Social Media

Evolving Engagement – New Feeds, AI Tools, and the Race for Ad Relevance

October 23, 2017 by basilpuglisi@aol.com Leave a Comment

As we move towards the last half of the year, the digital landscape experiences a pivotal shift in visibility, personalization, and interactive engagement. Facebook, Instagram, Google, Amazon, and emerging AI tools all introduce new ways for marketers to adapt content and advertising to audience behaviors—highlighting the need for smarter strategy and flexible execution.

Facebook’s Explore Feed Disrupts Organic Visibility

Facebook begins testing the ‘Explore Feed’ globally, separating content from Pages users don’t follow into a secondary feed. This move signals a dramatic shift in how organic reach works for brands. For digital strategists, it’s a reminder that rented spaces can vanish overnight. This test pushes greater reliance on paid media, boosted posts, and direct engagement strategies.

Instagram Introduces Interactive Poll Stickers

Instagram adds a new layer to Stories: poll stickers. These allow businesses and creators to gather real-time feedback directly from their audience within Stories, encouraging swipe-ups and replies. For marketers, it’s a quick, low-friction tactic to boost engagement, test ideas, or gather sentiment—reinforcing Instagram’s edge in real-time, participatory content.

Google Enhances Ads with IF Functions

Google Ads introduces IF functions, enabling advertisers to customize messaging based on audience or device. For example, mobile users might see ‘Order from your phone!’ while desktop viewers get ‘See details online.’ This leap in targeting flexibility offers performance-minded marketers new ways to drive clicks and conversions, especially in mobile-first campaigns.

Amazon Strengthens Position in Paid Search

Amazon’s ad platform quietly gains traction, particularly in sponsored product ads and demand-side platform (DSP) capabilities. While still under Google and Facebook in ad dominance, its growth hints at a triopoly forming. For eCommerce brands, Amazon becomes more than just a marketplace—it’s a powerful advertising engine where purchase intent is immediate.

AI Tools Reinvent Personalization and Insight

Platforms like Adobe Sensei, Crayon, and Pathmatics gain visibility as AI-powered assistants for marketers. These tools analyze competitor creative, surface content gaps, or deliver predictive insights based on audience behavior. For content strategists, AI represents a path to scale personalization, enhance design testing, and refine campaign messaging without starting from scratch.

Strategic Insight

What’s your story? It’s no longer about broadcasting—it’s about relevance, speed, and dialogue.
What do you solve? You help your audience feel heard, respected, and directly addressed.
How do you do it? By using interactive features like polls, customizing ad language per device, and using AI insights to create smarter campaigns.
Why do they care? Because attention is earned—not guaranteed—and trust grows when brands adapt quickly without overwhelming.

Fictional Ideas

A boutique travel agency creates Instagram Story polls asking followers to vote on dream vacation destinations. They use Google Ads IF functions to tailor CTAs depending on device, while analyzing competitor ads via Crayon to position their packages uniquely. Their Facebook posts are restructured for paid distribution after a drop in organic reach. This cross-platform strategy allows them to improve engagement, learn customer preferences, and attract more qualified inquiries.

References

TechCrunch. (2017). ‘Facebook rolls out Explore Feed to all users’. https://techcrunch.com
Instagram. (2017). ‘Introducing Poll Stickers in Instagram Stories’. https://about.instagram.com
Google Ads Help. (2017). ‘Use IF functions to customize ads’. https://support.google.com/google-ads
Digiday. (2017). ‘Amazon emerges as third-biggest digital ad player’. https://digiday.com
Adobe Blog. (2017). ‘Adobe Sensei: The Intelligence Behind Amazing Experiences’. https://blog.adobe.com

Strategy in Motion – Mobile, Video, and Feed Control

September 25, 2017 by basilpuglisi@aol.com Leave a Comment

As digital platforms evolve, strategic marketers must stay ahead of new tools, user behaviors, and platform priorities. September reveals five emerging themes that shape digital content and visibility: mobile-first indexing, expanded video capabilities, social ad access, audience feed control, and influencer marketing compliance. This convergence demands clarity of strategy, fast content adaptability, and ethical promotional structure.

