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Pinterest tests video ads: Will the experiment boom or bust?

Advertisers rejoice! Pinterest is now, finally, laying the groundwork to support video advertising.

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Pinterest opening up a new avenue

Pinterest, which has been, in expert opinion, a little slow to set up the infrastructure to draw investment from advertisers, has been considering adding videos for several months, and now appears to be testing a batch of promoted video pins internally and amongst a small group of users. The company is testing for optimal video length, and to see how users react.

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User reaction will be an important part of the experiment, considering that Pinterest is not a go-to destination for videos, and that video behavior is somewhat at odds with Pinterest’s scrolling user interface.

“Video behavior is not an organic one on Pinterest”

Orli LeWinter, a social marketing strategist, points out that “video behavior is not an organic one on Pinterest, so I’d be interested to see how they end up performing.”

However, LeWinter still applauds Pinterest’s investment in video infrastructure, saying “they would be wise to launch video ads, as video consumption trends continue to rise.” After all, Facebook currently boasts over 8 million video views per day, adding up to over 100 million hours of video.

The path has been long

The company has been tiptoeing slowly towards video ads over the past year. Last year, the site introduced Cinematic Pins, which are short animations that played while the user scrolls over them, and stop when the user stops scrolling. Cinematic Pins are utilized by several major brands, including Wendy’s, Walgreens, Suave, Unilever, The Gap, L’Oreal, Target, and Visa.

The new video ads will only play when a user stops scrolling long enough to see the video.
Pinterest declined to comment, so we don’t know yet which brands are biting, and how much Pinterest will charge for a video ad.

LeWinter, who commented that Cinematic Pins are a “very interesting and engaging format” that “perform pretty well,” think the success of Cinematic Pins bodes well for video advertising on Pinterest.

#PinterestVids

Ellen Vessels, a Staff Writer at The American Genius, is respected for their wide range of work, with a focus on generational marketing and business trends. Ellen is also a performance artist when not writing, and has a passion for sustainability, social justice, and the arts.

Social Media

How to quickly make your LinkedIn profile stand out from the masses

(SOCIAL MEDIA) Most of us have a love/hate relationship with LinkedIn, but no matter your feelings, you should be the one who stands out in a crowd – here’s how.

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Your LinkedIn is your brand. That’s it. Whether you are job hunting (or people are hunting you), or are showing off your business, insight, acumen, or simply networking; your profile on LinkedIn needs to stay appealing and not drive potential headhunters, bosses, clients, or networking groups bananas.

Let’s start with a three part list of what you MUST do, what you SHOULD do, and what you COULD do.

Here’s what you MUST DO (as in, do it now).

  1. Get a #GREAT LinkedIn photo. Nothing sells you like the right profile picture. No selfies. No mountain biking. Get a professional headshot. Don’t lie about your age. Wear what you wear when you’re on the job. Smile. People are visual.
  2. Simplify your profile. Cut the buzzwords. Cut out excess skills that don’t add to your vision or that don’t represent the kind of job you want. (i.e. most of us can use Outlook but few of us need to mention that skill because we don’t support Outlook). Focus on the skills that are important.
  3. Keep it current. Your LinkedIn should reflect your career and current responsibilities. Update the description. Add new projects. Change your groups as you change in your career and move towards new levels. Indicate when you receive a promotion.
  4. Extra, Extra! Headlines. Don’t use something lame for your headline. How would you want to catch a headhunter to look at you if you could only say 10 words? Make it standout. There are thousands of managers – but only one you.
  5. Custom URL. Just do it. Pick your own URL. It’s FREEEEEEE.
  6. Get the app. Make LinkedIn a part of your mobile life and check it more often than you do Snapchat.

Here’s what you SHOULD DO (Set aside some time at Starbucks and go do this in the next month).

  1. Tell your story. Your summary should bring to live the content of your career. Don’t leave that section blank. Spend some time crafting a cool story. Run it by your professional mentor. Send it to your English major friends.
  2. Connect. Add colleagues. Add partners from other organizations. Use connections to broaden your network. Synch your profile with your address book. Add people after a conference.
  3. Endorse your connections. Identify people you’ve worked with and give them the endorsements – which can get them to come endorse you!
  4. Ask for recommendations. Ask a colleague, partner, or manager to write you a recommendation to help advertise your skills.
  5. Add a nice cover photo. Again, visual people. Some more on that here.

