Archive for the ‘Social Networking’ Category


Pinterest Launches New Rich Pin Type ‘How-To Pins’

pinterest-generic1Pinterest announced the launch of a new type of Rich Pin called How-To Pins. These include step-by-step instructions to help users accomplish whatever the pins pertain to.

As a Pinterest spokesperson tells us, “When you tap a Pin for a closer look, you’ll see all the info you need to try an idea on Pins in food & drink, hair & beauty, fitness and DIY.”

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At first, users will start seeing How-To Pins from Home Depot, Food.com, Style Me Pretty, Greatist, ELLE, Marie Claire, Brit & Co., Sunset, Delish and others, in the home feed (only from brands they follow), in search or by visiting a brand’s profile.

“We’re building a catalog of +50 billion ideas, and this is the latest update to Pins as we add more rich data to make them as useful and actionable as possible,” the spokesperson says, adding, “Pinterest is increasingly the app for finding ideas. According to an IPSOS Survey of online adults 18-64, an overwhelming majority said Pinterest was the best app to find inspiration, plan, and try something new, while Facebook is about making connections and Twitter is about staying updated on current events.”

How-To Pins are rolling out today to all Pinterest users in the US, UK, and Germany on Android and the web. iOS will gain support in the future.

Images via Pinterest

Chris Crum



Pinterest Gets A Developer Platform

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Pinterest just announced the launch of the Developers Platform, a suite of APIs for building apps and integrations that “bring pins to life,” as the company puts it.

“This is the first time we’re opening up API access for the development of consumer apps,” a spokesperson for Pinterest told WebProNews in an email. “We’re starting with a beta program where developers in the U.S. can sign up for API access.”

“The Platform will enable developers to tap into the Pinterest interest graph of more than 50 billion projects, places and products to build and grow their apps,” they said. “With the new APIs, developers will be able to reach millions of Pinners with apps that make Pins actionable and help people take their ideas offline.

“We expect to see a range of apps, including those that re-imagine the education, transportation and vacation planning industries, and more,” the spokesperson said. “Imagine an app for ordering ingredients from a recipe Pin or booking trips based on travel Pins.”

You can sign up for beta access to the platform here. You can also get a preview of the API and a look at all the available endpoints. The API is RESTful, uses JSON over HTTPS and lets you authenticate users with OAuth 2.0.

Developers can build apps or integrations that access an authorized user’s pins, boards, followers, and the boards, users, and interests they follow. They can read a board’s pins, create/update/delete an authorized user’s boards, get pin details, and create/update/delete an authorized user’s pins.

It will be quite interesting to see what developers build with all of this. Pinterest is still a relatively new frontier for businesses, and recently added features are only making it a potentially more effective for reaching customers. Things like guided search and promoted pins are opening up new opportunities that weren’t there in the visual social network’s early days, and that’s not to mention the rumored “buy” button.

Pinterest turned five years old in March, and revealed that 50 billion pins had been collected by people on over a billion boards. 80% of its traffic comes from mobile, and about 2/3 of its pins come from business websites. Every day nearly 2 million people pin product rich pins, and more than 14 million articles are pinned.

The platform news follows last week’s announcement of the new Pinterest Marketing Developer Partners program, which aims to help businesses get more value out of their Pinterest efforts by helping marketing solution providers tap into the company’s content publishing and ads APIs. That’s made up of a limited group of partners including Ahalogy, Buffer, Curalate, Expion, Newscred, Percolate, Shoutlet, Spredfast, Sprinklr and Tailwind. Presumably that will expand in time.

 



Pinterest For Business: What Works Best

We’ve been talking a lot lately about optimizing for Pinterest search. Pinterest is, after all, the second leading driver of social media traffic referrals according to Shareaholic, and it has been significantly improving its search experience.

Pinterest is now giving businesses some advice on how to make “great pins and boards,” which should not only help you in search, but help you expand and improve your Pinterest presence altogether.

The company performed three studies, analyzing over 100,000 pins to see how differences in things like background and text affect clicks and repins. The main takeaways Pinterest highlights is that great pins are “helpful,” “beautiful,” and/or “tasteful”.

In this video, Kevin Knight from the partnerships department says pins should be beautiful, interesting, and actionable. He talks about how to make “beautiful” pins, create thoughtful descriptions, and help pinners take action.

Make pins tall rather than wide because they look better that way in Pinterest’s columned format. As he notes, this is especially true on phones, which is where most people use Pinterest. The more detail and keywords included in your description, the more likely they’ll resonate with people andshow up in search results.

