The Social Scoop - November

Pinterest steps out of its own ads manager 👀
Pinterest has made Programmatic Deals generally available, giving enterprise advertisers (think large brands with big media budgets and programmatic setups) a new way to buy selected display and video inventory through the demand side platforms they already use. That means Pinterest is no longer only bookable via its own Ads Manager.

Buyers can transact through supply-side platforms like Magnite and demand-side platforms such as Amazon Ads DVA+, Google Display & Video 360 and Yahoo DSP. The idea is simple: Pinterest is where people figure out what they want to try, buy or do next, and those high-intent signals can now be put to work across the wider media plan.

The catch: the deals have only been made available in some countries so far, across North America, South America and Asia Pacific. Europe will have to wait.

Still, it’s a clear signal that Pinterest is moving towards DV360 and other DSPs, so one to keep on your radar for a future rollout

Instagram is testing new long-form updates 🍿
Instagram is currently testing multiple features that are supposed to increase the time people spend on the platform. There are currently three tests. Its new Features format supports videos of up to 90 minutes, aimed at podcasts, vlogs and interviews, and is now reaching select US creators after a trial in Brazil. Two smaller additions round out the update: one lets creators connect several Reels to a longer video, and the other bundles Reels into themed, episodic series. Together they signal Instagram’s ambition to compete with YouTube and TikTok for longer viewing sessions, including on the TV screen.

Youtube engagement is dropping, but people are still watching 📺
Organic engagement rates on US brand YouTube channels fell 26% to 38% year on year in Q2 2026, and the drop hit all seven categories tracked, from business and finance to food and drink, travel and gaming. Part of that may come down to how YouTube now counts views, but the message for brands is the same: viewers are liking and commenting less relative to views.

They haven’t stopped watching, though. The average YouTube Short holds viewers for 84.6% of its length. And, as mentioned,, YouTube now counts a view the moment a video starts playing, so views alone say less about real attention.

The takeaway: focus on viewing behaviour. Use watch time, retention and view-through rate as your main metrics, and treat likes and comments as a supplement.

From driving sales to brand building, TikTok Shop does it all 🚀
What if your shop could be your best piece of brand storytelling? Three years after launching in the US, TikTok Shop is turning from a pure sales channel into a stage for culture.

e.l.f. calls its live selling “edutainment” and skips discounts in favour of surprise limited drops. Crocs went further and made a microdrama, Déjà Shoe, with shoppable products built into every episode. With all of these new developments, this coming Black Friday Cyber Monday can be extra juicy and full of unexpected surprises. The brands that entertain first and sell second may win this season.