Shopify and Pinterest partner up to launch a new channel that will enable merchants to reach out to Pinterest’s over 350 million monthly users. 

The new app will make it easier for Shopify merchants to attract new customers and increase their revenue. Shopify explained, that Pinterest is rolling out a new Shopify channel. Over the past few months, more than 80% of Pinterest’s weekly pinners made purchases based on the liked pins. Simply put, the app allows Shopify to turn their client catalogs into shoppable ‘product pins’ that retailers or merchants can update their products’ prices, availability, and product descriptions. They can also upload their product catalogs and products on Pinterest. 

Shopify image
Image Credit: Shopify

Pinterest app features 

The app comes with several features including tag installations, automatic inventory updates, catalog ingestion, also an ads-buying interface. The app automatically makes the connection between the retailer and the Pinterest platform to make it easier for retailers to go right into editing and updating their catalogs. There’s no need for learning codes and adding development resources to connect their store to Pinterest. 

Retailers can immediately go into setting up their Pinterest right after downloading the app. They can start doing adding tags on their website and making changes. Retailers will see a shop tab in their profile to ensure product discovery. 

Pinterest pushes on to improve shopping in its platform 

This update can only stand to benefit the two platforms who have both worked recently to improve their platforms. Pinterest has been updating its platform since last year with the release of its Lens update, its AR, and its all-new shop feature for SMBs

What does this mean for you?

Pinterest reported an increased number of Pinners in the midst of the Coronavirus pandemic. Which makes the time ripe for small businesses and merchants in Shopify to get their products on the platform. Pinterest further added that they are seeing more people who are engaged in shoppable products. The products are seeing about 44% year over year increase.

People coming into Pinterest don’t just browse products, they have the intent to plan and make purchases. Shopify merchants can take advantage of that as it helps them target customers who aren’t only looking for pretty things but looking for a good buy. Shopify merchants and retailers can download the app here. The Pinterest app is now available for retailers across the US and Canada. It will also be available for merchants from other countries including the UK, Australia, France, Germany, Spain, and Italy in the coming weeks. 

Sprinklr now supports ads on TikTok to help brands reach more audiences on the platform. 

Sprinklr, a customer engagement platform, announced that it’s now integrating its service with TikTok to allow in-feed video advertising. Advertisers and brands can now create and manage their in-feed ads on the short-form video platform now along with their other ad campaigns from various social media channels. 

Sprinklr CTO Pavitar Singh shared that this is an exciting development for both TikTok and their company as it serves as an opportunity for brands to pave their way into the pool of Gen-Z and Millennial audiences. These two are by far the most active group of people in the online TikTok community and also have the purchasing power that brands rightfully must tap into. Based on statistics, 33% of Gen-Z and Millenials’ household income reaches over $100,000. 

Singh further added that this is an opportunity to increase their return on spend, improve their productivity, and protect their brand reputation. 

TikTok’s growth over time

TikTok became the most downloaded app in the US in October 2018 and the third most downloaded app globally in the first quarter of 2019. The authenticity and the engaging content in the platform made it a popular app amongst the younger generation. Brands, regardless of size, are now flocking into the platform to connect with their consumers. Large brands including Levis, Kroger, and luxury brands (Prada, Alice + Olivia, Tory Burch, Dolce & Gabbana, etc) have now adopted the new trend and are now active on the platform. 

TikTok’s machine learning capabilities include understanding their consumers. The platform then serves video content that keeps the consumers engaged. Coupled with TikTok’s AI capabilities and Sprinklr’s smart rules will increase the ad spend and ROI TikTok and the brands under its roster. 

What does this mean for you?

As an advertiser and a brand using TikTok as a platform to raise brand awareness and engagement, this partnership could mean a good thing. 

Sprinklr is one of the best platforms for brands that want to optimize their ad performances across social media channels. With this partnership, advertisers can now create ads and campaigns via campaign management. TikTok data will be integrated to Sprinklr’s interface allowing advertisers to analyze their ad performance and ad spend in Tiktok and compare it from other social media sites including Facebook, Instagram, and Twitter. 

