Why Advertise on Pinterest?
If you’re an e-commerce brand looking to widen your reach beyond traditional digital marketing platforms, Pinterest may be a great option for you. Pinterest is primarily an inspiration platform, and its users tend to use this platform as a first step to plan purchases. In fact, 2 in 3 pinners say that Pinterest is where they go to find an idea, product, or service they can trust. So, it should not be all that surprising that Pinterest users spend 80% more in retail than people off of Pinterest. Yes, users on Pinterest online shop more than users on any other social platform. As a creative-first platform, Pinterest has become a top sales-driving platform for many companies.
Is Pinterest Advertising Right For Your Brand?
We know that Pinterest is a platform where users go to plan their future purchases, but is your brand a good fit for Pinterest advertising? There are over 450 million monthly Pinterest users, and over 60% of them are female, but male usership is growing quickly. While millennials make up the largest portion of users, Gen-Z usership has also grown in recent years. In addition to this, Pinterest users tend to have higher household incomes, with nearly half of Pinterest users bringing in more than $100k a year. So, if your brand targets young professionals or 25-44 year olds with disposable income in general, Pinterest may be a good fit for you.
The top-searched industries on Pinterest are fashion, jewelry, home decor, makeup/beauty, and cooking, and users searching for these categories are more likely to buy through Pinterest than through any other social platform. This is why brands like Ikea, IT Cosmetics, and Mejuri have seen strong success from Pinterest advertising. If your brand caters to one of these categories, Pinterest would be a useful platform to add to your marketing mix.
What Results Can You Expect To See?
Pinterest is a planning platform, which means it’s imperative to get an early start on seasonal, holiday, and special event marketing. The average pinner purchase journey is between 15 and 22 days, which is far longer than the purchase journey for any other platform. All of this is to say that you can expect a ramp-up time of 3 to 4 weeks before you start to see your ad performance take off for any particular initiative.
After the ad learning period, however, brands with effective marketing tend to see conversion rates skyrocket. Ads on Pinterest deliver a 2.3x lower cost per conversion than ads on traditional social media platforms, so your advertising dollar goes further. A Pinterest study also found that many brands participating drove a 2x higher return on ad spend from Pinterest than from any other social platform and a 1.3x higher return than from traditional search. Pinterest advertising is a great way to build your remarketing pool as well, since pinners are 3x more likely to click through to a retailer’s site from Pinterest than from any other social platform.
Though it may take a few weeks to start seeing results from Pinterest advertising, the performance your brand can achieve with the right tools is limitless!
How To Get Started
Pick the right campaign type: For most e-commerce brands, conversion campaigns will be the main focus on Pinterest. However, Pinterest Shopping campaigns can also be highly successful for clients with many SKUs. Think of them as Dynamic Product Ads but for Pinterest. We’d recommend testing a Pinterest Shopping campaign alongside your general conversion-focused campaigns for best results.
Nail down your targeting: Your Pinterest targeting should be ever-changing as trends and seasons come and go. Leverage keywords and interests with contextual targeting to find the best audiences for your ads.
Perfect your creative: Pinterest advertising is incredibly creative-focused. Ads are so effective on the platform because they look native and blend in well with organic posts. There won’t be a lot of copy visible, so you’ll have to make sure your messaging comes across through your imagery and design. This can be a challenging balance to strike but luckily, we’re here to help!
Partner with us: Our team of experts will build and manage your Pinterest ad campaigns and ideate creative and copy in order to scale up your sales potential. Our data-backed strategy has driven significant growth for our clients, and has allowed us to identify tactics that work well on Pinterest. For more information, check out our services, and learn how Milked Media can help you take your business to the next level.