![\"Key](\"https://www.pymnts.com/wp-content/uploads/2024/07/Key-influences-for-retail-purchases.jpg\")
As Pinterest looks to become a central figure in the social commerce space, the company is integrating more directly shoppable features across the platform to drive sales.
\nIn its second quarter 2024 earnings results reported Tuesday (July 30), the company shared that revenue rose 21% year over year, reaching $854 million.
\n\u201cWe\u2019re driving further actionability across Pinterest by launching features that allow users to move further along in their shopping journeys and take action on what they see,\u201d CEO Bill Ready told analysts on a call. \u201cIn doing so, we more than doubled the number of outbound clicks we sent to advertisers year over year for the third quarter in a row.\u201d
\nThe addition of new filters such as price, retailer and brand on high shopping intent search queries across fashion and home decor verticals has been helping users tailor their searches to their preferences and budgets, driving engagement.
\nThe platform has also made video content more shoppable with features such as Shop the Look and video shopping ads. These developments cater to the strong visual nature of Pinterest, allowing merchants to add videos to their product catalogs and promote them. Shoppable video ads have driven higher click-through rates and lower costs per action for mass retailers compared to static catalog ads, highlighting the effectiveness of video content in driving user engagement and conversions.
\nAdditionally, the platform is stepping up its artificial intelligence to personalize the experience, improving content relevance and resulting in more engaging recommendations for users. The upgrade in Pinterest\u2019s search ranking algorithm, incorporating new signals, has led to an increase in the global search fulfillment rate, indicating that users are finding more of what they seek when they search on the platform.
\nConsumers want improved personalized shopping experiences. PYMNTS Intelligence\u2019s report \u201cPersonalized Offers Are Powerful \u2014 but Too Often Off-Base\u201c revealed that 83% of all consumers are interested in receiving targeted discounts and promotion offers, although only 44% reported that the offers they are receiving are relevant to them.
\n\u201cWe\u2019re continuing to invest in bolstering content discovery through generative AI-based guided search, which we first rolled out several months ago for the Home Decor vertical,\u201d Ready said. \u201cGuided search provides a structured way to break down these broad queries in the narrower avenues of exploration.\u201d
\nThis approach is particularly beneficial for episodic users who may be less familiar with the platform and appreciate the structured experience to discover fulfilling results. This investment in AI and search capabilities highlights Pinterest\u2019s effort to make the discovery process more intuitive and effective, bridging the gap between inspiration and action.
\nAdditionally, the platform is increasing in popularity among Generation Z. This demographic\u2019s affinity for the platform spotlights Pinterest\u2019s ability to meet these young consumers\u2019 demand for creativity- and self-expression-driven platforms.
\nGen Z consumers disproportionately shop via social media, per PYMNTS Intelligence\u2019s study \u201cTracking the Digital Payments Takeover: Monetizing Social Media.\u201d The findings showed that 43% of consumers use social media to discover goods and services and 14% do so to make purchases. For Gen Z, those numbers rise to 68% and 22%, respectively.
\nFor all PYMNTS retail coverage, subscribe to the daily Retail Newsletter.
\nThe post Pinterest Adds More Shoppable Video Content; Q2 Revenue Up 21% appeared first on PYMNTS.com.
\n", "content_text": "As Pinterest looks to become a central figure in the social commerce space, the company is integrating more directly shoppable features across the platform to drive sales.\nIn its second quarter 2024 earnings results reported Tuesday (July 30), the company shared that revenue rose 21% year over year, reaching $854 million.\n\u201cWe\u2019re driving further actionability across Pinterest by launching features that allow users to move further along in their shopping journeys and take action on what they see,\u201d CEO Bill Ready told analysts on a call. \u201cIn doing so, we more than doubled the number of outbound clicks we sent to advertisers year over year for the third quarter in a row.\u201d\nThe addition of new filters such as price, retailer and brand on high shopping intent search queries across fashion and home decor verticals has been helping users tailor their searches to their preferences and budgets, driving engagement.\nThe platform has also made video content more shoppable with features such as Shop the Look and video shopping ads. These developments cater to the strong visual nature of Pinterest, allowing merchants to add videos to their product catalogs and promote them. Shoppable video ads have driven higher click-through rates and lower costs per action for mass retailers compared to static catalog ads, highlighting the effectiveness of video content in driving user engagement and conversions.\nAdditionally, the platform is stepping up its artificial intelligence to personalize the experience, improving content relevance and resulting in more engaging recommendations for users. The upgrade in Pinterest\u2019s search ranking algorithm, incorporating new signals, has led to an increase in the global search fulfillment rate, indicating that users are finding more of what they seek when they search on the platform.\nConsumers want improved personalized shopping experiences. PYMNTS Intelligence\u2019s report \u201cPersonalized Offers Are Powerful \u2014 but Too Often Off-Base\u201c revealed that 83% of all consumers are interested in receiving targeted discounts and promotion offers, although only 44% reported that the offers they are receiving are relevant to them.\n\u201cWe\u2019re continuing to invest in bolstering content discovery through generative AI-based guided search, which we first rolled out several months ago for the Home Decor vertical,\u201d Ready said. \u201cGuided search provides a structured way to break down these broad queries in the narrower avenues of exploration.\u201d\nThis approach is particularly beneficial for episodic users who may be less familiar with the platform and appreciate the structured experience to discover fulfilling results. This investment in AI and search capabilities highlights Pinterest\u2019s effort to make the discovery process more intuitive and effective, bridging the gap between inspiration and action.\nAdditionally, the platform is increasing in popularity among Generation Z. This demographic\u2019s affinity for the platform spotlights Pinterest\u2019s ability to meet these young consumers\u2019 demand for creativity- and self-expression-driven platforms.\nGen Z consumers disproportionately shop via social media, per PYMNTS Intelligence\u2019s study \u201cTracking the Digital Payments Takeover: Monetizing Social Media.\u201d The findings showed that 43% of consumers use social media to discover goods and services and 14% do so to make purchases. For Gen Z, those numbers rise to 68% and 22%, respectively.\nFor all PYMNTS retail coverage, subscribe to the daily Retail Newsletter.\nThe post Pinterest Adds More Shoppable Video Content; Q2 Revenue Up 21% appeared first on PYMNTS.com.", "date_published": "2024-07-31T11:31:26-04:00", "date_modified": "2024-07-31T22:14:31-04:00", "authors": [ { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" } ], "author": { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" }, "image": "https://www.pymnts.com/wp-content/uploads/2024/02/Pinterest-social-commerce-earnings.jpg", "tags": [ "artificial intelligence", "Earnings", "GenAI", "Generation Z", "Innovation", "News", "Pinterest", "PYMNTS News", "Retail", "social commerce", "Social Media", "Technology", "Social Commerce" ] }, { "id": "https://www.pymnts.com/?p=2017103", "url": "https://www.pymnts.com/news/social-commerce/2024/whatsapp-reaches-100-million-users-in-us/", "title": "WhatsApp Reaches 100 Million Users in US", "content_html": "WhatsApp said that as of July, it has 100 million users in the United States.