Advertisers can now target the users based on location, events, weather, and other factors. It can target consumers from a specific state with hot or cold beverages depending on their weather at a given time. 

With more people staying in their homes, YouTube traffic is expected to rise. Unfortunately for creators, brands, and advertisers, the revenue didn’t rise with the views. 

Due to the coronavirus pandemic, YouTube was thought to become the winner in the digital media platform. As reported by Search Engine Journal, a drastic increase in user consumption may become a reason for more ad revenue for YouTube. With people staying in their homes, YouTube is the perfect avenue to provide them with a stream of entertainment and DIY videos. In theory, the more videos people watch, the more time they spend on the platform, and more opportunities for ads to be shown and viewed. 

Creators, brands, and advertisers could take advantage of the traffic and influx of viewers by creating content depending on the search trends of today. Their topics can be more flexible to incite conversation and engagement with their customers and target clients. 

However, the predictions have proved to be far from the truth. 

YouTube’s policy surrounding COVID-19

YouTube originally announced a no monetization policy for contents about COVID-19. But eventually, the policy was changed to just disapproving videos violating that policy in an effort to fight against the spread of misinformation. While the contents surrounding COVID-19 increased, the publishers and creators have seen no ad revenue coming in. 

Advertisers choose not to let their ads appear in videos showing Coronavirus contents. Advertisers can opt-out of their ads from certain site types, including news sites. They can submit a list of keywords they want their ads to not appear into. This meant millions of blocked ads. In March, there was a 36% ad blocks for the New York Times. 

News sites take a blow

Advertisers avoid placing their ads and spending their ad dollars on news sites that are reporting about the health crisis. President of Interactive Advertising Bureau, David Cohen told Business Insider that blocking ads in news sites threatens public safety. He further added that every dollar spent on credible news helps save lives. 

As of March, IAS has recorded that over 3,000 advertisers have blocked the keyword coronavirus. That’s a total of 1.36 billion ads in March, a true jump from February’s 64 million blocked ads. 

Publishers are affected 

The same trend is now experienced by publishers. The weakened ad spend and the struggle of keeping their contents away from coronavirus have affected their earnings. YouTube mitigated this by launching the Video Builder for small business early this week. The tool builder gives advertisers, publishers, and brands to create short videos that will not be placed alongside Coronavirus contents. 

Twitter just removed a privacy feature that enables users to stop any sharing of information with advertisers. 

The removed feature now automatically shares some private information to the advertisers. Advertisers will now be able to see the effectiveness of their advertising on Twitter. Included in the information shared to the advertisers are the users’ IP address, mobile device advertising identifiers. Users’ name, email, phone number, and Twitter username are all hidden from advertisers. Users have been notified of the changes with a pop-up image since Tuesday explaining that this update will help the social platform keep operating as a free service

Source: First Post on Tech 2

Users from the European Union, United Kingdom, and the European Free Trade Association are not included in the change. If the users want to have the same changes for their accounts, they can reach out to Twitter and make the request. 

What does this mean?

Users now have no choice whether some of their data will be shared with Twitter’s advertisers or not. This means that advertisers will now have more information on what users do use their mobile apps. Advertisers can now see how their ads are performing on Twitter. Which means they can change their strategies according to what their ads are doing. They will get measurable data that will help them increase their revenues and improve their ad performance for the best. 

 Aside from that, Twitter also announced that its ads will now also run on Facebook and Google. Users can choose not to share non-public data with Google and Facebook via Twitter’s setting. This can be found under Share your data with your Twitter’s business partners.

This is a good time for brands and advertisers to consider investing in Twitter. With more data to work on, brands will have better chances of reaching their target audience. This will also give them a clear understanding of the kinds of ads that work. 

Transparency and control 

A Twitter spokesperson told The Verge that this change is part of their goals of improving transparency and control in their platform. It’s also their way of ensuring that the users understand the settings that they have and know how to use them. 

LinkedIn continues to pose itself as a worthy competitor in the digital advertising space. 

