ICYMI: #EURO2016, Embracing Instagram’s Algorithm, Pinterest Partners with Oracle, A Summer Pinfographic, 360 Photos on Facebook
This week: The benefits of an algorithmic Instagram, Pinterest measuring offline sales with Oracle, Euro 2016 strategies, a summer planning infographic, and 360 degree photos on Facebook.
Today marks the start of the 2016 European Championship tournament. The contest, more commonly called EURO 2016, is the biggest men’s football tournament after the World Cup and attracts fans well outside of Europe. To help football fanatics become part of the action, Twitter has developed a full suite of interactive features, including hashtag-triggered emojis, a chance for users to get their Tweets broadcast on the Eiffel Tower, exclusive influencer content, and special fan access through Vine and Periscope. For brands looking to join the fan experience through Twitter and other social platforms, Adaptly has created a EURO 2016 one-sheeter with tips and strategies.
With Instagram’s algorithm set to roll out in the coming month, it is time to embrace the inevitable and recognize one important thing: the algorithm will be beneficial to users and brands alike. Instagram’s original announcement was met with some resistance, but what the naysayers seem to be forgetting is that algorithms have already made our favorite social platforms much better. Prioritizing content based on user behavior is a good thing, and one of many reasons why users and brands should be welcoming the algorithm, not dreading it.
Pinterest is a platform for discovery: 55% of its 100 million users use it to find or shop for a product. But how does discovering translate to purchasing? To find out how Pins influence buying, Pinterest has partnered with data measurement company Oracle. The partnership will help Pinterest measure in-store sales derived from Promoted Pins and demonstrate the full value of the platform to advertisers. A previous Oracle study found that Promoted Pins drive five times more incremental in-store sales per impression compared to other ad campaigns, and that CPG brands are three times more likely to reach existing customers on Pinterest than on other platforms.
Adaptly hosted a Pinterest breakfast panel in London on Tuesday and put together a summer planning infographic to help attendees visualize how Pinners in the UK use Pinterest to plan for future events. Active Pinners are 47% more likely to experience and plan for a major life event in the next six months, and the lull of summer is a perfect time to start planning. This season, UK Pinners are saving Pins on home improvement, summer travel, saving money, having a baby, and more. Check out the full infographic to see all the opportunities for brands to reach Pinners in a consideration mindset this summer.
Photos on Facebook will never be the same. Users can now make panoramic pictures immersive and interactive with Facebook’s newest feature, 360 Photos. Just as users can explore 360 videos, they will be able to zoom in and experience photos in 360 degrees as if they were actually in the moment with the poster. And it doesn’t stop there: for those with Samsung Gear VR powered by Oculus, 360 photos will enter the realm of virtual reality.