In the ever-evolving landscape of digital marketing, Pinterest has emerged as a powerhouse platform, offering unique opportunities for businesses to connect with their target audience.
Pinterest has come a long way from being used solely as a creative outlet or discovery platform for DIY projects, home style & decoration, party planning, and recipes. While those consumer behaviors are still how some utilize the platform, advertisers have begun to leverage the many other ways users engage with the platform as well.
Knowing Your Audience:
Pinterest’s growing popularity is notably driven by Gen Z users, who are reshaping Pinterest’s focus toward trends, creativity, and seamless shopping experiences, contributing an 11% year-over-year revenue increase in the process, reported eMarketer last December.
Gen Z not only considers Pinterest an inspirational platform but also one for seeking information and influencing purchasing decisions. With that knowledge, advertisers and businesses aiming to reach this demographic should look to Pinterest to connect.
EMarketer also reported that Pinterest is in the top 3 of the preferred shopping/product discovery platforms for Gen Z users.
Understanding Pinterest Ads:
Let’s explore the capabilities of Pinterest as an advertising platform and how businesses can leverage them to drive growth, engagement, and sales to the right audiences.
Pinterest ads are native advertising options that seamlessly integrate into the user’s browsing experience. These ads appear in users’ feeds, search results, and relevant categories, allowing businesses to showcase their products and services in different ways with maximum visibility potential.
What Sets Pinterest Ads Apart?
What features make Pinterest stand out among the myriad of social media platforms?
First, Pinterest’s “Shop the Look” feature allows users to explore and shop for products directly from Pins. Essentially, when users come across a Pin featuring multiple products, they can click on specific items within the image to see more details and make their purchases. It also provides a seamless way for businesses to showcase their products in context, making the inspiration users were seeking accessible enough to actually achieve.
Second, Pinterest Ads also offers the “Direct Links” capability, which allows ads to direct and click-through straight to a landing page, instead of a Pinterest Pin Page.
Unlike other social media platforms where content quickly gets buried in feeds, Pinterest content has a longer lifespan. Pins can continue to generate engagement and traffic over time, providing businesses with long-term value for each asset.
Targeting:
One of Pinterest’s key strengths lies in its advanced targeting capabilities. Pinterest is primarily a visual discovery platform, where users actively search for ideas. This makes it distinct from text-based search engines and social media platforms. Users come to Pinterest with a mindset of exploration, making it an ideal platform for brands to showcase visually appealing content and products.
Pinterest users are known for their intent to purchase, which is extremely beneficial for businesses looking to drive conversions and sales. By leveraging compelling visuals and engaging content, advertisers can inspire users to take action – whether it’s making a purchase, visiting their website, or downloading an app – driving growth and conversions.
Beyond The Boards:
As the platform continues to evolve, embracing Pinterest Pins and Pinterest Ads can be a game-changer for businesses looking to stay ahead. Our team would love to help you, and your clients, add some Pin-spiration into your campaigns!