Pinterest Marketing – The most important in a nutshell
By now, every marketer should be familiar with Pinterest. The social platform, on which users can mark their favorites like on an online pinboard and compile and share them in personal pinboards, now has 431 million active users worldwide every month. (With a turnover of 847 million US dollars in the fourth quarter of 2021, Pinterest can already be counted among the big players in social media networks, even if the figures do not yet reach Facebook and Instagram. No wonder Pinterest is also becoming more and more interesting as an advertising platform.
Pinterest functions as a kind of visual search engine – with the aim of collecting inspiration for specific topics. Users can enter search terms and are then shown corresponding images, which they can collect on virtual pinboards. In addition, users are shown images in the Home Feed that correspond to their respective interests. Pinterest users can also follow other users and view their pinboards.
Pinterest itself states that 60% of users are female. Just under 40% of Pinterest users are men. Pinterest serves as a source of inspiration. What distinguishes Pinterest from other social networks and makes it particularly interesting: Brand content does not interfere on Pinterest, it is part of the content and inspires.
Pinterest is one of the most popular social networks worldwide
Want to use Pinterest for your business? There are essentially two ways to do Pinterest marketing:
Pinterest marketing can also be done completely for free. Simply create a free business account on Pinterest and fill it with content. That is, create pinboards, create and pin images. Other users will then see these pins and become aware of your business. To achieve more attention and reach, however, it is worthwhile to place paid ads on Pinterest. This way, you can reach far more users.
You can advertise your pins on Pinterest. For this purpose, Pinterest offers various ad formats:
Pinterest currently offers five different ad formats:
Standard Pins allow you to upload images in portrait format. An aspect ratio of 2:3 is recommended here, for example 1000×1500 pixels. To present your brand in the best possible way you can integrate your logo discreetly in this image. With text overlays you can place short text on the pin. Also, you can integrate a link (for example, to your website).
Standard Pins are the easiest advertising option on Pinterest
If you want to advertise with moving images, you can place video ads on Pinterest. These are ideally between 6 and 15 seconds long. The important thing here is to get the user’s attention right at the beginning. You should also choose a meaningful cover image.
With Shopping Ads, you can promote your product pins in a targeted manner.
Shopping ad on Pinterest – here using Levi’s as an example
With Carousel Ads, you can upload multiple images per ad. The user can then swipe to see more pages of the ad.
Carousel Ad on Pinterest using Filling Pieces as an example
With this ad format, you can combine both product photos and lifestyle images – and deposit multiple photos.
Example of a collection. Ad of the Souleway brand
To avoid wastage you should define your target audience on Pinterest. Pinterest offers six different targeting options:
You can run ads quite straightforwardly via the Pinterest Ads Manager. Here you can create, manage and analyze campaigns. The Ads Manager is integrated into every business profile. You can open it by going to the “Ads” menu. Alternatively, you can also access the Pinterest Ads Manager directly via ads.pinterest.com. To advertise pins, go through the following steps:
Want to measure the success of your ads on Pinterest? Pinterest offers analytics and measurement tools. This allows you to monitor your campaigns – and optimize targeting based on the data, thus improving results.
Pinterest Analytics is Pinterest’s own analytics tool. Anyone with a business profile can use Pinterest Analytics. Among other things, the tool reveals which of your pins are the most successful, with which pinboards your pins are integrated and provides information on the demographic data of your users.
The Pinterest profile of Bosch Home DE
Group boards are an easy way to generate reach
With consistent branding, Springlane ensures recognition value.
Is Pinterest marketing worth it? Yes – for many companies Pinterest marketing is very interesting. Why? What speaks for and against Pinterest marketing:
In contrast to Facebook, Instagram and Co., the content with the correctly tagged term is still displayed to the user months or even years later. So it may well be that a post that is 3 years old is still generating a lot of traffic on the website today, because it is suggested to the user on Pinterest again and again. But this also entails consequences: Because pins that are not timeless perform comparatively poorly on Pinterest.
As already mentioned, daily themes tend to perform poorly on Pinterest. But which themes are mainly found on the network? Due to the demographic distribution, typically female themes are on the rise. From fitness and yoga to handicrafts and recipes to sustainability and decoration, the topics are wide-ranging. Visually appealing photos are particularly important here, as these are the focus of the pinboards, while only comparatively little text per pin indicates the content. In addition, Pinterest now also allows publishers to publish videos, which opens up even more possibilities in the content area.
Quite clearly: for every company that dares and whose products or services are interesting for a young, well-off target group. However, the social media basics should not be neglected here: The company should – as with any social media channel – invest enough time in maintaining the channel and at the same time not neglect its own website, to which it should be forwarded. With the right tagging and regular content, nothing stands in the way of a successful Pinterest presence.