LinkedIn’s new Conversation Ads are aimed at helping advertisers improve their message personalization. This new feature is expected to roll out for all its advertisers in the coming weeks. This ad format is based upon LinkedIn’s already existing Message Ads, then Sponsored InMail. The new ad format features a full-funnel campaign where users can choose several customized call-to-action. Advertisers can select the category of people they are sending messages to including webinar sign-ups, ebook downloads, product education, and others.

Based on LinkedIn’s report, messages sent using their platform have quadrupled over the last five years. eMarketer reported that by 2023, 40% of the global population will be using mobile messaging apps making it a great area to prospects and build relationships with existing clients. 

What’s it about? 

LinkedIn announced the new ad feature last Tuesday. LinkedIn explained enables users to add clickable call-to-action buttons in their emails to their recipients. It’s essentially a much improved Sponsored InMails where messaging is more interactive, engaging, and expected to increase traffic. This new feature is intended to help advertisers help their prospective clients and customers have access to the content and offers that may be useful for them. 

Benefits of Conversation Ads 

The Conversation Ads has three functions

  • To deepen engagement – users can now create multiple CTA buttons for their prospects. These are clickable buttons that will lead the prospects to event pages, all-in-one ads, and others. 
  • From conversations to conversions – turn conversations into conversions by using qualifying questions such as the Lead Gen Forms. 
  • To understand your audiences’ intentions – this will allow users to see a detailed report on their contents’ performance and level of engagement. 

What does this mean for you? 

Conversation Ads is a great strategy for brands and businesses to drive more traffic to their sites, it will also be a key player to help them get more prospects and put their CTA’s into action. The messages can also only be sent to those active LinkedIn users to ensure that there will be engagement. As B2B advertisers and marketers, they heavily rely on conversations in building relationships. With Conversation Ads, this relationship building and prospecting will become much easier. 

This new format is especially helpful for B2B advertisers that has multiple stakeholders included in the purchasing decisions. This ad feature will enable customers and potential customers to see the contents that are relevant to them and in their present phase of buying decisions. 

Etsy’s attempt to boost sales is apparently a way for the company to take a cut from the sales of its merchants. 

Etsy introduced its risk-free advertising service last week which automatically enrolls its sellers in the system. As per the new ad service, Etsy wrote that merchants will be able to advertise their products on otherPlatforms and websites including Instagram, Facebook, Bing, Pinterest, and Google. If the ads bring in revenue or sales for their merchants within a month, Etsy will charge the merchants for an advertising fee. 

The new ad policy

The new advertising service comes with two features

  • Etsy removed Google Shopping ads which immediately affected sellers who are in the middle of running their ad campaigns
  • The company introduced offsite ads

As stated earlier, the offsite ads allow merchants to advertise their products in other social media and websites for free. However, Etsy will take a cut from your sales when a shopper clicks any of the online ads within 30 days. Etsy made it sound appealing by adding the risk-free factor but merchants found the loophole of that system. 

What’s the catch? 

The advertising service isn’t optional which means it automatically enrolls all of its sellers into the program. Merchants who have made over $10,000 in sales for the 12th month period are required to join. Etsy gets 12% on each sale as opposed to the 15% from the smaller merchants. This means that if a buyer makes another purchase by clicking the ads within a month, Esty will get another cut. All the separate purchases from clicking the ads are subjected to the 15% or 12% fee. 

Including the transaction fees, the company is getting up to 24% of the sellers’ sales. This is before adding other costs such as the listing fee. 

What does this mean for you?

Many merchants may have to increase the cost of their products to accommodate the rise in advertising costs. Other small sellers are finding it more difficult to use the platform. This is especially true for sellers who are still starting out their online shops.

Pinterest’s fourth-quarter earnings report exceeded almost all of Wall Street’s expectations. 

Social platform Pinterest released its fourth-quarter report last Thursday and the company shares rose for up to 17.1% in the after-hours trading. Based on the financial report, the company’s revenue grew to 46% in its y-o-y amounting to $400 million. Aside from that, Pinterest’s monthly active users also increased to 26% and it now has 335 million users globally. Pinterest’s trading increase has been attributed to Pinterest’s advertising additions to its platform.

