Barry Hott is a longtime Facebook advertising consultant. He says first reactions to an ad largely determine its performance. He advises merchants to create ugly ads, those that people won’t skip over.
“I’m the Ugly Ads Guy,” he told me.
In our recent conversation, Hott addressed key Facebook ad metrics, budgeting, testing, and, yes, ugly creative. The entire audio of that discussion is embedded below. The transcript is edited for clarity and length.
Eric Brandholz: Who are you?
Barry Hott: I’m a part owner of a performance marketing agency called Adcrate, where we do high-performance ad creative. I also do a lot of consulting through Hott Growth, my own firm. I am a longtime Facebook ad nerd. You might know me as the “Make Ugly Ads” guy.
Brandholz: What can change the performance of an ad?
Hott: I don’t care about cost-per-impression or click-through-rate benchmarks. I’m looking at targeting. Are you allowing the system to target existing customers or recent visitors? Depending on the answer, I’ll look at your data differently.
From a systematic media buying standpoint, it’s about empathizing with the AI, with the machine learning algorithm — understanding how and why it operates in the way it does, how and why it’s incentivized, and how and why it can cheat. The system wants you to spend more money, and it wants to take more credit for more sales.
You can also use third-party attribution tools to help with that. Most people should use one for an extended period to understand how performance tracks outside the platforms.
Brandholz: What’s your take on bid caps on Facebook?
Hott: I have a problem with bid caps on everything and rigid cost caps. That’s not to say I don’t use them. They’re tools to be used in certain ways.
Say an ad is not getting a great cost per purchase, but the system knows it to be getting an overall sales lift. If you set your bid too low or set a cost cap too low, then I fear that the individual ad, if placed in an ad set that has too low of a bid, will never get the chance to spend in a way that it can support the entire ad ecosystem.
I like to have a controlled testing environment where every new concept gets an ad set for organizational purposes and just for letting things battle it out.
Brandholz: What metrics are you looking to hit?
Hott: The first thing to do is look at the best ads in the same environment — targeting, attribution, and settings. Everything stays the same. I need to know my best ads can spend this much and get this cost per purchase. And anything in that range is helpful to me. Anything above that, cost-wise, is useless to me significantly. Below that is killer.
I’ll typically have a testing environment excluding all existing customers and some visitors. That could be one-day visitors up to 30 days. It depends on the account and the business. I want to test ads for cold audiences. As an advertiser and media buyer, I aim to make ads that make sense and work for the broadest, coldest audiences. Many people would say that’s stupid, but if it can work well for those people, it will also work well for my warmer audiences.
Brandholz: How much money do you spend until you give up?
Hott: It’s about getting enough useful data. And that depends on what you’re selling — a $100 item or $1,000. Depending on budgets and your return on ad spend, you’re going to have different tolerances. It’s all going to vary. I’m usually looking for about 20 decent signals at the ad set level — hopefully that’s 20 actual purchases. By that point, I’ll know.
I’ll look at an ad that gets shut down quickly by bids for not spending and hypothesize about it. Why did the ad fail? Can I adjust it? I’d rather spend more time obtaining more data to see if there’s another pocket or placement elsewhere. It’s going to lose money, and I’m okay with that. But I will spend the time analyzing it and learning from it from a creative perspective.
However, if you don’t have time to do that sort of analysis, use rigid bids and cost caps.
Brandholz: What sort of creative produces good results?
Hott: Again, I am the Make Ugly Ads guy. I tell people to focus on making stuff uglier because our brains, as marketers, make prettier stuff. What matters are relatability, relevance, and authenticity. You can do that in a non-ugly way. I wouldn’t recommend it. But you can.
That first reaction is often what matters more than anything. Make something immediately relatable that people will care about. Make something people won’t skip. What will make someone feel uncomfortable?
Recently, I had the pleasure of hosting a webinar discussing Reddit, its growth, and how it impacts search results.
It’s been quite a while since I covered Reddit as a topic, but I could talk about it all day, and I think it has and is one of the most influential communities around today.
Let’s dive into the key points we covered during the session.
The Current State Of Reddit
Reddit has seen explosive growth recently. Here are some stats that highlight this surge:
Reddit’s growth rate of 37% year-over-year is phenomenal, and it’s now 50% non-US, marking its impressive international expansion.
Why Reddit Has Become So Influential
Reddit is successful because it addresses a significant problem: the oversaturation of low-quality content on the internet.
