The forgotten platform
You’re probably expecting this week’s update to be around the hilarious Trump typo Twitter saga. And while this has indeed made my (and many other people’s) week magical, I think it’s time to turn our attention to the forgotten platform, also known as Pinterest.
With its overwhelmingly female-oriented audience, and overly time-intensive processes for developing trackable content, I’m probably not the only social media manager who’s been ignoring Pinterest for everything other than planning my wedding. BUT, and here’s the big but, Pinterest have just introduced a couple of game-changing features that might put them back in the game.
First off though, it’s worth pointing out Pinterest’s surprisingly large user base – 150 million people as of January 2017. And unlike other platforms, *cough cough LinkedIn*, Pinterest users are fiercely active with a total of more than 50 billion pins worldwide, and two million people saving shopping pins every day. Want to know the craziest thing? Millennials are using Pinterest as much as Instagram. So, if you’re in the business of food, fashion or anything with style, it’s time to sit up and pay attention to the ugly stepsister of social media.
This week Pinterest announced an awesome new function that allows users to take a snap of their food and find recipes related to it. Game changer. Not convinced? Let’s fast-forward a few years and look at the potential for e-commerce (something that’s a real possibility thanks to Pinterest’s already existing rich pins functionality). You see a girl in the street wearing an outfit you l-o-v-e love and take a sneaky snap. You upload it to Pinterest. Hey presto – her outfit is pulled apart and you’re offered 27 different options from your favourite local stores showcasing how you can become her ever-so-fashionable twinsie. The best part? You don’t need to visit these stores. You can click-to-buy in platform without entering a single credit card detail. Like I said, game changer for anyone in the retail sector.
While snappable fashion still has a few steps to go, Pinterest has rolled out a pretty exciting new feature for the here and now: autoplay video ads. Admittedly Facebook has been flaunting these bad boys for a few years now, but for anyone looking to target a female millennial audience, this feature is pretty exciting and opens the doors to some new possibilities.
So, while Pinterest won’t be for everyone, it’s a platform that I personally will be keeping a close eye on for the next few months.
- Has a new way to encourage DM exchanges between users and brands. Could be a great way for brands to get engagement on content or offer specific community management/customer service.
- Beefs up its Facebook Live options. Viewers can now chat privately on a live stream –Facebook says this has already increased the amount of comments on live videos. And you can now invite friends to join your own live stream with a picture-in-picture video coming from both sources.
- Rolls out a new update to add microdata to Facebook pixels, providing even more detailed information about page interactions.
- Adds an ‘Order Food’ option to the main screen, allowing users to order their food and check out, all without leaving the Facebook platform. Think about the potential for retail!
- Experiments with the options for their trending content… again.
- Expands the testing pool for their new product that allows users to set up and contribute to personal fundraising campaigns.
- Releases new rainbow stickers to celebrate Pride 2017.
- Continues their quest to dominate Snapchat by rolling out location/hashtag stories in the Explore section.
- Goes crazy and adds a bunch of new features.
- Adds custom Stories, giving users the ability to create stories that are limited to a specific group of friends, direct contacts or people within a geofenced area.
- When artificial intelligence and social media marketing collide.
- Facebook outlines the three steps it will take to address viewability.
- African American grads in the US are using #BlackAndHooded to celebrate their accomplishments.
Round up – top campaigns:
- Sportsbet posted a live stream of their employees playing a game of office cricket. Does it count as work because they’re a sports betting company? Probably not. It won’t hurt with recruitment though! They also posted a single full stop ‘.’ and managed 1.7k reactions, 140 comments and 18 shares. Not fair, Sportsbet.
- A three-minute Ramadan ad by Kuwait-based telecom Zain has elicited a mixed reaction on social media. The ad depicts a terrorist with a suicide vest confronting his potential victims in a back-and-forth musical number that ultimately defuses his plans for violence.
- The Argentinian breast cancer awareness charity has found a way around Instagram’s ‘no nipple’ policy to raise awareness for breast cancer. It’s weird… but it kind of works.
- Trump does a typo and it’s just plain fabulous:
Learnings and recommendations:
- As brands become more reliant on third-party platforms, each with their own rules and restrictions, they’re going to have to get more creative to get their content seen and heard.
- The vast array of new social features this week shows that social media is infiltrating our lives more than ever and the platforms are working double time to make sure we rely on them.
Brought to you by the wonderful King Content Always-On social media team.
Michael Waddups, Divya Goski, Graham Boville and Kate Leonarder