In the News: Pinterest, Facebook and Twitter Find Ways to Better Link Businesses to Their Target Audiences

Aug 2020

While businesses try to get back into the swing of things and prepare for the post-COVID world, platforms such as Pinterest, Facebook, and Twitter work on maximizing audience reach for their users and increasing engagement.

Pinterest Expands Skin Tone Search and Enhances AR Try-ons

To help users better identify their skin tone, Pinterest has expanded their skintone matching options with skin tone search, which helps promote more inclusivity and makes the experience more personalized for each user. 

Pinterest says “the quality of the technology has also improved, and the number of beauty and fashion Pins where a skin tone can be identified has quadrupled. Our skin tone signal is now 3x as likely to detect multiple skin tone ranges in top search results, compared to previous technology.”

In addition to the expansion of the skin tone search, Pinterest is also enhancing their AR Try-On program by adding more brand participants. As more brands move to e-commerce, this service makes it easier for users to try the products on and helps them feel more confident in buying decisions.

Facebook Adds Sponsored Posts to Groups

Although users already have the ability to run ads in group feeds, Facebook is adding another potential revenue pathway specifically for group admins with brand partnership posts that are placed directly into the groups. The ads will include a similar paid partnership tag to signify funded posts, just like regular paid partnerships on your newsfeed. This gives group admins the ability to partner with brands to reach the group’s members.

By placing sponsored posts in groups, businesses have the ability to reach niche audiences and share related offers and promotions to boost brand awareness and direct sales.

Twitter Gives Users Tweet Reply Controls

The new tweet reply control options are now available to all users on iOS, Android, and  

To use this option on Twitter, choose who can reply to your tweet: 1) everyone (standard Twitter, and the default setting), 2) only people you follow, or 3) only people you mention. Tweets with the latter two settings will be labeled and the reply icon will be grayed out for anyone who can’t reply. People who can’t reply will still be able to view, Retweet, Retweet with Comment, share, and like these tweets.


Users spend an average of 3 hours per day on social networks and messaging.

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