If there is one thing that sets Pinterest apart among the leading social networks, it is that it’s a platform where creators, designers, builders, bakers, cooks… doers plan what they’re going to do.
That’s why marketers succeed on Pinterest with campaigns targeting those in a planning, doing, creating mindset.
For those less familiar, Pinterest is an image sharing and social media service which enables saving and discovering information. Users add or ‘Pin’ images, including animated GIFs and videos, in the form of pinboards.
In 2020, thanks to COVID-19, we all had a lot of time to create. So it’s not surprising that Pinterest had a strong year. The platform added 100+ million monthly active users globally to hit 459 million, a 37% increase from 2019.
Pinterest’s Marketing Elevator Pitch
Pinterest is a full-funnel solution and the only platform where people actively plan for what’s next. This makes the platform a great way to reach people at critical moments throughout their decision-making process.
Because Pinterest is a digital bulletin board with images, GIFs, and videos, ads are also pins or posts.
Here are the five main types of ads on Pinterest:
- Standard Pin Ads: Ads promoting a standard JPEG or PNG image
- Carousel Ads: Ads similar to standard pins enabling users to swipe through multiple images or videos (known as “cards”) in a single pin
- Video Pin Ads: Ads similar to standard pins using video instead of JPEG or PNG images
- Shopping Pin Ads: Ads that retailers/marketers can upload directly from their product catalog and turn into pins which can be uploaded with product details
- App Install Pin Ads: Ads that link to the Apple App Store or Google Play app URL enabling a user to download the app without leaving Pinterest
Follow the data
To support advertising, Pinterest provides leading marketers with trend and intent signals uncovered in its search data. To improve ad performance, marketers are using this data to adapt organic marketing strategies.
For example, Pinterest noticed that searches for products in short supply during the pandemic, like “how to make bread,” jumped 12x. Pinterest alerted spice marketer McCormick of this trend. As a result, McCormick created a carousel pin featuring four bread recipes. This leads to an important point – marketers advertising on Pinterest should support their advertising by investing in building their content-driven presence on the platform.
Make Ads Beautiful and Interactive
As an image-driven platform, if you want your advertising to succeed, your images need to be beautiful. Furthermore, making your ads more interactive improves engagements and conversions.
As we said in the second paragraph, Pinterest is a great way to reach people who are planning. The platform has a proven record of growing reach and building brand and product awareness. This, in turn, drives conversions, including online sales, signups, subscriptions, as well as offline sales.
According to data from Pinterest, 77% of weekly Pinners discovered a new brand or product, and 83% of weekly Pinners have made a purchase based on the content they saw from brands on the platform.
It’s pretty hard to argue with data like that.
If you like what you’ve read and are interested in adding Pinterest to your marketing mix, reach out to Creative Clicks.