Pinterest, often perceived as the digital scrapbook for inspiration, has evolved into a powerhouse platform for advertisers. While the basics of Pinterest advertising—creating pins, promoting them, and targeting audiences—are well-known, there’s a realm of advanced techniques that can elevate your campaigns from good to extraordinary. Let’s dive into these strategies that go beyond the pin and transform your Pinterest advertising game.
1. Leveraging Rich Pins
Rich Pins are an advanced type of Pin that includes extra information right on the Pin itself. There are four types of Rich Pins: app, product, recipe, and article. Each serves a different purpose but ultimately aims to provide a more dynamic experience for the user.
- Product Pins: They include real-time pricing, availability, and where to buy. If you’re running an e-commerce business, integrating Product Pins ensures potential buyers have all the necessary information at their fingertips, increasing the chances of a purchase.
- Recipe Pins: Perfect for food bloggers or brands in the culinary space, these Pins provide ingredients, cooking times, and serving sizes right on the Pin.
- Article Pins: For publishers, these Pins show the headline, author, and story description, encouraging more clicks to read the full content.
- App Pins: These allow users to install your app directly from Pinterest, a seamless way to drive app installs.
2. Harnessing the Power of Visual Search
Pinterest’s visual search technology, known as Lens, allows users to search for items using images instead of words. This feature can be a goldmine for advertisers.
- Visual Search Ads: By aligning your product images with what users are visually searching for, you can increase the likelihood of your Pins being discovered. Ensure your product images are clear, high-quality, and well-optimized for visual search.
- Shop the Look Pins: These allow users to click on different parts of an image to shop for the featured items. It’s a powerful tool for fashion and home decor brands, enabling a seamless shopping experience directly from the Pin.
3. Utilizing Pinterest Analytics for Advanced Insights
While many advertisers look at basic metrics like clicks and impressions, diving deeper into Pinterest Analytics can uncover invaluable insights.
- Audience Insights: Understanding the demographics, interests, and behaviors of your Pinterest audience can help you tailor your content and targeting strategies more effectively. Look for patterns and trends in what your audience engages with the most.
- Pin Performance: Beyond the surface metrics, analyze the types of content that perform best. Are videos outperforming static images? Are certain keywords or themes more popular? Use these insights to refine your content strategy.
4. Custom Audiences and Retargeting
Pinterest’s ad platform allows for sophisticated audience targeting and retargeting.
- Actalike Audiences: Similar to Facebook’s Lookalike Audiences, Actalike Audiences help you reach new people who are similar to your existing customers. This is a powerful way to expand your reach without losing relevance.
- Retargeting: By installing the Pinterest Tag on your website, you can retarget visitors who have shown interest in your products. This is particularly effective for recovering abandoned carts or re-engaging users who have interacted with your content but haven’t converted.
5. Promoted Video Pins
Video content is incredibly engaging and Pinterest users are no exception. Promoted Video Pins are an excellent way to capture attention.
- Native Video Content: Create videos that feel natural on Pinterest. Think of tutorial videos, product demonstrations, or behind-the-scenes content. These types of videos can drive higher engagement and conversions.
- Optimization for Mobile: Ensure your videos are optimized for mobile viewing. Most Pinterest users access the platform via mobile devices, so your videos should be short, engaging, and easily viewable on smaller screens.
6. Influencer Collaborations
Partnering with influencers who resonate with your target audience can amplify your reach and credibility on Pinterest.
- Influencer Pins: Collaborate with influencers to create Pins that feature your products. Influencers can provide authentic recommendations and creative ways to showcase your brand.
- Co-Branded Content: Work with influencers to create co-branded boards or collections. This can create a sense of exclusivity and leverage the influencer’s follower base.
7. Seasonal and Trend-Based Advertising
Pinterest is highly seasonal, with users planning for holidays, events, and seasonal activities well in advance.
- Seasonal Campaigns: Align your campaigns with upcoming seasons, holidays, or events. For example, start promoting holiday-related content as early as September to capture early planners.
- Trend Spotting: Utilize Pinterest’s trends tool to identify emerging trends that are relevant to your brand. Creating content around these trends can position your brand as a leader and attract more engagement.
8. Interactive and Shoppable Content
Engagement is key on Pinterest, and interactive content can significantly boost user interaction.
- Shoppable Pins: Ensure your Pins are shoppable, allowing users to purchase directly from the Pin. This reduces friction and makes the buying process seamless.
- Story Pins: Story Pins are a relatively new feature that allows you to create multi-page Pins with images, videos, and text. They are great for tutorials, step-by-step guides, or showcasing multiple products in a single Pin.
9. Cross-Channel Integration
Pinterest should not exist in a vacuum. Integrating your Pinterest strategy with other marketing channels can amplify your efforts.
- Email Marketing: Use Pinterest content in your email newsletters to drive traffic back to your boards. Conversely, promote your email sign-up forms on Pinterest to grow your subscriber list.
- Social Media Integration: Share your Pinterest content on other social media platforms. This not only drives traffic to your Pinterest profile but also creates a cohesive brand presence across multiple channels.
10. Continuous Testing and Optimization
The key to success on Pinterest, as with any digital platform, is continuous testing and optimization.
- A/B Testing: Regularly test different types of Pins, targeting options, and ad formats to see what works best. Use these insights to continuously refine your strategy.
- Feedback Loop: Keep a close eye on your analytics and be ready to pivot your strategy based on what the data tells you. The digital landscape is constantly changing, and staying agile is crucial.
Conclusion
Pinterest offers a unique and highly visual platform for advertisers to reach and engage with their audience. By going beyond the basics and employing advanced techniques, you can significantly enhance your Pinterest advertising efforts. Whether it’s leveraging Rich Pins, utilizing visual search, or tapping into the power of influencers, these strategies can help you unlock the full potential of Pinterest and achieve your marketing goals. Embrace the platform’s nuances, stay updated with its features, and continually optimize your approach to stay ahead of the curve.