Instagram Stories Ads Open to All

Instagram now allows all advertisers to access Stories Ads through Facebook Ads Manager. This move brings full targeting and analytics to one of the fastest-growing mobile formats. For brands, Stories now become an accessible space for creative, fast-moving, full-screen content—placing pressure on marketers to develop immersive, time-sensitive messaging strategies designed for vertical video.

Facebook’s ‘Snooze’ Test: User Control Rethinks Engagement

Facebook begins testing a ‘Snooze’ option that lets users temporarily mute friends, Pages, or Groups. The feature provides users with more control over their feed without unfollowing. For brands, this reinforces the importance of relevance—content must earn space, or it gets silenced. Engagement strategies must shift from frequency to value-driven interactions.

Mobile-First Indexing Begins Rolling Out

Google starts the initial phase of its mobile-first indexing shift. For websites, this means the mobile version is now the primary content source for search ranking. Businesses still relying on desktop-optimized content or slow mobile sites risk visibility losses. This change emphasizes responsive design, page speed, and mobile content strategy as non-negotiables for search success.

LinkedIn Launches Native Video Sharing

LinkedIn introduces native video uploads for all users, expanding beyond links or external embeds. This change brings business professionals into real-time, in-feed storytelling—giving thought leaders, consultants, and B2B marketers a direct way to demonstrate value. Expect short, authentic videos—from expert tips to product demos—to dominate feeds.

Influencer Marketing Faces FTC-Driven Realignment

After earlier FTC warning letters to brands and influencers about disclosure violations, September sees a shift. More businesses are revising contracts, requiring standardized disclosures, and rethinking influencer strategy. Authenticity, transparency, and long-term trust now sit at the center of effective influencer campaigns—not just follower counts.

Strategic Insight

What’s your story? A brand’s story must now reflect its adaptability to platform standards and user control.
What do you solve? You provide clear, accessible, and ethical digital content experiences that earn attention.
How do you do it? With mobile-optimized design, vertical and native video content, transparent influencer partnerships, and targeted Stories-style advertising.
Why do they care? Because audiences increasingly curate their digital world—and only brands delivering ease, value, and trust earn continued engagement.

Fictional Ideas

A nonprofit focused on nutrition education rolls out a mobile-first blog redesign in response to Google’s indexing shift. They supplement this with weekly native LinkedIn videos featuring a registered dietitian offering tips. On Instagram, they run Stories Ads showing healthy snack recipes using vertical how-to videos. Their influencers are required to disclose sponsorships with hashtags like #sponsored and link to transparent landing pages—improving both reach and trust in their message.

References

Facebook Business News. (2017). ‘Instagram Stories Ads Now Available to All Businesses’. https://www.facebook.com/business/news
TechCrunch. (2017). ‘Facebook Tests Snooze to Let You Temporarily Mute Friends, Pages, Groups’. https://techcrunch.com
Google Search Central Blog. (2017). ‘Mobile-First Indexing Rollout’. https://developers.google.com/search/blog
LinkedIn Blog. (2017). ‘Native Video Uploads Now Available to All LinkedIn Members’. https://blog.linkedin.com
Federal Trade Commission. (2017). ‘FTC Staff Reminds Influencers and Brands to Clearly Disclose Relationship’. https://www.ftc.gov

The Video, Speed, and UGC Shift in Digital Strategy

August 28, 2017 by basilpuglisi@aol.com Leave a Comment

Digital marketing is entering a sharper phase of evolution. In August 2017, we’re seeing a convergence of trends around video content, mobile ad performance, and user-generated content (UGC)—each reshaping how brands approach visibility, engagement, and trust. This month, Facebook, Google, Snapchat, and Adobe are all contributing to a larger narrative: performance and participation now sit at the center of strategy.

