Harnessing the Power of Promoted Pins on Pinterest

Pinterest is a potent marketing tool. Blending social media and SEO with promoted pins for increased visibility and Ads Manager for campaign optimization.

Often forgotten in marketing conversations, Pinterest holds more potential for impactful audience connection than many give it credit for. It gives brands a chance to unlock new realms of engagement and conversion, effectively reach target audiences, and transform a social media marketing strategy. In short – incorporating Pinterest is key for success in today’s digital landscape.

In this blog, we’ll explore Pinterest’s place in your digital marketing arsenal, decode the power of Pinterest’s Ads Manager and Analytics, and learn how to create engaging pins that command attention.

Pinterest: An Important Tool in Your Digital Marketing Arsenal

The true strength of Pinterest lies in its unique user base. It’s a platform where users are actively looking for inspiration from DIY home decor ideas, tutorials and templates, art, educational content, and more. Popular creators on Pinterest range from Etsy small businesses and micro-influencers to household name brands and more.

Pinterest’s unique clientele and content creates an immense opportunity to reach a new audience, driving conversions and enhancing brand awareness. And as a visual search engine, Pinterest offers a unique blend of a social network and SEO capabilities, allowing your brand to reap the benefits of both worlds.

Now, let’s add another layer to this: social commerce. It’s a concept that integrates social media and e-commerce, creating a seamless shopping experience within the social media platform itself. Understanding social commerce’s place in a functional digital marketing strategy is helpful, not just for your success on Pinterest, but for multi-platform benefits.

Navigating Promoted Pins and Pinterest Ads Manager

Promoted pins, a form of Pinterest ads, are the secret sauce to harnessing the full potential of Pinterest marketing. In simple terms, these are regular pins that businesses pay to promote, which helps them reach more Pinterest users.

When you promote a pin, you’re boosting its visibility to a much larger audience than you might naturally reach, giving your brand a leg up in the crowded digital space. But the real beauty of promoted pins lies in their organic feel – they blend in seamlessly with the rest of a “Pinner’s” feed, making them less intrusive and more engaging than traditional banner ads.

Promoted pins are just the start of the marketing tools Pinterest has to offer; Pinterest ad campaigns are the next step in navigating the platform. 

To unlock Pinterest Ads Manager, the first step is to create a Pinterest business account – your go-to place for all things related to Pinterest advertising.

Start by choosing the goal of your campaign. Do you want to use Pinterest to increase brand awareness? Drive traffic to your website? Or, perhaps, promote your online store? Once you’ve decided, you can create ad groups, or subsets of your campaign, each with its own budget, audience, and pins. Optimization here is key – target your audience carefully, taking into consideration demographics, interests, and behaviors to ensure your promoted pins reach those who are most likely to engage.

But how do you know if your campaign is effective? That’s where Pinterest analytics – and the help of a digital marketing expert – comes in. Pinterest analytics is a powerful tool that gives insights into pin performance, audience demographics, and behavior, helping you tweak and refine your campaign as needed. With the support of a content creation agency like First Media, you can gain a deeper understanding of how these analytics can inform your strategy even further.

Planning Your Investment: Understanding Pricing and Metrics

A major part of any ad campaign is budgeting. Pinterest advertising operates primarily on a cost per click (CPC) model. This means you only pay when someone clicks through your promoted pin to your website. Like the offerings on many other social commerce sites, it’s a fair model that ensures you’re investing your budget in ads that generate a measurable response.

To understand the returns on your Pinterest ad investment, you need to get friendly with some key metrics, including impressions (how many times your pin was seen), saves (or repins), clicks, and more. These metrics give you a direct view of your ad’s performance and the audience’s interaction levels with your promoted pins.

Another valuable feature is the rich pins – these pins include extra information right on the pin itself and can be a game-changer in your advertising strategy. Rich pins make your content more engaging and give your audience a deeper insight into what they can expect when they click.

As you start to explore Pinterest marketing, remember that a strategic approach to planning, budgeting, and optimizing your promoted pins will help you maximize your reach and engagement. With that, other pin types like video and carousel ads can help your strategy go further.