\n\u201cThis milestone has been a long time coming and it proves that WhatsApp is the solution to the cross-platform divide in America,\u201d the company said in a Thursday (July 25) blog post. \u201cNo matter if you have an iPhone or Android, people want private and secure messaging that works well for everyone and that\u2019s what we do best.\u201d
\nWorldwide, WhatsApp has more than 2 billion users in more than 180 countries, according to the company\u2019s website.
\nThe Meta-owned messaging and calling app enables users to send and receive text, photos, videos, documents, location and voice calls, per the site.
\nThis milestone comes at a time when WhatsApp and parent company Meta have been rolling out new features and other offerings on the platform.
\nIn June, PYMNTS reported that Meta was planning to introduce free artificial intelligence (AI) chatbots on WhatsApp as part of its strategy to monetize messaging apps.
\nMeta has been actively working to monetize WhatsApp, which is the company\u2019s largest app in terms of daily users but contributes only a small portion of Meta\u2019s total revenue.
\nTo address this, the company has introduced commerce and payment features on the app, including business messaging tools for customer service and marketing.
\nOn June 6, WhatsApp introduced AI tools designed to help businesses use the app to sell products and services, with the AI answering questions commonly asked by shoppers, creating ads to run on the Meta-owned platforms Instagram or Facebook, and following up with customers to remind them that they left an item in their cart or offer them a discount on a purchase they have been considering.
\nIn December 2023, Meta teamed up with India\u2019s Open Network for Digital Commerce (ONDC), an open network that makes digital commerce \u201cplatform neutral,\u201d to help smaller merchants do business on WhatsApp.
\nMeta said at the time that the partnership is designed to \u201cenable and educate small businesses in building seamless conversational buyer and seller experiences on WhatsApp through an ecosystem of our business and technical solution providers.\u201d
\nThe post WhatsApp Reaches 100 Million Users in US appeared first on PYMNTS.com.
\n", "content_text": "WhatsApp said that as of July, it has 100 million users in the United States.\n\u201cThis milestone has been a long time coming and it proves that WhatsApp is the solution to the cross-platform divide in America,\u201d the company said in a Thursday (July 25) blog post. \u201cNo matter if you have an iPhone or Android, people want private and secure messaging that works well for everyone and that\u2019s what we do best.\u201d\nWorldwide, WhatsApp has more than 2 billion users in more than 180 countries, according to the company\u2019s website.\nThe Meta-owned messaging and calling app enables users to send and receive text, photos, videos, documents, location and voice calls, per the site.\nThis milestone comes at a time when WhatsApp and parent company Meta have been rolling out new features and other offerings on the platform.\nIn June, PYMNTS reported that Meta was planning to introduce free artificial intelligence (AI) chatbots on WhatsApp as part of its strategy to monetize messaging apps.\nMeta has been actively working to monetize WhatsApp, which is the company\u2019s largest app in terms of daily users but contributes only a small portion of Meta\u2019s total revenue.\nTo address this, the company has introduced commerce and payment features on the app, including business messaging tools for customer service and marketing.\nOn June 6, WhatsApp introduced AI tools designed to help businesses use the app to sell products and services, with the AI answering questions commonly asked by shoppers, creating ads to run on the Meta-owned platforms Instagram or Facebook, and following up with customers to remind them that they left an item in their cart or offer them a discount on a purchase they have been considering.\nIn December 2023, Meta teamed up with India\u2019s Open Network for Digital Commerce (ONDC), an open network that makes digital commerce \u201cplatform neutral,\u201d to help smaller merchants do business on WhatsApp.\nMeta said at the time that the partnership is designed to \u201cenable and educate small businesses in building seamless conversational buyer and seller experiences on WhatsApp through an ecosystem of our business and technical solution providers.\u201d\nThe post WhatsApp Reaches 100 Million Users in US appeared first on PYMNTS.com.", "date_published": "2024-07-25T20:15:14-04:00", "date_modified": "2024-07-25T20:15:14-04:00", "authors": [ { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" } ], "author": { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" }, "image": "https://www.pymnts.com/wp-content/uploads/2024/07/WhatsApp.jpg", "tags": [ "messaging app", "Meta", "News", "PYMNTS News", "social commerce", "Social Media", "What's Hot", "WhatsApp", "Social Commerce" ] }, { "id": "https://www.pymnts.com/?p=2016328", "url": "https://www.pymnts.com/news/social-commerce/2024/ltk-begins-video-first-transformation-of-platform-for-creators-businesses/", "title": "LTK Begins Video-First Transformation of Platform for Creators, Businesses", "content_html": "LTK, a platform for creators and their businesses, is transforming its app to be video-first.
\nAs part of this transformation, LTK has added a new shoppable video feed called Full-Screen Continuous Video and a new content guide called Daily Drops, the company said in a Wednesday (July 24) press release.
\n\u201cVideo is critical for creators, and by transforming the LTK app into a video-first platform, LTK is helping our creators earn more by directly catering to shoppers\u2019 preferences,\u201d Kit Ulrich, general manager of LTK\u2019s Creator Shopping Platform, said in the release.
\nVideos are the most engaging content on the LTK platform, according to the release. Video posts gain double the sales, drive 64% more click-outs to retailers\u2019 sites and apps to shop, and add 46% to creators\u2019 earnings.
\nThe new Full-Screen Continuous Video feature is a fully immersive and shoppable video feed, the release said. It showcases all a creator\u2019s videos back-to-back for continuous viewing and is designed to engage viewers and deepen the creator\u2019s relationship with the community. This feature is available globally.
\nThe new Daily Drops feature is a dedicated section on the LTK shopping app home screen that makes it easy for shoppers to find and view shoppable video content that has been published by creators they follow within the past 24 hours, per the release. This feature will be rolled out in the coming weeks.
\n\u201cWith the introduction of Full-Screen Continuous Video and Daily Drops, we are making the LTK app a more immersive and entertaining shopping experience to discover, watch and shop creators\u2019 content,\u201d Ulrich said in the release.
\nThese new features join several others added by LTK in recent months.
\nIn June, the company added an automatic direct message (DM) tool called LTK DM that makes it easier for creators to share the shopping details of their Instagram posts with their community.
\nIn April, LTK added longer-format videos, a Products Tab that showcases all the products a creator has posted, in one place, and Link Optimization technology that provides a more efficient app-to-retailer app click-out process.
\nIn March, the company added Shopper Profiles, Comments and Subscribe features designed to foster community engagement.
\nThe post LTK Begins Video-First Transformation of Platform for Creators, Businesses appeared first on PYMNTS.com.
