Right now, Pinterest is a wide-open field of opportunity for marketers who are looking for ways to extend their advertising horizon. And while there isn’t a lot of hard-core data yet to back Pinterest as a viable direct-response machine, there’s an awful lot of promising evidence cropping up. From a growing interest in Pinterest’s visual search tool, to surpassing the 100 million active monthly user-mark, to more than 10,000 retailers using Buyable Pins – not to mention, current testing of Pinterest as a video advertising platform – things are hopping on the Pinterest front.
Here’s a summary of Boost Media’s recent collection of Pinterest-related blog posts, giving you the scoop on all the action in one sitting.
It wasn’t until recently that visually focused platforms like Pinterest started taking off, creating user demand for visual search. Marketers, this is your cue to start testing visual marketing techniques and learning how to create effective visual content, at scale.
According to Adobe, “posts with images produce a 650% higher engagement rate than regular text posts.” It’s time to build your library of images and develop an efficient, scalable system for producing great visual content.
Brands have a tremendous opportunity to influence a customer’s desires and future purchasing decisions through Pinterest Promoted Pins. However, since Pinterest doesn’t allow advertisers to include prices, direct calls-to-action, or promotional copy, brands need to get creative. Boost has some suggestions, including:
- Testing non-transactional call-to-action words such as “discover,” “learn,” and “create,” which lend themselves to the aspirational nature of Pinterest.
- Optimizing images for Pinterest visual search.
- Ensuring your images stand on their own, in case users don’t read descriptions.
Since Pinterest is a relatively new platform, Boost suggests setting goals around driving conversions to fuel market research and gaining insight on customers. To accomplish this:
- Use longer conversion windows to accommodate the long customer discovery process.
- When analyzing data, keep multi-device behavior and conversion types in mind.
- Use third-party tracking URLs to analyze and compare the data.
There are about 10,000 retailers using Buyable Pins and it’s not too late to be an early adopter. Here are a few ways Buyable Pins can drive value for your brand:
- They are mobile-only, which means you have an opportunity to reach new mobile customers.
- They allow you to sell on mobile without having to invest in a costly mobile-friendly storefront.
- They allow for incremental sales without being hit with transaction fees.
App Pins can be used both as a way to drive new app downloads and a way to keep existing app users engaged. As a type of Rich Pin, App Pins allow Pinterest users to download mobile apps directly from Pinterest. Boost suggests testing App Pins organically to collect preliminary data to inform future promoted App Pin campaigns.
With social video viewing statistics like Facebook’s reported 100 million hours of video watching per day, it’s not hard to imagine potential video viewing growth on Pinterest—even if there aren’t many details yet about it’s potential opportunity for brands. Pinning videos on Pinterest can no doubt help you to get more traffic, increase video views, and potentially reach a new audience segment you wouldn’t otherwise connect with.
Where to go from here
Armed with these hand-picked tips from Boost Media for breaking into the Pinterest field and owning it, it’s time to get cracking. Start testing and getting creative with Pinterest. It’s time to learn what catches the attention of your customers within the visual world of Pinterest. If you get stuck, Boost Media is here to help.