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  • Pinterest surpassed Snapchat as the third-largest social media network in the US, according to a report from eMarketer.
  • EMarketer predicted that Pinterest will “continue to stay ahead of Snapchat in the coming years.”
  • The report said that despite Snap’s 2019 comeback and popularity with younger users, Pinterest’s “universal appeal” helped it pull ahead this year.
  • Shares of Pinterest surged as much as 12% on Tuesday morning after the report was released.

Pinterest has surpassed Snapchat to become the third-largest social media network in the US, according to a new report from eMarketer.

The news is a significant shake-up in the social media pecking order, and could signal that Snapchat has begun to lose its luster among the millennial users who for years have given the social media app a distinct cachet.

Pinterest’s number of monthly users grew to 82.4 million in 2019, up 9.1% from the previous year, beating out Snapchat’s 80.2 million, a 5.9% increase, according to the report’s estimates. Pinterest claimed the third spot behind No.2-ranked Instagram, and Facebook, which reigned as the most popular social network in the US last year.

The report caused Pinterest’s stock to jump as much as 12% on Tuesday morning after the report’s release.

“While Snapchat has a young core audience that it caters to, Pinterest has a more universal appeal, and it’s made significant gains in a wide range of age groups,”  said Nazmul Islam, an analyst at eMarketer, which is owned by Business Insider’s parent company, Insider Inc.

But the report does not include user numbers for China’s TikTok, which has enjoyed explosive growth among teens and young adults over the past year. In December, CNBC cited an estimate from App Annie that TikTok had 625 million monthly users on a global basis, but it’s not clear how many users the app has in the US.

In its report, eMarketer predicted that Pinterest would remain ahead of Snap for the coming years. But if the TikTok surge continues, both Pinterest and Snapchat could be soon be overtaken by the Chinese app.

Shares of Snap remained flat following the report’s release.

Following a 2018 redesign that initially caused backlash among users, Snapchat seemed to be making a comeback in 2019 thanks to popular augmented reality “lenses” like its gender-swap filter, earning it praise from investors.

But Pinterest’s efforts to convince investors that its platform is a “visual discovery tool” more akin to Google than Snapchat seem to be paying off. The eMarketer report shows that the strong user growth Pinterest saw ahead of its public offering last April has continued on an upward trajectory.

emarketer pinterest snap age
Pinterest’s wide appeal across ages helped it surpass Snapchat as the third-largest social media network in the US in 2019.
eMarketer

Get the latest Snap stock price here.

Feature Image Credit: Reuters/Brendan McDermid

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Sourced from Business Insider

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In recent years, a lot has been made about whether or not the standard marketing funnel has changed for e-commerce retailers.

Traditionally, shoppers went through the following three stages:

• Awareness: “I have a problem.”

• Consideration: “What are my options for solving this problem?”

• Acquisition: “I’m ready to buy a product to solve this problem.”

The truth is that these three stages are still relevant to e-commerce retailers. To make the most of each stage, online retail marketers should consider taking advantage of the following three channels.

Pinterest: Absolutely Own The Awareness Stage

For years, Pinterest was a hit with users but wasn’t a go-to channel for pay-per-click (PPC) marketers. While there were some ways to take advantage of the visual-friendly website, those options weren’t as accessible as Google and Facebook.

Recently, that’s changed. Pinterest might actually represent one of the most exciting opportunities for retailers at the moment. Earlier this year, Pinterest launched a revamp of its marketing platform. Among other things, the new catalogs feature allows retailers to upload multiple images of the same product, organize their inventory by category and even turn their product images into dynamic product pins.

The reason this is such a big deal for retailers is that shoppers often visit Pinterest when they’re in the awareness stage. They may be looking for ideas for decorating their home this Christmas, planning a new outfit, picking the furniture for their living room, etc. Placing your products in front of them during this critical time can produce incredible outcomes.

Facebook: Introduce Yourself And Stay Top Of Mind

Today, if you’re an e-commerce marketer who isn’t taking advantage of Facebook, you likely have some grateful competitors. Facebook is another great platform for the top of your funnel because you can introduce yourself via Facebook ads, which can be targeted at users based on their interests.

This targeting is valuable since many users have problems related to their hobbies, activities and other interests. For example, if you’re currently in the market for new jogging shoes, it’s probably because you like jogging. You might have even mentioned this in your Facebook profile. This makes it easy for a retailer to send an ad your way, letting you know about their incredible shoes.

It’s worth noting that Instagram ads are similar in this regard. I find that they’re not as powerful at the moment, but given how popular Instagram is, it might be worth exploring how much potential Instagram ads have for targeting your prospects.

