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Pinterest is a frequently overlooked social platform for advertising, with many marketers defaulting to Facebook and Instagram. However, it can be an excellent tool for brands looking to reach niche audiences in a discovery mindset. Inspiration is a key driver in marketing effectiveness, and Pinterest is where consumers go to be inspired.
Pinterest users are action-takers who intend to make purchases, plan projects, or develop new skills. This sets Pinterest apart from other social media platforms where users just skim through and like friends’ posts or news headlines. In other words, Pinterest is the ideal site to increase brand awareness and consideration.
If you’ve historically been hesitant to use this platform, read on to learn more about how your brand can capitalize on Pinterest ads.
Pinterest is a social curation platform that acts as a digital inspiration board. It lets users create, share, and categorize online content per their interests. Marketers should think of Pinterest as a combination of a powerful visual search engine and online social community, making it the perfect place to promote product discovery among potential customers.
Users can upload and save images from the internet and add captions, descriptions, and links. These are known as pins. Pins can be saved or uploaded to customizable boards on user’s accounts to have multiple points of inspiration.
85% of Pinterest users use the platform as their first stop before beginning a new project. So, Pinterest is using this intel to lean heavily into commerce, giving users the opportunity to create shoppable pins and shopping lists. These shoppable pins are look native in the user’s feed, creating a less disruptive advertising experience. Additionally, Pinterest has new AR features that allow users to try out products virtually before purchasing. People use the platform to discover and research products and brands, making it the ideal platform to reach your audience before competitors do.
There is a diverse range of ad formats you can leverage on Pinterest. Idea pins, how-to pins, downloadables, video pins, idea pins, shopping pins, and collection pins are just a few examples. Some of the newer and more valuable formats that marketers can utilize are idea pins, try on pins, and collection pins.
These pins are Pinterest’s interpretation of the “story” concept that other platforms such as Snapchat and Instagram have used. Idea pins are short form video content or a series of images. These pins are usually demonstrations or how-tos.
Try-on pins use augmented reality technology to allow the user to test out a product before purchasing. From trying out makeup to seeing how a new couch would look in their living room, try on pins allow users to visualize the product in their life before purchasing.
These pins consist of several elements – one large main hero asset and three smaller secondary assets. Once clicked, collection take users to a page where they can view the hero asset up close next to the secondary assets. This can help brands showcase multiple complementary items or highlight different product features in one view.
The platform has over 400 million monthly active users, who utilize the platform to plan projects, make purchases, and become inspired. Pinterest’s user base is primarily female, with 60% of their global audience consisting of women. Unsurprisingly, women are also the most likely to make purchases on Pinterest.
However, the user base is steadily diversifying, with male and Gen-Z users growing by 40% this year. Additionally, 45% of social media users who bring in an average household income of over $100K are active Pinterest users, meaning Pinterest users are high earners and high spenders. People in many different life stages, and with many different interests (from new homeowners to hobbyists to gift shoppers), utilize Pinterest.
To start advertising on Pinterest, you must first create a Pinterest Business account. This gives you access to analytics, exclusive pin formats, and the ability to create ad campaigns. From there, you will receive a prompt to select a campaign objective.
Pinterest advertising objectives include:
These objectives determine your spend and ad formats, so choosing one that most accurately reflects your company’s business goals is important.
Advertisers have several options when it comes to targeting. You can target users who have already interacted with your brand online, find new customers through lookalike modeling, target by keywords, or even create a target audience by uploading a mailing list.
Pinterest also gives users the ability to target by interest with their premade interest targeting options. For example, if you were advertising a modern chair, you could select “contemporary design” or “modern home aesthetic” in order to refine your audience even further.
Here are four best practices to maximizing your advertising efforts on Pinterest:
Pinterest ads offer brands a great opportunity to reach reach and persuade niche audiences. If you’re in search of a new platform to breakthrough the noise and engage consumers, don’t over look Pinterest.
For more tips, view our 2023 Social Media Advertising Trends article here.