Five years ago the digital bulletin board Pinterest became the go-to site for people looking to find and share recipes, DIY projects, health and fitness tips, and a number of other bite-sized pieces of content now commonly known as Pins.
While still largely a site for hobbyists and homemakers, Pinterest has become much more than that as its potential to draw in users who are close to making a purchase has boosted its status from e-bulletin board to a Google rival with over 70 million users.
This potential makes it prime real estate for advertising, which is why Pinterest recently built its first ads API and is launching a marketing program to help brands create more content. Before jumping onto the platform, however, brands should keep the following three factors in mind to maximize the value of their campaigns:
- Campaigns Are Bought Based on Search Terms, Not Demographics
Targeting ads on Pinterest is more effective because it’s done by search behavior rather than by audience, which is how ads are targeted on Facebook and Twitter. This means that your Promoted Pins are reaching people who recently searched for a certain category or product, so their interest in it is fresh and they’re more likely to buy.
- Virality Works in Your Favor
Re-Pins can also be valuable as a marketer because they can lead to free impressions. If someone re-Pins your ad, the advertiser doesn’t pay for subsequent clicks on that Pin. Further, as with sharing on any social network, re-Pins suggest your brand has a following and that your ads or content are resonating with your audience.
If you think no one would re-Pin an ad, think again. Pinterest’s highly visual nature – which makes it perfect for lifestyle brands, including travel, fashion, beauty, and CPG – allows marketers to create some compelling Promoted Pins with attractive images and plenty of space for creative copy.
- Access to the platform is limited
Pinterest currently restricts access to the platform to a handful of select technology partners, so brands are unable to directly operate advertising campaigns. We are pleased to announce that Social Fulcrum has been designated as a marketing partner and can work with your marketing team to onboard and optimize marketing campaigns around some of the unique targeting capabilities of the Pinterest platform. We are seeing in some of our initial Pinterest campaigns that, on average, the cost per impression on Pinterest is about $3, compared to $15 on Facebook for the same audience.
As with any new advertising platform, careful planning, and selection of the right marketing partner can help ensure your brand has a positive and successful experience.
External links: https://ads.pinterest.com/