Pinterest has published a guide for advertisers. The platform presents its tips for creating advertising and marketing being more detailed than ever.
Pinterest consumption has increased significantly in year 2020, considering the Coronavirus to be the main cause. Because of the pandemic and the increase in time spent at home, consumers are looking for more inspiration for different types of things. What will be their next meal, how to furnish their home, idea of a surprise, how to spend their free time. Owing to this situation, Pinterest is becoming the perfect place to position successful pins and marketing campaigns, especially, by explaining how and what visually.
To meet the growing demand, the company has developed a guide that gives advice, on which cases and how is best to use the platform.
4 types of consumption in Pinterest
In order to choose a social media as a communication channel for your brand, it is important to know why consumers use it. Pinterest’s analysis, shows that users visit the platform mainly for 4 reasons:
Personal
Personal reasons why each user individually decides to make the relevant search;
Detection
Consumption for inspiration, visualization, and viewing opportunities
Search
Consumption for information, entertainment, gossip;
Socially
Socially oriented consumption, for entertainment.
Creative, creative and creative again
Mainly, the interesting ideas and the visually beautiful formats are what makes Pinterest highly attractive to its users. The brands that are using the platforms are striving to develop cool, attractive and useful visual elements as to attract attention.
Pinterest offers several formats that you can work with:
- Standard – just a picture;
- Video format – in which vision, sound and animation can be implemented;
- Product – suitable for store owners because they can present prices and availability, as well as an active link;
- Collection – several products combined in one pin;
- Story – similar to Facebook and Pinterest offers the opportunity brands.
Pinterest as an advertising tool
In its updated guide, Pinterest provides various tips for marketers and advertisers. For many years, compared to Facebook and Google, the platform has been ignored for those services. Pinterest is a portal that allows you to define your own target group at the perfect time for you. The platform itself is not presented as a social network, but as a platform for browsing, discovering and seeking inspiration. Pinterest offers and represents the perfect environment for creative advertising:
“Most people use Pinterest to decide on their next purchase and start their search early. When they surf. When they have not yet decided what they want. When they are looking for inspiration to help them orient themselves. When they start making their decisions. That’s why 97% of the most popular searches on Pinterest are non-branded. This means, that people come to look for something specific, but not a specific brand – yet, ” said the platform.
Tips for building ads
Statistics show that nearly 30% of consumers are young- the so-called millennial. The photo below is based on the new Pinterest guide, it describes, which types of ads are more accepted among users. Based on this information, positive, correct and relevant content must be created.
Good Vision
Being to be original in text and content
Being positive
Being relevant to the appropriate topic that the user is looking for;
To motivate readers / users to action
In the Pinterest manual, everything is depicted and explained in much more detail. These examples, show step by step what to consider when building an ad. The example below with a Levi’s ad shows how the logo and the user’s call to action can be combined quite well.
When to buy an ad on Pinterest
Like other platforms, Pinterest relies on the classic marketing funnel to help brands build their strategy. Advertisers can target their audience for the following purposes:
Brand Recognition
Recommended for use in more general (generic) campaigns or in those to impose a new product or service. Besides the standard banner ad, only this type of campaign can broadcast video ads. Advertisers can buy based on 1,000 impressions or clicks. Similar to Facebook, the network provides two targeting options: to reach more users (so-called reach) or to build brand awareness (reaching a wider group of users more often).
Considering purchase
The main goal of this type of campaign is to take action on the user's site or in his physical store. It is only possible to broadcast banner ads, and the price is determined as the cost of 1,000 impressions or clicks. Targeting can be based on a wide range of tools: keywords, user interests, re marketing, and similar audiences.
Purchase
This type of campaign is designed for users who have a more serious online presence and a sufficient audience to direct the implementation of a specific action. The targeting options are again broad enough - by interests, keywords, re marketing, or user lists. Pinterest has also developed a database with activities to take into account the effect of advertising - return on advertising investment, increased sales, saturation, growth of new users.
Anyone interested in expanding their marketing on Pinterest can get the 2020 platform guide here.
