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Pinterest’s roadmap to monetization is becoming more clear. The company announced today that its Promoted Pins program, which it made available in beta to certain brands eight months ago, has performed “just as good and sometimes better than organic Pins,” and it will make the program available to all advertisers on January 1.

Advertisers will have the option to turn their promoted tweets into different ad formats while still using the same creative and targeting elements. For example, tweet engagement campaigns could become native ads and promoted video campaigns will transform into in-app video ads.

The move is part of the platform’s expansion of its Twitter Publisher Network (TPN), which has now been renamed to Twitter Audience Platform.

Instagram's working on a new ad type that it's calling "Branded content ads", which will let brands sponsor posts created by celebrities and publishers, and then promote them as they would their other ad efforts.

"Until now, brands could hire popular Instagram users to work on ad campaigns and promote products with branded content, but the posts would only reach the followers of the influencer. Branded content ads let the advertisers promote these Instagram posts just like they would any other ad."

The offering will essentially be an extension of Instagram's existing branded content tagging system - now, along with the 'Paid Partnership' tags (as shown below), brands will also be able to extend their promotions of the same.

The rule does NOT apply to standard images you upload to your page, but only images you promote in the newsfeed Thumbnail images for videos or links that you promote in the newsfeed as ads are subject to the 20% rule As of this week, announced in a tiny update on Facebook’s Developer Blog, the rule applies to application icons (which includes timeline tab images too) ***UPDATE***: Facebook reps have indicated that the text rule does NOT apply to the thumbnail icons, but they still recommend using images with little to no text.

Product shots (i.e. real life photos of a product) do not count against the rule. This means name tags, stop signs, text on the actual product, etc. – that’s all good to go and does not count towards your 20% text allotment “Tune-in” images for TV shows or movies have leeway as the title of the show/feature, the tune-in info, and the names of the actors and actresses involved do NOT count towards the 20%

American Express cardmembers and merchants can register to use the platform on a first-come, first-serve basis and also receive $100 in advertising credits to put toward bidding on promoted tweets and promoted accounts

The company is also focused on reaching the market for its political ad products and scaling its international ad offerings.

(Twitter currently allows for city-level targeting at its most specific.)

About 1 in 5 respondents said they have used Twitter in conjunction with a TV campaign. Promoted Tweets are the most popular of Twitter’s ad formats among respondents, used by about twice as many as promoted accounts, and by roughly three times as many as have used Twitter Amplify. Respondents’ primary goal for Twitter advertising is to build awareness and sentiment for their brand, with significantly fewer claiming as their main goal driving traffic to their websites, building followers, generating sales leads, selling products and staying in touch with customers.

58.6% share of respondents said that their Twitter budgets represent new spending. Those reallocating from other media are most commonly turning to offline (17.6%), online display (16.6%), email (12.3%), search (10.8%) and TV (9.9%) for funds. (Similar data concerning the constitution of online video and social media budgets can be found here and here.)

7 in 10 respondents – execs at marketers, agencies and media companies – use Twitter as a marketing channel, only a minority (46.5%) of those are spending on advertising on the platform. By comparison, a previous survey from Ad Age (covered here) found that of the 83% using Facebook, almost three-quarters were buying ads.

Many platforms and tools (Buzzsumo, Traackr, LittleBird, Tracx, Klout, etc.) try to identify and quantify influencer metrics such as: Relevance Reach/Audience Quality Engagement Activity

when a brand is working with an influencer the perceived potential (“I have 18 million followers!!!”, etc…) of the influencer to create great content and move an audience has surprisingly little to do with how well they perform at attracting an audience to their branded content.

We have found the most under-appreciated relationship is the third leg of the triangle: the relationship between the author and the brand, which are driven by both tangible rewards (fairness, upside) and intangible motivations (autonomy, reputation, and mastery).

45% of B2C marketers have a dedicated content marketing group in their organization. 69% are creating more content now than they did one year ago. The use of blogs dropped from 72% last year to 67% this year; the biggest increase in tactic usage has been for branded content tools (from 37% to 47%). B2C marketers are using, on average, 7 social media platforms this year, compared with 6 last year. 71% of B2C marketers use print or other offline promotion, making it the paid method they use most frequently to promote/distribute content; yet only 46% of them say it’s effective. The method they find most effective is search engine marketing (57%).

Another way to get shared by influencers in your field is to research which sites they visit frequently. Then either guest post for one of the sites or pitch an article about your company to people who already write for it.

Involve influencers in the creation of a piece of content, and they have a vested interest to help promote it. Do an interview with a targeted expert, request a guest post for your blog or get a quote for an article you’re already writing.

Take time to research, write, edit and fact-check articles. Shift your thinking away from quick fixes and ideas that have probably already been done. Instead, come up with unique concepts and strive for more ambitious projects.

what are some of the things you can A/B test with your influencer marketing campaigns? All the same things you test in your other channels…

xperiment with different types of content and track which resonates best with their audience for your goal. For example, images may drive better social engagement, while videos are better for leads and signups. Alternately, you may find certain content performs better on some channels over others.

Don’t forget all the types of content you have at your disposal – podcasts, live stream videos, tweets, Instagram Stories, webinars, long-form blog posts, short-form blog posts, and much, much more.

U.S. truth-in-advertising enforcers have sent letters to supermodel Naomi Campbell, actresses Lindsay Lohan and Vanessa Hudgens and other celebrities asking whether they have paid deals to endorse products on the photo-sharing app Instagram.

Instagram, which is owned by Facebook Inc, has seen a sharp increase in recent years in promotions of products and services by famous people, often without disclosures of whether there was an endorsement deal. Celebrities have talked up clothing brands, food, alcohol, spa treatments and a wide array of other items.

In May, the agency released dozens of letters it had sent to companies and stars giving them notice that they must tell fans about compensation for promotions on social media.

Arjoon said the move aims to use community engagement to bolster its influencer marketing.  And General Mills will continue to work with higher profile influencers on larger brands like Häagen-Dazs, said Bose. In general, working with advocates and influencers of varying profile has real cost efficiencies. Despite the challenges of working with influencers—from lack of authenticity to dramatic price increases—they are generally able to produce content more cost-effectively than agencies. So much so that Bose said General Mills would continue to pay influencers to promote its brands as part of a wider increase in spending on digital media. Last year, the advertiser spend up to a third of the digital budget for some of its brands on influencer marketing. Bose declined to reveal how much the advertiser spent.

The realities of the global pandemic have shown us that we’ve probably gone a little too far when it comes to the over aspirational inspirational, picture-perfect content produced by influencers,”

the advertiser is working with peer-to-peer software marketing platform Zyper to build communities of superfans to promote its Betty Crocker and Fibre One products

it is no longer relying solely on what Facebook users reveal about themselves. Instead, it is tapping into outside sources of data to learn even more about them — and to sell ads that are more finely targeted to them.

The push to refine targeted advertising reflects the company’s need to increase its revenue. Its shares are worth far less than its ambitious initial public offering price of $38 a share last May, and Wall Street wants to see it take concrete steps to prove to advertisers that it can show the right promotions to the right users and turn them into customers.

Last fall, it invited potential advertisers to provide the e-mail addresses of their customers; Facebook then found those customers among its users and showed them ads on behalf of the brands.

CMO Jeff Hennion said it's more cost-effective to drive people there via email, direct mail, or even TV ads that show a link to the Facebook fan page.

A ComScore report last July said 32% of P&G's internet display impressions were "socially published," most of which occurred on Facebook.

Facebook ads need a clear message, a promotion or call to action to be effective. "Delivering traditional brand-building or product messaging simply doesn't work. At all," he wrote in an email.