How to Get Brides to Say “I Do” to Your Promoted Pins
by Kendall Beyeler | March 16
When advertising anything related to the wedding industry on Pinterest, it’s easy to feel like a kid in a candy store. But how do you take advantage of the opportunities in this new channel?
Using the Five Ws – who, what, where, when, and why – we’ve generated a basic framework to help you plan and execute an effective Promoted Pin strategy.
Want a sneak peek on the value our clients are seeing from the channel? We have several wedding clients on Pinterest acquiring new customers for as low as $10! Read on to see if this channel is a fit for your brand, and how you can best leverage the channel to drive new customer growth.
“Brides-to-be, obviously,” you may be thinking to yourself. But it isn’t that simple. Given just how much goes into wedding planning, from invitations to the venue to the dress to a million other tiny details, you need a nimble strategy to cut through the noise.
What makes Pinterest such a powerful advertising tool is that while search-based, it relies on a very different kind of search. Typical users rarely search exactly what they’re looking for; instead, they use Pinterest as a testing ground for future decision-making. Which means it is just as effective (if not more so) to target users who are in the market for your product, but are not explicitly searching for it. This is a mindset we refer to as “parallel intent.”
The clearest way to illustrate this idea is through example. When we began advertising on Pinterest for a client in the evite space, we assembled an audience of search terms that included both invitation-specific and nonspecific birthday party planning terms.
Through exhaustive search term analysis, we not only determined that approximately half of impressions were driven by generic birthday party planning searches, but that it was those terms that converted more cheaply.
The takeaway? Your higher converting customers probably aren’t who you think they are, which is all the more reason to rapidly and comprehensively test different approaches to audience targeting.
Because Promoted Pins are evergreen, you want to avoid relying too heavily on passing trends when creating pins to promote. Bridal fashion is perhaps most in danger of fleeting change, but in any case, your pins should illustrate what you’re offering – literally. Many of our clients have found tremendous success using illustrations or graphics in their Promoted Pins because it enables them to showcase what they do in an eye-catching yet ubiquitous way.
Where all the cool kids are: Pinterest. Not whitelisted yet? Give us a shout!
While it’s possible to cost-effectively target brides throughout the year, there are two major peaks in the wedding season to be aware of: early summer (May/June) and early fall (September/October). The key to knowing when to advertise is understanding where your product or service fits into the average bride’s timeline.
Let’s say you design wedding cakes. A bride typically starts thinking seriously about her wedding cake between 4 and 6 months prior to her wedding (though she likely won’t purchase it right away, which is where Pinterest’s Aging effect comes into play). This means you should aim to have fully optimized Promoted Pins running at scale from December to February and from April to June.
Moreover, given that it can often take 8 weeks just to test creative approaches, find your cheapest audiences, optimize your bidding strategy, and then scale budget, you should begin launching Promoted Pins in November or March.
To cost-effectively acquire new customers, of course! Not sure where to start? We’re here to help.
With so much wedding activity on the platform, Pinterest is a natural fit for wedding vendors who have a national footprint and who are looking to aggressively scale their customer acquisition efforts. Now is the perfect time to start testing the channel since we are heading into peak wedding season. It’s important to note that Pinterest often requires at least 8 weeks of optimization to arrive at cost-per-acquisition targets, so get moving soon if you want to capture as much value as possible this wedding season.