Retailers are closer than most consumers to the cheeriest time of year, already working on their stock, their advertising, and their special events. Pinterest has released its advice on marketing for the holiday season, just in time to get busy planning.

This guide is geared specifically toward persuading marketers to spend dollars on Pinterest, so the content as it relates to how businesses should be using the platform is a little dry (for current top trends on Pinterest, check here). But the data shared by Pinterest does paint a convincing picture as to why businesses should reserve some of their marketing budget for it, particularly where online shopping is concerned.

According to Pinterest, the platform’s users spend more money during the holiday season than users of other platforms; three in four holiday shoppers reportedly discover new brands and products during the holiday season; and more than half of the holiday shoppers on Pinterest say the platform influences their purchases.

With a seemingly eager audience, Pinterest suggests businesses consider a full-funnel campaign strategy for best results—with ads at the awareness, consideration, and conversion stages. The company reports that conversion rate for viewers to buyers is three times higher among brands that run full-funnel campaigns, compared with those that advertise at only one stage. Suggestions for how ads might look are in the guide. Pinterest also includes a case study from Michaels.

Read the full report on Pinterest’s blog.

(Image via Pinterest)

X will be—is, I suppose—the new moniker for Twitter, its new logo a closer reflection of owner Elon Musk’s personal brand.

The rollout wasn’t especially smooth—remnants of Twitter were still live throughout the site post-rebranding—but it does signal the end of an era and continues Musk’s vision for the platform to be an “everything app,” not one solely based in text.

Along with the rebranding came news from Twitter—oops, X—regarding its ad revenue sharing program. Now available to eligible creators globally, the program allows users with high engagement to make money from their posts. While a previous iteration was reportedly successful for a number of creators (some earning thousands of dollars or more), the bar to qualify is high.

To take part in X’s ad revenue sharing, a creator must be subscribed to Blue or be a verified organization; have at least 15 million impressions on cumulative posts within the past three months; and have at least 500 followers. More information on the program can be found here.

And finally, in another small bit of Twitter—no, X!—news, Musk announced the platform will soon be available only in dark mode, which better aligns with its new color scheme (and is great for Tweeting—Xing?—from dark rooms, I guess?). But the following day, Musk backtracked on his statement after user feedback, saying the app plans to keep light mode but will default to dark.

Meanwhile, Meta’s competing Threads reportedly lost more than half its users in the weeks since its launch earlier this summer, so Meta looks to add more “retention-driving hooks” to the app. Time will tell.

Top: The new X logo (image courtesy of X Corp.)

The Wall Street Journal cited a 70% decline in active users on Threads since the app’s July 7 peak and blamed a lack of features, leaving users with much to be desired after the initial introduction high wears off.

But Meta executives don’t seem worried, and neither should users, according to TechCrunch, which said a drop-off in users is to be expected, and with an app still in its infancy, we’ll see plenty of ups and downs in its numbers, particularly as it rolls out new features. Simply put: It’s too soon to either rule out or anticipate that Threads will be a Twitter killer.

According to the most recent data, Threads has 117 million users. Its growth has slowed, but the number of users isn’t decreasing just yet. And by the way, Twitter and Threads can coexist—one doesn’t have to fail for the other to succeed.

To get ahead of the decline in user engagement, Meta has shared tips on how to maximize engagement on Threads and announced a preview of features that are on the way.

A follow feed, which would show content from the accounts users have chosen to see (much like most other social media platforms we’re used to) is coming—you can see it in a screenshot posted a few days ago by Instagram head Adam Mosseri. This seems like a pretty standard and necessary thing, so it stands to reason it would be available to all users as soon as possible.

In the meantime, for businesses trying to get active on the app, Business Insider has gotten hold of an email Instagram sent to talent management agencies about how brands and influencers can jump-start engagement on Threads. While the suggestions seem pretty universal for any brand, jeweler, or designer wanting in on engagement, here are a few of them:

Meta advises users to “make a splash arrival by announcing you have joined the app,” utilizing eye-catching visuals and open-ended questions in that first Threads post.

For those who have already started chatting on the app, keep it going. Take steps to “start a conversation,” Meta says. Open-ended questions ignite chat. And though Threads currently has no polls feature (à la Instagram), Meta says you can rig one of your own by posting two images and asking users to use emojis as a way to vote. Who doesn’t love a good emoji?