Of course, as every e-commerce retailer knows, most customers don’t purchase right from the awareness stage. They need time to consider their options — in the consideration stage — before finally reaching the acquisition stage. That’s why you have to stay top of mind, which can be done by leveraging Facebook’s dynamic product ads. When someone has signaled that they are interested in what your brand has to offer, use these ads to stay in front of them again and again until they’re finally ready to purchase.

Google: Level The Playing Field With Amazon

If you’re an e-commerce retailer and you’re not using Google Ads, you may be struggling to attain sales unless they’re coming through Amazon. In order to keep more of your revenue, you need to show up before Amazon in Google’s search results, and one of the best ways to do that is with Google Shopping.

On this platform, you can create image ads that show people your products, which appear right at the top of the Google Search page and bring users to your listing the moment they click.

In your listing, you can answer all of the relevant questions people have when they’re hoping to make a purchase. For example:

• Do they have this item in my size?

• Is my favorite color available?

• Can I just buy this product at a nearby store?

• Are they running any sales to save me money?

Two other options e-commerce retailers can take advantage of on Google include Google Merchant Promotions and Google’s local inventory ads.

Just like the name implies, with Google Merchant Promotions you can create “special offers” for any of your products listed in Google Shopping. So, whether you have a surplus of inventory or you just want to boost sales, it’s as easy as logging into your merchant account and dropping your prices.

Finally, with Google’s local inventory ads, you can show searchers that one of your nearby stores already has the item that they want. If they’re already at the acquisition stage and are ready to buy, you can show them there’s absolutely no reason to wait.

Google Shopping is a powerful tool no matter where your prospect is in your marketing funnel. Whether they’ve just become aware of their problem or they’ve decided to spend money, there’s a good chance they’re going to do some online research on this platform first. Meet them there.

Upgrade Your E-Commerce Marketing Funnel

Before you go turning your entire e-commerce marketing funnel upside down, introducing new stages or throwing it out altogether and starting anew, consider revamping your traditional strategies. Arm it with the three channels I’ve outlined above, and you’re on the right track to more visibility.

Feature Image Credit: GETTY

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Lin is Director of Communications & PR at GoDataFeed, a multichannel platform that helps retailers sell more on e-commerce channels.

Sourced from Forbes

Sourced from MEN STYLE FASHION

The digital platform has led to the immense growth of social media. This has led to growth in a lot of areas on the internet including trade, advertisement and marketing. There are so many sites where you can advertise your brand, but which is the right one? It can get very confusing and overwhelming to make such a decision. Although some sites may not need too much investment financially, they can really take up your time.  One effective way to get to know the perfect site is to understand your audience, commodity or services and markets.

Here are some major social site and how they can do for your brand

Facebook

Facebook is a pretty old social media site and is among the most used among all generations. This is the safest choice when you want to market your brand. Statistics show that over 2 billion people across the whole world have active accounts on this platform. They also share videos, audio and other content types.

You can market your brand by creating your own page with your brand name and description. Getting followers on facebook is easy, you just have to send some follow requests to your audience and convince them to share them with their friends and family. Growing the page won’t be that hard also, as stated there is a numerous audience on this platform. Facebook also offers you the tools to target the audience specific to your brand and advertise to them.

facebook

Instagram

One fun fact is that Instagram is that it is owned by facebook. There close to one billion people who are active of this platform and they share posts, pictures, videos and stories. Statistics show that more than half of these people follow at least one brand. This is the best place to advertise your brand or sell your goods and services.

Instagram offers you the ability to showcase your products to your target audience while pinning the location at the same time.  You can use this visual platform to your advantage by personalising your brand and making it different from the rest.  You can also get followers who have a specific interest for your brand. There are some few methods you can use to give your brand more notice. You can choose to use the hashtag strategy, tag other followers in your posts or even pay for story advertisements.

If you’ve only created your Instagram business account, there is another way to get more followers. You can choose to engage different people through likes, comments or if you don’t have time you can get auto comment for your Instagram posts and let it do the work for you.

instagram

Twitter

Although this platform is more social than marketable, it can work as a real great advertisement.  For the most part, twitter is a platform for trending news, updates and opinions on everything.  Users on twitter follow accounts they would like updates on.  Your update is restricted to a number of updates, making it pretty short and precise.

The good thing is, you can use the hashtag to categorise your content with key words about your brand and what you have to offer.  Twitter will need you to be more engaged with your audience. You will need to tweet several times daily in order to reach a certain number of audiences, or just a target.  Most twitter users are critics and tend to be college educated, not every brand will pass in this platform.

Linked in

It is estimated that one person in every 4 or 5 social media users owns an account in linked in. It is probably not as popular as other platforms, but is a great marketing platform.  It is used equally by both genders and is a great platform for marketing any form of resume or job.  You can use this to find employees or get new jobs.

linked in

YouTube

This is one of the most popular social media platforms across the whole world.  You tube has an active user list of more than 1 billion users. It is estimated that most people who won social media account spend one third of the activities online watching videos on YouTube.  This is the widest platform when it comes to different cultures and languages. There are close to 80 different languages on this platform.