\n", "content_text": "LTK, a platform for creators and their businesses, is transforming its app to be video-first.\nAs part of this transformation, LTK has added a new shoppable video feed called Full-Screen Continuous Video and a new content guide called Daily Drops, the company said in a Wednesday (July 24) press release.\n\u201cVideo is critical for creators, and by transforming the LTK app into a video-first platform, LTK is helping our creators earn more by directly catering to shoppers\u2019 preferences,\u201d Kit Ulrich, general manager of LTK\u2019s Creator Shopping Platform, said in the release.\nVideos are the most engaging content on the LTK platform, according to the release. Video posts gain double the sales, drive 64% more click-outs to retailers\u2019 sites and apps to shop, and add 46% to creators\u2019 earnings.\nThe new Full-Screen Continuous Video feature is a fully immersive and shoppable video feed, the release said. It showcases all a creator\u2019s videos back-to-back for continuous viewing and is designed to engage viewers and deepen the creator\u2019s relationship with the community. This feature is available globally.\nThe new Daily Drops feature is a dedicated section on the LTK shopping app home screen that makes it easy for shoppers to find and view shoppable video content that has been published by creators they follow within the past 24 hours, per the release. This feature will be rolled out in the coming weeks.\n\u201cWith the introduction of Full-Screen Continuous Video and Daily Drops, we are making the LTK app a more immersive and entertaining shopping experience to discover, watch and shop creators\u2019 content,\u201d Ulrich said in the release.\nThese new features join several others added by LTK in recent months.\nIn June, the company added an automatic direct message (DM) tool called LTK DM that makes it easier for creators to share the shopping details of their Instagram posts with their community.\nIn April, LTK added longer-format videos, a Products Tab that showcases all the products a creator has posted, in one place, and Link Optimization technology that provides a more efficient app-to-retailer app click-out process.\nIn March, the company added Shopper Profiles, Comments and Subscribe features designed to foster community engagement.\nThe post LTK Begins Video-First Transformation of Platform for Creators, Businesses appeared first on PYMNTS.com.", "date_published": "2024-07-24T18:28:42-04:00", "date_modified": "2024-07-24T18:28:42-04:00", "authors": [ { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" } ], "author": { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" }, "image": "https://www.pymnts.com/wp-content/uploads/2024/07/LTK-video-creator-economy.jpg", "tags": [ "creator economy", "Daily Drops", "digital transformation", "Full-Screen Continuous Video", "Kit Ulrich", "LTK", "News", "PYMNTS News", "shoppable video", "social commerce", "What's Hot", "Social Commerce" ] }, { "id": "https://www.pymnts.com/?p=2014097", "url": "https://www.pymnts.com/news/social-commerce/2024/linkedin-employs-ai-and-games-to-promote-daily-user-visits/", "title": "LinkedIn Employs AI and Games to Promote Daily User Visits", "content_html": "How often do you visit LinkedIn? The platform wants your answer to be \u201cevery day.\u201d
\nTo that end, the Financial Times (FT) reported Sunday (FT), LinkedIn is offering artificial intelligence (AI)-powered career advice and has rolled out games to get its users visiting more often and drive growth.
\nThe report noted this is part of a broader overhaul for LinkedIn, whose members tend to visit the site less often than visitors to more entertainment-focused social media platforms like Facebook and TikTok.\u00a0
\nWith revenue growth slowing, analysts have called for the Microsoft-owned platform to branch out, keep users on the site and create ways to generate income other than offering subscriptions.
\n\u201cIt\u2019s about building this daily habit,\u201d Editor in Chief Daniel Roth told the FT. \u201cOnce you\u2019re on LinkedIn, it\u2019s time to share your knowledge, get knowledge, get information and get content.\u201d
\nAccording to the FT, LinkedIn said it had seen \u201crecord engagement\u201d of 1.5 million content interactions per minute in June, but declined to share figures for site traffic or active users.
\nData from analytics firm Similarweb shows that visits to the platform, which hit 1.8 billion in June, have climbed in recent years, though growth has slowed since the start of the year. Year-over-year site visit growth was at 5% in June, less than half the rate LinkedIn averaged in 2021 and 2022.
\n\u201cIn order to get continued growth, they may need to make the platform \u2018stickier,\u2019\u201d Kelsey Chickering, a media analyst at Forrester, told the news outlet. \u201cJust being a place for jobs and applications may not be enough to keep gaining consumers\u2019 attention and time.\u201d\u00a0
\nMeanwhile, PYMNTS wrote last week about LinkedIn\u2019s emergence as a place for merchants to reach and influence consumers, with companies like Amazon and Nike garnering millions of followers on the platform.
\n\u201cWhile LinkedIn might not seem like an obvious choice for consumer engagement as it is traditionally known as a professional networking platform, its unique positioning and robust user base offer a compelling avenue for retailers looking to tap into a more sophisticated and influential audience,\u201d that report said.
\nThe platform\u2019s fastest-growing audience demographic is Generation Z, and most consumers from this age group \u2014 68% \u2014 shop via social media, according to the PYMNTS Intelligence study \u201cTracking the Digital Payments Takeover: Monetizing Social Media.\u201d\u00a0
\nIn addition, social commerce can be especially effective for food and beverage companies. The PYMNTS Intelligence report \u201cConnected Dining: Word of Mouth in the Digital Age\u201d found that 37% of diners search for restaurant information by accessing a restaurant\u2019s social media page, a share that climbs to 42% for Gen Z and 46% for millennials.
\n\u00a0
\nThe post LinkedIn Employs AI and Games to Promote Daily User Visits appeared first on PYMNTS.com.
\n", "content_text": "How often do you visit LinkedIn? The platform wants your answer to be \u201cevery day.\u201d\nTo that end, the Financial Times (FT) reported Sunday (FT), LinkedIn is offering artificial intelligence (AI)-powered career advice and has rolled out games to get its users visiting more often and drive growth.\nThe report noted this is part of a broader overhaul for LinkedIn, whose members tend to visit the site less often than visitors to more entertainment-focused social media platforms like Facebook and TikTok.\u00a0\nWith revenue growth slowing, analysts have called for the Microsoft-owned platform to branch out, keep users on the site and create ways to generate income other than offering subscriptions.\n\u201cIt\u2019s about building this daily habit,\u201d Editor in Chief Daniel Roth told the FT. \u201cOnce you\u2019re on LinkedIn, it\u2019s time to share your knowledge, get knowledge, get information and get content.\u201d\nAccording to the FT, LinkedIn said it had seen \u201crecord engagement\u201d of 1.5 million content interactions per minute in June, but declined to share figures for site traffic or active users.\nData from analytics firm Similarweb shows that visits to the platform, which hit 1.8 billion in June, have climbed in recent years, though growth has slowed since the start of the year. Year-over-year site visit growth was at 5% in June, less than half the rate LinkedIn averaged in 2021 and 2022.\n\u201cIn order to get continued growth, they may need to make the platform \u2018stickier,\u2019\u201d Kelsey Chickering, a media analyst at Forrester, told the news outlet. \u201cJust being a place for jobs and applications may not be enough to keep gaining consumers\u2019 attention and time.\u201d\u00a0\nMeanwhile, PYMNTS wrote last week about LinkedIn\u2019s emergence as a place for merchants to reach and influence consumers, with companies like Amazon and Nike garnering millions of followers on the platform.\n\u201cWhile LinkedIn might not seem like an obvious choice for consumer engagement as it is traditionally known as a professional networking platform, its unique positioning and robust user base offer a compelling avenue for retailers looking to tap into a more sophisticated and influential audience,\u201d that report said.\nThe platform\u2019s fastest-growing audience demographic is Generation Z, and most consumers from this age group \u2014 68% \u2014 shop via social media, according to the PYMNTS Intelligence study \u201cTracking the Digital Payments Takeover: Monetizing Social Media.\u201d\u00a0\nIn addition, social commerce can be especially effective for food and beverage companies. The PYMNTS Intelligence report \u201cConnected Dining: Word of Mouth in the Digital Age\u201d found that 37% of diners search for restaurant information by accessing a restaurant\u2019s social media page, a share that climbs to 42% for Gen Z and 46% for millennials.\n\u00a0\nThe post LinkedIn Employs AI and Games to Promote Daily User Visits appeared first on PYMNTS.com.", "date_published": "2024-07-21T16:49:58-04:00", "date_modified": "2024-07-21T16:51:18-04:00", "authors": [ { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" } ], "author": { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" }, "image": "https://www.pymnts.com/wp-content/uploads/2024/07/LinkedIn-1.jpg", "tags": [ "AI", "artificial intelligence", "Daniel Roth", "forrester", "Kelsey Chickering", "LinkedIn", "News", "PYMNTS News", "SimilarWeb", "social commerce", "Social Media", "social networks", "stickiness", "What's Hot", "Social Commerce" ] }, { "id": "https://www.pymnts.com/?p=2012013", "url": "https://www.pymnts.com/news/social-commerce/2024/eventbrite-enables-in-app-ticket-purchases-on-tiktok/", "title": "Eventbrite Enables In-App Ticket Purchases on TikTok", "content_html": "Global events marketplace Eventbrite has partnered with TikTok to help event creators promote their events and sell tickets.