Meta also recommends creators design challenges and contests to boost interaction and expand their reach. The tech giant also has reportedly told users that puns are performing well in the app, so if it feels on brand, have pun! (Sorry, had to.)

If you’re looking for a tutorial of sorts, Mosseri has posted a video on Instagram of hidden gems from Threads.

(Image via Threads)

Threads, as it turns out, is the name of Meta’s offering, and if you haven’t yet joined, it might feel like you’re in the minority.

Introduced on July 5, the app reached 30 million users in less than a day—numbers that put it on track to be the fastest-growing app of all time (the current titleholder is ChatGPT, which reached 100 million users in just two months earlier this year).

It helps that signup for Threads, snug under Meta’s umbrella of popular social apps, is so easy. If you have an account on Instagram—also owned by Meta—you have built-in followers; Threads also automatically follows the same accounts for you. It doesn’t take much input from users to log in, and everything is linked. Posts to Threads can even be added to Instagram Stories.

The app is in its infancy, but in a word, it’s fun. A current scroll through your feed has a first-day-of-school vibe: Everyone seems excited to be there, still figuring it all out, but we’re all doing it together. If you’re old enough to remember the first days of Facebook—or better yet, Instagram—there’s this feeling of nervous camaraderie. What is this thing for? What do we even do here? That sort of thing. Random thought streams and status updates hark back to the late-’90s/early-2000s days of AOL’s Instant Messenger—and who isn’t here for a ’90s revival?

Anyone used to Twitter won’t find it hard to figure it out—it’s incredibly similar. But what Meta gives us with Threads feels like a bit of a do-over, an escape from the toxic hole its competitor has become. Will it last? Time will tell. But right now is the right time to dive in, while the air is fresh and the feeling’s good.

Like most anything related to the tech and social media world, Threads is not without its issues. Twitter has already accused Meta of stealing trade secrets for the new app, alleging that former Twitter employees worked on Threads’ creation. “No one on the Threads engineering team is a former Twitter employee,” Andy Stone, Meta communications director, posted on Threads. “That’s just not a thing.”

Some might be rooting for this to be the nail in Twitter’s coffin, while others vow to support Twitter. As is the case with many things these days, the divide has political influences—you can probably guess who is supporting what. But while many of us enjoy our jolly time on Threads for however long it may last (the app is currently not generating revenue, for what it’s worth), we should stop and ask ourselves: Is it a good thing that one company has control over all of our favorite social media platforms? Probably not.

(Image via Meta)

The report, comprising data from surveys in 14 countries of people ages 18–44 who are online, analyzed hundreds of trends. Here are some of the report’s most interesting, if unsurprising, findings. They may inspire more content creation—or just reinforce the notion that you’re doing the right thing.

Video content is huge. Not a shocking revelation to anyone, but the stats are pretty convincing: 82% of respondents said they’ve posted video content online (to Instagram stories, TikTok, YouTube, or Snapchat) in the past 12 months. And with more tools at creators’ disposal, consumers are raising their expectations of what they see online, increasingly expecting personalized experiences and videos in different formats (short versus long, live or prerecorded). More than two-thirds of respondents (68%) said they watch videos about a specific topic they are into in multiple formats; 67% of Gen Z respondents said they like when their favorite creators post different types of videos. So diversifying between long- and short-form video is one takeaway to consider.

Tools to make video experiences more accessible—such as closed captioning and multilanguage audio tracks—should be used whenever possible. Most video viewers agree subtitles are desirable (for not watching with the sound on, for example), while 54% of those surveyed said they follow a creator who creates content in a language other than their own.

The way people consume—and the vast availability of content out there—makes way for both active and casual consumption. Active fans are those who might interact with a band’s campaign by remixing or riffing on its content or would create memes. Casual fans, on the other hand, consume content more passively. In one example of how people rely on online video content, 54% of those surveyed say they would prefer to watch creators break down a major event (like the Oscars or Grammys) rather than watch the event itself. Meanwhile, 47% of Gen Z have watched videos made by fans of specific content, artists, or public figures over the past 12 months. To put it another way, just because a potential fan isn’t viewing or engaging with certain content doesn’t mean they aren’t interacting with it secondhand.

For more information on the report, visit blog.youtube.com.

