It’s no secret that Pinterest is a dominant social media network – especially for ecommerce.
Pinterest users have been found to exhibit high purchase intent when browsing through pins (Amp Agency). They are 9% more likely to purchase than non-Pinterest users, and 38% of active users who have bought something did so because they saw it on Pinterest (Ahalogy Pinterest Consumption Study).
So it was only a matter of time before Pinterest started dedicating more of their resources to businesses and brands to further their healthy ecommerce relationship.
First, they began by giving business users more data to analyze their pin strategy. Then at the end of last year, Pinterest announced they would be introducing Promoted Pins to expand the reach of brands’ Pinterest content.
The original intent for these Promoted Pins, as Pinterest described, was to be:
- Tasteful. No flashy banners or pop-up ads.
- Transparent. We’ll always let you know if someone paid for what you see, or where you see it.
- Relevant. These pins should be about stuff you’re actually interested in, like a delicious recipe, or a jacket that’s your style.
- Improved based on your feedback. Keep letting us know what you think, and we’ll keep working to make things better.
They also claim that you can hide any Promoted Pins you wish to not see in your home feed.
In a blog post just before the New Year, Pinterest shared that brands saw about a 30% bump in earned media, an extra 5% bump in earned media in the month following the end of a campaign, and a major gain in traffic and impressions when executing Promoted Pins.
Unfortunately, in yesterday’s update it doesn’t seem like Pinterest users express the same excitement:
You have killed the thing that made you great– the ability to curate input as well as output. When an algorithm starts suggesting the same tired pins to hundreds of people, everybody pins the same tired pins. You just broke yourself, Pinterest.
– Angie Brown
This review is a great lesson to any of you that plan on dabbling into Promoted Pins. It’s important to focus on who you want to target, and if the pins you’re promoting are tailored to that audience.
Let’s look at the three steps it takes to set up a Promoted Pin and what to keep in mind along the way.
1. Pick your promoted pin
Look for a pin that has done well organically. If it has gotten many repins and likes on its own, it is expected when you promote it to a larger audience you will see even larger success!
2. Pick your search terms and audience
Be conscientious of which pin you are promoting and what type of audience would benefit most from seeing your pin’s content.
3. Set up your billing
Terms like ‘CPC’ and ‘bids’ will be used frequently to control your pin campaigns. For help on understanding paid advertising check out this getting started guide before you invest.
For more help in setting up your pins, Pinterest will soon be giving businesses access to Pinstitute: a new program committed to teaching brands about creative and measurement for their Promoted Pins. The first lesson is set for March, but if you have any questions in the meantime feel free to ask us in the comments or give early feedback directly to Pinterest on their contact form.
About the Author: Deanna Zaucha is the Content Marketing Coordinator for Webs and Pagemodo, and also manages our social media presence. She can be found on a dance floor, or on her iPhone keeping up with trends in marketing and tech. Get more from Deanna on Pagemodo’s Blog and Twitter.