\nThis collaboration includes an integration in which Eventbrite creators and TikTok users can add Eventbrite links directly to their TikTok videos, the companies said in a Tuesday (July 16) press release.
\nThese links will help users discover event details and purchase tickets without leaving the app, according to the release.
\n\u201cWe\u2019re giving creators a simple way to jump into trending conversations and bring online communities together in real life through events they\u2019re passionate about,\u201d Ted Dworkin, chief product officer at Eventbrite, said in the release. \u201cWith this partnership, millions of people can now easily discover and attend the best events in their cities, right from where the conversation is happening \u2014 on TikTok.\u201d
\nThe partnership enables faster ticket sales by enabling them from Eventbrite through an in-app browser on TikTok, requiring just a few clicks, according to the release.
\nIt also allows event creators to promote multiple events simultaneously, the release said. When they add multiple event links to videos, TikTok users will be shown the most relevant once, based on their location.
\nIn addition, any TikTok user \u2014 including those who aren\u2019t the event creator \u2014 can add links to their videos to promote the event, per the release.
\nThis new feature is available in all countries in which the services of both TikTok and Eventbrite are available, according to the release.
\n\u201cTikTok is a global community of over a billion people, who share their real-world joy, passions and experiences with other like-minded users,\u201d Isaac Bess, global head of distribution partnerships at TikTok, said in the release. \u201cEventbrite has the same ultimate goal: to connect communities, whether it be at festivals, concerts or neighborhood gatherings.\u201d
\nIn an earlier addition to its platform, Eventbrite said in January that it added Instant Payouts and Tap to Pay, aiming to provide event organizers with enhanced financial flexibility and operational efficiency.
\nInstant Payouts allows organizers to withdraw funds from ticket sales before the event, with deposits arriving in minutes, for a small fee, while Tap to Pay allows organizers to accept cashless payments, both at the door and beyond, without any additional costs.
\nThe post Eventbrite Enables In-App Ticket Purchases on TikTok appeared first on PYMNTS.com.
\n", "content_text": "Global events marketplace Eventbrite has partnered with TikTok to help event creators promote their events and sell tickets.\nThis collaboration includes an integration in which Eventbrite creators and TikTok users can add Eventbrite links directly to their TikTok videos, the companies said in a Tuesday (July 16) press release.\nThese links will help users discover event details and purchase tickets without leaving the app, according to the release.\n\u201cWe\u2019re giving creators a simple way to jump into trending conversations and bring online communities together in real life through events they\u2019re passionate about,\u201d Ted Dworkin, chief product officer at Eventbrite, said in the release. \u201cWith this partnership, millions of people can now easily discover and attend the best events in their cities, right from where the conversation is happening \u2014 on TikTok.\u201d\nThe partnership enables faster ticket sales by enabling them from Eventbrite through an in-app browser on TikTok, requiring just a few clicks, according to the release.\nIt also allows event creators to promote multiple events simultaneously, the release said. When they add multiple event links to videos, TikTok users will be shown the most relevant once, based on their location.\nIn addition, any TikTok user \u2014 including those who aren\u2019t the event creator \u2014 can add links to their videos to promote the event, per the release.\nThis new feature is available in all countries in which the services of both TikTok and Eventbrite are available, according to the release.\n\u201cTikTok is a global community of over a billion people, who share their real-world joy, passions and experiences with other like-minded users,\u201d Isaac Bess, global head of distribution partnerships at TikTok, said in the release. \u201cEventbrite has the same ultimate goal: to connect communities, whether it be at festivals, concerts or neighborhood gatherings.\u201d\nIn an earlier addition to its platform, Eventbrite said in January that it added Instant Payouts and Tap to Pay, aiming to provide event organizers with enhanced financial flexibility and operational efficiency.\nInstant Payouts allows organizers to withdraw funds from ticket sales before the event, with deposits arriving in minutes, for a small fee, while Tap to Pay allows organizers to accept cashless payments, both at the door and beyond, without any additional costs.\nThe post Eventbrite Enables In-App Ticket Purchases on TikTok appeared first on PYMNTS.com.", "date_published": "2024-07-16T21:27:22-04:00", "date_modified": "2024-07-16T21:27:22-04:00", "authors": [ { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" } ], "author": { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" }, "image": "https://www.pymnts.com/wp-content/uploads/2024/07/Eventbrite-TikTok.jpg", "tags": [ "creator economy", "ecommerce", "EventBrite", "Isaac Bess", "News", "PYMNTS News", "social commerce", "Ted Dworkin", "TikTok", "What's Hot", "Social Commerce" ] }, { "id": "https://www.pymnts.com/?p=2011148", "url": "https://www.pymnts.com/news/social-commerce/2024/generation-z-consumers-117percent-likelier-shop-from-influencers/", "title": "Gen Z Consumers 117% Likelier to Shop From Influencers", "content_html": "As social commerce comes to occupy a growing role in retail overall, Generation Z consumers are the most likely to seek shopping inspiration from influencers.
\nThe PYMNTS Intelligence special report \u201cGeneration Zillennial: How They Shop\u201d is based on responses from more than 3,600 U.S. consumers, seeking to understand how shopping habits differ across generations.
\n
The results revealed that only 13% of consumers in the country said they had made a purchase in the last month at least partially because of a social media influencer or celebrity. That share more than doubled for Gen Z, as 28% of these young shoppers had done so in the previous 30 days.
\nIn contrast, only 22% of zillennials (younger millennial and older Gen Z consumers born between 1991 and 1999) and millennials had done the same, as had 20% of bridge millennials (the bridge generation between millennials and Generation X). The share plummeted sharply to 6% of Gen X consumers and just 2% of baby boomers and seniors.
\nThose older consumers were more likely to be swayed by articles and recommendations from friends and family.
\nWith the evolution of social commerce, influencers have the ability beyond product promotion to engage in storytelling, adding an authentic layer that resonates with their audience, as Kit Ulrich, general manager of creator shopping at LTK, told PYMNTS in the fall. Ulrich said the shift has the potential to democratize the promotion of diverse brands.