Facebook Watch: Episodic Content with Discovery Built In

Facebook officially launches Watch, a platform built for episodic content. More than just a video tab, Watch invites brands and creators to develop content series with built-in discovery tools. The interface encourages audience followings, comments, and reactions—positioning Facebook to rival YouTube and offer marketers a new route for long-form storytelling within an already engaged audience.

Google AdWords Adds Landing Page Speed: Performance Now Equals Experience

Google’s latest AdWords update includes landing page speed as a formal quality metric. This shift highlights how mobile usability is now a competitive differentiator—not just for SEO but also for paid performance. If your ad leads to a slow or poorly optimized mobile page, you’re paying more and converting less. Marketers are now forced to address load times as a conversion issue, not just a technical concern.

Snapchat Crowd Surf: Real-Time UGC Becomes a New Form of Storytelling

Snapchat’s Crowd Surf tool uses artificial intelligence to stitch together multiple user-submitted videos from live events, producing a single coherent multi-angle experience. This innovation takes user-generated content from raw material to editorial product. For brands hosting live experiences—concerts, launches, festivals—this opens a door to collaborative, immersive marketing that feels native to the platform.

Facebook Marketplace Ads: Contextual Commerce Arrives

Facebook expands ad placement to its Marketplace tab, which is already being used for local product discovery and second-hand selling. The move merges intent-based browsing with ad targeting. Unlike news feed ads, these placements happen when users are actively searching or browsing by category. It’s a sign that intent marketing is extending far beyond Google’s search box.

Adobe Leans Into UGC with Livefyre Integration

Adobe’s acquisition of Livefyre continues to unfold. The platform enables aggregation and moderation of user-generated content from across the social web. For businesses using Adobe Experience Manager, this means easier access to curated UGC for landing pages, product galleries, and campaigns. It’s a direct response to the rise in content authenticity demands from consumers.

Strategic Insight

What’s your story? Your content must now reflect speed, value, and involvement.
What do you solve? You help customers find what they want quickly and connect emotionally with your brand.
How do you do it? Through optimized mobile experiences, consistent episodic content, and tools that elevate audience participation—like UGC integration and multi-angle live video.
Why do they care? Because today’s audiences want content that’s not just fast or entertaining—they want content that feels like it includes them.

Fictional Ideas

A regional theater company uses Facebook Watch to stream behind-the-scenes mini-episodes of upcoming productions. Their landing pages, optimized for mobile, include embedded Crowd Surf-style fan reactions captured on Snapchat. Adobe’s Livefyre integration pulls in social posts with the hashtag #LocalStagePass, which appear in an interactive UGC gallery that helps new visitors connect with the community vibe—and ticket sales rise accordingly.

References

Facebook Newsroom. (2017). ‘Introducing Watch, a New Platform for Shows on Facebook’. https://about.fb.com
Google Ads Help. (2017). ‘About Landing Page Experience’. https://support.google.com/google-ads
TechCrunch. (2017). ‘Snapchat Crowd Surf Can Stitch Together Snaps Into One Concert Video’. https://techcrunch.com
Facebook Business. (2017). ‘Marketplace Ads Now Available to Advertisers’. https://www.facebook.com/business
Adobe Blog. (2017). ‘How Livefyre Helps Brands Connect with Consumers’. https://blog.adobe.com

Twitch and the Power of Live Community Streaming

July 24, 2017 by basilpuglisi@aol.com Leave a Comment

The digital video world continues to evolve, but few platforms demonstrate the raw power of community and live engagement like Twitch. In the second quarter of 2017, Twitch reports record-breaking numbers in hours watched and peak viewers. It’s no longer just a gaming platform—it’s a community engagement engine, and businesses are starting to pay close attention.

Twitch’s Momentum Becomes a Marketing Signal

According to data from Streamlabs and TwitchTracker, Twitch hit new peaks in live viewership during Q2 2017, particularly for non-gaming categories like talk shows, live podcasts, and creative tutorials. The platform is redefining how we see influence: success is measured in real-time reactions, donations, subscriptions, and long-form engagement.

