Why use Pinterest?

Pinterest is an often overlooked and seriously underused marketing platform.

Its users are one of the most engaged audiences available through social platforms and can easily be harnessed through smart strategy.

Implementing a Pinterest marketing strategy for your business will increase sales and brand awareness. In terms of users the stats are impressive:

  • It’s the fourth most popular social media network in the world
  • There are over 780K active Irish Users
  • 81% of users are female
  • 40% of users have a household income of over €100k
  • 87% of users have purchased a product because of Pinterest
  • 50% of users have made a purchase after seeing a paid for Pinterest Ad
  • 67% say that they’ve discovered new brands and products from content on the network.
  • 55% use the network to shop
  • 90% of weekly Pinners use Pinterest to make purchase decisions

 

Signing up to Pinterest:

Signing up to Pinterest is a very simple process that requires your email, password, age, gender, country and language. Once you have created a free profile page you can easily convert this to a business account to use for paid advertising.

Next you choose a minimum of 5 interests from a seemingly endless list comprising of DIY, Home Décor, Humour, Fashion, Hairstyles and everything in between. You can add to this list at any time. If you’re using your account for business purposes make sure your bio contains relevant keywords for your brand. It should still read like your brand’s individual voice but with some useful SEO keywords sprinkled in so that Pinterest and other users know what your business is all about.

 

The Life of a Pin: Pinning from within Pinterest

See a pin you like (from other users or from advertisers) in your Pinterest Newsfeed

Clicking on it opens it up.

  • You can save it to your own Pinterest page. (Top Circle)
  • You can follow the link to the webpage (Bottom Circle)

The Life of a Pin: Pinning from outside Pinterest

Advertising formats:

 

Promoted Pin

  • Seen in Home Feed and Search
  • Looks like native content just with a little ‘sponsored’ tag
  • When clicked it expands to allow the user to see it bigger and shows a URL to a webpage that a user can click

1 Tap Pin

  • Operates the same as a promoted pin regarding showing up in Home Feed and Search.
  • Appears as native content just with a ‘sponsored tag’
  • However: clicking on this pin brings you directly to the webpage URL associated and out of Pinterest.

Video Pins

  • Appear as native content in Home Feed and Search
  • Start playing once they are 50% in view
  • Videos are minimum 4 seconds up to 30 seconds

 

Targeting:

It’s possible to target the following:

  • Interests
  • Locations
  • Gender
  • Age
  • Device
  • Specific Key Words (100 minimum)

Useful Pointers:

  • Use minimum 100 specific key words per promoted pin
  • 1 Tap Pins work best re-targeting people who have previous visited your site
  • 86% of users are on mobile format so make sure your linking website is mobile friendly.
  • Vertical photos overlaid with text perform best
  • Pins cannot feature the price or a call to action in the picture but can in the description
  • The best kind of Pins for advertising are in line with the network’s content. This means that they’re highly visual and useful for your audience. A hard sell of a product won’t perform well here. Instead, Pins like how-to articles, DIY gifts and inspirational home decor are more engaging. It’s content marketing at its core.

 

What you can measure:

  • Impressions
  • Saves (how many people save it to their own board)
  • Clicks
  • Video Views
  • Click through Rate
  • CPM
  • Engagements (saves, clicks to expand, clicks to webpage)
  • Cost per View (and completed view)

 

To find out more about your possible opportunities with Pinterest get in touch here: