Pinterest Guided Search Is Just The Beginning

Pinterest has carved its niche as a social discovery platform. Guided search is the next evolution of the platform that will create more opportunities for users to discover content that is relevant to them, especially via mobile while building a foundation to refine Pinterest’s promoted pin ad product.

Pinterest Guided Search

75% of Pinterest traffic is mobile and the primary user experience shift will be focused on gesture based elements integrated within the user experience.

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One of the bigger shifts is now users can track custom categories of interests vs. just pre-selected categories. From a user perspective this is key as it allows more control to the user to further personalize the experience.

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Here is the new user experience. Notice the ability to select a top level category and customize based on different keyword combinations at the top of the ux.

From a brand perspective, the focus on personalization for the user will allow Pinterest to gather additional data that will greatly enhance their targeting capabilities. The new guided search offering is also building towards a more refined discovery engine positioning offering for promoted pins via keywords and new categories where brands can further create new points of discovery with users.

Within the year we should see a more refined Pinterest promoted pin product that is refined based on the new guided search elements that will unlock greater targeting capabilities.

Follow Tom Edwards @BlackFin360

BlackFin360

 

From Virality to Engagement to Reach & Frequency. Facebook’s Latest Strategy Shift Explained.

Facebook is rolling out major changes to their platform that greatly affect marketers. To help navigate this shift, I have worked closely with the Facebook team to understand the nuances of the shift and created a white paper that should help organizations to understand the shift and what steps to consider next.

The overarching point you need to understand is that organic Facebook reach is being reduced dramatically and it will cost you to reach your own audience. Facebook is now less about brand-published content being the sole driver of engagement. You must pay to amplify your content and you must create multiple variations of your content based on targeting different segments of your audience.

Here is a summary of what you will find in the white paper:

1) Past: Facebook Reach = Earned Media. Present: Facebook Reach = Paid Media

2) Trend of organic reach of content on a brand’s Facebook page:

  • October 2013 reach = (approx) 12% of followers
  • February 2014 reach = (approx) 6% of followers
  • Soon reach = (approx) 1-2% of followers

3) Now, more than ever, brands must pay for reach on the platform

4) Near Term considerations:

  • Re-evaluation of your creative
  • Frequency of posting
  • Personalization
  • Optimization

5) Defining the “Way Forward”

  • Reach and Frequency Focus
  • Engagement Focus
  • Community Focus

Follow Tom Edwards @BlackFin360

BlackFin360