Facebook’s News Feed is a lot of things, but these days, it’s rarely inspirational.
With 2.13 billion monthly users, Facebook has more reach than any other social network, but it’s not the best option for consumers to get ideas and enjoy visually pleasing experiences. In recent years, Pinterest and Instagram have filled that void.
The visual nature of Pinterest and Instagram puts more focus on imagery and style. They’re a welcome alternative to Facebook’s status updates, political rants and personal milestones. The two networks are where consumers turn to find visual inspiration, whether it’s in food, fashion or home design.
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Pinterest recently announced that hashtags are now a working feature on the platform. The announcement will enable Pinners to easily discover new content, as well as ensure their content is seen by more, yet relevant users.
The focus of the announcement is clearly rested on users, however, the clear winner here is Pinterest.
Worst case scenario, Pinners don’t utilize the feature similar to what occurred with the rollout of the feature by Facebook.
The difference here is that for Pinners, utilizing hashtags on the platform is not too foreign of a concept, as tagging is the common practice on the network.
With many winning scenarios possible, the announcement updates actually provide some indication of what Pinterest would ideally like to see happen with Pinterest hashtags:
1. Pinners are recommended to utilize “no more than 20 hashtags” and to be descriptive as possible.
What this really tells us:
Pinterest would like a robust dataset offering per pin, but has likely figured out internally that anything beyond 20 hashtags is territory of the non-relevant. Building out robust search capabilities by utilizing the behaviors of social media users is tricky, and instructing Pinners to be succinct, yet descriptive, is a strong boundary to establish.
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Two and a half years after launching its first paid ads, Pinterest is finally ready to compete head-on with Google, Facebook, Snap Inc. and others for big brand dollars.
Specifically, the San Francisco-based player has spent a couple of years building a measurement and data tool, search-like targeting and video ads to make the case for bigger brand budgets. But Pinterest’s ad business has been slower than others to catch on—it reportedly made $300 million in 2016—partly because its 150 million monthly users are small potatoes to behemoths like Google or Facebook.
“I think people have crossed into a threshold where they’re really paying attention and seeing us as a platform where they need to invest in the same way that they have to invest on Google and Facebook—I didn’t feel that a year ago,” said Tim Kendall, Pinterest’s president.
Adweek talked to Kendall about the virtual pin board’s video, measurement and ad plans for 2017 and why more brands are buying into the site’s advertising.
Adweek: You’ve been president of Pinterest for about 10 months and have made a number of acquisitions, hires and new features. What can we expect for 2017?
Tim Kendall: The eye-opening point that you’re going to hear from us all year is, “We’re a mass reach play.” A marketer tends to think, “If I want mass reach with my customer, I go to Facebook with their 1.7 billion users or I go to Instagram because they have 600 million users.” But if you think about the major CPGs and retailers, the audience that drives all the decision-making are women, 25 to 54. If you want to reach those people, we reach 80 percent of what Facebook reaches every month. And we reach more of that segment than Instagram, Snap or Twitter.
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Social networking now accounts for one in every five minutes spent on the internet. This is one of the many insights outlined in comScore’s 2016 Cross-Platform Future in Focus’ whitepaper, which examines overall traffic data and how it relates to a range of web and digital trends. The data’s primarily based on comScore’s MMX Multi-Platform measurement system, which translates de-duplicated audience size numbers, demographic composition and engagement performance across more than 300,000 digital media entities. Using comScore’s wide-ranging data tools, the whitepaper examines the key trends and behaviors driving digital consumption in 2016, including the adoption of social channels and mobile devices, and how those advances are re-shaping our wider communications landscape.
And as noted, one of the key findings in relation to social, specifically, is that one in every five minutes spent online is now dedicated to social networking, with messaging also one of the top elements in that mix.
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Social media dynamos Instagram and Pinterest nearly doubled their users between 2012 and 2015, according to a new study — and Pinterest is winning.
Pew Research Center, a Washington D.C.-based think tank, surveyed 1,907 adults this spring to learn about their social media habits. Among the discoveries: 31% of all adults who go online now use Pinterest, versus just 15% three years ago. Meanwhile, 28% of all adults who go online now use Instagram versus a mere 13% in 2012.
Twitter also saw significant user growth over the same period, just not quite on the same level as Instagram and Pinterest. LinkedIn was the only social media platform studied that actually saw its user base decrease slightly from 2014 to 2015.
Get all the stats here.