“Don’t be afraid to make your descriptions a couple of sentences long,” he says. “In your description, you’ll also want to tell people why your pin matters. If it’s an easy recipe or a beautiful skirt, let them know. Positive sentiment goes a long way in showing people how a pin from your business can help them in their lives.”

In the next video he talks about how to choose the content you should pin.

Informative pins are up to 30% more engaging than others, Pinterest says. It suggests that you try adding advice, instructions or how-tos.

“You should write detailed descriptions to give people a clear idea of what the Pin is about, and play around with using some simple text on top of the image to quickly describe the Pin,” saysPinterest’s Liz Xiao. “Use high-res, well-lit photographs and images, and take some time to think about the setting. For example, if you’re sharing a brownie recipe, the brownie could be shown on a kitchen table or with a simple white background. However, if you’re Pinning a sofa, you might want to show it in a living room to help Pinners better visualize how they could use that sofa.”

“Be mindful of your branding as you’re adding text and logos,” she adds. “In general, Pinners are wary of Pins that look too much like ads, so avoid talking too much about your brand in the description, and don’t make your logo so big that it covers the image.”

For boards, Xiao says to have them show off your brand’s personality and appeal to your audience’s interests. She also encourages businesses to pin content from a wide variety of sources (not just your own stuff).

Pinterest has a PDF guide on how to make great pins here.

If you haven’t read our interview with long-time Pinterest marketer Vincent Ng, you should check that out for a goldmine of tips on the subject.

By · February 20, 2015



Facebook Upgrades Analytics For App Developers

Facebook announced the launch of some new analytics features for app developers aimed at improving performance measurement and better tracking user retention.

For one, they’ve added “label cohorts,” which let you categorize groups of people who use your app, and measure revenue, time spent on app, etc. As the company notes, you can use these for A/B testing purposes.

“With label cohorts you can test different tactics with two different groups and then measure which performs best,” says Facebook’s Ravi Grover. “For example, you can provide 10 percent of people with a free item within your app, and then measure whether that group spends more than people who didn’t get the free item. This is just one of the many strategies this new insight can unlock – it gives you the flexibility to define your own cohorts, which makes App Insights more powerful in building your apps and measuring growth.”

Grover lists the following examples of label cohorts a developer could use: install source, action-based, time-based, story-based, or of course creating your own.

Facebook is also giving developers new App Event retention charts to show what percentage of people took an action for any number of days after installing an up up to 14 weeks.

 

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“With this data, you can determine if certain changes you made to your app resulted in a significant change in engagement,” says Grover. “From there, you have the option to run ads or make other changes as a result of knowing this granular, time-specific information. In order to take advantage of this feature, you must be logging App Events with Facebook.”

The charts are available for all events you log.

Image via Facebook

By · September 16, 2014



Which Content Is Being Shared More On Which Networks

ShareThis has released results from its Q2 2014 Consumer Sharing Trends Report, looking at sharing behavior across social channels on desktop and mobile devices. It found that mobile sharing is “dramatically” outpacing desktop sharing with sharing from smartphones and tablets growing over 30% compared to a 5% decline in desktop sharing.

Twitter and Pinterest in particular are seeing some major mobile usage. Half of Facebook sharing is on mobile, according to the report, compared to 75% of shares on Pinterest and Twitter. Pinterest users are more active on tablets, and Twitter users are more active on smartphones, it finds. Android users are more active on Facebook, while iOS users are more active on Pinterest and Twitter.

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The report also provides an interesting look at the different types of content categories that are shared more on different platforms. For example, more political and parenting content is shared on Facebook, while Twitter sees more business and sports content. Pinterest is unsurprisingly very shopping oriented.

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“Mobile may be a millennial-centric phenomenon, but tablets are gaining popularity among older users,” says ShareThis’ Kurt Abrahamson. “Tablet sharing among users aged 55 and up nearly doubled since last quarter. This quarter, 43% of social activity on tablets was driven by users 55+, compared to 21% on smartphones and 34% on desktop. Social engagement on mobile devices grew 13% among African Americans and 6% among Hispanics. For African Americans, smartphone adoption was a major contributor to mobile growth. Hispanic audiences have been particularly receptive of tablets, on which they shared 8% more than last quarter.”

You can see which social channels are driving the most referrals in this recent report from Shareaholic.

 

By  · July 9, 2014




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