Traditional search experiences are becoming less effective, and users seek more reliable, conversational answers.
Reddit fills this gap by providing authentic, user-generated content that is trusted by so many searchers today that they actually add [reddit] to the end of their search queries to force Reddit results.
Deals with Google and OpenAI underscore Reddit’s value, with Google signing a $60 million deal for real-time content access and training future AI models using Reddit data.
Tips For Having Success On Reddit
1. Understand The Platform
Reddit isn’t just another social media site; it’s a content-sharing platform.
This fundamental distinction is crucial for understanding how to navigate and succeed on Reddit. Unlike traditional social media platforms, Reddit is designed around user-generated subreddits –communities where content is shared and discussed.
Each subreddit is unique, with its own tone, culture, and rules. Think of subreddits as completely separate communities rather than categories of the same community.
The individuality of each subreddit means you must tailor your approach to fit the specific norms and expectations of each community.
On Reddit, the focus is on topics, not individuals. Influencer marketing, as it exists on other platforms, doesn’t translate well here.
While notable figures like Bill Gates participate, it’s their contributions and the topics they discuss that matter, not their personal brand. This topic-centric approach sets Reddit apart from other social media sites.
Anonymity is a core feature of Reddit, encouraging users to speak freely and honestly.
This anonymity fosters open discussion, as seen in subreddits like “/r/AmItheAsshole,” where users seek unbiased opinions on personal situations. Understanding and valuing this anonymity is key to engaging authentically with the Reddit community.
It’s important to distinguish between moderators and admins on Reddit. Moderators are regular users who manage subreddits, while admins are Reddit employees.
Confusing the two can lead to frustration, as moderators don’t have the same powers or responsibilities as admins. Recognize this distinction to better navigate issues and interactions within the platform.
Understanding these fundamental aspects of Reddit is critical for making a strong first impression and achieving success on the platform.
Mistakes can quickly derail your efforts, but with the right approach, Reddit offers a unique and valuable space for content sharing and community engagement.
2. Avoid Spamming
Spamming on Reddit can take many forms, and it’s essential to avoid behaviors that may be perceived as spammy.
Understanding and respecting the community guidelines is crucial for maintaining a positive presence on the platform.
Spam can be defined differently by each subreddit, but common behaviors include:
Posting off-topic content.
Submitting too frequently, even with good content.
Sharing the same content across multiple subreddits.
Trying to bypass subreddit rules (such as using redirects to post prohibited links).
Posting without engaging in comments.
Engaging in excessive self-promotion.
Each subreddit often lists its specific rules and definitions of spam in the sidebar, so make sure to read and follow them.
Additionally, Reddit continuously enhances its spam prevention measures, making it harder to game the system. Key improvements include:
AutoMod: Automated moderation scripts that filter submissions based on various parameters like account age and karma.
Contributor Quality Tiers: Assessing users based on their overall activity and legitimacy.
Ban Evasion Filters: Using AI to detect and prevent users from creating new accounts to bypass bans.
These evolving measures ensure a better community experience by reducing spam and encouraging genuine engagement.
Avoid attempting to game the system, as these improvements make it increasingly difficult – and ultimately, it just doesn’t lead to success.
3. Become A Redditor And Build Karma
Engage authentically by commenting and participating in discussions before starting your own posts. Build karma and learn what works within different communities.
To establish a presence on Reddit, it’s essential to start by becoming an active member of the community. Engage in subreddits that align with your passions, whether it’s growing peppers or discussing “Rick and Morty.”
This involvement helps you understand Reddit’s unique features, language, and community norms. By participating in discussions, you can start building karma – a reputation score based on upvotes and downvotes.
While karma is a simplified measure of your acceptance on Reddit, it’s vital for unlocking certain privileges and ensuring your posts aren’t hidden by automated moderation.
Focus on subreddits with low restrictions to accumulate karma easily. For instance, posting cute pictures in a cat subreddit or offering advice in a subreddit dedicated to questions can help you earn upvotes and interaction.
However, it’s crucial to approach this naturally and avoid trying to game the system, as patterns of inauthentic engagement can lead to bans and negative karma.
Before diving into posting your own content, prioritize commenting on existing posts.
Commenting helps you blend into the community and learn what types of content generate engagement. By focusing on “rising” posts – threads likely to gain significant visibility – you can maximize your exposure and karma.
This strategic approach allows your comments to receive more attention as the post gains popularity.