Why Twitch Matters to Marketers

Marketers have been exploring Facebook Live and YouTube Live, but Twitch offers a completely different ecosystem—one based on loyalty, donations, and participation. Its monetization system is structured to reward creators for time watched, not just ads seen. This challenges traditional impressions-based models and encourages brands to build content strategies that keep users engaged over longer periods.

Strategic Insight

What’s your story? It’s not just about being live—it’s about being present, authentic, and connected.
What do you solve? You solve the disconnect between content and community by building interactions around your message.
How do you do it? Through platforms like Twitch or interactive streams on Facebook and YouTube, you offer consistent, valuable broadcasts that engage your target audience.
Why do they care? Because live content creates trust, builds relationships, and provides audiences with access—not just information.

Fictional Ideas

A local outdoor gear retailer launches a weekly live Q&A stream on Twitch, answering hiking and camping questions. They partner with a regional trail guide to co-host. Viewers tune in each week to submit questions, and the retailer showcases gear live—occasionally dropping discount codes in the chat. Viewers start subscribing and sharing the stream, boosting in-store and online sales.

References

Streamlabs. (2017). ‘Live Streaming Industry Report Q2 2017’. https://streamlabs.com
TwitchTracker. (2017). ‘Twitch Metrics Overview’. https://twitchtracker.com
TechCrunch. (2017). ‘Twitch adds new monetization options for creators’. https://techcrunch.com
The Verge. (2017). ‘Twitch’s community category growth shows it’s not just for gamers’. https://www.theverge.com
Marketing Land. (2017). ‘Twitch is a powerful but underused tool for digital marketing’. https://marketingland.com

Platform Control & Visual Search: A Strategic Shift in Digital Marketing

June 26, 2017 by basilpuglisi@aol.com Leave a Comment

As digital platforms mature, two clear priorities are emerging: greater control for brands and a richer, more visual search experience for users. So far this year, updates from Instagram, Pinterest, Facebook, and Google reflect these shifts. From post archiving to visual search and better benchmarking tools, businesses are gaining new opportunities to fine-tune messaging and measure performance while preparing for a more image-driven future.

Instagram Archive: Storytelling with Flexibility

Instagram’s new Archive feature allows users to hide posts from their main grid without deleting them. This opens the door for more curated timelines, seasonal branding, and thoughtful content management. Brands can test new visual approaches or temporarily rotate promotions without losing engagement data or visuals. It reinforces the idea that long-term strategy can now include visual experimentation—without sacrificing consistency.

Pinterest Lens: Visual Discovery at Scale

Pinterest expands access to its Lens visual search tool, allowing users to snap a photo and receive product recommendations, DIY ideas, or similar imagery. This transforms the Pinterest app into a camera-powered discovery engine. For marketers, this means creating pin-friendly content that ranks in visual queries, especially for industries like fashion, home decor, food, and retail. Visual SEO becomes just as important as traditional text-based optimization.

Benchmarking with Facebook: Pages to Watch Upgraded

Facebook quietly improves its ‘Pages to Watch’ feature, helping brand managers compare engagement metrics with similar pages. This update enables better content auditing and competitive analysis, letting users study likes, post frequency, and engagement rates in one view. The insight gained here can sharpen posting strategies and even shape ad targeting models.

Google Search Console Beta: SEO Transparency Grows

Google expands access to the beta version of its revamped Search Console. Marketers can now view more historical data and performance trends, making it easier to understand which content is ranking and why. This transparency supports smarter content planning, more accurate keyword analysis, and a clearer ROI for organic search initiatives.

Strategic Insight

What’s your story? This month, it’s about showing your brand’s adaptability through visual content and thoughtful benchmarking.
What do you solve? You solve the problem of information overload by offering focused, engaging visuals and using competitive insights to refine your messaging.
How do you do it? Through tools like Pinterest Lens, Instagram Archive, and Facebook’s Pages to Watch—you adjust, assess, and amplify.
Why do they care? Because in a sea of content, relevance, timing, and visual appeal help your message stand out and drive action.

