With the news that UK users can now buy Pinterest ads, we wanted to give you a roundup of this new offering and how it can prove to be a lucrative marketing option for your organisation. We already know Pinterest as a great app for sharing and storing attractive images of everything from aspirational living spaces, delicious recipes and fitness challenges to wanderlust travel locations and envy-inducing outfits. Pinterest recently launched its Promoted Pins platform, allowing businesses to capitalise on the popularity of the lifestyle app by offering them a less intrusive marketing option, boosting brands’ ‘discovery’ opportunities.
The Chief Marketing Officer Council found that 65% of senior marketing executives believe that visual assets (photos, video, illustrations and infographics) are core to how their brand story is communicated, making Pinterest an ideal platform to engage with your audience.
You may have already noticed Promoted Pins – hidden amongst Pins from people you follow and those that are suggested for you, such as the promoted pin above from Pai Skincare. Whilst they appear almost identical to organic pins, they offer more capabilities: they provide the option of adding keywords and targeting specific groups of users on Pinterest to increase your brand’s visibility and drive conversions. Promoted Pins offer the option of targeting users based on their demographics, search terms and interests. Marketers can pay on an engagement or click-through basis and will have access to data including impressions, engagement, click-throughs to a website and activity.
Tim Kendall, Pinterest’s general manager of monetisation, who was formerly director of monetisation at Facebook, told Marketing Week: “We are trying to do for discovery what Google has done for search and by that I mean stitching together a catalogue of ideas on your smartphone every single day.” Pinterest, which has 100 million users, “will surpass one billion over time” according to Kendall, who says that discovery is a “universal need.”
Promoted Pins are utilised for a variety of marketing goals, including awareness, engagement and traffic. They’re a great way of raising awareness of your brand to a desired audience – Pinterest users are people actively trying to plan, discover and save ideas. Your brand’s products and services bring these ideas to life. Base your promoted pins on your most popular Pinterest content to encourage the greatest engagement . Pinterest claims that Promoted Pins see engagement rates of 2-5%, higher than the industry average.
If you want to find out how Pinterest can revolutionise the way you engage with your customers, give Bigwave a shout and we can help you with everything from creating a Pinterest profile to curating your content. Email firstname.lastname@example.org, tweet @Bigwavemedia or give us a call on 01392 492380.
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