Starting with comments also offers insights into the community’s interests and opinions, helping you tailor future submissions to better resonate with the audience.
Submitting content places you directly under scrutiny, whereas commenting allows you to learn and experiment while becoming a Redditor.
Take the time to craft thoughtful, well-considered comments, as Reddit users value effort and sincerity.
Even as a brand, adopt a personable tone. Engaging authentically can shift perceptions positively, as seen in successful campaigns like the one we did for TikTok.
By focusing on building karma through comments first and understanding the community dynamics, you set a strong foundation for successful content submissions in the future.
4. Choose Your Subreddits Carefully
When you’re ready to submit content on Reddit, the first step is to identify the subreddits that align with your interests and goals.
Use Reddit’s search functionality to explore relevant subreddits. You can search specific domains by using “site:searchenginejournal.com” to see where your content or similar content is being discussed.
This helps you understand which subreddits have positive engagement with your topics. Additionally, you can research your competitors to see where they are active and successful.
Look for subreddits that address user journeys and questions related to your content, ensuring they match the topics you want to discuss.
Once you’ve identified potential subreddits, evaluate their activity levels. Check both the number of members and the current active users to ensure the subreddit is lively and engaged.
A large member count doesn’t always mean high engagement, so prioritize active subreddits over those with inflated, inactive memberships.
Review each subreddit’s rules meticulously. If the rules don’t align with your content goals – such as restrictions on link submissions – find a more suitable subreddit. Attempting to bypass rules will only harm your efforts.
Observe the subreddit moderators to understand their tone and interaction style. Knowing how moderators behave and what content they support can provide valuable insights into how your submissions might be received.
Since moderators play a crucial role in approving or removing content, aligning with their preferences increases your chances of success.
Finally, assess the overall tone around your topics within the subreddit. Even if a subreddit focuses on a relevant subject, the community might have varying opinions.
Be mindful of these nuances to ensure your content resonates positively with the audience. By carefully selecting and evaluating subreddits, you can effectively position your content for maximum engagement and success.
5. Create Your Own Subreddit
For brands, having a dedicated subreddit can be highly beneficial. It allows you to control the tone and foster in-depth discussions that not only solve your customers’ needs but also enhance your search and AI visibility.
Selecting knowledgeable moderators is crucial. They should understand Reddit culture and handle interactions professionally. Avoid arguing with users or getting defensive, which only incites negative responses.
Establish clear rules and use automated moderation tools to manage your subreddit effectively, ensuring a positive experience even when you’re not online.
Embrace critical comments and engage thoughtfully rather than deleting negative posts or banning users. The community respects genuine engagement and can differentiate between legitimate criticism and trolling.
By responding as a relatable, empathetic person, you can turn potential conflicts into opportunities for positive interaction.
Always approach interactions as if you’re the Redditor who convinced your company to join Reddit, focusing on authentic, helpful communication. This personal touch can significantly enhance your brand’s reputation on the platform.
6. Post The Right Content That Adds Value
Once you found the right subreddit and know where you want to submit content, focus on providing value to the community.
Research thoroughly to understand what topics resonate and where you can contribute your expertise. This will ensure positive engagement and brand interaction.
Support existing discussions by offering solutions or insights, enhancing the conversation with your brand’s unique perspective. Reviewing top content from the past year in your chosen subreddit can help you identify successful topics and understand the community’s interests.
Pay attention to standout users and comments to gauge what works and anticipate reactions.
Engage with moderators by studying their submissions and preferences. Building a rapport with them can significantly influence your content’s success, as they play a crucial role in approving and promoting submissions.
Always consider the needs of the subreddit members. While you have the freedom to post as you like, focusing on what the community wants will lead to greater success.
Again, avoid the temptation to spam or overpromote your content. Focus on what will really provide value to the community.
Finally, keep in mind the broader impact on search and AI. Reddit’s influence on search engine results is significant, and the platform’s content is increasingly used to train AI models.
Choose content that enhances your brand’s visibility and reputation, ensuring it aligns with how you want your brand and products to be perceived. This strategic approach will maximize your reach and effectiveness on Reddit.
7. Post At The Right Time
Timing is crucial for gaining initial engagement on Reddit. Content typically thrives for about 24 hours, although exceptionally popular content can remain visible longer. The general trend is a rapid decline after the initial 24-hour period, and the initial votes are the most critical for boosting visibility.
Avoid the temptation to game the system by creating multiple accounts to upvote your own content, as this can lead to bans and diminish your credibility. Instead, focus on organic engagement to achieve those vital first votes.
