In partnership with

Pinterest positions itself as a ‘positive platform’ as a study finds positivity pays

Pinterest is making the case that positivity-based branding pays off and is the go-to place for advertisers to interact with consumers in a positive setting.

• According to a Magna study commissioned by Pinterest, 20% of users are more emotionally engaged with content on platforms deemed positive and spend 15% more time looking at ads.

• Platforms viewed as positive spaces amplified ad performance across several key metrics. Positive platforms boosted user intent by 35%, improved brand favorability by 49%, and heightened brand preference by 44%.

• Test subjects were more likely to take action when viewing ads on “positive” platforms. Positive platforms were determined to be up to 94% more impactful in driving purchase intent than platforms deemed non-positive, though the study did not specify which platforms qualified as such.

• When the same ad was shown on different platforms, viewers “responded that an ad seen in an environment they viewed as positive was twice as trustworthy, twice as interesting and 1.5 times more likeable.”

Read more

X Shares Data on Gen Z Users in Europe

After sharing insights into how younger audiences in the U.S. are engaging with its app earlier in the month, X has now published new research into how European Gen Z users are using the app, and the opportunities for brands to reach this influential consumer group via X ads.

Which seems potentially incorrect, based on X’s EU usage disclosures, but we’ll get to that.

First off, X says that more and more young people in the EU are coming to the app.

Read more

Want to get the most out of ChatGPT?

ChatGPT is a superpower if you know how to use it correctly.

Discover how HubSpot's guide to AI can elevate both your productivity and creativity to get more things done.

Learn to automate tasks, enhance decision-making, and foster innovation with the power of AI.

Download the free guide with actionable prompts and tips to make your work more productive.

Instagram Is Adding ‘Re-Posts’ To Amplify Content

According to an updated overview of “re-posts”, content that you re-share in the app may now appear within the feeds of your followers in the app. “Before, you could only share someone else’s content in stories. Now, when you tap the repost icon under a post or reel, you can add your text, and it’ll show up in your followers’ feeds like a regular post.” So it’s like retweeting, but IG’s version. Which is something that Instagram has been flirting with for some time.

Read more

Facebook’s new Friends-only feed ditches all the algorithmic junk

Facebook is trying to return to its roots with a new “Friends” tab that filters out the algorithmic recommendations that have taken over its main feed. The new tab is rolling out in the US and Canada, and will show your friends’ stories, reels, posts, and birthdays. In a blog post announcing the feature, the company says, “Over the years, Facebook evolved to meet changing needs and created best-in-class experiences across Groups, Video, Marketplace and more, but the magic of friends has fallen away.”

Read more

Instagram Chief Says Edits App Coming Soon, Will Be Available for Free

Instagram chief Adam Mosseri has provided an update on the work that’s going into its dedicated creation app, essentially IG’s own version of CapCut, which is set to be launched to users very soon. Mosseri says that Edits is “getting really close”, and should be available within “the next couple of weeks.” Mosseri says that a selected group of creators are currently beta testing the app, with a view to the release of an initial, “simple” version shortly.

Read more

Substack is rolling out a TikTok-like video feed in its app

Substack continues to double down on video amid TikTok’s uncertain future in the U.S. The company announced on Monday that it’s rolling out a scrollable video feed in its app, making it the latest platform to introduce a TikTok-like feed. Given the timing of the launch, Substack is likely aiming to capitalize on the potential void left by TikTok if it faces a ban in the United States. The move comes a month after Substack announced that it would start allowing creators to monetize their videos on the platform and let them publish video posts directly from the Substack app.

Read more