Pinterest Shopping, LinkedIn Ads, and Facebook News Feeds: Your Digital Marketing Weekly Roundup
Good morning, all
I hope you’re all having a great weekend, and promise that this week I’m not going to be making any references to Brexit, Scottish Independence, the Tory leadership, or anything else that the mainstream media is making a fuss over. Wimbledon? No. The upcoming Euro 2016 final? Hmmm, tempting, but nah.
No, this is your digital marketing weekly roundup, and there’s been an awful lot going on. So let me break the good stuff down for you in case you’ve been distracted by all that trivial nonsense.
New Shopping Features On Pinterest
Pinterest has long made its name for being the social network where people go to do a bit of window shopping. And indeed, over the years, the network has evolved to facilitate actual shopping, and many, many brands have managed to exploit this avenue. Recent data from Mary Meeker reveals that a massive 55% of people recognise Pinterest as a platform for shopping, compared to just 12% for all other social media – and now Pinterest is upping the ecommerce game for businesses once more.
Last year, as you will remember, Pinterest rolled out buyable pins on mobile, making it easier than ever for online merchants like your good selves to sell their wares on the platform. Since then, Pinterest has said that it’s “learned a lot about how people on Pinterest shop, and we’ve used these insights to develop some new products that we’re launching today.”
The products are:
- Buyable pins for the web: the Pinterest blog says that studies have shown that “84% of people who shop from their phones also shop on their laptops. That’s why we’re making Buyable Pins available on the web.” Makes sense.
- A new, versatile shopping bag, making it easier for shoppers to add multiple products from multiple merchants on multiple devices as they head to Pinterest for a shopping spree.
- New merchant profiles also make it easier for new customers viewing your profile to discover which of your products best fit their tastes.
If there was ever a call to action needed to get you to start selling on Pinterest, then this is it.
Programmatic Buying For LinkedIn Display Ads Launched
Marketing on LinkedIn is always quite a niche endeavour. The platform isn’t really suited for hard promotions of single products to end users – but rather for developing and nurturing business relationships, striking partnerships and deals, and perhaps negotiating wholesale purchases. But, of course, there is always room for some advertising – and that’s where this latest innovation from everyone’s favourite professional network lies.
Essentially, Programmatic Buying is introducing two new ways for marketers to make smart purchase decisions about their Display Ads to ensure that the advertisements end up in front of the right people.
Advertisers can now buy display ads programmatically either through an Open Auction or LinkedIn Private Auctions.
Open Auction is more for those already buying programmatically, while Private is for those looking for extra targeting capabilities and to use their own third party data.
Use your own first- or third-party data to retarget website visitors, CRM contacts, lookalike audiences, and more.
Professional identity targeting
Leverage LinkedIn audience segments to programmatically reach professional audiences based on their company size, seniority, professions, and more.
From the LinkedIn Marketing Solutions blog:
“You can now work with your preferred buying platform to buy highly visible ads that help you reach and engage the right buyers and build your brand in the premium context of LinkedIn.
“Our goal with programmatic buying is to give our customers more flexibility in how they work with us, and expand the ways we can partner to meet their marketing goals.”
Changes Announced For Facebook News Feed Rankings
Facebook news feed rankings are always somewhat of a mystery, and most marketers know – or at least have an inkling – that Facebook keeps organic reach for brands down to a minimal (i.e., it wants us to pay up for some ads).
This week, Facebook has announced an update to news feed rankings that seems to confirm these suspicions even more certainly – favour will be placed even more firmly on posts from friends and family, which “may cause reach and referral traffic to decline for some Pages”.
According to the Facebook Newsroom:
“Facebook was built on the idea of connecting people with their friends and family. As we say in our News Feed values, that is still the driving principle of News Feed today. Our top priority is keeping you connected to the people, places and things you want to be connected to — starting with the people you are friends with on Facebook. That’s why today, we’re announcing an upcoming change to News Feed ranking to help make sure you don’t miss stories from your friends.”
The effect this will have on posts organically appearing in news feeds – even on your followers’ news feeds – will be notable. Again, I have to say that my cynical mind believes this to simply be another move from Facebook to secure more revenue by forcing businesses to pay to promote their posts and take out advertising with Facebook. But, that being said, the Newsroom does offer a gleam of hope for those of you determined to continue to dine organically on the platform.
“The specific impact on your Page’s distribution and other metrics may vary depending on the composition of your audience. For example, if a lot of your referral traffic is the result of people sharing your content and their friends liking and commenting on it, there will be less of an impact than if the majority of your traffic comes directly through Page posts. We encourage Pages to post things that their audience are likely to share with their friends. As always, Pages should refer to our publishing best practices.”
In short, organic marketers on Facebook will need to rely on follower engagement even more than ever – so creating highly shareable content is more crucial now than it has ever been before.
Those are the updates for this week, people. See you next time.