To maximize your reach, consider using tools to analyze the best times for posting in your specific subreddit. Generally, posting between 8 a.m. and 10 a.m. Eastern Time is effective, as it captures a full day of high activity, including both domestic and international users.
8. Stay Engaged After You Submit
After submitting a post on Reddit, it’s crucial to stay engaged. Monitor your post closely for the full 24 hours it’s live.
Engage with comments by voting and responding thoughtfully. Upvote genuine comments and downvote trolls or low-quality contributions to manage comment visibility effectively.
Engage with commenters without being defensive, but don’t feel obligated to respond to every single comment.
Approach interactions naturally, applying common social standards. The goal is to foster a positive, constructive discussion, enhancing your presence on Reddit.
Reddit Is An Invaluable Platform If You Invest The Time And Effort
Reddit is one of the hardest communities to break into. It takes a lot of dedication and sometimes years of experience, but Reddit’s community-driven approach and authentic content make it an invaluable platform for marketers willing to invest the time and effort.
Whether it’s engaging in existing subreddits, creating your own, or running ads, Reddit offers unique opportunities for meaningful connections and impactful marketing.
Thank you to everyone who joined the webinar. It was definitely fun talking about Reddit again. If you have any questions or need help with your brand’s impact on Reddit, feel free to reach out.
A Little Something About Me You Might Not Know…
I’ve been an avid Redditor since 2006. My journey with social media started in San Francisco, where I got involved with companies like Digg, Reddit, and StumbleUpon right as they were taking off.
One of my favorite memories is emailing Alexis Ohanian, Reddit’s co-founder, to tell him how much I loved the site. He responded, we chatted, and before I knew it, we were hanging out.
From tacos to SEO chats, we bonded over our shared passion for Reddit. Fun fact: My son is the first baby Redditor, thanks to Alexis.
According to a new Consumer Pulse survey from Sprout Social, usage of social media platforms is shifting again – in ways that will significantly impact brands.
According to the new data, Instagram (65%) has just passed Facebook (64%) as the No. 1 platform among the 2,059 consumers surveyed.
It’s worth noting that the participants of this survey included 1,009 US consumers and 1,050 UK consumers who have at least one social media account and follow at least five brands on social media.
So, this isn’t a global sample. And since the US population (335 million) is almost five times larger than the UK population (68 million), the survey isn’t a representative sample of either country. Plus, focusing on consumers who follow at least five brands on social media skews the results, too.
Nevertheless, when it’s broken down by age group, there are significant differences in usage that marketers will want to analyze and consider using in their social media campaigns.
For example, 519 participants were classified as Gen Z (18-24), 757 were Millennials (25-40), 502 respondents were Gen X (41-56 years old), and 281 were Baby Boomers (57-75 years old).
The consumer survey was conducted online by Cint on behalf of Sprout Social from May 17-27, 2024.
Usage Of Social Media Platforms By Age Group
Segmenting by age shows:
Gen Z uses Instagram most frequently, followed by TikTok, Snapchat, and Facebook.
Millennials use Instagram most frequently, followed by Facebook, TikTok, and YouTube.
Gen X uses Facebook most frequently, followed by Instagram, YouTube, and TikTok.
Baby Boomers use Facebook most frequently, followed by YouTube, Instagram, and X (formerly Twitter).
It’s also worth noting that 45% of the consumers surveyed have taken a “social media detox” in the past six months, and 51% plan to in the next six months.
So, it appears that a significant percentage of the “consumers” who follow at least five brands on social media need to take temporary breaks from “consuming” for a variety of reasons, including mental health, feeling overwhelmed, or wanting to reflect on their social media usage.
Gen Z has been most engaged with Instagram Reels (83%), Instagram Stories (81%), and TikTok posts (78%) over the last six months. Despite TikTok’s uncertain future in the US, this segment says it will be most engaged with TikTok posts (75.5%), Instagram Reels (74%), and Instagram Stories (74%) over the next six months.
Millennials have been most engaged with Instagram Reels (77%), Instagram Stories (77%), and TikTok posts (68%) in the last six months. This segment says they’ll be most engaged with Instagram Stories (75%), Instagram Stories (73%), and TikTok posts (66%) over the next six months.
Gen X has been most engaged with Facebook videos (67%), Instagram Reels (59%), and Instagram Stories (59%) over the last six months. This segment says it will be most engaged with Facebook videos (59%), Instagram Stories (60%), and Instagram Reels (59%) over the next six months.
