The Weekly (11/10 – 15/10)

In the week when Squid Game memes flooded our social feeds and every brand rushed to jump on the hype, here’s everything else you need to know…

  • 62.18% of top-performing videos include an end frame (TikTok)
  • Shoppers on Pinterest have 85% bigger baskets than shoppers on other platforms and they spend twice as much per month (Pinterest)
  • Over 90% of users say they have learned about a new brand or product on YouTube (MediaKix)

Pinterest new shopping features

Pinterest has announced that it is expanding its eCommerce offerings by rolling out a bunch of new shopping features ahead of the festive season, providing more ways for brands to connect with pinners and maximise opportunities on the platform. 

Firstly, Pinterest is adding a new ‘Slideshow for Collections’ promotion option, which will pull products from your catalog into an ‘automatically generated, attention-grabbing collections ad’.  This new feature helps you easily produce video-like hero content that’s dynamically created and tailored to every shopper. 

Pinterested commented: “We developed slideshow for collections based on two key insights about Pinterest shoppers. One: they love video. And second, they’re actively considering and browsing more than one product at a time, leading to bigger baskets.”

As you can see above, the Slideshow for Collections ad will appear in-stream in relevant searches and, when tapped, will expand into a more focused collection of products, helping brands maximise their sales opportunities. 

As well as this, Pinterest is also testing a new sponsored content option for Idea Pins. Launched back in May 2021, Idea Pins are Pinterest’s take on the Stories format. 

Pinterest commented: “Building on our immersive Idea Pin format, we’re testing Idea Ads with paid partnership. This new format is a joint partnership between creators and advertisers. The creator makes an Idea Pin and tags a brand partner. From there, the advertiser can promote the Idea Pin as an Idea Ad.”

Sponsored Idea Pins will now also be displayed with a profile image of the creator, along with a “Paid Partnership” tag to disclose the brand relationship.

As explained by Pinterest: “As Pinners see and engage with an Idea ad with paid partnership, they’ll have the option to follow the creator, save the Pin and visit a destination URL provided by the business.”

Sponsored Idea Pins are a good option to explore for brands looking to advertise on Pinterest, if you are interested you can find out more about sponsored idea pins here.

Some great eCommerce additions from Pinterest here that we can see a lot of creators and businesses jumping on, especially in the run-up to the festive season, a key period for shopping on the platform. 

Click here for more on this.

Instagram Stories Likes

Instagram is testing likes on Stories.

As you can see in the screenshot above, the new Stories Like button, at least at this stage of the experiment, would appear alongside the message field at the bottom of the Stories display and would provide an easy and quick way to engage with a Stories post, without having to clog up users inboxes with reactions.

It’s an interesting development, considering Instagram removed public Like counts on feed posts back in 2019 and is now looking to add more likes to the platform by introducing Likes on Stories. 

However, the Story Like option could be beneficial as they do serve a ranking purpose, by giving content from users that you like most higher priority, while it also does add an extra interactive and engagement element.

We are also seeing more and more users utilise Stories as opposed to feed, so the new engagement feature does make sense, but it is currently in its infancy and a very small test. We’ll keep our eyes out and update when we hear more on this.

Find out more here.

Snapchat’s new creator monetisation tools 

Snapchat is making several updates to its creator monetisation tools and is ramping up its engagement efforts as it fights to stay relevant amongst younger audiences with this rise in the popularity of rival platform TikTok.

Firstly, Snapchat’s launching new ‘Spotlight Challenges’, a new way for creators to get rewarded which will provide cash prizes for users who post the best videos on a specific theme.

As explained by Snapchat: “Spotlight Challenges will be available on the Trending Page, accessed via the trending up symbol on the top right corner of Spotlight within Snapchat. Select the Challenge you want to participate in to see that specific Challenge’s page, which will feature the Challenge description and entries submitted by the community. Tap “Challenge Details” for additional contest-specific details like available prizes and submission deadlines. Tap the camera icon to open the Snapchat camera. Create and submit!”

