Social marketers understand that data is power. That’s why, when Pinterest beefed up its targeting tools earlier this week, we noticed. Meanwhile, Brooke B. Sellas shared the secret behind “SeeSaw” data and explained how it can provide insights that will shine a spotlight on working smarter, not harder.

New Pinterest Targeting Tools Make Ads Even More Effective

Pinners, get hyped. If you use the Pinterest Ads Manager you’ll now be able to create and target in three new ways:

  • Target existing customers using emails or mobile ad IDs with customer list targeting.
  • Reach people who’ve visited your site with visitor retargeting.
  • Target a larger group of people who look and act similar to your audience with lookalike targeting.
The businesses we’ve worked with to test these targeting options have already seen dramatic results. For some, visitor retargeting increased clickthrough rates by 3x. For others, lookalike targeting increased clickthrough rates as much as 63% and boosted reach up to 30x.
Frank Fumarola
Product at Pinterest

New to targeting on Pinterest? Head over to the platform’s Help Center to learn more and get started today.

Why It Matters:? ? ? = ?
If Pinterest’s new targeting tools sound familiar, you’re not alone. Similar in nature to Facebook’s existing ad targeting capabilities, these new tools really step up Pinterest’s targeting game and set social media marketers up for success. Couple these changes with Pinterest re-introducing affiliate links and you’ve got yourself a very powerful platform to merch your products on.

How to Use “Seesaw” Data to Improve Your Social Media Content ASAP

Wait, what the heck is seesaw data? It’s an interesting concept that the team at B Squared Media uses to uncover patterns in social media content.

Seesaw data can help you uncover which best practices can actually hurt you or your brand…We look at the UP and DOWN of our social media content each week.
Brooke B. Sellas
Founder, B Squared Media

Brooke’s team looks at the top three most and least successful posts for the week. Part of this process includes answering questions such as:

  • What do these posts have in common?
  • What patterns, if any, are we noticing?
  • How can our team produce more top-performing content next week without being repetitive?
  • Should we cut the lowest-performing content next week? Or should we revise it with new imagery?


Why It Matters:? ? ?
Testing…1, 2, 3. Consider this your reminder for testing your social media content. All of the best blog posts in the world could tell you what and when to post, and while they serve as a great starting point, we cannot stress enough how important it is to test your own content to see what works best for your audience. Remember, when it comes to social content, one size doesn’t fit all.

How do you plan to use Pinterest’s new targeting features? Are you already measuring your social media publishing content using seesaw data? Let us know what social media news peeked your interest in the comments below.