Baby Boomers have been most engaged with Facebook videos (61%), Facebook Live (41%), Instagram Reels (41%, and Instagram Stories (41%) over the last six months. This segment says they’ll be most engaged with Facebook video (67%), Facebook Live (47%), Instagram Reels (46%), and Instagram Stories (42%) over the next six months.
With YouTube Shorts now averaging over 70 billion daily views, it may seem odd that this video format didn’t appear in the survey findings above.
But, as we reported, the platform’s recommendation algorithm shows videos that align with that specific user’s watching history and preferences.
In contrast, Sprout Social defines engagement as any interaction between a brand and its target audience on social media. This includes actions that show how actively involved an audience is with a brand’s content, such as clicking on links, sharing content, or commenting.
So, the skew in the sample combined with different key performance indicators (KPIs) explains this apparent discrepancy.
The Formats Of Brand Content That Consumers Find Most Entertaining
According to the Sprout Social Q2 2024 Consumer Pulse survey, they are:
“Edutainment,” which educates consumers about a product or service in a fun way (65.5%).
Posts using memes (40%).
Serialized content (38%).
One-off video skits (38%).
Interactive content like polls and stickers (34%).
And despite what marketers may have heard about the popularity of “lo-fi content” that’s intentionally rough, unpolished, and authentic, the survey found that most consumers say that production value does impact whether they engage with a brand’s content.
Many consumers surveyed agree that artificial intelligence (AI) is contributing to the already incredible saturation of content on social media and will exacerbate the challenges of misinformation going forward.
AI-Generated Content Should Be Disclosed
In addition, most consumers surveyed agree that AI-generated social content needs to be disclosed – but they’re somewhat split on who bears the responsibility for doing that.
Despite previous data showing that AI-generated content can be eye-catching or entertaining, the new data finds that it may negatively impact consumer buying decisions.
Consumers are closely split on believing brands (33%) or social networks (29%) are responsible for disclosing when AI generates social content. Only 6% think AI-generated content doesn’t have to be disclosed.
And 46% of consumers are less likely to buy from a brand that posts AI-generated content on social, while 31% are neither more nor less likely.
Plus, the new survey of 2,059 consumers in the US and UK found:
83% of consumer agree that AI-generated content will make their social feeds more saturated than they already are.
80% agree that AI-generated content will add to misinformation on social media.
Consumers Most Likely To Unfollow Brands
Finally, the Sprout Social Q2 2024 Consumer Pulse survey found that 43% of consumers are most likely to unfollow brands for having an unoriginal content strategy (i.e., their content has become repetitive or unoriginal).
And 42% of consumers are most likely to unfollow brands for collaborating with the “wrong” influencer (i.e., “they partner with influencers that don’t align with my values”).
While posting frequency isn’t a significant deal-breaker, it’s worth noting that younger consumers are more likely to unfollow influencers for posting too little (17% Gen Z vs. 10.5% all consumers). In comparison, older consumers are more put off by posting too much (24% Baby Boomers, 21% Gen X, 16% Millennials, and 14% Gen Z).
This trend holds true for unfollowing brands as well.
The Alternatives To Using Demographics For Targeting
Many marketers believe that a person’s age tells us where they fall in the life span and indicates what social roles and responsibilities they may have. Which generation they belong to may also tell us what events in history influenced their social thinking.
“A typical generation spans 15 to 18 years. As many critics of generational research point out, there is great diversity of thought, experience, and behavior within generations.”
What are the alternatives to using demographic groups for targeting?
Well, that’s a good topic for another column on another day. But let’s just say that there are more options than you can shake a stick at.
Disclaimer: All statistics above are from a gated Sprout Social report, unless otherwise indicated by a link.
Don’t believe what you may have heard; Facebook is still a dominant social media force in 2024.
With over 3 billion active users, it remains a key player for businesses, marketers, and social media enthusiasts.
And despite the rise of newer, shinier platforms, Facebook’s expansive reach and diverse user base are still unrivaled, making it a powerful channel for both personal and business engagement.
In this article, we’ll highlight the latest Facebook statistics and facts, providing a comprehensive overview of its reach, user behavior, and influence.
Facebook Overview
1. Facebook is the world’s most-used social platform in 2024, with over 3 billion global active users.
2. It is the third most-used app globally among mobile users, trailing only WhatsApp and YouTube.
3. Facebook ranks third in terms of time spent (behind TikTok and YouTube), with users spending an average of 19 hours and 47 minutes on Android app per month.
