Why Pinterest Advertising Deserves Your Attention
Facebook, Instagram, and Google Ads create the buzz. But the real fans—the interested, the desirer, and the ready—spend their time here. If you don’t know yet, Pinterest is a powerful platform. Not a secret, but most brands are guilty of frequently overlooking it.
Now, before you roll your eyes (Pinterest? The land of recipes and fashion inspiration?), there’s more than meets the eye. Pinterest’s unique blend of visual appeal and user engagement gives advertisers a cool new stream to drive substantial results. Swifties are the new gold standard of a fan base, and this is where you find/create yours. Let’s tear this down.
What’s Pinterest’s game?
At its core, Pinterest is a visual discovery engine. Users come to the platform for inspiration, whether for home decor, fashion, recipes, or DIY projects. This creates a distinctive environment where users actively seek ideas and solutions, making them more receptive to advertisements. It’s a field for Pull Advertising. Pull ads draw in those already looking, meaning you connect with eager customers, boosting your chances of a sale. Instead of interrupting, they offer solutions when people are eager, creating a smoother, more effective connection.
High intent and engagement
How often do you catch yourself saying, ” Avoid fluff?” Fluff is a big problem; it’s the noise that blunts your customers’ attention. Pintrest has less noise.
Pinterest feels like a quieter place; you can avoid the “social” part of social media. You won’t see a wedding announcement from your high school arch-nemesis here! Part of what makes Pinterest stand out is the high intent of its users as well. When they are on Pinterest, they mean business.
Unlike other platforms where ads might interrupt the user experience, Pinterest users are often in the mindset of discovering new products and ideas. This high level of intent translates into better engagement and higher conversion rates for advertisers.
A goldmine of demographic data
Let’s point out the obvious. Pinterest’s user base is predominantly female, with a significant portion of users being millennials. This is good news! This demographic is known for its purchasing power and influence over household buying decisions. Now that you know this, you can target your ads with precision, ensuring you’re reaching the right audience at the right time.
Visual appeal and creativity
It might come as a shock, but listen to this – Pinterest thrives on visual content. Capitalize on this by creating visually appealing and creative ads that blend seamlessly with the platform’s intent. For example, a beauty brand could design a series of aesthetically pleasing pins showcasing makeup tutorials, using high-quality images and engaging step-by-step instructions that fit naturally within users’ feeds. This not only enhances the user experience but also increases the likelihood of users engaging with your ads.
3 tips to rock your Pinterest campaign
Shoppable pins and rich pins: You can get even more bang for your buck on Pinterest by using features like Shoppable Pins and Rich Pins, which allow users to purchase products directly from the platform. These features bridge the gap between inspiration and action, making it easier for users to buy the products they discover on Pinterest. For marketers, this means a shorter sales funnel and higher conversion rates.
Underutilized Ad formats: Despite all these advantages, Pinterest’s ad formats remain underutilized by many marketers. Promoted Pins, Video Pins and Story Pins offer diverse ways to engage users, yet many brands have yet to explore these options fully. So, consider this your sign to take a chance and try something new! By experimenting with different ad formats, you can find the most effective way to reach your target audience and maximize your ROI.
Copy success stories: Several brands have already unlocked the potential of Pinterest advertising. For instance, home decor company Wayfair saw a significant increase in traffic and sales by using Promoted Pins. These pins often include actionable details such as prices and direct links to product pages, simplifying the shopping process for users. Similarly, fashion retailer ASOS used Pinterest to drive brand awareness and engagement, resulting in a notable boost in their social media presence. ASOS effectively connects with fashion-forward users by creating a mix of Promoted Pins and Video Pins that highlight seasonal trends, style tips, and exclusive product launches.
Cut to the chase
Standing out as a brand is becoming increasingly challenging. For better or for worse (We’re bringing out the “S” word, be ready!) – the market is saturated. That’s all the more reason why you should check out Pinterest as an advertising avenue. The platform provides a fresh opportunity for brands to connect with consumers in a meaningful and impactful way. Go make a board already!
