curated based on their interests, prior searches, and brands they’ve previously interacted with on the platform.

This is a huge win for retailers offering another critical opportunity to reach Pinterest users while they’re shopping on the platform. It’s also a bonus for digital shoppers craving that ‘just for me’ experience.

In addition to the updated shopping tools, Pinterest’s announcement also shared results of a study conducted in partnership with Neustar, which looked at digital channel performance for paid search, paid social and display ads for five retail brands in the U.S., tracked to their online and in-store sales. Key findings included:

  • 75% of sales that came from Pinterest took place more than one week after people saw ads on its platform.
  • Despite the studying finding that Pinterest made up only 11% of total media spend among the five retail brands, it generated 18% of their incremental sales and revenue, making it the platform 2.3x more efficient than other social platforms, 1.5x more efficient than paid search and 1.1x times more efficient than display.

Stats aside, this study can be summarized by two core takeaways: Pinterest is highly efficient in the digital space and it is successful in influencing purchasing decisions early.

“Because people use Pinterest so early in their shopping journey, marketers need to adjust their attribution windows to give people time to make a purchase, before declaring a return on ad spend,” underscored Pinterest’s Gunnard Johnson, Head of Measurement Science and Insights on the company’s Business Blog.

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Business Quote Pins On Pinterest…

pin.it/f65ympbg5wvbwq

https://mikearmstrongnews.wordpress.com/2019/04/22/business-quote-pins-on-pinterest/

Pinterest shares soar in stock market debut – BBC News

Shares in the online scrapbook company surge 28% on its first day on the New York Stock Exchange.
— Read on www.bbc.co.uk/news/business-47980958

https://welshbizuk.wordpress.com/2019/04/21/pinterest-shares-soar-in-stock-market-debut-bbc-news/

Shop Now: Your Guide to Native Ecommerce on Social Media

As brands like Instagram and Pinterest have learned, it doesn’t take much to drive a customer from inspiration to purchase. And their growth has depended, in part, on making that purchase part effortless. Instagram took the latest step toward its transformation into your personal digital mall with Instagram Checkout. The feature will allow aspiring shoppers to make purchases without leaving the app. Over time, more brands will be added and new companies will be able to take advantage of this seamless shopping experience.

In honor of this announcement, we figured we’d provide a roundup of the many existing ecommerce options available on some of your favorite social media platforms.

Instagram

In addition to the forthcoming Checkout feature, brands have had the ability to “tag” products on Business accounts since 2017, with these tags serving as links to the product on an external site for purchase. Brands not selected for the Checkout feature will continue to have the “tag” option to fuel their own ecommerce, though it will direct users away from the app to make purchases.

Pro: For selected brands, Checkout will afford an opportunity to connect users to your brand without pulling them away from the Instagram app- keeping your feed in their sights through it all.

Con: At least for the time being, this immersive shopping opportunity isn’t available for all brands in equal measure.

Facebook

Businesses wishing to sell physical items on Facebook can set up shops on their business Pages. There is no minimum transaction amount to host this online store, and all transactions are conducted inside Facebook- so no worries about directing buyers away from your Page. And as with other features of the platform, there is ample support and guidance on how to run a successful shop- so be sure to take advantage of these resources, should you choose to host an online store here.

Pro: For small businesses, Shop for Pages provides a low-cost method to expose your products to a dedicated audience.

Con: For businesses with a more expansive inventory, it could become unwieldy or time-consuming to offer it all in this type of environment.

LinkedIn

Given the considerable bias toward physical products for ecommerce, it shouldn’t surprise you that LinkedIn doesn’t have a presence in this market at the moment. Their only sellable product, educational materials through the Learning collaboration with Lynda, can’t be sold a la carte, instead requiring a monthly fee which provides access to their full library of courses.

Pro: For organizations aiming to offer their teams training in an affordable and accessible fashion, LinkedIn for Learning is an affordable option.

Con: Obviously, it’s not an effective commerce option for anything else.