4. 64.1% of Facebook Android users open the app every day.
5. Facebook is the third most visited website in the US, with an estimated 2.90 billion monthly visits in April 2024.
6. Of its monthly US visitors, roughly 50.07% are mobile users, and 49.93% are using a desktop.
7. Globally, users spend an average of 3 minutes and 42 seconds on Facebook per app session.
8. Facebook is the second most searched query globally, with a search volume of 584.9 million.
9. Facebook is the fourth most downloaded social networking app in the US, behind Threads, WhatsApp, and Telegram.
30. Advertisers can reach 2.24 billion users on Facebook in 2024, representing 41.3% of all internet users and 27.7% of the total population.
31. Among active Facebook users, 53.8% say they use the platform to follow or research brands and products. This ranks the platform second behind Instagram (62.7%) and ahead of TikTok (47.4%).
32. Male users aged 25-34 years old make up the largest portion of Facebook’s advertising audience (18.4%), followed by those aged 18-24 years old (13.5%).
33. Ad impressions on Meta’s Family of Apps (FoA), which includes Facebook, Instagram, WhatsApp, and Messenger, increased by 28% YoY in 2023.
Say what you will about Facebook, but its enduring relevance is undeniable.
With extensive reach, a broad user base, and significant advertising potential, Facebook will remain a cornerstone of any social media strategy in 2024.
By understanding these trends and user behaviors – and leveraging many of the insights covered above – you can maximize the potential of Facebook to drive engagement, awareness, and impact.
Social media can be a great tool for your business and your SEO, because it can help drive traffic to your website. That’s why it’s good to keep an eye on new social media platforms, like Threads. So, is it worth it to invest your time in Threads? Or should you focus your efforts on other social media platforms?
Before we dive into Threads specifically, it’s good to refresh our memories. So, why is it good for your business to be on social media? Multiple reasons. First, because it helps your off-page SEO, which means it generates traffic to your site.
Second, a lot of people use social media as a search engine nowadays, so being active on multiple platforms can boost your brand’s visibility big time. And finally, it can only enhance your trustworthiness, because your audience will see that there are actual people behind the brand.
What is Threads?
Created by Instagram, Threads is a text-based conversation app. Think of it as Twitter’s sibling. It’s a platform where people are encouraged to be authentic and write whatever they’re thinking.
When Threads was first launched, it became the fastest platform to ever reach 100 million users. Which happened in just five days! However, after a month, Threads quickly lost 80% of its users. So is it not worth the trouble anymore? Not exactly. It still boasts a few million users, and for a new social media platform, that’s not a bad start.
Should you create a Threads account?
Depends! As always, you should look at where your audience is. However, sometimes it can pay off to venture into uncharted territories. And maybe the leap to a new platform isn’t even that big. If your posts always perform well on X (formerly Twitter), then they might actually do well on Threads too—seeing as it’s a similar platform.
Okay, let’s talk about why it might actually be a good idea to create that Threads account.
1. Rapid user growth
As we already mentioned, Threads has quickly gained a large and active user base. This means it has the potential to become even bigger, especially if X (formerly Twitter) keeps making not-so-popular choices.
2. Integration with IG
Since Threads is already connected to Instagram, it allows a seamless integration between the two. This means you can easily share content between the two platforms. Plus, it allows you to use your existing follower base from Instagram. You won’t have to start from zero!
3. Authentic platform with real-time conversation
A huge trend at the moment is authenticity. It’s part of the reason why TikTok has grown so popular, because people are looking for authentic content. They want to see the people behind a brand or business. Since Threads is designed for real-time interactions, this makes it the perfect place for you to build a connection with your audience.
4. Stay relevant
Last but not least, you might want to consider creating a Threads account to stay relevant. If your audience is on Threads, you should be too. This will allow you to stay visible and in the loop, because you know just what your audience is talking about—which you can then use to your advantage!
The future of Threads
It’s tricky to predict what will happen to Threads. How long will it be around? Will it grow more popular or less? Seeing as more people are leaving X (formerly Twitter) and moving to Threads, there’s a big chance that Threads will stick around.
Especially since it’s expected that Threads will introduce more features, such as advanced analytics, ecommerce integration, and an in-app camera function. According to PR Daily, Threads is also testing a draft post option, and exploring automatic archiving of posts, which are all positive signs that Threads is here to say.