Here’s what you COULD DO (If you’re feeling dedicated, what you can do to give yourself an extra edge.)

  1. Share your media. Upload presentations, videos, speeches, or projects that you can share. (Don’t violate company policy though!).
  2. Publish original content. LinkedIn has a vibrant publishing feature and sharing your original work (or content you’ve published elsewhere) is a great way to share your voice.
  3. Post status updates. Share your reactions. Share articles. Repost from influencers. Be active and keep your feed vibrant.

That’s a quick list to get started. So go start your LinkedIn makeover (and I’ll go do the same). Let’s get connected!

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Social Media

You’re tired of Twitter because you’re no longer their average demographic

(SOCIAL MEDIA) Twitter was once a gathering place for industry professionals, but if you’re finding yourself drifting away, you’re not alone – the average demographic has changed. A lot.

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Each major social media platform has a tendency to draw a particular demographic, giving each individual platform a distinct tinge or feel. However, research shows that the demographics of Twitter may make it the most unique and youthful social media platform yet.

Perhaps the most notable aspect that sets Twitter apart is its content generation. While Twitter has approximately 126 million daily users, only around 10 percent of those users tweet with any reliable frequency. Surprisingly, that 10 percent user base is responsible for curating around 80 percent of the content on Twitter, giving a shockingly small group of people control over the bulk of Twitter’s output.

Anyone who has spent a significant amount of time on Twitter probably won’t find this revelation entirely illuminating; after all, most of what you see on Twitter generally looks like a slightly different iteration of something that someone else said on Twitter. Even so, the significance of such a large percentage of Twitter’s content coming from such a small group cannot be discounted.

In another shake-up, Twitter users as a collective also tend to be younger than other social media users.

Again, you’ll usually see this openly reflected in both the tone and persuasion of the content posted there, but the objective youthfulness of Twitter does explain some of the criticism levied toward its users by other social media aficionados.

While these two main points seem relatively benign, not everyone agrees with Twitter’s eclectic nature. Twitter’s distinguishing factors have led some, to label it as a “collective hallucination” of a platform, meaning that its demographic data, content themes, and aggregate of information all combine to create a different picture of America than is actually correct; naturally, the democratic-leaning persuasion of Twitter doesn’t help correct this assumption.

But what sticks out to some publications as a pipe dream of a demographic is, in fact, fairly accurate to America’s example insofar as race and gender ratio is concerned — even though Twitter may not embody the politically diverse “melting pot” of America’s government or emulate its education statistics.

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Social Media

Big backlash after woman tries to shame McD worker for napping

(SOCIAL MEDIA) This might be my favorite story of the year – a woman calls out a napping employee, and the community rejects her tweet, then rallies behind the employee to help improve his life.

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Social media originated as a form of communication to stay in touch with people that you don’t see every day. From there, it blossomed into a community of idea-sharing and a source for news.

As social media grew more popular, the dark side began to rear its ugly head and people began using it as a method of attacking people from behind their keyboards. So much of social media has become negative that it’s hard to want to stay active.

Such was the case when a woman in Fayette County, Georgia shared a photo of a McDonald’s worker asleep in the booth. She posted the photo to social media in haste, in an attempt to shame the McDonald’s location for not doing anything about the employee’s behavior.

What she didn’t realize was that the employee – Simon Childs – was homeless and was simply resting between shifts.

The 21-year old father recently fell into hard times after his mother passed away, and found himself without a residence, but with a job at McDonald’s. When he found out about what the woman posted, Childs was disappointed by her actions.

“It kind of hurt to see my picture up there, you know,” he told WSB in Atlanta. “I thought it was something negative and nobody would care about it.”

The woman’s photo received a lot of attention on social media, but not in the way that she had intended. Local community members near Childs learned of his story and rejected the shaming. They began donating items to help with his child. Others donated hotel rooms, while a local restauranteur loaned Childs his car.

The nameless woman who posted the photo reportedly claims that she didn’t intend to shame Childs, especially since the image was only posted to a private group. However, we all know that it only takes one screenshot to make something “private” known to the whole entire world.

This shows us a few timeless lessons: Nothing on social media or the Internet is private, karma works in mysterious ways, and never make assumptions about anyone as you never know what is going on in their world.

That’s my morals and values lesson for the day. Class dismissed.

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