Pinterest

Prior to Instagram’s meteoric rise as a brand-booster, Pinterest wore this crown with bombast. And ahead of its IPO, it’s still hoping to maintain its hold on shoppers who so often use the platform for inspiration. Its latest shopping tools, announced earlier this month, utilize “product pins” to allow shoppers to buy many of the items inspiring their aesthetic. These product pins join their buyable pins (originally introduced in 2015), as well as the capability for all businesses to post Shopping Ads. For visually inspired shoppers, Pinterest is a natural destination that brands should take advantage of.

Pro: The platform is well suited to help “pinspired” shoppers complete their vision.

Con: While product pins allow seamless in-app purchases, buyable pins and Shopping Ads would pull shoppers away from the platform.

Tumblr and Twitter

While other platforms seem to be leaning toward making in-app purchases simpler, Twitter is leaning away.

Previously developed and deployed products like “Buy Now” buttons for individual tweets, Product Pages that would collate product-oriented tweets into an easily shoppable page, and Twitter Cards, have all been discontinued. The result? The rise of third-party tools like Shopify, which have stepped in to make shopping options on the platform more straightforward.

Tumblr is another platform that, while promising as a space to generate leads for niche products, has also declined to develop native ecommerce tools. Third party tools like Shopify and BlkDot have stepped in to fill in the void.

Pro: It’s not strictly impossible to sell on either of these platforms, and they are fertile for finding passionate and dedicated consumers.

Con: The methods to set up viable commerce experiences can be less intuitive with the help of a third party than they might be with a native tool.

A strong ecommerce presence on social media helps to grow your audience and build strong relationships with customers. Which ones are you using? Which ones have you not yet considered for your brand?

Mastering your presence is essential in a crowded marketplace, and we hope to help you do it at Social Media Week New York. Passes are still available, so register to join us today!

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Instagram’s Public Collections Are Coming. Should Pinterest Be Worried?

Instagram’s meteoric growth in the past few years has come, in part, by the “borrowing” it’s done from competing platforms, fashioning features that quickly became popular. Instagram Stories quickly eclipsed their competitor Snapchat’s Story feature…and now it seems like Instagram’s next “inspiration” has come from Pinterest.

Software developer Jane Manchun Wong happened upon evidence in Instagram’s Android “back-end,” that suggested a future in which the current Collections feature could be toggled to be made public. At present, Collections are user-curated lists of favorite posts, visible to only the user. In addition to making these saved posts public, “Collection Owners would [also] be able to grant permission for other Instagram users to contribute to their public collections.

In addition to thwarting growth of a competing platform—the discovery of this feature comes curiously close to Pinterest’s expressed interest in filing an IPO—this capability holds a great deal of promise for users, brands, and the platform overall.

For users, public collections could create a kind of sharing previously unavailable on the site. At present, sharing something that another user has posted can only be done natively through Stories. The ability to properly attribute shared posts is one that is presently “hacked” through either screenshots or third party apps. In the promise of a Public Collections feature, Instagram offers a process to make that manuever easier.

For brands, public collections could advance the efforts to make e-commerce easier on Instagram. Given that 83% of Pinterest users will make a purchase inspired by something they’ve pinned over the course of a week, such prompts on Instagram have the potential to advance goals of driving in-app sales. Engadget further speculated that influencers and social media stars could build collections that drive sales of their endorsed products, not unlike an Amazon Wishlist- but more visually compelling.

And for the platform overall, Public Collections solves an attribution problem that has proliferated on the site as memes, screenshotted text, and other images circulate without proper credit. By collecting posts while still tying them to their sources, Instagram could become a place where creators can share with less fear of content being stolen inordinately.

Instagram refuted work on the feature, telling TechCrunch adamantly that it was “not testing this.” But that only means that tests are not currently taking place- not that the feature isn’t being developed.

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The post Instagram’s Public Collections Are Coming. Should Pinterest Be Worried? appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/02/instagrams-public-collections-are-coming-should-pinterest-be-worried/