\n\u201cCreators are becoming this new distribution channel that can do that very authentically,\u201d Ulrich said.
\nWith the future of TikTok continuing to hang in the balance, the influencer commerce space could be in for a shakeup, as Nadya Okamoto (4.1 million followers on TikTok), CEO and co-founder of August (363,000 followers), explained to PYMNTS in an interview.
\n\u201cIn case of a potential ban, I definitely will keep focusing on building platforms on other channels,\u201d Okamoto said, adding that where once she spent 90% of her time on TikTok, recently she\u2019s reduced that to half, dedicating the other half to content \u201cacross Instagram, YouTube, Snapchat, Threads.\u201d
\nFor all PYMNTS retail coverage, subscribe to the daily Retail Newsletter.
\nThe post Gen Z Consumers 117% Likelier to Shop From Influencers appeared first on PYMNTS.com.
\n", "content_text": "As social commerce comes to occupy a growing role in retail overall, Generation Z consumers are the most likely to seek shopping inspiration from influencers.\nBy the Numbers\nThe PYMNTS Intelligence special report \u201cGeneration Zillennial: How They Shop\u201d is based on responses from more than 3,600 U.S. consumers, seeking to understand how shopping habits differ across generations.\n\nThe results revealed that only 13% of consumers in the country said they had made a purchase in the last month at least partially because of a social media influencer or celebrity. That share more than doubled for Gen Z, as 28% of these young shoppers had done so in the previous 30 days.\nIn contrast, only 22% of zillennials (younger millennial and older Gen Z consumers born between 1991 and 1999) and millennials had done the same, as had 20% of bridge millennials (the bridge generation between millennials and Generation X). The share plummeted sharply to 6% of Gen X consumers and just 2% of baby boomers and seniors.\nThose older consumers were more likely to be swayed by articles and recommendations from friends and family.\nThe Data in Context\nWith the evolution of social commerce, influencers have the ability beyond product promotion to engage in storytelling, adding an authentic layer that resonates with their audience, as Kit Ulrich, general manager of creator shopping at LTK, told PYMNTS in the fall. Ulrich said the shift has the potential to democratize the promotion of diverse brands.\n\u201cCreators are becoming this new distribution channel that can do that very authentically,\u201d Ulrich said.\nWith the future of TikTok continuing to hang in the balance, the influencer commerce space could be in for a shakeup, as Nadya Okamoto (4.1 million followers on TikTok), CEO and co-founder of August (363,000 followers), explained to PYMNTS in an interview.\n\u201cIn case of a potential ban, I definitely will keep focusing on building platforms on other channels,\u201d Okamoto said, adding that where once she spent 90% of her time on TikTok, recently she\u2019s reduced that to half, dedicating the other half to content \u201cacross Instagram, YouTube, Snapchat, Threads.\u201d\nFor all PYMNTS retail coverage, subscribe to the daily Retail Newsletter.\nThe post Gen Z Consumers 117% Likelier to Shop From Influencers appeared first on PYMNTS.com.", "date_published": "2024-07-15T16:46:48-04:00", "date_modified": "2024-07-15T16:46:48-04:00", "authors": [ { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" } ], "author": { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" }, "image": "https://www.pymnts.com/wp-content/uploads/2024/03/social-commerce-retail-consumer-spending.jpg", "tags": [ "ecommerce", "Generation Z", "Generation Zillennial: How They Shop", "News", "PYMNTS Intelligence", "PYMNTS News", "PYMNTS Study", "Retail", "social commerce", "Zillennials", "Social Commerce" ] }, { "id": "https://www.pymnts.com/?p=1973124", "url": "https://www.pymnts.com/news/social-commerce/2024/x-growth-reportedly-slows-since-musk-takeover/", "title": "X Growth Reportedly Slows Since Musk Takeover", "content_html": "User growth at X has reportedly slowed since Elon Musk’s takeover in 2022.
\nAs the Financial Times (FT) reported Tuesday (July 9), the social media platform once known as Twitter is dealing with new competition from Meta-owned Threads, while Musk’s presence continues to be divisive.
\nThe report cites “previously unreleased” figures from X showing its number of global daily active users in the second quarter of this year at 251 million, up 1.6% from the same quarter in 2023. The company had seen double-digit growth in the years leading up to Musk’s $44 billion acquisition in October 2022.
\nSince then,\u00a0 the report says, advertisers have left the platform, in part due to Musk’s “free speech absolutism” philosophy and his removal of most of the site’s content moderators. Musk has said “drastic action” was required to cut costs. His critics counter that he has turned the platform into a more toxic place.
\nPYMNTS has contacted X for comment but has not yet gotten a reply.
\nMeanwhile, X is vying for users with Threads, which launched last July as a Twitter alternative, and marked its anniversary last week by announcing it had reached 175 million monthly active users. (X says it has 600 million, the FT report notes.)
\nWhen Threads attracted 10 million sign-ups in the first seven hours after its debut, Meta CEO Mark Zuckerberg said he envisioned the platform eventually reaching a much higher number.
\n\u201cThere should be a public conversations app with 1 billion-plus people on it,\u201d he said. \u201cTwitter has had the opportunity to do this but hasn\u2019t nailed it. Hopefully we will.\u201d
\nZuckerberg said during Meta\u2019s earnings call in April that Threads had more than 150 million monthly active users and was \u201cgrowing well.\u201d
\nThe FT report also points out \u2014 citing data from Similarweb \u2014 that engagement on X has been sliding in spite of national elections in America, France and the U.K. According to the report, X denied these figures, saying its monthly users rose significantly in the U.S. and U.K. between August of 2023 and June this year, but did not offer specific figures.
\nLast month saw a report by Bloomberg News detailing X’s efforts to launch its payments product. Included were some financial documents highlighting the company\u2019s struggles since Musk took over. They show that X generated $1.48 billion in revenue in the first six months of last year, down nearly 40% from the same period in 2022. The company lost $456 million in the first quarter of 2023.
\nThe post X Growth Reportedly Slows Since Musk Takeover appeared first on PYMNTS.com.