(Image courtesy YouTube)

The study, which Pinterest commissioned Morning Consult to conduct in December 2022, builds on a survey originally conducted in 2020.

According to the research, a majority (56%) of adult consumers said they’re more likely to remember the brands they encounter online when they feel they’re in a positive online environment. Furthermore, 59% said they’re more likely to feel positive about the brands they encounter online when in a positive space, 56% trust the brands, and 54% say they would ultimately make a purchase from them.

“People come to Pinterest at key stages and moments in their lives, giving brands and advertisers a unique opportunity to connect with them when it matters most,” said JJ Hirschle, Pinterest’s head of U.S. partnerships. “The research shows that positivity is a key driver for action, so Pinterest sets the bar high for advertisers as a platform that will benefit both their audiences and bottom line.”

What does this look like for advertisers and brands online? For starters, it’s making the safety and security of their users a priority—ensuring the online environment is free from the toxicity that has become unfortunately common throughout so many social media channels. According to the research, two-thirds of U.S. adults believe that brands are responsible for advertising in positive spaces and should be held accountable for where they place ads.

Pinterest says it is a positive place for users—its research indicates that 78% of weekly Pinners feel positive after interacting with Pinterest—but maintaining a positive space is a tricky balance elsewhere. Young consumers look to align themselves with brands that share their values and often take stands against what they see as wrong—and that comes with a lot of heat from those who disagree. We all know what this looks like: vitriol from opponents, who can quickly make a brand’s page anything but a positive place in the comments section.

While maintaining a supportive, positive environment on Pinterest is a good idea, to cultivate an environment that feels safe and welcoming for customers on other platforms like Instagram, a brand must do so with authenticity and transparency.

(Image via Pinterest)

If the new thing is that every tech company is racing to have its own AI, add TikTok to the list. The social media platform is reportedly testing Tako, an AI that can recommend videos based on what people ask it, according to information shared with The Verge.

A spokesperson for TikTok called the chatbot a “limited experiment” and provided no information on if or when it will be made more widely available. In a tweet, the company said it is currently only available in the Philippines.

Instagram Allowing Ads in Search Results

Instagram is now allowing ads in Instagram search results, just two months after it announced it would be testing the capability.

What this means for users is that they’ll be faced with more ads—likely a frustrating prospect for those who endure them in many other areas of the app—but for advertisers, it’s another opportunity to reach new customers.

The goal is for users searching for businesses to be served relevant results in addition to ads. For example, if a user were to type in “designer jewelry,” they would get organic results as well as related ads.

“This new ads placement will be available on all current Marketing API versions and does not require an upgrade,” Instagram said in its recent blog post announcement. “With this new addition, you will be able to update your app to enable your clients to create and preview ads in Instagram search results via API.”

Get more details on Instagram parent Meta’s Marketing API here.

Snapchat Offering Enhanced Try-on Tool

Snapchat is forging on with augmented reality (AR), announcing an enhanced try-on tool in partnership with nail polish brand OPI.

“Snapchat AR’s new nail polish try-on technology will apply polish and other 2D effects directly to a Snapchatter’s fingernail,” a statement from Snapchat said. “With Nails Segmentation, brands can precisely add textures and designs, or track 2D color to a user’s individual nail, creating a seamless try-on experience for the consumer.”

The latest tool is reported to be more responsive and realistic than previous versions, potentially opening doors for other retailers to have customers virtually try on their goods (like jewelry).

(Photo: Getty Images Plus/pressureUA)

According to TechCrunch, the app expected to launch this summer will stand on its own, but will be partially integrated within Instagram (owned, like Facebook, by Meta). “Users will keep their Instagram verification and handle, and all of their followers will receive a notification to follow them on the to-be-named platform. Meta’s text-based platform will be decentralized and interoperable with Mastodon, which is built on the ActivityPub protocol,” the article on TechCrunch says.

In a letter to a select group of creators, Meta acknowledges that competitors like Mastodon and Bluesky have head starts in the race to possibly supplant Twitter, but says Meta already possesses a successful family of apps, through which billions of users would be able to access its newest venture.

Lia Haberman, a professor of social and influencer marketing at UCLA and one of the users privy to a peek at the new product, allows that it looks a lot like Twitter and notes that preferences on Instagram—blocked accounts, hidden words—would carry over to this new platform.

