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.
What is Pinterest?
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.
What are pins?
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.
What do people use Pinterest for?
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.
Types of Pins
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.