Don’t be afraid to experiment on social media
Social media is all about experimentation. Whether it’s trying out funny content or short-form videos, or trying out new social media platforms. Because if you don’t experiment, how will you know what your audience will engage with?
Plus, as we said before, it’s also great for your off-page SEO. If your social media content gets shared by others, you’ll be getting more brand mentions and recognition. You might even get more backlinks! So if you have the time, why not give Threads a go?
Sabrina Joest
Sabrina is the Social Media Specialist at Yoast. She’s responsible for creating and curating engaging content to enhance Yoasts’ brand presence across various social platforms.
While it may not have the reach or revenue of big-hitters like Facebook and Instagram, Pinterest is absolutely a social platform worth exploring.
With its focus on visual discovery and inspiration, Pinterest occupies its own niche space in the social media landscape, which offers unique opportunities for marketers and brands.
Pinterest’s users are active, devoted, and take action – a powerful combination that not all social networks, even the biggest, can boast.
In this article, we’ll explore some of the latest facts and statistics highlighting Pinterest’s reach, user behavior, advertising potential, and more in 2024.
Let’s get started.
Pinterest Overview
1. Pinterest is the world’s 15th most-used social platform in 2024, with over 518 million global active users.
2. Global users spend an average of 1 hour and 45 minutes on Pinterest’s Android app per month.
3. Approximately 27.3% of Pinterest Android users open the app every day.
4. The same users open the Pinterest app approximately 48 times per month.
5. Pinterest is the seventh most visited social network in the US, with an estimated 266 million monthly visits in April 2024.
6. Of its monthly US visitors, roughly 62.5% are desktop users.
7. US users spend an average of 11 minutes and 25 seconds on Pinterest per visit.
8. Pinterest is the 28th most searched query globally, with a search volume of 72,120,000.
9. Compared to other traditional social media platforms, Gen Z rates Pinterest more highly for promoting and preserving well-being metrics such as “self-worth, belonging, and purpose.”
10. Pinterest was founded in March 2010 by Ben Silbermann, Evan Sharp, and Paul Sciarra. It evolved from an earlier app called Tote, which was designed as a virtual substitute for paper catalogs.
11. The current CEO of Pinterest is Bill Ready.
12. Pinterest is headquartered in San Francisco, California.
13. The company has approximately 1,001 to 5,000 employees.
17. Pinterest has 518 million monthly active users (MAUs) in 2024, an increase of 12% year-over-year. This puts Pinterest well into the coveted “half a billion users” club.
18. More than 40% of Pinterest users are Gen Z, and this demographic saves more content than any other.
19. Pinterest has 98 million MAUs in the US and Canada alone.
20. In Europe, the platform has 140 million MAUs.
21. The remaining 279 million MAUs are dispersed around the world.
22. Pinterest’s audience is skewed towards women, who make up 79.5% of its user base.
23. In the US, 35% of adults use Pinterest.
24. Women are significantly more likely to use Pinterest than men in the US, with usage rates of 50% compared to 19%.
25. People aged 25-34 years old make up the bulk of Pinterest’s users, with 81.9 million in 2023 (accounting for 30.9% of the company’s total ad audience).
28. Advertisers can reach 317 million users on Pinterest in 2024.
29. The top reason people use Pinterest is to find new products and brands.
30. About 36.8% of active Pinterest users say they use the platform to follow or research brands and products, making it the most popular activity on the platform (which isn’t true for any other social network).
31. Approximately 7.67% of web traffic to third-party websites arrives via Pinterest links, a 25.9% increase year-over-year.
32. Pinterest’s ad impressions grew by 38% in Q1 of 2024.
33. Ads on Pinterest deliver a cost per conversion that is 2.3 times more efficient than those on other social media platforms.
34. Retail brands experience twice the return on ad spend (ROAS) with Pinterest ads compared to ads on other social media platforms.
35. Female users aged 25-34 years old constitute the biggest cohort of Pinterest’s advertising audience, at 20.3%. Close behind are female users aged 18-24 years old, at 19.8%.
36. About 80% of weekly Pinterest users report feeling inspired by the shopping experience on the platform.
37. Almost all (96%) of Pinterest’s top searches are unbranded, indicating that users are open to discovering new ideas.
38. Pinterest shoppers spend twice as much per month compared to users on other platforms.
Though it serves a slightly more niche audience than some social media platforms, Pinterest has a highly loyal, dedicated audience that regularly uses the platform to shop, discover brands, and garner inspiration for their day-to-day lives.
