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Talk Social: 17 February, 2015

Pinterest purge on links


Like so many social networks before it, Pinterest has woken up to its power to monetize its captive audience.

So last week, the company started stripping out redirects, affiliate links and tracking mechanisms posted by its users – essentially, anything that lets people make money outside of the platform.

The only surprise is that it’s taken so long. Pinterest is already a massive entity – 23 per cent of all e-commerce that begins on social sites is from Pinterest, that’s second only to Facebook’s 28 per cent.

Pinterest says the move is all about improving the quality of the experience for users. However, at the same time it also announced that users can now pin apps to their pinterest boards, a move which will push ad revenue to the site. There are also rumours of a ‘buy’ button appearing soon on the site.

More here.

Facebook to start scoring ads for relevancy


Facebook wants to help advertisers make their messages as relevant as possible with a new service that judges if an ad has hit its target market.

FB will score adverts from 1 to 10 for relevancy, allowing advertisers to tweak less relevant ads quicker than before. The relevancy score will be tallied by measuring how the audience has responded to it – this includes video views, shares and clicks in the positive scale and hiding the ad or reporting it as spam on the negative side.

After an advert has been served 500 times, FB will score its relevance and report back to the advertiser.

More here.

Pop! And the message is gone


Are the current crop of ‘disappearing’ mobile instant messaging services just not immediate enough for you?

If users have a sizeable friend list, it can make it hard for brands to grab any attention and get a message across instantly.

Enter ScreenPop – a new app that sends pictures to a recipient’s lockscreen, meaning they view your message without having to unlock their phone. The moment the phone is unlocked, the image disappears.

This is the latest development in the race to communicate with mobile users in ever quicker and ephemeral ways. For brands seeking mass awareness, it is something else to consider in a marketing plan.

More here.

Snapchat looks local for new feature

Screen Shot 2014-04-07 at 12.23.48

Snapchat is growing its sense of community among users by piloting a new ‘stories’ feature that rounds up snaps from users in a local area.

Being tested initially to users in Los Angeles, if successful, Snapchat could roll this out to other major urban areas worldwide.

And once users are used to receiving stories local to where they are, the potential exists for commercialisation of the feature, adding locally targeted ad messages in among the user snaps and pulling local businesses snaps into the story too – probably for a fee. Watch this space.

More here.

Power vlogger in Vogue move


The power of the YouTube vlogger was reinforced again this week with news that Conde Nast has signed up Claudia Sulewski to front its Teen Vogue channel.

Where once the magazine’s own editorial staff would have been the only choice for such a role, times have changed to such an extent that now Claudia and her 1million subscribers on YouTube make her a shoo-in instead. Claudia’s weekly beauty videos rack up nearly 2.4million views, whereas the Teen Vogue channel currently only has 213,000 subscribers and weekly views of 887,000.

Conde Nast plans to recruit more star vloggers with large followings to front their video content for other magazines such as GQ, Vanity Fair, Wired and Bon Appetit.

For brands without such deep pockets, hooking up with a more minor YouTube player or other digital influencer could be something to consider if growing the YouTube audience is key to their plans.

More here.


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