Fictional Ideas

A boutique fitness brand uses Pinterest Lens to promote a new line of branded gear. Shoppers scan their home gym setups, and the brand’s products surface as recommendations. Meanwhile, the brand hides lower-performing Instagram posts using Archive and tests a new theme. Using Facebook’s Pages to Watch, they benchmark their engagement and discover that competitors post more early morning content—so they begin experimenting with motivational posts before 9 a.m.

References

Instagram Press. (2017). ‘Introducing Archive on Instagram.’ https://about.instagram.com
Pinterest Blog. (2017). ‘Pinterest Lens Now Available to All Users.’ https://newsroom.pinterest.com
Facebook Business. (2017). ‘Pages to Watch: Competitive Insights for Page Admins.’ https://www.facebook.com/business
Google Webmaster Blog. (2017). ‘Search Console Beta Expands Access and Features.’ https://webmasters.googleblog.com
TechCrunch. (2017). ‘Facebook Upgrades Pages to Watch Feature for Businesses.’ https://techcrunch.com

Transparency Takes the Spotlight: Influencer Marketing Faces FTC Scrutiny

April 24, 2017 by basilpuglisi@aol.com Leave a Comment

This month marks a critical turning point for influencer marketing as the Federal Trade Commission (FTC) takes a clear stance on transparency in brand partnerships. With social media influencing purchase behavior at unprecedented rates, the FTC’s letters to over 90 Instagram influencers and brands are a loud signal: proper disclosure isn’t optional—it’s a legal obligation.

What the FTC Is Enforcing

The FTC reminds influencers and companies that endorsements must clearly disclose relationships where compensation, product, or services are exchanged. Simply tagging a brand or using subtle hints like ‘#sp’ or ‘#partner’ are no longer acceptable. Instead, disclosures must be ‘clear and conspicuous’—meaning upfront, easy to understand, and not buried in hashtags or captions.

This crackdown stems from growing concern that followers often don’t realize they’re seeing sponsored content. As influencer marketing grows into a multi-billion dollar industry, this lack of transparency becomes a consumer protection issue.

How This Changes the Influencer Playbook

Brands and creators now face more than just creative pressure—they must prioritize ethical and legal standards in their campaigns. Marketers must provide clear guidelines for influencers and enforce them. Influencers, in turn, need to use labels like ‘#ad’ or ‘#sponsored’ prominently—ideally within the first three lines of a post or video description.

The new normal requires contracts, documentation, and audit-ready campaigns that emphasize authenticity without misleading consumers. Platforms like Instagram may also need to expand tools to help influencers label posts properly and avoid legal liability.

Strategic Insight: Build Trust by Leading with Transparency

What’s your story? You’re not just selling a product—you’re building a brand rooted in integrity and consumer respect.
What do you solve? You eliminate doubt by making it clear when content is sponsored and when it’s organic.
How do you do it? Through FTC-compliant influencer guidelines, consistent post labeling, and partnerships with creators who align with your values.
Why do they care? Because today’s audiences are smart—and when they know they can trust you, they’re far more likely to convert and stay loyal.

Fictional Ideas

A regional skincare brand launches a spring campaign using micro-influencers. Each post includes the hashtag ‘#sponsored’ in the first sentence and features an Instagram Story Q&A where the influencer explains their partnership and product experience. The brand also creates a landing page that outlines how it works with influencers—reinforcing its commitment to transparency and authenticity.

