There are so many social media platforms available to reach your target audience – why is Pinterest important?
With its over 444 million active monthly users, Pinterest is more than just a social media platform. Rather than simply scrolling to stay up to date socially, Pinterest functions as a way to be inspired, to find new ideas, organize, plan projects, and strategize for the future. Positioning your brand or business in front of your target audience while they're browsing and discovering means you have the first opportunity to present them with your products and offerings – ahead of your competitors.
Pinterest ads appear in users’ feeds visually just like a regular pin, meaning you aren’t interrupting their engagement experience. The benefit is you capture their attention while they're already looking for the products you sell. Therefore, Pinterest has one of the lowest CPCs in social media advertising when combining their free and paid advertising tools.
Are you new to the world of Pinterest Ads? Or maybe you have run a few campaigns before but with minimal results? When it comes to effective Pinterest Advertising, it isn’t as simple as just creating ads, publishing them, and waiting for sales to pour in. There are strategic marketing tactics that need to be used to see valuable returns.
We follow a proven process that includes intentional planning, budgeting, and data analysis. We develop creative campaigns that are continuously tweaked to ensure they’re performing well and generating the desired results. Our experience and knowledge of Pinterest – as well as its ad capabilities – ensure the best use of your advertising dollars. Plus, as a full-service agency, we can incorporate your Pinterest Ad strategy with your email marketing, website content, and other social media strategies so you have a cohesive and holistic approach to your marketing, ensuring that your customers enjoy the ease of navigation with your business from product purchase right through to aftercare.
From a target-market perspective, Pinterest users are in line with those who make purchase decisions for a household, an important statistic that sets the platform apart.
More than 70% of Pinterest users are women; however, male pinners are growing, up 40% year over year, meaning the platform is becoming more attractive than ever to businesses that target both women and men, as well as male-dominated products. With Gen Z being an important player in the target demographic of many industries, the 40% increase in Gen Z users year over year signifies the growing potential of increased selling opportunities.
The precise targeting tools that the platform offers ensure your marketing efforts are streamlined to reach those who are already looking for products that you offer as well as those who are in a buying mode while discovering new ideas.
Pinterest’s targeting tools include automatic targeting that utilizes their technology to find an audience based on your pin, demographics including age, gender, location, and language, interests based on the topics users search for and interact with, and keywords that function like a search engine that set the platform apart from other social media. There’s also an option to upload your customer lists to appear in front of a warm audience who have already engaged with your business, as well as Actalikes, which finds audiences similar to those who have already engaged with your Pinterest ads and are existing customers.
Pinterest has an advertising solution for each of your marketing goals and KPIs.
The lifespan of a Pinterest Pin is one of its most valuable attributes. Unlike tweets, Facebook posts or Instagram posts, which are all moving towards stories and vanishing content, Pinterest content remains relevant for much longer – months or even years after being posted. As an advertiser, posting Pinterest Ads that are more evergreen, not time-sensitive, is a great way to take advantage of this.
Pinterest’s search engine has its own search algorithm. The results displayed are the most relevant to the phrase or keyword searched rather than the newest pins, meaning you get more longevity from your advertisements. The planning and ideation format of Pinterest also attracts those who are looking to make purchases, like fashionistas creating their capsule wardrobe using boards.
Imagine this, you’re styling your dream home décor on Pinterest, and you’re excited to bring your vision to life. You’ve found the perfect couch, coffee table and lamp situation from your favorite magazines, and now you want to make it real – and make a purchase. As you’re ideating, discovering, and searching, the exact furniture or similar options are advertised to you directly on the platform, so all you need to do is tap to shop and live in your dream space.GET A FREE AUDIT
There is a Pinterest Advertising strategy to suit every marketing goal. With an average cost of $1.50 per click, it’s a highly enticing platform to try for many brands – especially with all these different ad formats you can select inside the Ads Manager.