A Step-by-Step Guide To Creating Engaging Pinterest Promoted Pins

Designing a compelling Pinterest promoted pin doesn’t have to be complex. With a few basic guidelines, you can turn your brand’s content into something that Pinterest users can’t help but repin. Let’s look at the step-by-step:

  1. Identify your pin’s purpose: Before you begin designing, understand your pin’s goal. Are you looking to promote a product, share a blog post, or increase brand awareness? This goal will shape your pin’s design and message.
  2. Select your visuals: Choose eye-catching, high-quality images or graphics that align with your brand aesthetic. Pinterest is a visual platform, and your image is the first thing users will notice.
  3. Add text overlay: If it suits your design, consider adding a text overlay to your image using a tool like Canva. This is an excellent opportunity to catch your audience’s attention and give them more context about your pin.
  4. Incorporate your branding: Don’t forget to include your logo, but do it subtly. Your focus should be on content and visual appeal, with the logo acting as a footnote.
  5. Optimize for SEO: Include relevant keywords in your pin’s description to make it easily discoverable. Remember, Pinterest operates much like a search engine.
  6. Craft a compelling call to action (CTA): Whether it’s “Shop Now,” “Learn More,” or “Try for Free,” a strong CTA can dramatically increase click-through rates.

Working with a content creation agency can ensure the pins you post on Pinterest meet the above guidelines. As experts in digital content, First Media can help attract attention while driving action, helping you to connect with your target audience in a meaningful and engaging way. 

Adding other tactics to your Pinterest strategy is also ideal. For example, shoppable content can help amplify sales through your Pinterest boards. Pinterest caters to social commerce, making it a valuable tactic to incorporate with the help of a content creation agency. Moving beyond single image pins and to video pins and carousel ads can also enhance your strategy even further.

While single-image pins are the cornerstone of Pinterest, they’re just the tip of the iceberg. To maximize your brand’s reach and engagement, you need to diversify your Pinterest content. Enter video pins and carousel ads – two dynamic ad formats that can elevate your Pinterest marketing strategy.

Video Pins are exactly what they sound like: pins that use video instead of static images. But they’re much more than a simple substitution. Videos have the power to tell a story, demonstrate a product, or share a message in a way that images can’t match. And Pinterest users are loving it – video consumption on the platform is rising, making video pins a tool worth investing in.

Creating a video pin is similar to creating a traditional pin, with the key difference being the medium. You’ll need to consider factors such as video length (shorter, concise videos typically work best), quality, and of course, the content of the video itself. Incorporate text overlays to provide context and don’t forget to optimize the video’s description for search.

Next up, Carousel Ads. These are multi-image pins that let you showcase up to five images in a single pin. Each image gets its own title, description, and URL, which means you can highlight different features or products within one pin. It’s a great format for storytelling or for brands with expansive product lines.

The benefits of using these types of pins are tangible. They offer a more immersive, engaging experience to Pinterest users, increasing the chances of interaction. Also, with more content in a single pin, there’s a higher likelihood of driving a meaningful action, whether it’s a click, save, or a comment. These pin types also boost brand awareness, making your brand more memorable to the Pinterest community.

By incorporating video pins and carousel ads into your Pinterest marketing strategy, you are not just promoting your brand, but also building a dynamic and engaging ad group that can resonate with your target audience on a deeper level.

Harnessing Pinterest’s Potential for Your Brand

In this evolving digital age, social media platforms like Pinterest have become instrumental in building a strong brand identity and fostering customer relationships. With its unique user base and visual-first approach, Pinterest presents a goldmine of opportunities for brands looking to broaden their reach and impact.

Promoted pins are a valuable asset in the Pinterest marketer’s toolbox. From simple image pins to engaging video pins and carousel ads, these advertising tools can accentuate your brand’s unique selling propositions, boost brand awareness, and even foster a loyal community of customers and advocates.

Adopting a Pinterest marketing strategy can enhance your brand’s social media marketing efforts. By leveraging the unique features of this platform, from its rich pins to its compelling analytics, you can effectively reach and connect with your target audience.

Learn more about how First Media can help you reach the right audience and create compelling, shoppable content that makes it easy for your customers to convert. Your successful Pinterest marketing journey starts here.