After Glam Media launched the culinary social community Foodie in February—around the same time Pinterest blew up—Glam’s chief digital marketing officer Erin Matts noticed something.
Foodie’s most popular content—recipes—was attracting a lot of attention on the social scrapbooking site, likely driving traffic back to Foodie’s blog network. In fact, one recipe alone garnered 150,000 pins.
That trend now will have a hand in how Foodie, still in beta, takes shape. “It really does need to be visual,” Matts said.
Over the next month or so, Glam will launch a social ad product designed to echo Foodie’s highly stylized look, she said.
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