References

Federal Trade Commission. (2017). FTC Staff Reminds Influencers and Brands to Clearly Disclose Relationship. https://www.ftc.gov/news-events/press-releases
TechCrunch. (2017). FTC cracks down on Instagram influencer disclosures. https://techcrunch.com
Adweek. (2017). Why Brands Need to Rethink Influencer Disclosures Now. https://adweek.com
Marketing Land. (2017). Instagram and the FTC’s new endorsement guidelines. https://marketingland.com
The Verge. (2017). FTC targets over 90 influencers in latest crackdown. https://theverge.com
eMarketer. (2017). What Consumers Think About Sponsored Posts. https://emarketer.com
Social Media Examiner. (2017). How to Disclose Paid Partnerships. https://www.socialmediaexaminer.com
Influencer Marketing Hub. (2017). How the FTC Affects Influencer Campaigns. https://influencermarketinghub.com

Understanding China’s Social Media Ecosystem – Why It Matters for U.S. Business Strategy

January 30, 2017 by basilpuglisi@aol.com Leave a Comment

For marketers and businesses aiming to grow globally, understanding China’s digital ecosystem is no longer optional—it’s essential. With over a billion internet users, China’s internet landscape is dominated not by Facebook or Twitter, but by powerful homegrown platforms that blend commerce, content, and conversation in unique ways. These platforms are not only redefining social interaction in China, but they’re also influencing digital strategy worldwide, especially for brands with an international footprint or interest in reaching Chinese consumers.

Top Social Media Platforms in China

• WeChat (Weixin): China’s ‘super app’ with over 900 million daily users in 2017. Combines messaging, payments, e-commerce, content, and customer service into one platform.
• Weibo: A microblogging site often compared to Twitter but far more integrated with media, commerce, and influencer campaigns.
• Douyin: Short-form video platform with explosive growth; became a cultural staple and powerful advertising tool.
• QQ: Legacy platform known for messaging, music, and media sharing, still widely used among youth and lower-tier cities.
• Zhihu: China’s equivalent of Quora, known for long-form, expert content and growing use in B2B thought leadership.
• Baidu Tieba: A community-driven forum connected to Baidu’s search ecosystem.
• Little Red Book (Xiaohongshu):** Popular among young women for lifestyle content and social commerce.
• Youku/Tudou:** Video-sharing platforms similar to YouTube, though with more curated and local content.
• Bilibili: Popular among Gen Z for animation, games, and youth culture, offering strong community interaction.
• Meituan & Dianping:** While primarily delivery/review apps, their embedded social features influence local commerce and trends.

Why U.S. Businesses Should Care

1. Sheer Market Size: With more than a billion internet users, China remains one of the largest digital economies in the world.
2. Tech Innovation: China’s social platforms integrate features like in-app shopping, live commerce, and micro-payments faster than Western apps.
3. Influence on Global Trends: TikTok, WeChat Pay, and social commerce trends often start in China before global rollout.
4. Tourism & Luxury Markets: Chinese tourists and shoppers significantly influence retail in the U.S. and globally—understanding their digital behaviors is vital.
5. Global Commerce Gateways: Even U.S.-based brands selling on Alibaba or JD.com need integrated social strategies to generate traffic from WeChat, Weibo, or Xiaohongshu.

Strategies for Tracking and Engaging Social Media in China

• Leverage WeChat Official Accounts: Create service and subscription accounts for bilingual content, e-commerce, and chatbots.
• Use Local KOLs (Key Opinion Leaders): Influencers play a major role in brand trust and awareness.
• Localize Content & Tone: Literal translations won’t work—brands must align with cultural expectations and digital behavior norms.
• Monitor with Chinese Tools: Use platforms like WalktheChat, KAWO, or Keyhole to track social listening and campaign success.
• Adapt to Super-App Models: Explore ecosystem strategies where messaging, payments, and product discovery happen in one app, rather than in siloed platforms like in the West.

Strategic Insight: Think Global, Act Glocal

• What’s your story? A brand that respects and understands the culture it enters builds deeper trust.
• What do you solve? You offer access, convenience, and digital relevance in an integrated world.
• How do you do it? Through localized content, native platform strategy, and strong partnerships with local influencers.
• Why do they care? Because relevance isn’t universal—it’s contextual. Meeting your audience in their environment shows you care.

Fictional Ideas

A U.S.-based health and wellness brand launches a WeChat Mini Program that lets Chinese consumers scan products in-store to see ingredient transparency, user reviews, and a link to purchase. They partner with two Xiaohongshu influencers to promote skincare routines featuring their products. Monthly engagements soar, and the brand starts appearing in local trend lists without buying any ads on Baidu.

