17 Dec Digital Dash: 2019’s top Pinterest trends & more
Before we dive into this week’s top social and digital news, I’ve got a quick message for our subscribers: Digital Dash usually arrives in your inboxes once a week but you may have received two emails in the last 7 days. If you thought you were in for a double dose of digital news this week… sorry to tell you that’s not the case. You would have quickly realised it linked through to our monthly roundup of the best brand campaigns, not the week’s top social news stories.
Sorry about that! But we hope you enjoyed the campaign reviews all the same, and that you’ll be pleased to know we’ll be sending them straight to your inbox every month (as part of your current subscription) from January onwards.
Now let’s get back to this week’s news.
1. Planning for 2019? Pinterest just revealed the top consumer trends for next year
If you want to get in early on upcoming retail trends (who doesn’t?!) Pinterest is always the best place to start.
The platform is home to the planners of this world – plus many of its shoppers. Trends often emerge on Pinterest first because Pinners begin searching for inspiration and ideas several months ahead of everyone else.
This week, Pinterest revealed 100 top trends for 2019. Retailers, you’ll want to take note – all of these insights can be used to help shape and position content.
I won’t run through all 100 because, well, this is Digital Dash after all. But here are 10 I think you’ll want to know about.
Actually before we start, this is worth knowing too: a topic with 1 million+ searches on average is judged by Pinterest as an “accelerating trend”. Topics with 10k – 70k searches are categorised as a “new trend”. All search stats are YoY increases from 2017.
- Indoor exercise: searches up 1913%
- Godparent proposals (new trend): searches up 152%
- Flower garlands: searches up 1154%
- Showstopping donuts (new trend): searches up 748%
- Bold wallpaper: searches up 401%
- Fancy quarter-socks (new men’s trend): searches up 266%
- Men’s sling bags: searches up 1184%
- Women’s standout sneakers: searches up 2211%
- Snakeprint style: searches up 642%
- Baby birth stats (new nursery decor trend): searches up 315%
So what do you do with this information? Well that’s up to you, the possibilities are endless. A great bet would be to incorporate elements into your 2019 material in a variety of ways. Whatever you decide, this is your chance to get ahead of your competitors.
2. Good news, influencers – Instagram is testing a new “creator account” just for you
When it comes to Instagram profiles, you currently have two options: personal or business.
Can you spot the problem?
One of the major driving forces behind Instagram is celebrities/artists/influencers. And up until now these social stars have been in a strange in-between territory. They aren’t technically businesses (although these days they basically are) but also don’t really fall into the same category as your everyday user either.
Some identify as a business to gain access to additional elements that come with it (shoppable features, Stories URLs etc.), but the set-up isn’t tailored to their needs.
Others just make do with a regular account.
But, recognising the importance of this group, Instagram is now testing a “creator account” – designed specifically to enhance the experience for high-profile individuals.
As outlined by The Hollywood Reporter, this new profile will come with special tools, including:
- Follow/unfollow data
- Labels to specify contact preferences
- DM filtering
- Pending request ranking
Creator accounts are currently being beta tested with a small group but will be rolled out next year. It’s not yet clear exactly what the qualification process will be.
3. Exclusive: you can now schedule directly on Pinterest
For social media marketers, not being able to schedule posts is super annoying. Which is why most people use officially approved third-party tools whenever a platform itself doesn’t allow you to upload something to go live later.
Instagram and Pinterest are two such offenders, forcing anyone who doesn’t have time to publish every single day to use alternatives like Hootsuite or Schedugram.
And while these work perfectly fine, it’s just an extra step you could do without.
But this week brought great news from Pinterest – we spotted the ability to schedule natively on one of our client accounts.
The new “publish at a later date” option pops up as you’re uploading your pin. Once you’ve set the time and date for some point in the future, the pin appears in a “Scheduled” section under the “Pins” tab (along with information about when it will go live).
This section is not publicly visible.
Many of the third-party tools offer tons of bonus features – so some marketers might continue to do things the way they always have. Others though, will find this a really valuable addition.
You next, Instagram?
4. Facebook finds a new home for ads, but can you guess where?
Facebook is constantly on the lookout for new ad real estate.
Just recently, we heard ads are making their way into WhatsApp’s Status section – and now another new space has become available: Facebook search.
The company is testing placing ads in search results (including on Marketplace).
The test is only with select automotive and retail advertisers right now, but if results are good it could open up more broadly.
“Search Results” will appear as an additional placement option for those with access, but really interestingly, you won’t be able to select keywords. It seems ads will simply show up when search queries relate to your industry.
I would love to run some tests with this when availability opens up. I haven’t seen recent data on Facebook’s search bar use, but I can imagine the ad placement would be one advertisers will want to try out.
I’ve heard a few people saying Facebook is edging into Google territory with this – but honestly, I think Google’s safe for now when it comes to search.
5. Reading emails is so last year, fancy listening to them instead?
Alexa can already do about a million helpful things you would never have believed a speaker could a few years ago.
It’ll tell you the news, turn on/off your lights, do your shopping… the list goes on. But one string that wasn’t on Alexa’s bow – until this week – was reading and replying to your emails.
Yes, that’s right – through the calendar setting you can now link Alexa to your email account (Gmail, Hotmail, Outlook or Live.com only for now).
From that moment on, it will become your inbox assistant.
Alexa will not only read you the sender and subject line, and ask you whether you want to “read, reply, delete, archive or next” – but it’ll construct and send the reply as per your voice instructions.
Fancy folk with an Echo Show device will even see snippets of the email on screen. Although that might defeat the point a little…
Marketing Land made a really valid point about the upgrade: if it catches on (likely), marketers will need to craft their subject line and body copy even more carefully. Most people will be completely without visuals, meaning the words you choose used will be absolutely crucial.
Also, there’s something about simply saying “delete” which somehow seems easier than clicking a button. It’s just so effortless. Marketers may need to be prepared to fight harder than ever to keep their emails engaging and safe from the junkyard.