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Backslash Week 12 – News of the Week

We share our knowledge of online marketing, digitalization and entrepreneurship with you – read about the latest trends of the digital world, webdesign and SEA strategies or even get tips and suggestions for your social media presence.

Week 12 has ended and a lot of interesting things happened throughout this period. We’ve got some fascinating news for you. First, we cover the topic of the newly expanded Creator Fund on Pinterest. Later on, we mention that Reddit is bringing back its iconic r/place communal digital art project this April. TikTok has also just launched search ads in beta on its app, so we summarized the key points. Moreover, Google has added new seller performance badges to provide more insight. Lastly, we provide a few insights on YouTube’s newest update, which will now enable users to watch thousands of TV shows in the app for free.

Be sure to read on.

PINTEREST IS EXPANDING ITS CREATOR FUND

Pinterest has released a new extension of its Creator Fund program, which is intended to assist Pinterest creators in establishing a presence on the site and monetizing their Pin efforts so that they may continue to post more frequently.

 

Pinterest’s Creator Fund, which was introduced in April 2021, has already helped a number of Pin creators improve their visibility in the app, with participants receiving 2.9x more Idea Pin impressions on average and improving their overall monthly views by 72 percent.

 

Pinterest’s effort will now attempt to promote even more creators. As the company claims:

 

“Through cash grants, ad credits and equipment, Pinterest will invest $1.2 million in underrepresented creators. The first of four cycles in 2022 is focused on Fashion and Beauty, and is sponsored by L’Oréal USA.”

 

The revised program, which will focus on artists from underrepresented backgrounds, will have four Creator Fund cycles, each with a distinct focus each quarter, according to Pinterest. Fashion/Beauty, Wellness, Lifestyle/Home, and Food are the initial areas of concentration.

 

Pinterest claims that the more focused, topic-based approach will allow the chosen creators in each industry to study more deeply and that the training program will be extended from four to five weeks to provide even more opportunities for insight and development. L’Oreal’s and other sponsors‘ participation will also provide further industry information.

 

Pinterest is also planning to expand the Creator Fund to new regions later this year, in addition to extending the program. The Creator Fund is available exclusively to participants in the United States, but it will soon be open to even more applications – an important step given that the vast majority of Pinterest’s audience is based outside of the United States.

 

Pinterest’s approach includes making the site more accessible in various ways, with the app recently extending its hair pattern search options to other locations. Hair Type Search offers users to filter searches with six different hair patterns using object detection and computer vision technology: coiled, guard, curly, straight, wavy, and shaved/bald. This means that a user can limit down a broad hair-related search, such as „hairstyles“ or „hair color suggestions,“ by picking one of six various hair patterns.

 

The Creator Fund is part of Pinterest’s broader strategy for audience inclusion and support, as well as a way for the company to ensure that top creators receive more tailored rewards – in the hopes of keeping them more engaged with the app and producing more material for their followers.

REDDIT’S R/PLACE COMMUNAL DIGITAL ART PROJECT IS COMING BACK IN APRIL THIS YEAR

This appears to be the ideal project for the online community in this age of NFTs and rising digital art.

 

Reddit is bringing back its iconic r/place project for April Fool’s Day, which allows Reddit users to each manage a digital pixel on a bigger, community-built digital canvas. A new place symbol will appear alongside the search bar at the top of the app starting April 1st. By tapping on it, the user can control a single spot on the larger image.

 

According to Reddit:

 

“Once people navigate to r/place, they’ll see a communal 1000×1000 tile canvas where (logged in) redditors can place a tile or pixel of their color choice (once every 5 minutes by tapping or clicking anywhere on the canvas). People who are logged out of Reddit can view the canvas unfolding in real-time, but can’t place a tile.”

 

Redditors will need to collaborate in order to turn the larger image into something readable, as they have in the past to construct complicated collages of various icons, flags, and other works.

 

Reddit’s r/place initiative was first launched in 2017, and people have been clamoring for it to be revived ever since. More than one million redditors placed about 16 million tiles on a blank communal digital canvas when the business originally launched r/place in 2017, resulting in a collective digital art creation. Users have requested Pinterest to bring it back every year since then. It was, without a doubt, one of the most popular April Fools‘ Day gags.

 

And, as previously stated, given the increasing focus on digital art, as evidenced by the rise of NFTs and other initiatives, now appears to be the ideal time to revive it.

SEARCH ADS ARE NOW IN TESTING ON TIKTOK

TikTok started pilot testing advertisements in search results this week, giving advertisers another option to contact the TikTok audience via the search phrases they employ.

 

TikTok’s new search ads, which are labeled as „Sponsored,“ appear above the „others searched for“ phrases section on the search results page, which means they’ll be among the first four results shown.

 

The option will eventually allow TikTok advertisers to target searchers seeking certain terms, which might be a wonderful method to reach people who are more likely to buy and a great complement to your whole TikTok marketing strategy.

 

In addition, TikTok will offer marketers a list of the search phrases that drove clicks on their campaigns, allowing you to target your advertising even more precisely.

 

Relying on this, you may create a database of the app’s most popular related searches, which can then be used to drive your content targeting and video titles in the future, allowing you to obtain more value from your overall TikTok strategy.

 

TikTok is currently developing its full ad suite, as well as its creator revenue share scheme, which remains the company’s largest risk. TikTok currently gives creators its Creator Fund and tipping, among other smaller income possibilities. Creators, on the other hand, can plainly make more money on YouTube and Instagram, which both have better established, more direct monetization solutions that allow creators to simply publish clips, accept advertisements, and collect.