References

Statista. (2017). ‘Leading social media platforms in China.’ https://www.statista.com/
WalkTheChat. (2017). ‘Understanding WeChat for Business.’ https://walkthechat.com
Technode. (2017). ‘Top Chinese Social Media Platforms You Need to Know.’ https://technode.com
eMarketer. (2017). ‘WeChat and Weibo User Behavior Report.’ https://emarketer.com
SCMP. (2017). ‘Xiaohongshu and the rise of social commerce in China.’ https://scmp.com
Reuters. (2017). ‘Douyin surges among Chinese youth.’ https://reuters.com
AdAge China. (2017). ‘How brands use KOLs in China.’ https://adage.com/china
Quartz. (2017). ‘Weibo’s revival as a marketing tool.’ https://qz.com
China Internet Watch. (2017). ‘Baidu’s ecosystem of content and commerce.’ https://chinainternetwatch.com
Wired. (2017). ‘How China’s super apps are influencing U.S. tech.’ https://wired.com

Pin It to Win It: How Pinterest Powers Holiday Marketing

December 28, 2016 by basilpuglisi@aol.com Leave a Comment

As the holidays approach, shoppers aren’t just browsing—they’re planning, saving, and pinning. Pinterest, once seen primarily as a mood board platform, is now one of the most influential tools in holiday marketing strategy. Its visual discovery engine empowers users to organize gift ideas, recipes, and decor, creating a seasonal ecosystem of intent. For marketers, this is more than inspiration—it’s insight into what people want and when they want it.

Visual Intent Turns Into Conversions

Unlike fast-scrolling feeds, Pinterest users spend more time curating than reacting. That behavior, especially in Q4, gives brands a unique opportunity: reach buyers while they’re actively organizing their wish lists. Holiday search activity spikes on Pinterest as early as September, and by December it’s driving last-minute gift guides, DIY inspiration, and direct sales via promoted pins.

Holiday Campaigns That Stick

In 2016, Pinterest enhances its marketing toolkit with more robust ad targeting and buyable pins. Brands use keywords like ‘stocking stuffers’ or ‘holiday recipes’ to place their products in high-intent search results. With built-in analytics, businesses can now see how their pins perform throughout the holiday journey—from inspiration to checkout. Whether it’s an infographic on wrapping tips or a how-to video on festive recipes, content that adds value gets shared, saved, and clicked.

Strategic Insight: Market Where They’re Planning, Not Just Browsing

• What’s your story? You help people prepare for the holidays by making gifting and decorating easier.
• What do you solve? You eliminate stress by offering clear, visual ideas that lead to trusted solutions.
• How do you do it? Through seasonal boards, step-by-step guides, and links that take people from inspiration to action.
• Why do they care? Because during the holidays, people are busy—and want ideas they can trust quickly.

Fictional Ideas

A local artisan soap company builds a ‘Holiday Gift Guide’ board featuring their top-selling scents, bundled sets, and packaging ideas. Each pin links to their shop, includes gifting tips, and appears in search results for holiday keywords. A series of short video pins showing how the soaps are made add authenticity. Within days, their board is being repinned by gift bloggers and local fans, and orders start to climb—because Pinterest didn’t just show their product, it showed their purpose.

References

Pinterest Business Blog. (2016). ‘Holiday Shopping Starts Early on Pinterest.’ https://business.pinterest.com/
Marketing Land. (2016). ‘Pinterest Rolls Out Search Ads and New Conversion Metrics.’ https://marketingland.com/
Adweek. (2016). ‘Pinterest Promoted Pins Offer New Holiday Advertising Opportunities.’ https://www.adweek.com/
eMarketer. (2016). ‘Pinterest for Retailers: Driving Holiday Traffic.’ https://www.emarketer.com/
Social Media Examiner. (2016). ‘Using Pinterest for Business During the Holidays.’ https://www.socialmediaexaminer.com/