Social media networks are prioritizing video content in feeds, such as video autoplay on Facebook, Instagram’s introduction of micro-videos, and Pinterest’s Cinematic Pins. The main goal of video is to make a connection, get shared, and start a dialogue.
The top three ways to use video are to educate, inspire, and reveal. People enjoy being entertained while learning. Videos help create an emotional connection by showing the human side of your brand. Also, you can use video to let fans in on a secret – a part of the production process, a look at an event. To strategize, ask why your target audience would watch and share this.
Pinterest has announced that it has improved its search function. Previously, results were buried behind filters for Pins, Pinners, and Boards, but now you see the closed matching options quickly. Notable people and brands are marked, so you can find them more easily.
A new filter button lets you switch between boards, Pinners, Pins, or your Pins. An initial tap into search lets you see trending searches in the U.S. Also, Pinterest now offers adjustments for spelling, so if you misspell a word, it will search for what Pinterest thinks you’re looking for. Tests have shown that two times as many searchers are finding what they need.
Do not stuff your account with keywords. Doing this may put yourself at risk for low Quality Scores if you have too many extraneous keywords. Don’t use Dynamic Keyword Insertion for your ad groups. It’s a lazy approach and can introduce problems – sloppy looking ads or disapproval. Don’t use the same strategy for domestic and international campaigns, or you might get unqualified or no traffic at all.
Don’t focus all efforts on Google Search. Bing, Google Shopping, remarketing, Google Display Network, paid social media, and regional search engines are top alternatives. Don’t base your account management decisions solely on Quality Score data. It’s important, but there is more concrete data, such as conversion rates.