The TL;DR April 2, 2018
This week we're talking about a Pinterest discovery update, Facebook removing its Partner Categories program, and how to encourage brand trust.
Pinterest Adds “Following” Tab in Addition to Algorithm
Pinterest recently updated how users can find content, giving them a choice between an algorithm or the people they follow. Read the full article here.
- Following Tab: This new tab allows users to see a stream of pins exclusively from the boards and people they follow, displayed in the order they save them.
- This means that users now have a choice between finding content via a preset algorithm or by looking at what their friends are interested in.
- This is an interesting solution, considering most sites choose to switch full to an algorithm rather than giving users a choice.
- This decision was made based on user feedback – people wanted to curate their feeds but they also wanted to see what their friends were into, so Pinterest decided to allow both.
- This could prove beneficial to influencers, though Pinterest does specify they will limit the capacity for people to post a bunch of things at once so as to avoid spamming feeds.
Facebook To End 3rd Party AD Targeting Program
Facebook made another big change in its practices in response to the Cambridge Analytica scandal. This could have far-reaching impact on advertisers. You can read the full article here.
- Facebook announced it will be shutting down its Partner Categories program. Launched in 2013, this program allowed advertisers to target based on third-party data.
- The program will wind down over the next few months, not suddenly end.
- This move will seriously impact the strategies of many marketers, as it was a widely-used program.
- Partner Categories helped create more personalized and highly-targeted ads, so marketers will have to heavily rethink strategy.
- This move is not terribly surprising considering the recent changes Facebook has made in the wake of Cambridge Analytica.
- The highly personalized ads that Partner Categories enabled were occasionally regarded as ‘creepy’ by consumers.
- It remains to be seen whether other digital platforms follow suit.
11 Tips to Establish Brand Trust and Credibility
Consumer trust in brands is lower than ever, so it’s incredibly important for brands to focus on building it. You can read the full article here.
- Establish Authority: Users can tell when a brand is faking it or doesn’t really know what they’re talking about – and they will call it out. Make sure you know your stuff and cite your sources.
- Social Proof: Make sure you keep your social channels up-to-date and that it’s clear you’re on top of social trends and techniques.
- Walk the Walk: Make sure your online presence shows off the things your brand claims to be good at – if you’re claiming to be an excellent web development firm, make sure your site is stunning.
- Be Consistent in Life and Business: Offline behavior needs to reflect online successes and claims. There is not longer a line between offline and online personas, so keep them consistent.
- Hang With the Right People: Your brand needs to have positive relationships with others in your field or circle. People judge brands by the brands they associate with and partner with.
- What You Tweet Matters: Twitter might not always be the first platform that comes to mind, but inspirational and informative tweets can make a big difference.
- Take Time for Relationships: Don’t get so caught up in strategy and ads that you forget to focus on building relationships with your audience. These days, that’s more important than ever.
- Build a Platform that Invites Conversation: Don’t just talk at your audience, give them things to engage with and respond to. It will help build relationships with your users while also helping you perform more highly in social algorithms.
- It’s Not About You: Focus on creating content that helps improve your audiences lives, not simply tells them how great your brand is.
- Author Content: Having an active voice the speaks to things in your industry is a great way to build trust with your audience. Consider writing a blog or creating videos about topics that you’re an expert on.
- Be Honest: Honesty is the first and most valuable rule of building trust – if something goes wrong with your brand, own up to it. Be clear and straightforward with your company and your content.