ICYMI: Updates to Pinterest, Snapchat, and Instagram
This week: Adaptly shares tips on how to reach sports fans and foodies with social advertising, Pinterest updates its visual search tool, and Snapchat and Instagram make it easier for users to share even more.
Live sporting events present great opportunities for brands to engage with broad audiences. However, event sponsorships and TV spots are often expensive, making it difficult for advertisers to get in on the action. Social media provides an alternate and affordable avenue for brands to reach sports fans during the big game. Adaptly’s Sofia Lundberg, Marketing Manager in EMEA, shares tips for how advertisers can best leverage social advertising around live sporting events.
The targeting capabilities available through social advertising make it easier than ever for restaurant brands to reach potential customers. Since 81% of diners have their smartphones close by at all times, concentrating on mobile is a great way for restaurants to get people in the door. Brands can target users based on actions they have taken on the restaurant’s mobile app or website, and by using lookalike audiences and third-party data. Check out the article for further insights into how restaurants can reach specific audiences with personalized messaging through social targeting.
Lens, Pinterest’s visual search tool, keeps getting cooler. Originally a tool for recognizing individual food or clothing items, Lens has evolved into a super-smart camera that recognizes full dishes and outfits. Once it captures an object, the tool then recommends related items on Pinterest. Lens lives within the Pinterest app and uses the smartphone camera to capture and analyze real world objects. The goal is to help users discover and execute new projects and further cement Pinterest as a search platform. For even more on visual discovery on Pinterest, check out our “Platform Views” Q&A with Pinterest’s Head of Marketing Partners, Michael Akkerman.
Snapchat is all about bringing people together and seeing the world through different perspectives. Its new Map feature will give even more global visibility to users. Map lets users share their location with select followers, and populates with the Bitmojis of active users around the world. The map aggregates local Snapchat Stories that users can see from any location or time zone.
Rather than disappearing at the end of a broadcast, Instagram live videos can now be saved and added to users’ stories. In the nine months since its debut, live video has taken off astronomically on Instagram. Millions of users around the world have made live videos, and this latest update will help users share their experiences with even more people.