The company’s report surpassed the expected results from WallStreet and other entities. For its earnings per share, Pinterest increased to 12 cents as opposed to the expected 8 cents forecasted by Refinitiv. The same is true with the revenue, which was expected to grow to $371 million but went even higher to $400 million. FactSet also forecasted for Pinterest to have an average revenue per user of $4.14 but the company reported a $1.22 instead. 

Ben Silbermann, the company’s CEO, and co-founder said in their strong results for the fourth-quarter encouraged them more to keep pursuing goals on “delivering relevant content, ads and shopping experience for its users.”

Pinterest versus other social media platforms 

Facebook, Snapchat, and other platforms have released their revenue reports for the past few days. Snapchat reported a 44% growth from its 2018 report and its revenue rose to $561 million. Although it’s a significant rise, it still fell behind the expected $563 million. The company also reported global daily active users of 218 million users in the fourth quarter. Facebook, on the other hand, reported a revenue of $21.1 billion, that’s a growth of 24.6% growth from the previous quarter. Facebook beat Wall Street’s estimate of $20.89%. 

What’s in store for Pinterest?

Pinterest’s last quarter’s report was quite a blow to the company. The revenue fell and analysts’ expectations may have been lighter. However, Pinterest is able to turn it around. Through Pinterest’s Advertising options the platform has the chance to increase profits through even more avenues.

Pinterest has been busy improving its platform for the past year. Just recently, Pinterest added several new features that would help brands understand the consumers’ behaviors in the platform. Example of which is the Pinterest Trends Tool which shows the most search terms in the U.S. for the past 12 months. There’s also the Pinterest shop to improve users’ experience during the holiday season. 

Marketers, advertisers, and brands are given much thought in the development of Pinterest as an advertising platform. This makes it a huge competition from other advertising platforms. 

Expectations for Q4 were not a true snapshot of the results

Snapchat’s Q4 report shows increasing active users but still, its revenue fell short of expectations. The call transcript gave away the idea that the company may have suffered from continuous competition from other bigger digital media companies such as TikTok, Facebook, and Instagram.

In terms of revenue

In this most recent quarter, Snapchat’s Parent company, Snap reported $561 million in revenue. While this is an increase of “44% year-over-year,” the company also lost 49 million more than in the 2018 Q4.

However, revenue analysts were expecting Snapchat’s revenue to be at around $563 million for this period. Snap’s shares dropped more than 10% only hours after the Q4 report was released.

Snap CEO Evan Spiegel keeps his optimism in check as he placed an emphasis on the company’s core business. This core model is expected to grow the business and become more profitable in the future. 

Increased active users 

As recorded in the last quarter, snap had 210 million active users and has since increased to over 218 million monthly active users. This is the 4th consecutive year that Snapchat reported an increase to its user base. The number keeps climbing and this year, there’s a 2.58% increase in user growth. A little below the expected 2.62% increase. 

Despite the growth, there’s still a decrease in the ARPU (average revenue per user). The report has shown a 3% of the growth in ARPU. Though this was still under predictions.

Operating losses 

Business Insider reported Snapchat’s Q4 operating loss of $241 million. Compared to 2018 that’s a 49% increase. Much of this was due to a $100 million preliminary settlement agreement with the SEC on the company’s IPO. 

It’s time to put more focus on the ads

In regards to Snapchat’s ad platform, Spiegel stated, “we are getting better at increasing the value and relevance of each ad impressions.” crowded and anything snap can do to separate itself from the pack will be vital.

Snap’s Chief Business Officer, Jeremi Gorman, said that the company will now focus on diversifying its brand partners. Additionally, Snapchat is putting more effort into its AR-driven features that are expected to drive more brand partnerships. Snapchat has the ability to differentiate itself from other platforms due to its innate layout. It will be interesting to see how Snapchat reevaluates its ad platform moving forward. For more news like this subscribe to Holler Hustle.

The ad unit promoted trend spotlight, supports six-second videos, GIFs, and static images.

