As you have read in our research on Social Media use in the Netherlands, Pinterest is in the top 3 when it comes to growth in users. With 444 million monthly users, Pinterest has more users than the US population.
The popularity of Pinterest is not surprising, since Pinterest is a unique channel to find inspiration, make plans for the future or share useful tips. People on Pinterest are looking for new inspiration and are often on the cusp of buying new things. It therefore resembles a search engine more than a social media channel. This is also why Pinterest makes a unique channel for advertisers. The audience on Pinterest is open to new ideas and that means that your advertisement is not a nuisance, but provides inspiration at the right time!
In this blog, we will tell you more about the new possibilities and best practices for advertising on Pinterest.
New possibilities
AR Try-On
Pinterest offers many unique ways to search and advertise. For the American market, Pinterest recently launched AR Try-on pins. This new feature makes it possible to try out furniture or beauty products from the comfort of your home. It uses augmented reality techniques to create 3D images of your products. The decision to buy something is made easier and more fun. Once the customer is convinced about the product, they just click the pin again, and they will be directed to the resellers’ page to buy the product. With this new feature, Pinterest continues to develop as a conversion channel.
Slideshow for collections
The function “Slideshow for collections” makes it possible to automatically create collection ads. Pinterest creates a dynamic collection of ads from products from your catalog. This new advertising feature is based on the understanding that Pinterest shoppers love video content and that they often actively search for more than one product at a time. This video-like content collection would therefore be perfect to showcase all your products.
6 Best practices for your Pinterest creatives
The new features show that the shopping experience is central to Pinterest. Pinterest is a visually-focused channel and the creatives on Pinterest have a very high esthetic character. As an advertiser it is important to go along with that idea and standard of content. We are happy to share our best practices on creating Pinterest ads that truly stand out.
Use video
Grab attention with moving images! Short videos are very popular in today’s media landscape. Think of the rise of Instagram Reel, TikTok videos and YouTube Shorts for example. It is more and more seen, that the static image is increasingly giving way to video-like content. Respond to this trend with short, clear videos. Especially for an audience that is higher in your marketing funnel, video ads are a good option.
Use text over the image (but not too much)
Text can really bring your Pins to life. However, it is wise to keep texts short and simple. Make sure your text matches your advertisement and use a clear call to action. This increases the relevance of your ad and keeps your message clear.
Be direct
The decision to keep watching or keep on scrolling is made in a split second. Make sure your pin sends a direct message. For example, with the call-to-action button “Available now” you can create curiosity about your newest products.
Use vertical formats
Vertical Pins allow you to maximize your screen real estate and tell your story! Pinterest recommends an aspect ratio of 2:3, or 1000 x 1500 pixels.
Use valuable content such as ‘How to’s’
It’s no secret that users search Pinterest for inspiration and how-tos. Use your Pins to show how your brand fits into the lives of your target audience. Create creatives in which you share useful tips or show how your product can be used. This way you make a connection with users, and share useful tips as well!
Show your logo
Last but not least; Show your logo! Your brand’s channel is not visible on Pinterest by default. It is therefore important to ensure that your logo is always clearly visible on your pins. This way you ensure good brand recognition.
Overall, a lot is possible on Pinterest and the platform offers unique possibilities compared to other social media channels. Pinterest is always innovating and mainly responds to the shopping experience for the public. The audience on Pinterest is always searching and is ready to discover and buy new products. Although Pinterest has a broad audience, it has a particularly strong representation among audiences interested in Interior, Beauty, and Health. For advertisers in these industries, Pinterest advertising is definitely worth a try.
Pinterest distinguishes itself as an advertising platform because of its highly esthetic character, and therefore we often see good results when it comes to awareness purposes. Pinterest allows advertisers to truly express themselves!