MoneyControl reports that the new app is code-named P92; a financial tech professional said on Twitter that it may be called Instagram Notes.

While some people might have Twitter-alternative fatigue, Meta’s entry in the field has its strengths. Instagram users probably wouldn’t have to set up a new account, and depending on how much it’s integrated with Instagram, becoming active might feel more approachable, especially if users can automatically retain their Instagram following on the new app—it won’t be like starting from scratch. Plus, while many Instagram users are not active on Twitter, this potential crossover alleviates the burden of toggling between separate platforms. There’s something to be said for one-stop shopping, not just for individuals but for brands especially.

Meta’s competitor is expected to roll out in June of this year, so a potentially viable Twitter alternative isn’t at all far away. As for whether or not it sticks—or goes the way of Instagram’s attempt at a Pinterest alternative (can’t win ’em all!)—we will just have to wait and see.

(Image via Lia Haberman)

The Amazon partnership, which is slated to roll out later in this year, marks Pinterest’s first foray into third-party ads. Pinterest says it will bring more brands and relevant products to the platform, along with Amazon’s well-known and user-friendly shopping experience.

“Over 463 million people come to Pinterest each month to create a life they love,” it says in Pinterest’s announcement of the partnership. “Brands and products are a critical piece of this journey, enabling Pinners to move easily from inspiration to action and advertisers to realize value in connecting with users with high commercial intent. Our partnership with Amazon will allow us to scale these efforts in meaningful ways.”

“This milestone partnership will add to the great brands already on the platform and provide more comprehensiveness, shoppability, and a best-in-class buying experience for users, along with greater performance for brands and advertisers,” said Bill Ready, CEO of Pinterest, in a statement. “This aligns with our goal of making every Pin shoppable, so that we can enable as many users as possible to bring their dreams to life.”

Pinterest’s push for more shoppable features on its platform aligns with similar efforts on other social media like Instagram and Facebook, where in-app shopping is becoming more commonplace and creators are being provided more ways to monetize their presence. Conversely, Meta, parent company for Instagram and Facebook, shuttered its live shopping features earlier this year.

This news comes shortly after Pinterest announced new ways to shop on its platform, including Shuffles, an app for creating collages and digital art. Pinterest has said Gen Z is using Shuffles to curate outfit collages and mood boards with shoppable ideas. For more, read “Recapturing the Joy of Shopping With Pinterest” on the platform’s blog.

(Image via Pinterest)

So Twitter’s a mess, which is news to no one (if even the beloved residents of Sesame Street are against you, what’s the point?). And over the past several months, the names of a number of competitors have been floating around in the conversation of who could replace it. With Bluesky, it sounds like we might be getting closer to knowing.

Founded by Jack Dorsey—formerly the CEO of Twitter—Bluesky is a decentralized app pretty similar in nature to the blue bird. In fact, it was once a project of Twitter, which had previously invested $13 million to get it moving. Bluesky effectively separated from Twitter in October and is still funded by Dorsey.

“The goal of the AT Protocol is to allow modern social media to work more like the early days of the web, when anyone could put up a blog or use RSS to subscribe to several blogs,” says Bluesky’s website. “We believe this will unlock a new era of experimentation and innovation in social media. Researchers and communities will have the ability to jump in to help solve the problems social networks currently face, and developers will be able to experiment with many new forms of interaction.”

Apparently, the app is a whole lot of fun. “There’s a fizzy, infectious f***-around energy, like everyone chugged a Red Bull on a Friday afternoon and the boss is out of town,” wrote Kate Knibbs on Wired. “Users are playfully creating their own lingo; they call posts ‘skeets.’ (Threaded posts are ‘ropes.’) The vibe reminds me of the weeks when Clubhouse was invite-only and looked like the next big thing, before it got overrun by hustle culture gurus and crypto entrepreneurs.”

Only time will tell if the fun will last, but new Twitter alternatives coming to the table are certainly not a bad thing—they make life online more interesting and keep our favorite apps on the hook for improving to the benefit of their users.

Bluesky is currently available on an invite-only basis—and a number of high-profile public figures are already using it—but people interested in scoring an invite can sign up on Bluesky’s website for the waitlist for a beta invitation.

(Image via Bluesky)