Pinterest popularity has spun out of control since 2012 and what was originally a pin board for women has turned into a booming advertising outlet for businesses and bloggers alike. Anyone can use Pinterest and while you can easily pin your company’s products and pictures to numerous boards, there is a lot more to Pinterest than that. Now Pinterest is testing out their “Pinterest Promoted Pins” — which allows Pinterest to promote pins on their site as a form of advertising or businesses.
What Are Pinterest Promoted Pins?
Pinterest announced in September of 2013 that they would start offering promoted pins. This project is in its experimental phase and Pinterest hasn’t decided if it will be a permanent option. But, this is Pinterest’s first attempt at monetizing their site. Promoted pins aren’t flashy and they look almost like regular pins that users are would be accustomed to. The only difference is the small “Promoted Pin” button located in the bottom right corner of the pint itself. This is under the photo, description and user information (see below example from Julie’s Outdoor Supply)
While this isn’t flashy and not an outright advertisement, this puts promoted pins up where users can see them and access them easier than a general Pinterest search. The goal of promoted pins is to allow a business or user to place their pins in targeted search results or category feeds so that it’s not blatant advertising or an obnoxious banner, but it still matches the user’s interest and is visible to them.
Pinterest has also promised that all advertised or promoted pins will be tasteful, relevant, and users are allowed to submit feedback on how a pin affected their experience or how they feel Pinterest can improve the promotion program.
How You Can Take Advantage of Promoted Pins?
Right now Pinterest is offering a free opportunity for promoted pins. That means you won’t have to pay for this advertising — for now — and you can get your pins promoted. If you want to promote a few pins, you can start by signing up on the Pinterest site. You’ll need to include information in your application, including your company name, personal contact information, your type of business, how many employees you have, your industry, your Pinterest business account URL, and your estimated monthly budget for digital advertising.
Tips for Success
Just because you have Pinterest Promoted Pins doesn’t mean your website or company will get the extra attention. You still need to use Pinterest appropriately to attract the millions of users that pin every day. Some things to keep in mind include:
- Keeping It Visual – You need a strong image on Pinterest. Since most users skip the description and look at the photo only, that image is what will attract them to click and learn more. Use a visually stunning image for your ads. Mike Allton from Social Media Hat has used an appealing image where we can see the clear link between the two flying owls and the topic on Hootsuite (given the owl is the mascot used by Hootsuite)
- Pin Videos - Videos and images are very popular on Pinterest. If you have a new product or advertisement, make it into a video and use that for your promoted pin. Recently conducted a hangout on Google+ Why not pin it? Look at how Ileane Smith from Basic Blog Tips has pinned a weekly social media power chat hangout which features a few key influencers.
- Use Graphics for Deals - If you have a deal, sale or new promotion you’re promoting on Pinterest, use a smart-looking advertisement that isn’t too flashy and doesn’t scream “I’m selling something.”
- Don’t Be Shy About Price Tags – Pins that have prices on them get 36 percent more repins than products that don’t advertise with prices.
- Appeal to the Main Pinterest User - It’s estimated that 80 percent of Pinterest users are women. Therefore, your promoted pins need to be visually appealing to that particular demographic.
- Use Analytics- With a Pinterest business account you’ll have access to Pinterest analytics. Check these regularly and see how your pins are doing. Promoted pins will also show in the analytics. Track how many people are pinning what you’re pinning and how many people have viewed your pins. See what pins are performing poorly and mirror your new pins after the ones that are performing excellently.
- Promote Your Contests - Pinterest is the ideal site to promote your contests and giveaways. There are plenty of applications that help make your contests on Pinterest work smoothly, including Votigo and Woobox. Tell users to pin contest-related pins to win a prize and use keyword-rich hashtags to keep the contest viral on social media.
What are your thoughts on promoted pins? Is this an avenue you plan to undertake for your business? Please share your comments below.