5 Ways Advertising on Pinterest Can Help Your Business
Unlike social media platforms such as Facebook, Twitter and even Instagram, Pinterest is dedicated to images that appear in a collage-like format for its users to scroll through and ‘Pin’ to their profile to view at a later date. Just like these channels, businesses can advertise on Pinterest and target users by niche. We’re taking a closer look at the different types of Pinterest Ads and their benefits, below. This blog will cover:
- How To Attract A Large Number Of Online Followers
- How To Increase Online Sales
- How To Boost Your Online Rankings
- How To Build Connections
- How To Drive Traffic To Your Website
Types Of Pinterest Ads
With more than 100 million active users per month on Pinterest, advertising on the platform is a good alternative to Facebook, Instagram and even YouTube. We’re exploring the different types of Pinterest Ads, below.
As 68% of women are on Pinterest, Promoted Pins are generally more successful for brands in female-dominated industries such as fashion, beauty and home décor. However, with 50% of users making a purchase after seeing a Promoted Pin, there’s a good chance that it could help boost your businesses sales too as they appear based on each user’s activity. This means that if you are launching a new skincare product and set up a Promoted Pin to generate awareness, user’s who have previously looked at your products, your competitors or search for something similar will see it.
While Promoted Carousels are still relatively new to the Pinterest platform, they are popular among businesses, generating a 32% higher click-through rate compared to other types of Pinterest advertisements. They work the same as Facebook carousel ads, whereby businesses can promote multiple products (or services) in a rotating format.
Promoted Video Pins
Just like Promoted Pins, businesses can promote their video content through Promoted Video Pins which appears in the home feed, search results and the “more like this” section under a Pin close-up. There are two option to choose from; max width and standard. While standard width videos appear the same as a regular sized Pin, max width videos are much larger, with a higher minimum bid. Either can help to build awareness and, as they are four times more memorable than non-video ads, are also more successful in generating new business.
Promoted App Pins
Promoted App Pins are ideal for businesses that have a mobile app, allowing users to download it directly from the Pinterest platform. They look the same as a Promoted Pin or a Promoted Video, but they link to a valid iTunes or Google Play app store URL instead of a landing page or website. With more than 80% of Pinterest traffic being generated by mobile devices, this is an excellent advertising option for e-commerce brands!
With a number of social media marketing avenues to choose from, many businesses question why they should invest in Pinterest, but with visual searches on the platform more than doubling in just one year, it’s just as viable. Here’s why:
Attract A Large Number Of Online Followers
For small businesses in particular, attracting a large number of online followers can be challenging. However, Pinterest advertising provides businesses with the opportunity to promote their products, without necessarily promoting their brand. In a day and age where so many people are bothered about the brands they purchase from, Promoted Pins and Promoted Videos largely focus on the product (or service) helping to extract the ‘popular brand’ FOMO.
Increase Online Sales
With 87% of Pinners purchasing a product at least once during their time on the platform, it can help to boost your online sales. Uses can save the things that they like, and businesses can even build a widget to display their Pinned content on their website, referring traffic from one place to another.
Boost Your Online Rankings
All content that is uploaded to Pinterest is crawled and indexed by Google, helping to boost your online rankings. To optimise your Pins for SEO, ensure that they are accompanied by a unique description which helps users find the image they are searching for. Other factors such as a natural text flow will also help to boost the Pin.
Building connections is an integral part of social media whether your business advertises on these channels. It all comes down to influencer marketing or “the process of identifying, researching, engaging and supporting the people who create high-impact conversations with customers about your brand, products or services”. While the average tweet has a half-life of 24 seconds, the average Facebook post’s half life is approximately 90-minutes, adding even more value to the platform.
Drive Traffic To Your Website
Pinterest also provides businesses with the opportunity to drive traffic to their website. So much so, that Pinterest has been proven to drive more referral traffic and LinkedIn and YouTube combined! With more than 100million monthly active users to share your content with, the platform provides an excellent opportunity to design unique and individualized boards for a range of content types including FAQs and blog posts.
Just like all social media advertisements, there are some do’s and don’ts you need to keep in mind when setting up your next Pinterest campaign, including:
Complete The Look
More recently, Pinterest has added a new feature called ‘Complete The Look’ that enables its users to purchase products based on the context of the image they have clicked on providing brands with the opportunity to gain more exposure.
Pinterest’s visual search team stated that:
“Complete the Look takes context like an outfit, body type, season, indoors vs. outdoors, various pieces of furniture, and the overall aesthetics of a room to power taste-based recommendations across visual search technology,”
As such Pinterest engagement increased by 83%.
Pinterest Analytics For Smarter Marketing
Thanks to Pinterest’s latest app update, it’s now easier than ever to identify your most successful Pins. The new dashboard features a number of addition features including different content types, devices, claimed accounts and source. The new dropdown menu also enables users to take a closer look at trends such as:
- Link Clicks
- Engagement Rate
- Closeup Rate
- Link Click Rate
- Save Rate
The Future Of Pinterest
By the looks of things, Pinterest is planning to become even bigger than the likes of Facebook and even Twitter with Chief Marketing Office Andrea Mallard wanting to ‘expand the brand’s traditional marketing’. Known as the ‘internet’s go-to spot for finding the good things online’, the team at Pinterest are planning to take their advertising efforts one step further by advertising on TV in the coming months. While the social media network has previously advertised on television back in 2016, with the significant rise in personalisation over the past few months, there’s no better time to remind people of the uses of Pinterest. Following the initial campaign, they stated that:
With a new TV campaign approaching in the near future, Pinterest plan to offer a “faster, cleaner and a more modern experience for a global audience”. Who knows what new and exciting features could transform the way people and businesses use Pinterest.
For more information, get in touch with a member of our expert social media team on 0800 088 6000, today.