\n", "content_text": "User growth at X has reportedly slowed since Elon Musk’s takeover in 2022.\nAs the Financial Times (FT) reported Tuesday (July 9), the social media platform once known as Twitter is dealing with new competition from Meta-owned Threads, while Musk’s presence continues to be divisive.\nThe report cites “previously unreleased” figures from X showing its number of global daily active users in the second quarter of this year at 251 million, up 1.6% from the same quarter in 2023. The company had seen double-digit growth in the years leading up to Musk’s $44 billion acquisition in October 2022.\nSince then,\u00a0 the report says, advertisers have left the platform, in part due to Musk’s “free speech absolutism” philosophy and his removal of most of the site’s content moderators. Musk has said “drastic action” was required to cut costs. His critics counter that he has turned the platform into a more toxic place.\nPYMNTS has contacted X for comment but has not yet gotten a reply.\nMeanwhile, X is vying for users with Threads, which launched last July as a Twitter alternative, and marked its anniversary last week by announcing it had reached 175 million monthly active users. (X says it has 600 million, the FT report notes.)\nWhen Threads attracted 10 million sign-ups in the first seven hours after its debut, Meta CEO Mark Zuckerberg said he envisioned the platform eventually reaching a much higher number.\n\u201cThere should be a public conversations app with 1 billion-plus people on it,\u201d he said. \u201cTwitter has had the opportunity to do this but hasn\u2019t nailed it. Hopefully we will.\u201d\nZuckerberg said during Meta\u2019s earnings call in April that Threads had more than 150 million monthly active users and was \u201cgrowing well.\u201d\nThe FT report also points out \u2014 citing data from Similarweb \u2014 that engagement on X has been sliding in spite of national elections in America, France and the U.K. According to the report, X denied these figures, saying its monthly users rose significantly in the U.S. and U.K. between August of 2023 and June this year, but did not offer specific figures.\nLast month saw a report by Bloomberg News detailing X’s efforts to launch its payments product. Included were some financial documents highlighting the company\u2019s struggles since Musk took over. They show that X generated $1.48 billion in revenue in the first six months of last year, down nearly 40% from the same period in 2022. The company lost $456 million in the first quarter of 2023.\nThe post X Growth Reportedly Slows Since Musk Takeover appeared first on PYMNTS.com.", "date_published": "2024-07-09T06:47:33-04:00", "date_modified": "2024-07-09T06:47:33-04:00", "authors": [ { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" } ], "author": { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" }, "image": "https://www.pymnts.com/wp-content/uploads/2024/04/Elon-Musk-X-fee.jpg", "tags": [ "Elon Musk", "Meta", "News", "PYMNTS News", "Social Media", "Threads", "twitter", "What's Hot", "X", "Social Commerce" ] }, { "id": "https://www.pymnts.com/?p=1969636", "url": "https://www.pymnts.com/news/social-commerce/2024/tiktok-joins-merchants-summer-discounting-dash-struggling-shoppers/", "title": "TikTok Joins Merchants\u2019 Summer Discounting Dash for Paycheck-to-Paycheck Shoppers", "content_html": "As retailers and marketplaces look to summer sales to win the spending of budget-strapped consumers, TikTok Shop is joining the mix with its own discounting event.
\nTikTok announced Thursday (June 27) its \u201cDeals For You Days,\u201d with discounts on \u201cthousands of products\u201d from brands ranging from L\u2019Or\u00e9al Paris to Zwilling beginning July 9. During the discounting event, creators are encouraged via content challenges to make live shopping videos, and the sales event aims to highlight such livestreamed, product-focused content.
\n\u201cToday, TikTok Shop is announcing Deals For You Days in the US, a huge sale offering discounts across thousands of trending products this July,\u201d the company stated. \u201cWith everything from trending fashion and beauty products, backyard entertainment essentials and decor, summer reading bestsellers and more, TikTok Shop\u2019s Deals For You Days has everything you need to get into the swing of summer.\u201d
\nThe move comes as merchants increasingly announce their own summer deals events, running several days before Amazon\u2019s Prime Day, which runs July 16 and 17, to capture consumers\u2019 spending before they have tapped out their budgets with the eCommerce giant.
\nMajor Amazon competitor Walmart, for instance, announced last week an event, Walmart Deals, that will run July 8-11, promising to be the retailer\u2019s \u201clargest savings event ever.\u201d
\nSimilarly, Target shared Tuesday (June 25) that its Target Circle Week, open to all members of its free loyalty program, will run July 7-13. Plus, DoorDash announced the return of its seasonal members-only sales event Summer of DashPass (June 20 to July 24), and major electronics retailer Best Buy is in the middle of its Member Deals Days (ending July 10).
\nConsumers look for these kinds of sales. The PYMNTS Intelligence report \u201cSummer Deal Days 2023: How Amazon Still Dominates,\u201d which analyzed data last year from a survey of over 5,500 Amazon Prime members and Walmart shoppers, found that 40% of consumers made purchases during Amazon\u2019s Prime Day event last summer. Plus, 20% did so during Walmart+ Week. Plus, these events are growing in adoption \u2014 those figures were up from 36% and 11%, respectively, in 2022.
\nAdoption will likely only continue to rise, with financial instability greater than it was at this time last year. PYMNTS Intelligence research from the latest installment of the \u201cNew Reality Check: The Paycheck-to-Paycheck Report\u201d series found that 65% of the U.S. population now live paycheck to paycheck, the highest it has been in two years. Plus, the May survey of more than 2,400 U.S. consumers revealed that 21% of consumers do so with difficulties paying their bills, up from 15% a year prior.
\nConsequently, shoppers are looking for more affordable options. The February/March installment of the New Reality Check series revealed that half of consumers have traded down to less expensive merchants in response to inflation.
\n\u201cConsumers take no solace in the month-over-month decline in [consumer price index] and the flat showing in June,\u201d PYMNTS CEO Karen Webster observed in a June 21 feature. \u201cRegardless of income, all consumers feel caught in the struggle between persistently high prices and moderating wage growth.\u201d
\nFor all PYMNTS retail coverage, subscribe to the daily Retail Newsletter.
\nThe post TikTok Joins Merchants\u2019 Summer Discounting Dash for Paycheck-to-Paycheck Shoppers appeared first on PYMNTS.com.
