Pinterest. It’s often regarded as the ‘arty’ outsider of the social media world, particularly when it comes to advertising opportunities. Of course, when it’s compared to the likes of Facebook and Instagram, who dominate ad dollars and user numbers, it’s hard to see why a platform that is most famous for ‘failed’ attempts to recreate its complicated recipes would be worth the time of day for marketers. But if there’s one thing I’ve learned while helping advertisers navigate social platforms and mediums, it’s that you should never underestimate the underdog.
Not only does Pinterest have a healthy 478 million users worldwide, but it’s also more than just a social media network. It’s the best visual search engine there is. And people are using it for more than just inspiration. People come to Pinterest not only to discover new stuff and get inspired but to purchase as well.
For marketers, the future-focused mindset of Pinterest users makes this platform ideal for visual advertising. Whether they’re searching, comparing options, or ready to buy, Pinterest users are open to discovering new brands and will put what they see and experience into practice later on.
So, what are some of my practical tips for brands looking to turn that inspiration into a sale?
Know your goals to know your format
Pinterest can serve many functions for brands, depending on your goals. Not only is it an excellent platform for brand awareness, with Pinterest users 47% more likely to be introduced to new brands than users on other social platforms, but you can also use it to drive potential shoppers to your online store.
Your objective will play a role in deciding the pin format to help you reach your audience in the best way. Shop the Look Pins are great for businesses looking to sell products without the user ever having to leave the platform, while the carousel ad format allows brands to upload up to 5 cards to a single pin, which means you can showcase your brand offering in a much more convenient way. With Rich Pins on the other hand, you can offer extra information directly in a pin and increase interaction with your brand.
And… action! Get creative with your ads
Once you’ve got your objectives and pins in place, you can get creative with your advertising. Motion in your ads is a great way to draw the attention of your audience. Brands like Tom Ford shine in their video ads that use dark colours to blend seamlessly with the video frames’ rapid movements, making the perfect setup for the moments when the brand’s name and product appear on the screen. Video is also great to show your audience how your product works and how they will benefit from it. I recommend creating a quick demo through your ad that lets your products do the talking!
When it comes to copy, on Pinterest, you have to think vertically. Make sure that your copy is short and catchy, but if you need to use longer text, the video and carousel formats are great for breaking it into smaller parts. It’s important here to really nail your tone of voice – Pinterest’s brand feeds work well when you can clearly see the brand’s personality all over it.
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Stay visible, stay discoverable
Pinterest is first and foremost a visual search engine. Your job is to make use of this search engine and get your products on board by uploading high-quality pins. The more often you upload pins on Pinterest, the more visible you’ll be to people with interests in your field: Pinterest’s algorithm will keep your posts on top of the feed. It’s also good to pin relevant findings from around the platform and from around the web. This is both a way to connect with others and get yourself noticed. It is also a great method of staying active and providing your followers with field-related inspiration boards.
You’ll also want your products to be easily discoverable. To make it in Pinterest’s search results, you need to optimize the descriptions for each of your pins. Include keywords related to the product and make sure that each and every pin links to the corresponding product page, to a landing page or YouTube video, or whatever it is that you’re promoting.
Remember, Pinterest users are people of action. They visit to discover and then take action. Spend some time in the network, get creative, test to see what works for you; and when you find it, don’t be afraid to invest!
By Teodora Gavrilut, Chief Operating Officer, Creatopy
Teodora Gavriluț is the Chief Operating Officer of Creatopy. With a solid marketing background of over 15 years, she handles the company’s internal affairs. By combining analytical thinking with creative processes, Teodora believes she’s fortunate to have built a career out of her love for technology and passion for marketing.
