Maybe you’re already familiar with Pinterest, but did you know that this inspiration platform also offers great advertising opportunities?
The platform opened up for advertising in Denmark (my homecountry) back in 2020, and by the following year, there were over 1.1 million Danish users (and over 367 million international users). What they all have in common is an open mindset to be inspired.
With a seamless transition from ads to the rest of the platform’s content, there are great chances for success with advertising here.
What is Pinterest?
In essence, Pinterest is a digital pinboard filled with inspiring images and now videos. It’s a stream of visual content aimed at inspiring users. The platform is structured like a large pinboard, with each individual image or video appropriately named a “pin.”
Users can create their own boards, either private or public, and build their own inspiration universe.
The number of pins on the platform seems endless, offering inspiration for everything from interior design, recipes, and fashion to cars, travel, and DIY projects.
Inspiring ads
As Pinterest itself expresses, the platform follows users through their entire buyer journey. Here, people have the chance to be inspired, generate new ideas, plan, and ultimately invest in the products they are presented with.
The ads are visually built in the same way as the rest of the content on the platform, blending seamlessly with users’ existing feed.
This seamless transition from ads to organic content makes the ads less distracting compared to other media, and users are more likely to click on them. The whole ads management, looks very similar to META’s ads management.
Getting started with Pinterest marketing
It’s free to create a business account on Pinterest, and in many ways, it works similarly to other platforms.
You can set your own budget and time frame for your campaigns. You can choose how much to bid to appear in searches, or let Pinterest determine your bids for you.
When designing your campaign, you have the option to use various ad formats such as:
- Classic image or video format, appearing as a regular pin with a link.
- Carousel with multiple images, similar to formats on other platforms.
- Interactive images or videos with quizzes and personalized results.
- Shopping pins, which can be a single image or full catalogs with price, reviews, availability, and direct links to a store or app.
Organic and paid content
In addition to paid ads, businesses can also create organic content. Combining both can be especially effective, as organic content is often saved by users on their boards, which increases visibility for your brand and profile.
Your brand can appear in users’ start feeds as well as related pins, which automatically appear when someone clicks on a particular pin.
Analytics tools
Pinterest also offers analytics tools to help track your ad performance. Data such as CTR, saved pins, and impressions are included in the reports available from the platform. With trend dashboards, you can keep up to date with what users are searching for.
Advantages of advertising on Pinterest
Pinterest is an incredibly exciting platform because its users come with an open mindset, looking to be inspired.
Searches on Pinterest are much more generic than on other platforms, and the ads presented are part of this inspiration process. These ads can be highly effective, as they reach users at a point in their buyer journey before encountering competitors.
Pinterest is built around interests, allowing you to target your audience based on interests using Pinterest’s targeting tools.
Who is Pinterest marketing for?
So far, Pinterest is still one of the smaller social media platforms in many countries, offering great potential for early advertisers, with relatively low ad prices.
Statistics show that a large segment of Pinterest users, particularly women aged 25-45, use the platform to find inspiration for home decor, fashion, recipes, DIY, and lifestyle products.
If your business targets this demographic, Pinterest marketing could be highly beneficial, in my opinion.
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