\n", "content_text": "As retailers and marketplaces look to summer sales to win the spending of budget-strapped consumers, TikTok Shop is joining the mix with its own discounting event.\nTikTok announced Thursday (June 27) its \u201cDeals For You Days,\u201d with discounts on \u201cthousands of products\u201d from brands ranging from L\u2019Or\u00e9al Paris to Zwilling beginning July 9. During the discounting event, creators are encouraged via content challenges to make live shopping videos, and the sales event aims to highlight such livestreamed, product-focused content.\n\u201cToday, TikTok Shop is announcing Deals For You Days in the US, a huge sale offering discounts across thousands of trending products this July,\u201d the company stated. \u201cWith everything from trending fashion and beauty products, backyard entertainment essentials and decor, summer reading bestsellers and more, TikTok Shop\u2019s Deals For You Days has everything you need to get into the swing of summer.\u201d\nThe move comes as merchants increasingly announce their own summer deals events, running several days before Amazon\u2019s Prime Day, which runs July 16 and 17, to capture consumers\u2019 spending before they have tapped out their budgets with the eCommerce giant.\nMajor Amazon competitor Walmart, for instance, announced last week an event, Walmart Deals, that will run July 8-11, promising to be the retailer\u2019s \u201clargest savings event ever.\u201d\nSimilarly, Target shared Tuesday (June 25) that its Target Circle Week, open to all members of its free loyalty program, will run July 7-13. Plus, DoorDash announced the return of its seasonal members-only sales event Summer of DashPass (June 20 to July 24), and major electronics retailer Best Buy is in the middle of its Member Deals Days (ending July 10).\nConsumers look for these kinds of sales. The PYMNTS Intelligence report \u201cSummer Deal Days 2023: How Amazon Still Dominates,\u201d which analyzed data last year from a survey of over 5,500 Amazon Prime members and Walmart shoppers, found that 40% of consumers made purchases during Amazon\u2019s Prime Day event last summer. Plus, 20% did so during Walmart+ Week. Plus, these events are growing in adoption \u2014 those figures were up from 36% and 11%, respectively, in 2022.\nAdoption will likely only continue to rise, with financial instability greater than it was at this time last year. PYMNTS Intelligence research from the latest installment of the \u201cNew Reality Check: The Paycheck-to-Paycheck Report\u201d series found that 65% of the U.S. population now live paycheck to paycheck, the highest it has been in two years. Plus, the May survey of more than 2,400 U.S. consumers revealed that 21% of consumers do so with difficulties paying their bills, up from 15% a year prior.\nConsequently, shoppers are looking for more affordable options. The February/March installment of the New Reality Check series revealed that half of consumers have traded down to less expensive merchants in response to inflation.\n\u201cConsumers take no solace in the month-over-month decline in [consumer price index] and the flat showing in June,\u201d PYMNTS CEO Karen Webster observed in a June 21 feature. \u201cRegardless of income, all consumers feel caught in the struggle between persistently high prices and moderating wage growth.\u201d\nFor all PYMNTS retail coverage, subscribe to the daily Retail Newsletter.\nThe post TikTok Joins Merchants\u2019 Summer Discounting Dash for Paycheck-to-Paycheck Shoppers appeared first on PYMNTS.com.", "date_published": "2024-07-01T11:02:21-04:00", "date_modified": "2024-07-01T11:02:21-04:00", "authors": [ { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" } ], "author": { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" }, "image": "https://www.pymnts.com/wp-content/uploads/2024/04/TikTok-1.jpg", "tags": [ "connected commerce", "Connected Economy", "Consumer Spending", "discounts", "ecommerce", "economy", "inflation", "News", "PYMNTS News", "Retail", "social commerce", "TikTok", "TikTok Shop", "Social Commerce" ] }, { "id": "https://www.pymnts.com/?p=1968995", "url": "https://www.pymnts.com/news/social-commerce/2024/beyond-b2b-how-merchants-use-linkedin-reach-high-value-consumers/", "title": "Beyond B2B: How Merchants Use LinkedIn to Reach High-Value Consumers", "content_html": "As businesses look beyond traditional marketing channels to reach and influence consumers, one surprising player that has emerged is LinkedIn, with merchants extending the platform beyond B2B into B2C.
\nAmazon, for instance, has garnered a following of 31 million on the platform. The company posts about product updates, sales events and shopping inspirations in addition to the typical, more hiring- and retention-based content. Similarly, Nike posts to its 6 million followers about brand and product news, and Patagonia communicates with its 1 million followers about the brand\u2019s eco-centric ethos with relevant, nature-focused content.
\nWhile LinkedIn might not seem like an obvious choice for consumer engagement as it is traditionally known as a professional networking platform, its unique positioning and robust user base offer a compelling avenue for retailers looking to tap into a more sophisticated and influential audience.
\nThe platform touts a membership base of more than 1 billion, with estimates of its monthly active user base generally putting the count in the low hundreds of millions. Plus, the network is gaining share with the types of consumers who tend to be open to social commerce, with the platform\u2019s fastest-growing audience demographic being Generation Z.
\nMost Gen Z consumers shop via social media. The PYMNTS Intelligence study \u201cTracking the Digital Payments Takeover: Monetizing Social Media\u201d drew from a survey of nearly 3,000 United States consumers about how they browse for and buy goods and services on social media platforms. Supplemental data from the report revealed that 68% of Gen Z consumers searched for or purchased products on social media, compared to just 43% of the population overall.
\nLinkedIn\u2019s audience of highly engaged professionals tends to have more cash to burn, making its user base particularly appealing to merchants.
\n\u201cNot only are [LinkedIn members] more likely to own (or plan to own) more high-consideration goods (think cars, tech devices or mutual funds), members also report that spending more time on LinkedIn further nudges them to save for or purchase those goods,\u201d wrote Regina Dowdell, senior content solutions consultant at LinkedIn, noting that users tend to trust content on the platform.
\nOne of the primary ways LinkedIn influences consumer behavior is through thought leadership. Retailers can use the platform to establish themselves as industry experts, sharing insights, trends and innovations. By positioning themselves as thought leaders, retailers can build trust and credibility with a highly targeted audience. Airbnb, for instance, shares travel content with its 3 million followers, while Red Bull highlights athletic and adventure-seeking stories to its 1 million followers.
\nAdditionally, social commerce can be especially effective for food and beverage brands. The PYMNTS Intelligence report \u201cConnected Dining: Word of Mouth in the Digital Age\u201d found that 37% of diners search for restaurant information by accessing content from a restaurant\u2019s social media page. That share rises to 42% for Gen Z and 46% for millennials.
\nStarbucks, for its part, posts to its 3 million LinkedIn followers about menu updates, and McDonald\u2019s does the same for its 2 million.
\nFor all PYMNTS retail coverage, subscribe to the daily Retail Newsletter.
\nThe post Beyond B2B: How Merchants Use LinkedIn to Reach High-Value Consumers appeared first on PYMNTS.com.
\n", "content_text": "As businesses look beyond traditional marketing channels to reach and influence consumers, one surprising player that has emerged is LinkedIn, with merchants extending the platform beyond B2B into B2C.\nAmazon, for instance, has garnered a following of 31 million on the platform. The company posts about product updates, sales events and shopping inspirations in addition to the typical, more hiring- and retention-based content. Similarly, Nike posts to its 6 million followers about brand and product news, and Patagonia communicates with its 1 million followers about the brand\u2019s eco-centric ethos with relevant, nature-focused content.\nWhile LinkedIn might not seem like an obvious choice for consumer engagement as it is traditionally known as a professional networking platform, its unique positioning and robust user base offer a compelling avenue for retailers looking to tap into a more sophisticated and influential audience.\nThe platform touts a membership base of more than 1 billion, with estimates of its monthly active user base generally putting the count in the low hundreds of millions. Plus, the network is gaining share with the types of consumers who tend to be open to social commerce, with the platform\u2019s fastest-growing audience demographic being Generation Z.\nMost Gen Z consumers shop via social media. The PYMNTS Intelligence study \u201cTracking the Digital Payments Takeover: Monetizing Social Media\u201d drew from a survey of nearly 3,000 United States consumers about how they browse for and buy goods and services on social media platforms. Supplemental data from the report revealed that 68% of Gen Z consumers searched for or purchased products on social media, compared to just 43% of the population overall.\nLinkedIn\u2019s audience of highly engaged professionals tends to have more cash to burn, making its user base particularly appealing to merchants.\n\u201cNot only are [LinkedIn members] more likely to own (or plan to own) more high-consideration goods (think cars, tech devices or mutual funds), members also report that spending more time on LinkedIn further nudges them to save for or purchase those goods,\u201d wrote Regina Dowdell, senior content solutions consultant at LinkedIn, noting that users tend to trust content on the platform.\nOne of the primary ways LinkedIn influences consumer behavior is through thought leadership. Retailers can use the platform to establish themselves as industry experts, sharing insights, trends and innovations. By positioning themselves as thought leaders, retailers can build trust and credibility with a highly targeted audience. Airbnb, for instance, shares travel content with its 3 million followers, while Red Bull highlights athletic and adventure-seeking stories to its 1 million followers.\nAdditionally, social commerce can be especially effective for food and beverage brands. The PYMNTS Intelligence report \u201cConnected Dining: Word of Mouth in the Digital Age\u201d found that 37% of diners search for restaurant information by accessing content from a restaurant\u2019s social media page. That share rises to 42% for Gen Z and 46% for millennials.\nStarbucks, for its part, posts to its 3 million LinkedIn followers about menu updates, and McDonald\u2019s does the same for its 2 million.\nFor all PYMNTS retail coverage, subscribe to the daily Retail Newsletter.\nThe post Beyond B2B: How Merchants Use LinkedIn to Reach High-Value Consumers appeared first on PYMNTS.com.", "date_published": "2024-06-28T17:03:38-04:00", "date_modified": "2024-06-28T17:03:38-04:00", "authors": [ { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" } ], "author": { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" }, "image": "https://www.pymnts.com/wp-content/uploads/2023/12/LinkedIn.jpg", "tags": [ "Airbnb", "Amazon", "ecommerce", "food and beverage", "Generation Z", "LinkedIn", "McDonald's", "News", "Nike", "Patagonia", "PYMNTS News", "QSRs", "Red Bull", "Restaurants", "Retail", "social commerce", "starbucks", "Social Commerce" ] }, { "id": "https://www.pymnts.com/?p=1966831", "url": "https://www.pymnts.com/news/social-commerce/2024/pinterest-courts-gen-z-with-video-sharing-feature/", "title": "Pinterest Courts Gen Z With Video Sharing Feature", "content_html": "Pinterest\u00a0has begun letting users share videos of their favorite boards to other social platforms.