Twitter announced its launch of the new ad unit, the Promoted Trend Spotlight today on its official blog. It is a new feature added by Twitter to give brands exclusive premium access to real estate. This add-on can be seen under the social network’s Explore tab.

Explore tab allows tweet creators to see what’s trending in the social world. Advertisers took it as their advantage to connect to users and start an interaction. This is also where the collection of hashtags and topics on-trend are kept.

Promoted Trend Spotlight

Generally, the Promoted Trend Spotlight is available in Japan, the U.K, and the U.S. with plans to expand it into more countries such as Australia, Brazil, Canada, France, Germany, India, Indonesia, Mexico, Saudi Arabia, South Korea, Spain, and Thailand.

This new ad unit allows users to get their message through six-second videos, as it also supports GIFs, static images, and is accessible on various mobile devices.

The new feature gets mixed reactions

There are business officials who reacted from the new feature released by the social media giant. Brooke Reno, the business director of The Media Kitchen group, expresses his sentiments about it.

“Twitter continues to innovate and take advantage of what makes it unique—real-time conversation and capturing what’s happening right now in the world,” says Reno. The product seems to lean on this trend, however, Reno worries that “adding more and more ad placements to an increasingly cluttered environment will annoy users and negatively impact a brand’s effectiveness.” 

How Twitter responded

The social media giant responded over this fear saying that branded content via Promoted Trend Spotlight will only appear for each user’s first two visits of the day. If brands and users wish to sequence their messaging, Twitter made an option so they can “switch out” creative within the day.

The Spotlight placement will also revert to standard editorial content following a user’s first two visits. This will allow the ad unit to receive a normal Promoted Trend placement that will occupy the first or second slot in the “Trends for you” section of the Explore tab or the user’s timelines.

The new feature yield positive result

EyeSee, a global behavioral research company conducted a study on the new feature and found out that people spent 26% more time looking at Promoted Trend Spotlight ad units than at Promoted Trend units. This leads to a 113% jump in the ad itself. Twitter further added that its internal data revealed that users were three times more likely to click on a Promoted Trend Spotlight ad compared to a Promoted Trend unit.

Facebook is making it even easier for advertisers to measure ad performance across accounts, channels, and publishers

The social media giant released its new tools for analyzing campaign features that assist advertisers in their ad campaigns. The ad reporting tools help advertisers to understand how their ads are performing, where the most conversions came from, and which demographics they are reaching.

Facebook released the cross-account reporting and custom metric building tool amidst the holiday season. These tools are designed to give advertisers insight on cross-channel and cross-device measurement especially during holidays when the platform is busy. The new features can be accessed from the dropdown in the Ads Manager dashboard.

Cross-account reporting

“This reporting surface serves as a one-stop-shop for a clear, concise report on your business’ performance and will allow you to save time that was previously spent manually building reports,” says Facebook. The reporting dashboard display metrics across multiple ad accounts.

The dashboard also shows de-duplicated reach, the unique people reached across accounts and campaigns. 

This enables advertisers to see and analyze the unique reach in multiple accounts. This new feature is not available on exported reports so it is a lot more convenient for the users.

Custom metrics and its use

The custom metric measurement allows advertisers to formulate and save their custom metrics and apply it to reports directly within the Ads Reporting manager. This eliminates the exporting of data for metric-based analysis. Advertisers can apply these custom metrics to cross-account reports as well. 

Who will benefit from the new features?

The new features benefit both enterprises and small marketing business advertisers. Cross-account reporting is vital for enterprise-level advertisers especially those running with multiple campaigns across various accounts. The report will display all of the ad accounts which are essential for advertisers to quickly measure ad performance without pulling reports for each account. This single-view dashboard is a great reference to view performances across different ad accounts.

Both enterprise-level and SMBs will be able to use the custom metric tool. This new feature builds reports based metrics that align with the company’s goal. It is an alternative to manually export and reports analysis which saves both time and effort while delivering insights anchored to the objective of the users and marketers.

Amidst issues Facebook has been facing, they have been consistently updating features for the benefits of marketers and advertisers.