The advertisement and marketing opportunities in this social platform is outstanding.  Most people who own accounts on YouTube use it to promote themselves, and some products.  The audience is both old and young making it convenient for most types of products.

Pinterest

Like Instagram, this platform is mainly a visual platform.  One amazing fact is that Pinterest is preferred by more female compared to male. This means that if you want to use for marketing, you have to ensure your brand suits the target market.  This platform is also thought to likely to convert your marketing into a purchase compared to other social media accounts.  One amazing feature on this platform is that you can pin the purchase product on your photo and the buyer will get direct access.

Snapchat

I think we all agree that snapchat is the least expected for marketing, branding and business. At first, it was more appealing to teenagers and younger generations.  The application has very fun features and filters which draw the younger generations.  It has an outstanding 300 million users. It offers you a creative and fun way to advertise your products and services.  The filters are ever changing, making it exiting and alluring for the young.

Manage several platforms

Keep in mind that social media platforms are ever changing and require you to make changes as you go. Instead of advertising your brand in one platform, you can use the opportunity to your advantage by creating accounts with your brand in all these platforms. Ensure you have an idea of what brand will work well for the target audience before putting it out there.  If you are too busy, autolike applications or social media managers can do the work for you.

snapchat

Sourced from MEN STYLE FASHION

 

By Pierre DeBois

Marketers may have once doubted the possibility of doing so, but there’s no doubt today that retailer interest in social commerce is rising, and has been rising steadily over the years as social became an important part of the mobile nexus, along with the willingness to make purchases via mobile. For example, Business Insider reported last year that the top 500 retailers earned $3.3 billion from social shopping in 2014, a 26 percent increase over 2013.

The result? Consumer interest in products and services is leading to sales, as customers are becoming more comfortable using their phones for online purchases or to complete purchases in-store. How then should marketers and retailers think about marketing for each social media platform? Here are a few observations that can strengthen your strategy development.

Facebook

The largest social media platform has been refining user options for expressing themselves—from emoticons to live video.  Marketers can best leverage Facebook through video by using Facebook Live to speak with business page followers. Many businesses of all scales, such as The Bassline Group in Chicago, use video to connect with customers regularly.

Here are some ideas for Facebook Live content:

  • Product launches and demonstrations: Comments from followers can provide feedback that can become valuable insights when a new product is being revealed.
  • Customer service sessions: Troubleshooting problems with devices or products can incorporate responses from followers, treating it as as face-to-face with a real person.
  • Q&A sessions: Q & A sessions offer opportunities to build customer rapport and trust. Marketers can invite experts to help answer product or service questions from your customers.

Many of these ideas can be conducted through a video platform. Using Facebook Live from a mobile device requires the Pages Manager App.

Facebook is also a dominant advertising platform among social media platforms.  Ads enhance strategy in conveying messages to customers, and Facebook ads have been effective in reach, especially in mobile.  Marketers should look to use Facebook ads as a means to connect to customers on the go.

Marketers can also look forward to more Facebook refinements, and for good reason. Marketing Land reported that Facebook will reach maximum News Feed ad load during 2017. This means Facebook must experiment with new ways to deliver ads and other marketing features to continue its revenue growth.

Twitter

Twitter has always been a means for connecting to people outside of a customer base. Past social media strategies have suggested that Facebook pages tend to attract customers familiar with your brand, while Twitter profiles tend to attract people who are seeking your products and services, consequently discovering your business.

Twitter has striven to provide features that deepen engagement.   Industry analysts have been critical of recent trends that suggest waning user interest in Twitter.   Brands interested in immersive advertising experiences have demanded more segmentation features.  In response Twitter has introduced ad groups, a campaign feature that customizes according to segment. It has revised its analytics dashboard to improve campaign measurement.

Marketers should also consider Twitter as an opportunity to provide customer service.  According to Twitter,  an Applied Marketing Science study confirmed that customer service on Twitter influences sales. Providing customer service through social channels like Twitter can be a fast way to connect to customers and let them know that their needs are indeed heard.  But marketers must verify that customers are comfortable using Twitter before initiating or expanding customer service resources.

Pinterest

Pinterest has become a search engine, according to Marketing Land. Users pin Pinterest images after discovering products, services, and brands they like the most. This planning reflects the potential of future purchases.

Marketers can strategize on this behavior by creating a preview board in Pinterest—teaser images and ideas that let followers know about what’s to come.  YouTube videos can also be embedded in a pin—at the top of this article is one I made for a presentation as an example.  Cultivating a preview board keeps users engaged and builds a following that eventually leads to sales.