\nThat\u2019s due to a new feature called\u00a0board sharing, designed to court the world\u2019s youngest and most-digitally engaged generation.
\n\u201cGen Z makes up over 40% of our global monthly users on Pinterest and are our most engaged generation, with a significant increase in the number of boards created by Gen Z Pinners compared to last year,\u201d\u00a0Rachel Hardy, director of consumer product marketing at Pinterest, said in a Tuesday (June 25) news release.
\n\u201cWe are enhancing the board features based on user feedback and, this year, board sharing is one of our critical investments as users value the ability to share their creative processes on different platforms and find inspiration from others.\u201d
\nGen Z users, the company argues, use Pinterest as \u201ca space for self-discovery and expression,\u201d which has led to a phenomenon dubbed \u201cmecore.\u201d
\nSearches around \u201cmecore\u201d have jumped by 565% year over year on Pinterest, the company has said, while boards with the title \u201cmecore\u201d have increased by 255% since last year.
\nPinterest\u2019s assertions about digital engagement among members of Gen Z are borne out by the latest edition of PYMNTS\u00a0\u201cHow the World Does Digital\u201d report.
\nThe research from that report shows that Gen Z consumers engaged in\u00a023.5 digital activities\u00a0per month, compared to 9.6 per baby boomers. Video streaming, meanwhile, was the most popular type of digital activity, with nearly 60% of all consumers engaging in it at least weekly.
\nOther platforms are also making efforts to reach out to these younger users. For example,\u00a0Facebook\u00a0said late last month that it had seen the\u00a0highest growth\u00a0among young adult users in three years, with the company making changes to its core product to help them with things like dating, shopping and job hunting.
\nAnd it\u2019s not just social media platforms courting Gen Z. Additional research by PYMNTS Intelligence finds that 62% of financial technology companies (FinTechs) are developing products with Gen Z consumers in mind.
\nHowever, roughly\u00a070% of FinTechs\u00a0also say Gen Z consumers just do not make enough deposits to justify the effort to attract their business.
\n\u201cYet, this demographic group would appear to be an ideal segment for FinTechs to pursue,\u201d PYMNTS wrote recently.
\n\u201cAfter all, Gen Z is made up of\u00a0predominantly digital-first consumers\u00a0who value the convenience of mobile banking and digital payments, something many FinTechs recognize.\u201d
\nThe post Pinterest Courts Gen Z With Video Sharing Feature appeared first on PYMNTS.com.
\n", "content_text": "Pinterest\u00a0has begun letting users share videos of their favorite boards to other social platforms.\nThat\u2019s due to a new feature called\u00a0board sharing, designed to court the world\u2019s youngest and most-digitally engaged generation.\n\u201cGen Z makes up over 40% of our global monthly users on Pinterest and are our most engaged generation, with a significant increase in the number of boards created by Gen Z Pinners compared to last year,\u201d\u00a0Rachel Hardy, director of consumer product marketing at Pinterest, said in a Tuesday (June 25) news release.\n\u201cWe are enhancing the board features based on user feedback and, this year, board sharing is one of our critical investments as users value the ability to share their creative processes on different platforms and find inspiration from others.\u201d\nGen Z users, the company argues, use Pinterest as \u201ca space for self-discovery and expression,\u201d which has led to a phenomenon dubbed \u201cmecore.\u201d\nSearches around \u201cmecore\u201d have jumped by 565% year over year on Pinterest, the company has said, while boards with the title \u201cmecore\u201d have increased by 255% since last year.\nPinterest\u2019s assertions about digital engagement among members of Gen Z are borne out by the latest edition of PYMNTS\u00a0\u201cHow the World Does Digital\u201d report.\nThe research from that report shows that Gen Z consumers engaged in\u00a023.5 digital activities\u00a0per month, compared to 9.6 per baby boomers. Video streaming, meanwhile, was the most popular type of digital activity, with nearly 60% of all consumers engaging in it at least weekly.\nOther platforms are also making efforts to reach out to these younger users. For example,\u00a0Facebook\u00a0said late last month that it had seen the\u00a0highest growth\u00a0among young adult users in three years, with the company making changes to its core product to help them with things like dating, shopping and job hunting.\nAnd it\u2019s not just social media platforms courting Gen Z. Additional research by PYMNTS Intelligence finds that 62% of financial technology companies (FinTechs) are developing products with Gen Z consumers in mind.\nHowever, roughly\u00a070% of FinTechs\u00a0also say Gen Z consumers just do not make enough deposits to justify the effort to attract their business.\n\u201cYet, this demographic group would appear to be an ideal segment for FinTechs to pursue,\u201d PYMNTS wrote recently.\n\u201cAfter all, Gen Z is made up of\u00a0predominantly digital-first consumers\u00a0who value the convenience of mobile banking and digital payments, something many FinTechs recognize.\u201d\nThe post Pinterest Courts Gen Z With Video Sharing Feature appeared first on PYMNTS.com.", "date_published": "2024-06-26T08:41:38-04:00", "date_modified": "2024-06-26T10:26:58-04:00", "authors": [ { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" } ], "author": { "name": "PYMNTS", "url": "https://www.pymnts.com/author/pymnts/", "avatar": "https://secure.gravatar.com/avatar/f05cc0fdcc9e387e4f3570c17158c503?s=512&d=blank&r=g" }, "image": "https://www.pymnts.com/wp-content/uploads/2023/04/Pinterest.jpg", "tags": [ "Gen Z", "Generation Z", "News", "Pinterest", "PYMNTS News", "Retail", "social commerce", "Social Media", "video sharing", "What's Hot", "Social Commerce" ] } ] }