Pinterest and Facebook have been busy announcing exciting new features for brands, consumers and advertisers: Find out more in this week’s Industry Round-Up from The Motherhood!
After naming its first general manager of monetization, Pinterest is ready to build its ad services and products portfolio. Pinterest’s new services include “Cinematic Pins,” improved audience targeting and new pricing structures.
Pinterest’s new Cinematic Pins will be animated pins that move when the user scrolls and stops when the user stops. The speed at which a user scrolls will determine how fast an animated pin moves.
Photo Credit: Pinterest
In addition, Pinterest will begin offering a more niche system for audience targeting that will be based off a user’s interests and personas. Genre marketers will be able to target millennials, gardeners, foodies, travelers, etc.
Lastly, Pinterest announced plans to offer two new pricing structures to marketers. The “cost per engagement” model is for marketers looking to drive Pinterest users’ intent to purchase – marketers will only pay when a user signals intent toward the brand or product such as a repin, click-through or close-up of a specific pin. The “cost per action” pricing structure will be offered for advertisers looking to drive action such as the actual purchase of a product or service.
Tim Kendall, General Manager of Monetization at Pinterest, says, “We want to make it easy for marketers to work with us. They are only paying us if we achieve their objectives, and that takes the risk out of advertising on Pinterest, which we think is really important.”
Last week, Facebook announced its plan for a direct-to-Facebook publishing service that allows publishers the ability to share articles and content directly on the social media site. Facebook Instant Articles will eliminate the current click-through model, meaning readers will not have to click through to read the article; it will appear directly on Facebook’s mobile apps.
Photo Credit: Facebook
This new feature could have a huge influence on the way the publishing industry works. BuzzFeed, The New York Times, National Geographic and The Guardian are a few publishers that have access to Instant Articles, allowing these publications the opportunity to reach 936 million daily active Facebook users directly.