Author Archives: Caroline Decker

Pinterest: The Positive Social Media Platform 

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In a sea of many popular social media platforms, Pinterest is differentiating itself. Pinterest is looking to position itself as a positive social media platform. Their goal is to create a platform that leaves their users with beneficial experiences. 

Pinterest’s Additive Algorithm

Pinterest has made many intentional choices over the last decade to create a more positive platform. One way of doing so is through their conscious algorithm that suggests content based on signals from their users. The platform hopes that their platform’s AI is additive, not addictive will help curb the social media crisis. Recent data has shown that social media users scroll on average one mile every day. 

Pinterest feed.

Pinterest Prioritizing Emotional Well-Being of Users

The platform is also focused on protecting the emotional well-being of its users, specifically teenagers. Pinterest utilizes a strict self-harm policy to remove content that could put teens’ mental health at risk. In addition, the platform wants to “design in the good” and make Pinterest more representative. An example of their efforts can be seen in their hair pattern search and skin tone ranges. Pinterest believes that “no one should have to work harder to find content that’s relevant to them.” 

Pinterest feature where users can explore posts by skin range.

UC Berkley Study on the Positive Impacts of Pinterest

These actions Pinterest has taken are proving to have actual impacts on its users. In a new study performed by UC Berkeley, researchers examined the effect of Pinterest on college students’ stress levels. The data showed that as little as 10 minutes on Pinterest daily helped lower their stress levels. In addition to lowering stress levels, it helped provide a buffer against burnout. This study helps show that Pinterest’s strategic tactics to create a positive platform are working. 

With many social media platforms dedicating resources to compete with TikTok’s addictive algorithm, Pinterest is a bright spot. Rather than adapt its platform like Instagram is with Reels, Pinterest is forging a new path as a positive social media platform. As of July 2022, Pinterest has 433 million monthly active users, and it is expected to continue growing.

Why You Should Use Podcast Advertising 

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In 2022, weekly podcast listening reached a new high of 192 million Americans listening every week. Podcasts are a new engaged audience that PR professionals can use to showcase their brand. Podcast advertising allows brands to pay for promotions within various podcast shows and episodes. 

Woman recording a podcast.

According to recent data, podcast advertisements are the most recalled type of advertisement. 86% of respondents said they remember hearing an ad on a podcast, comparatively, only 80% and 79% remembered on social media and website advertisements respectively. Data has shown podcast advertising results in four times better brand recall compared to traditional display advertisements. This data is great news for advertisers, it shows that podcasts offer high exposure to an engaged audience. 

In addition to high levels of recall, podcast advertisements also have strong engagement. On average, 56% of listeners said they would recommend a brand to someone after hearing a podcast advertisement on their favorite show. 

Podcast advertisements allow more time and freedom to tell your brands story. Another benefit reveled from recent data is that only 12% of respondents said they always skip ads. In this same survey, 33% of respondents said they never skip ads. 

How to Best Advertise on Podcasts 

It is important to find a show with a similar demographic as your brands target demographic. As of January 2023, there are over three million podcasts, so it is imperative to find the right match. There are many different categories and types of podcasts, so you are able to target niche audiences. 

Image of the top 50 most listened to podcasts.

How to Measure Success 

Another benefit of podcast advertising is the ability to measure the success of a campaign and determine the ROI. Many advertisements will use promo codes and/or vanity URLS to track the engagements. Promo codes can help incentive purchases and first time purchases. Brands can offer unique promo codes during their podcast advertisement reads. This is a great way to track the data of the campaign and measure the sales. Vanity URLs offer another way to track engagement. 

The podcast industry is rapidly growing and it will become an important new medium to utilize.

The Success of Organic TikTok Content

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TikTok is the social media platform on everyone’s radar. The video sharing platform has established new celebrities, trends, and ways of consuming content. TikTok however is unique to other social media platforms; organic content succeeds. 

TikTok platform.

TikTok has made an effort to diversify itself from other social media platforms that are inundating their feeds with advertisements. The video sharing platform primarily serves its users content from individuals they don’t know. As a result, the success of individuals and trends is based on the users own opinions. This type of organic TikTok content can be achieved in multiple ways, such as through the use of influencers or relevant brand engagement.

Organic Content from Influencers

Influencers on TikTok spread awareness about a product through organic content in a manner that resonates with their audience. TikTok also allows “micro influencers” to grow a platform due to this model. As a result, brands are able to gain awareness and high levels of conversion to their website. Thus, greatly differing from traditional social media advertising. Recently, this can be exemplified through Alix Earle, a TikTok influencer who gained notoriety through her “get ready with me” videos. During these videos, she would share what products she was using while applying them. Earle and her videos went viral and sold out many of the products she used. Due to her style of organic TikTok content, she was able to increase the visibility of many brands to TikTok users. 

TikTok influencer Alix Earle's viral "get ready with me videos"

Organic Content from Brands

In addition to TikTok influencers, brands can organically engage on TikTok as a traditional user. They are able to jump onto trends and act as an individual would, not as a brand. Brands are also to organically engage with their audiences through comment sections. A strong example of a brand’s success in organic TikTok content of this is Duolingo. Duolingo is an educational app that helps users learn new languages. The app may sound boring and run of the mill, but through the use of organic TikTok content, they have become highly relevant. Duolingo uses their mascot to participate in trends, create funny content, and users their account to interact with other TikTok users. This has led the platform to achieving high levels of awareness and support. 

Duolingo TikTok content.

TikTok is constantly evolving and thus creating organic TikTok content will also have to evolve. Brands must pay attention to user behavior to stay relevant and succeed. 

Is Pinterest the Social Media Dark Horse? 

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Over the last year, Pinterest has undergone various changes and restructuring in their leadership and their platform’s functions through technology acquisitions. This has resulted in an influx of user and brand attention. This has caused a revitalization of the platform, founded in 2008, making it a major player in social media and communication once again. 

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