Secondly, Snapchat is also updating its influencer and brand connection platform, Creator Marketplace. 

Businesses will now be able to connect with Snap Stars in the app “to help elevate their marketing presence on the platform”.

Originally launched back in May, Snap’s Creator Marketplace initially only facilitated connection with Lens Creators, Lens Developers and Lens Partners. But now, Snapchat’s extending that to verified creators and providing another option for brands to link up with influencers who’ve already built audiences in the app for their promo campaigns.

Finally, Snapchat is also adding a new ‘sponsored by’ tag, which will enable Snap Stars to tag a brand in their sponsored content. 

Some useful additions here, showing that Snapchat is clear about wanting to push creators’ monetisation potential on the platform as they fight to keep creators on the platform. 

Click here for more on this.

Facebook Audio updates

Facebook is expanding its audio social plans, with the rollout of Live Audio Rooms to all public figures globally, and a new, dedicated space within the Watch tab to help users connect to all of the platform’s various audio options.

As explained by Facebook: “From today, all verified public figures and creators will have the ability to host Live Audio Rooms. We’ve seen it become a great tool for lightweight connection and conversion among various types of communities.”

As you can see above, Facebook’s Live Audio Rooms will be displayed at the top of the News Feed, above Stories, for those following each creator and they will also be accessible via a feed post.

The expansion of Live Audio rooms to all verified public figures will mean that many more people will now be able to tune in to Facebook audio broadcasts on the platform. 

In addition to this, Facebook has announced it will be adding a new, dedicated audio section within the Facebook Watch tab, which will highlight Spaces, podcasts, audio creators and more to help improve audio discovery on the platform.

As you can see, the new section will showcase all of Facebook’s audio tools. However the drawback of this is that it is hidden deep in Facebook Watch, which might not lead to great take up as you cannot watch ‘audio’, but for users looking for audio content, there will now be a dedicated space for audio discovery, which could help boost exposure for audio creators on the platform.

Finally, on the audio front, Facebook will also now enable all groups to host live audio rooms, another way to boost interest in the option in a specific contextual environment.

This will also help to improve discovery, by providing users with a way to find audio rooms within the Groups tab, so they can tune in to all their group audio options.

Some good additions from Facebook here that show the platform is clearly working to improve audio on the platform, with Facebook commenting that their “audio journey is just getting started.” So it will be interesting to see where they take audio on the platform over the next few months. 

However, It’s hard to say whether audio will take off on the platform or whether this was just a fad brought on by the pandemic but it will still be an interesting one to watch.

Find out more here.

This week Instagram has announced that it will introduce new features to help protect users’ mental health on the platform.

Facebook vice president of global affairs, Nick Clegg, said on Sunday, “We’re going to introduce something which I think will make a considerable difference, which is where our systems see that a teenager is looking at the same content over and over again, and it’s content which may not be conducive to their well being, we will nudge them to look at other content,” Clegg also said the company plans to introduce a feature “called ‘take a break,’ where we will be prompting teens to just simply take a break from using Instagram.”

This news comes after criticism the platform has faced in recent weeks after internal research was leaked showing that Instagram can be toxic, particularly for teen girls. 

The new features seem like great additions to make the platform safer, especially for teens and is definitely a step in the right direction. Do you think we will see other social platforms follow suit and start to prioritise their users’ mental health?  

This week we are loving Lego’s new campaign ‘Let’s get the world ready for girls,’ in celebration of the United Nations’ International Day of the Girl. 

The campaign comes after new research commissioned by the Lego Group reveals that girls today feel increasingly confident to engage in all types of creative activities, but remain held back by society’s ingrained gender stereotypes as they grow older.

The Ready for Girls campaign aims to ensure girls everywhere aren’t losing out on the benefits of Lego play due to societal expectations and features stories about three inspiring and entrepreneurial girls, who are already rebuilding the world through creativity. We love to see it! #GirlPWR

Add A Comment