Pinterest is Now Up to 265 Million Users, Added 51 Million Within the Last Year

It’s not on the same level of overall popularity as Facebook and Instagram, but Pinterest, which is moving closer to launching its initial public offering, has released some updated usage stats, which show that it now has 265 million monthly active users, up from the 250 million that it reported back in September.

Chart shows Pinterest users by quarter

 

The numbers were released as part of Pinterest’s S1 filing ahead of its IPO – and as noted by Statista, while Pinterest’s user count isn’t as big as other social platforms (which Pinterest has repeatedly said it is not), the platform does have a demonstrated record of steady, ongoing growth.

“[Pinterest’s user numbers place] it ahead of Snapchat, but behind Twitter, Instagram and of course Facebook. As opposed to Twitter and Snapchat however, Pinterest’s user base is still growing at a decent pace. In the past year alone, the company added 51 million monthly active users, mainly thanks to strong international growth.”

As we’ve noted several times in the past, Pinterest presents significant, and growing opportunities for brands looking to reach consumers in a shopping mindset, and the data here supports that once again – while it may not offer the scale and potential reach of other social networks, Pinterest could actually offer more actionable, beneficial potential due to the way in which consumers use the platform to find products, specifically.

Indeed, Pinterest says that 90% of weekly Pinners use the app to make purchase decisions, while 78% of Pinners say content from brands on the platform is helpful. Add to this Pinterest’s advancing systems for product recommendations based on image recognition, and its evolving tools for facilitating on-platform purchases, and you can see why Pinterest has chosen now as the time to go public.

It may not be the most significant platform on your digital marketing radar, but the stats here are worth considering. Maybe you should open up your Pinterest app and have a look at what’s on offer from brands within your niche or sector, and see how they’re utilizing the platform.

Facebook’s Phasing Out its Ad Relevance Score, Removing Six Ad Metrics

Facebook has announced that it will remove its Ad Relevance Score as part of a broader switch to more granular, relevant ad metrics to help improve performance.

As per Facebook:

“Rather than measure relevance in one metric, over the next few months, we will replace relevance score with three new, more granular ad relevance diagnostics metrics. Similar to relevance score, these ad relevance diagnostics are not factored into an ad’s performance in the auction. We think that this level of granularity will offer reporting that’s more actionable for businesses.”

Facebook originally launched its ad relevance score back in 2015 to provide advertisers with more insight into their ad performance, and what they could expect.

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Read full article here. 

Two years after going public, Snap’s problems are still all about growth

Screen Shot 2019-03-11 at 9.22.37 AMSnap investors, avert your eyes!

It’s been exactly two years since Snap completed its very successful IPO. Snap had figured out how to reach the young people that Facebook was no longer capturing; investors hoped Snapchat would give Facebook and its stable of apps like Instagram and Messenger some legitimate competition.

Unfortunately for Snap, that hasn’t happened. In two years, the stock is down about 60 percent from the $24.50 price it closed at on its first day of public trading. It’s not a pretty slide.

Read full article here.

Digital advertising in the US is finally bigger than print and television

Screen_Shot_2019_02_19_at_9.18.07_PMIt was inevitable, but it’s finally here: Digital advertising businesses like Facebook and Google will be bigger in the US this year than traditional advertising businesses like TV, radio, and newspapers.

New estimates from eMarketer show that US advertisers will spend more than $129 billion on digital advertising in 2019 — more than the $109 billion they plan to spend on “traditional” advertising.

Read full article here. 

Snap’s earnings sent its stock up more than 20 percent, but user growth remains a real concern

Screen Shot 2019-02-06 at 8.54.07 AM.png

Snap finally had a good day. You might even call it a great day.

That’s because, after a tough year in which Snap execs and investors watched the company’s stock price slowly bleed out because of government investigations, executive departures, and product issues, Snap reported better-than-expected earnings on Tuesday that shot the stock up more than 22 percent in after-hours trading.

The main reason: Snap’s business last quarter was stronger than anyone thought. Sales were up to a record $390 million, a 36 percent jump over the same quarter a year ago. And Snap is slowly moving toward profitability, a goal that CEO Evan Spiegel shared internally with Snap employees last year.

Read full article here.

Facebook Releases New Report on Evolving Sports Engagement on Social Platforms

Sports has always been a key element of our interactive process, a means to connect and engage over a common interest and participate in related events. Given this, it’s no surprise to see that sport also plays a significant role in how people engage on social platforms, and that can be a valuable consideration for brands looking for ways to increase brand awareness and connection with their fans.

In line with this, and in the lead-up to the 2019 Super Bowl, Facebook has published a new report which looks at how social media has changed the way people engage with sports content, and what brands need to consider in this shift. Facebook utilized the GlobalWebIndex “Sports Around the World” study, which surveyed over 90,000 internet users, in order to extract relevant insights about how digital consumers engage with sports.

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Read full article here.