Instagram

Retailers and brands are discovering how inspirational posts on Instagram can raise branding impact. New tools, such as Instagram Analytics, are starting to help marketers manage that impact. These tools are meant to leverage the best aspect of Instagram—presenting unique images and video that show how a product or service is used among consumers, or reflect the quality of a product.

The content can range from lifestyle associations, such as hiking with Timberland boots, or showing how boots are manufactured to exacting standards. Overall, images should augment the imaginative connection customers have with brands.

Supplementing Social Media Strategy With Analytic Tools Is Now A Must

No matter what combination of social media is used, marketers should also examine advanced dashboards options that blend social media data into a central graph.  Options run the gamut from Supermetrics—a service that lets you pull data from an Excel sheet into Google Data Studio and then into a dashboard.  R programming models can also be used to predict trends. These tools can determine which platforms are best in referring traffic to retailers’ websites and apps.

Can you sell products in social media?  Customer response appears to make that answer an emphatic “Yes!”  But it is up to marketers to make sure they listen to how that yes is expressed, and use that knowledge to inform their social strategy.

By Pierre DeBois

Sourced from DMN Data. Strategy. Technology.

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Pinterest wants to grow its user base.

Pinterest is trying to add some new users the old-fashioned way — with giant Pinterest banners and billboards around New York City.

On Tuesday, the visual search company launched its first U.S. ad campaign, called “What If.” The point is to encourage people to try new things — new things they might learn about on Pinterest.

“There’s one major barrier to trying new things, especially for women: That voice in your head that makes you doubt yourself,” Pinterest explained in a blog post announcing the campaign. “The stakes can feel high any time you try something new, whether you’re wearing bold lipstick, ditching the conventional wedding or breaking free from gender norms. We want to show the transformative power of reimagining risks as possibilities.”

Pinterest has 175 million monthly users, the majority of whom are women, and it’s clear from the campaign explanation that they’re targeting that demographic. The company has grown steadily, though not exceedingly fast, over the past few years. This feels like Pinterest’s first major push to boost that user total.

One logical reason for the push is that Pinterest has lofty revenue goals for 2017 — it is targeting annual revenue of more than $500 million, at least 66 percent more than it made in 2016. As a company that makes its revenue from advertising, more users means more ad impressions.

You’ll be able to see the campaign on billboards in New York, on the internet and later this year on Mic.com and in the New York Times.

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Sourced from recode

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Pinterest this week is rolling out new object-detection capabilities to its Lens beta, including the ability to read QR Codes with Lens.

“Now, people can tap the Lens icon in the Pinterest app and hover over any QR Code to discover more ideas and information,” a company spokeswoman told me on Tuesday.

As if that wasn’t exciting enough, the pin-based network just found a new CTO in its current head of discovery engineering, Vanja Josifovski.

In his present role, Josifovski leads the teams building Lens, Search and Related Pins. Reporting to Li Fan, head of engineering at Pinterest, Josifovski will now oversee new technical initiatives for the company in machine learning, search and infrastructure.

The company’s Lens offering is designed to take the work out of search, and, as such, it appears to be resonating with users. In the last month, in fact, the number of camera searches have more than tripled, according to internal estimates.

Going forward, Pinterest is also adding visual guides to search among multiple objects in results.

As such, when users “Lens” a larger picture — like an outfit — they can tap into visual guides to narrow their search and dive deeper into more relevant ideas.

Now, users can also tap the Lens icon in the Pinterest app and hover over any QR Code to discover more ideas and information.

Pinterest continues to hold its own at the interaction of social media and commerce. The pin-based platform has grown to more than 150 million users — up from around 100 million about a year ago — according to figures released late last year.

Ben Silbermann,Pinterest co-founder and CEO, recently said he was most excited about the diversity of the platform’s community. Over half of the people on Pinterest — and 75% of new signups — are from outside the United States, he said.

Moreover, 40% of consumers joining Pinterest are men, which represents a 70% increase year-over-year.

Investors continue to watch for signs that Pinterest is preparing to go public. Fueling their interest, the company recently brought on Todd Morgenfeld — formerly VP of finance at Twitter — as its first chief financial officer.

Pinterest reportedly expects to rake in $3 billion in revenue in 2018. If accurate, that would be dramatically higher than the roughly $100 million in revenue Pinterest reportedly took in last year.

To drive revenue growth, Pinterest is pushing brands and businesses to set up Promoted Pins. To encourage them, the visual search and sharing network recently began rolling out a new “Promote” button with which brands and businesses can launch Promoted Pin campaigns in as little as nine seconds.

Once Pins have been “promoted,” partners can then review or edit their campaigns using Pinterest’s Ad Manager self-service ad tool. To help businesses create Pins tailored to their particular objectives, Pinterest also recently released a creative best practices guide.

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Sourced from MediaPost