This is all to say: Pinterest possesses a ton of potential as a marketing tool for brands and marketers who are savvy and can use it to their advantage.
Hopefully, these facts and statistics will help you leverage Pinterest’s platform to benefit your business and 2024.
Hashtags attach to social media content to enhance discoverability and promote engagement. Hashtag generators can help identify the best options for each post or topic, manage campaigns, and measure results.
Here is a list of hashtag generators to grow your reach on social media. The tools are primarily intended for Instagram but apply to TikTok, Facebook, Pinterest, and more. Nearly all of these generators are free, though most have premium plans or are part of larger social media management platforms.
Tools to Generate Hashtags
CopyAI offers a hashtag generator and a suite of free generative copywriting tools, including generators for captions, marketing emails, product descriptions, outlines, and content ideas. The hashtag generator analyzes a photo and captions to suggest relevant options for your target audience, considering the niche, keywords, and competitors. Generate up to 50 hashtags at a time. Pricing: Free. Premium plans start at $36 per month.
Copy.ai’s Instagram Hashtag Generator
Flick is a social media marketing platform with tools for copywriting, scheduling, and analytics. Plan posts on Instagram (and Facebook, TikTok, and LinkedIn) with a drag-and-drop calendar. Then preview your feed and access the best hashtags. Use the hashtag search (in 40 languages) to get 40 suggestions for every query. Filter using key hashtag metrics. Pricing: Free trial for seven days. Paid plans start at £11 per month (roughly $14).
All Hashtag contains multiple campaign tools. Use the hashtag generator to obtain top, random, and live options. See which hashtags are the most popular. Use the tools to create, count, and analyze hashtags for your marketing strategy. Pricing: Free.
RiteTag generates hashtags instantly from text and photos. Get hashtags for recent posts from any Instagram account or, with the Toolkit app, hashtags for text and images to use anywhere. Research and save your hashtags as updatable sets. Integrates with all Instagram desktop tools, including the Facebook Creator Studio. Pricing: Plans start at $49 per year.
RiteTag
Tailwind is a marketing platform for Instagram and Pinterest with a suite of tools for post creation, scheduling, and analysis. With the hashtag generator, identify hashtags for your caption with color-coded tag options, calibrating your hashtag choices for optimal results. Tailwind offers browser extensions and mobile apps. Pricing: Free. Premium plans start at $14.99 per month.
Influencer Marketing Hub provides free hashtag generators for Instagram posts or TikTok videos as well as other free tools to manage social media. Paste a post link into the Instagram hashtag generator and copy the relevant hashtags. Pricing: Free.
Display Purposes is a marketing tool that scans your Instagram profile to suggest content. Identify and analyze the most effective hashtags with competition score and potential reach metrics. Ensure your hashtags are safe with the banned hashtag checker. Monitor hashtag performance over time. Use Collections to save and curate hashtag research results and access your lists whenever needed. Pricing: Freemium for seven days. Plans start at $6 per month.
Inflact offers a free AI-based Instagram hashtag generator that analyzes photos, keywords, or links and then generates hashtags. Enter keywords, upload a photo, or paste the post link. The finder tool sorts hashtags by difficulty and popularity. Save results as templates and copy them directly into posts. Pricing: Free. Premium plans start at $54 per month.
Inflact’s Hashtag Generator for Instagram
Sistrix has a hashtag generator and a suite of free generative content and performance testing tools, including page speed and SEO analysis. Per Sistrix, the hashtag tool is based on 15 billion combinations, contains data on more than 7.7 million options, and is updated regularly. Run up to 25 queries a day before having to register. Pricing: Free.
TagsFinder is a free hashtag tool. Enter keywords and generate top and related hashtags as well as combinations. Find up to 30 hashtags per keyword selection. Get the most-used local hashtags in your city or region. Pricing: Free.
Toolzu has a hashtag generator for Instagram, TikTok, and other social channels with filters for categories, trending, and high-convertible, showing the difficulty and volume of related content. Pricing: Freemium for seven days. Plans start at $9 per month.
HashtagsForLikes has an easy-to-use hashtag generator. To start, enter a hashtag or analyze your profile. The premium service provides access to the top trending hashtags, live analytics, scoring, management features, performance reports, and more. With its curate feature, create test groups and save hashtag sets. Pricing: Free. Premium plans start at $59 per month.
