Some of the latest updates from the ever-changing world of social media this week…
1. ‘Buy it now’ directly from Pinterest
2. Instagram Ads for everyone
3. Twitter wants you to get to know your audiences better
‘Buy it now’ directly from Pinterest
The Pinner’s have spoken, and Pinterest have listened! If you’ve always wanted an easy means of buying all of those mason jars with stripy straws, wedding decorations or just a new wardrobe of clothes directly from your ‘Some of my Favourite Thing’s’ board, then rejoice because that time is here, well almost.
In a few weeks Pinterest will be rolling out ‘Buyable Pins’ in the US to iPhone and iPad, with desktop and Android soon to follow suit. If you see a blue ‘Buy It’ you can purchase directly from the app, with the functionality to pick colours, etc. directly within the pin. Pinterest are also working with payment processors such as Apple Pay so they don’t store any of your credit card details. This will have great implications to many brands e-commerce through social media offering, check out this post to find out more about utilising Buyable Pins for your business.
Instagram Ads for everyone
It’s over a year and half since Instagram announced they were bringing ads to everyone’s favourite photo filter app, with eight countries seeing the ads and only a select group of brands and advertisers getting to utilise them. This week they’ve announced that they’re going to open up the ad platform to everyone shortly (aka in the US first).
Building on the momentum of many successful ad campaigns so far, (according to Instagram, the results across 475 campaigns measured globally with Nielsen Brand Effect, saw ad recall from sponsored posts on Instagram was 2.9x higher than Nielsen’s norms for online advertising) ads will focus on three key areas. The first will be ‘Action-oriented formats’ which means Pinterest aren’t the only ones with a shiny new ‘Buy It’ button on the way. Leveraging off of Facebook’s Call to Action buttons, Instagram will soon allow you to direct the user to ‘Learn More’, ‘Install Now’, etc.
And speaking of leveraging off of their Facebook overlords, all of your ad targeting will be done through Ads Manager/ Power Editor, which makes sense given its enhance targeting options.
Lastly, Instagram are rolling out these ads to all as they recognise that people want to connect with businesses of all sizes on the platform. Hence why they’ll be rolling out an Instagram Ads API, so you can work seamlessly with the existing Facebook Ads manager.
Twitter wants you to get to know your audiences better
Audience Insights are being introduced by the blue bird to help advertisers create more so relevant and powerful messaging. With the new audience insights, you can easily find out more about ‘your followers and the people who have engaged with your organic Tweets’, as well as identifying new target audiences.
Twitter Insights will allow you to leverage audience insights to work for you using the ‘Real-time user interest graph’, finding out more about ‘Lifestyle’ such as occupation and behaviours, ‘TV Viewing Behaviour’ and even Mobile Usage Behaviour. Advertisers can utilise this info to ‘identify the best segments to target within Twitter Ads, along with which creative — such as a Vine or video clip — your audience will find most compelling.’
Smart Twitter marketers will use these insights to really learn more about followers and engagers, and adapt their content offering accordingly. Twitter also state that they’ve kept privacy a top priority, ‘all information is aggregated, derived from Twitter data sources and information that is matched from our Marketing Platform Partners, such as Datalogix and Acxiom. This allows advertisers to see aggregate insights, while keeping user information private.’