Pinterest is social media network where users share and discover images or videos by posting (known as ‘pinning’ or Pinterest) on their own or other’s board. Pinterest can be considered as a web-based pinboard or bulletin board that has better organizational functionality. The platform has over 300 million monthly active users.
Pinterest offers different ads to businesses looking to attract customers in this social media platform. Based on the advertisement goals, companies can choose from the following Pinterest ad campaign type.
Promoted Pins: Marketers use these ads for creating brand awareness. Promoted Pins are displayed in the home feeds and search results to boost traffic and target audiences. Such Pins have the “Promoted” label, but they look and behave like organic Pins. Visitors/users can Pin them to boards, comment on them or share them.Once a Pinner shares it, the “Promoted” label disappears and succeeding re-Pins are considered earned media, meaning the advertiser gets additional exposure for free. Whenever a user clicks on an ad, it leads them to the landing page.
Promoted Carousels: Companies use this ad to promote brand awareness, earn strong engagement and increased click-through rates. Featuring two to five images, Promoted Carousels allow Pinners to swipe through. These multi-image ads seem like any organic Pins, but they feature the dots beneath, which provide users the swipe option.
The cards in Promoted Carousel ad can feature different images, titles, descriptions, and specific landing page. It allows brands with multiple products or features to display different images and sell different products by speaking to different Pinners.
Promoted Video Pins: Promoted Video Pins are best suited for awareness campaigns, and a great format to tell about a brand or its product story. These ads are similar to Promoted Pins, but the images are replaced by videos. Promoted Video are displayed in the search results and home feeds, as well as in “more like this” section. The videos play automatically when they are 50 percent in view.
Pinterest offers two formats for Video Pins: Max width and standard width videos. Max width video are very effective as they spread across the feed and reduce distractions from competing Pins. These ads are more expensive, as the minimum bids start higher.
Promoted App Pins:
Specifically designed for mobiles, Promoted App Pins allows users to download the app directly from Pinterest. These ads are targeted towards mobile audience as 80% of Pinterest traffic originates from mobile devices.
Promoted App Pins appear like a Promoted Pin or Promoted Video Pin, but when a Pinner taps on a link it leads the user to a valid iTunes or Google Play app store URL. These Pins are accompanied by an install button. Most Pinners have a fondness for shopping, so easy app downloads can convert into sales quickly.
Buyable Pins: Buyable Pins, also known as Shop the Look, are designed to be shopper friendly. These Pins allow users to discovery and buy products directly from a brand. Such Pins are mobile and web-compliant and are displayed like any Promoted Pin. Each item in the image is tagged with white dots, which can be clicked to display and link to the landing page. This ad format is suitable for images that display multiple products. For instance, a dining table with wares and decoration.
Story Pins: This is a relatively new Pin format, featuring up to 20 pages of images, text and links. Story Pins are shown in a Pinner’s home feeds along with a cover image and title. It also says “Story” beneath the image. Story Pin allows users to tap on the image and see all its pages. These Pins can also be saved to boards like the other Pins.
Pros of Pinterest Ads
- Easy to create brand awareness and boost traffic
- High conversion rate
- Time span of a pin is quite long (can be months sometimes)
- Open system – every pin is available to everyone on Pinterest
Cons of Pinterest Ads
- Closed system – people who don’t have Pinterest account cannot view the boards
- Limited audience – mostly women and most Pinners (men & women) are below 45 years of age.
- Good image and that too of high quality is a pre-requisite
- Expensive to automate as there are few good Pinterest schedulers