 

Because you can’t insert mid- and pre-roll clips into short video clips in TikTok, this isn’t possible. As a result, it’s trying to add lengthier videos and make new eCommerce partnerships easier.

 

Search advertising is simply one aspect of the bigger picture – and it might be very beneficial to brands and other businesses.

NEW GOOGLE FEATURES ARE COMING FOR E-COMMERCE BRANDS

Google is releasing some new tools for eCommerce businesses, along with a new online shopping experience rating system and new insights into major product trends to help you plan your pricing and marketing strategy.

 

To begin, Google is introducing a new Shopping Experience Scorecard initiative, which will present shoppers with yet another option to gain information about each seller’s performance based on previous activity.

 

Top-rated sellers will now receive a new ‚Trusted Store‘ label, which will help potential customers feel more confident in your service.

 

According to Google:

 

“Merchants who provide excellent shipping and returns services, for example, may receive a badge indicating they’re a Trusted Store, which will appear alongside their free product listings on the Shopping tab. Merchants receive a Trusted Store badge based on their performance across metrics relative to other merchants, including but not limited to shipping speeds, shipping and return costs, and return windows.”

 

The badges will be assigned depending on Google’s tracking of each seller’s performance, according to Google’s explanation of the procedure.

 

The application will track numerous aspects of your customers‘ experience, including shipment speed, shipping cost, return cost, and return window. On each criterion, you’ll be given an „Excellent,“ „Comparable,“ or „Opportunity“ rating.

 

Google will continue to track performance in order to give shoppers more information as they browse Google Shopping listings. According to Google, merchants who displayed the Trusted Store label received higher hits in early testing, and they also helped to generate more traffic to lesser-known merchants.

 

It’s similar to Amazon’s or eBay’s rating schemes in that it provides more information on each seller’s performance, which can help shoppers make better decisions. This can be a problematic part if ratings are assigned wrongly, and Google has provided insight into typical problems as well as methods to escalate issues as needed.

 

In the coming months, US-based sellers will be able to use the new Shopping Experience Scorecard program.

YOUTUBE IS SHIFTING TOWARDS COMMERCIAL TV

Last week, YouTube released a new slate of TV episodes in its app that customers will be able to watch for free with advertising, marking the company’s latest foray into commercial television.

 

As the #1 ad-supported video platform with the content people appreciate and the artists they adore, YouTube is at the vanguard of the consumer move to CTV viewership. For the first time, US viewers will be able to watch complete seasons of TV shows on YouTube for free, but with advertisements. Nearly 4,000 episodes of your favorite TV shows, including Hell’s Kitchen, Andromeda, Heartland, and others, are now available to stream.

 

YouTube has, of course, long provided on-demand access to TV episodes and movies, but now viewers will be able to access a vast array of content for free, at any time, as long as they can tolerate a few adverts in suitable intervals.

 

Even though there will most certainly be fewer advertisements than on traditional television – and with so many possibilities, you can assume that this will be a highly popular service. As per YouTube, millions of users are already watching YouTube videos on their televisions, with Nielsen verifying that over 135 million individuals watched YouTube material on their televisions in December 2021.

 

Connected TV viewing is now YouTube’s fastest-growing consumption group, and for many young consumers who’ve always had YouTube, it’s now the default viewing option, with traditional TV channels and celebrities hardly existing in their sphere of consciousness.

 

This has also changed how people watch videos. Viewers are accustomed to being able to click forward and skip to something else these days, which has influenced presenting styles and production approaches as attention spans have shortened.

 

This is a huge and crucial development that should be noted in the context of the larger digital transformation.

References:

Hutchinson, A. (2022, March 28). Pinterest expands Creator Fund with a focus on helping creators from underrepresented communities. Social Media Today. Retrieved March 29, 2022, from https://www.socialmediatoday.com/news/pinterest-expands-creator-fund-with-a-focus-on-helping-creators-from-underr/621083/

Hutchinson, A. (2022, March 28). Reddit brings back its R/place communal digital art project in April. Social Media Today. Retrieved March 29, 2022, from https://www.socialmediatoday.com/news/reddit-brings-back-its-rplace-communal-digital-art-project-in-april/621084/

Hutchinson, A. (2022, March 25). TikTok launches search ads in beta for selected partners. Social Media Today. Retrieved March 29, 2022, from https://www.socialmediatoday.com/news/tiktok-launches-search-ads-in-beta-for-selected-partners/621076/

Hutchinson, A. (2022, March 28). Google adds new seller performance badges, New Pricing Insights for eCommerce brands. Social Media Today. Retrieved March 29, 2022, from https://www.socialmediatoday.com/news/google-adds-new-seller-performance-badges-new-pricing-insights-for-ecommer/621141/

Hutchinson, A. (2022, March 23). YouTube will now enable users to watch thousands of TV shows, for free, in the App. Social Media Today. Retrieved March 29, 2022, from https://www.socialmediatoday.com/news/youtube-will-now-enable-users-to-watch-thousands-of-tv-shows-for-free-in/620921/

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Backslash Week 12 – News of the Week

We share our knowledge of online marketing, digitalization and entrepreneurship with you – read about the latest trends of the digital world, webdesign and SEA strategies or even get tips and suggestions for your social media presence.

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