Chapter 5:
Advertising on Pinterest

Beginner’s Guide to Social Media Marketing

90% of Pinners make purchase decisions on Pinterest

Getting Started with Pinterest Advertising

When you open Pinterest, be prepared to spend some time there. It is a visual search engine where users can find content that delights, educates, informs, and basically makes their lives easier.

Users can add (Pin) other pinner’s content to their boards, keeping the content organized by category, topic, or theme and revisit it as needed. Pins are clickable, allowing the user direct access to the pinner’s website.

Unlike other platforms, a Pin on Pinterest can show up in a user’s feed days or even months after it was originally posted. This means that Pinterest posts should be more evergreen and not tied to a specific date or time. For example, Pinterest is a great platform for sharing holiday decorating ideas but not so much for promoting your limited-time holiday sale.

The platform currently has 459 million monthly active users and saw a staggering 37% increase in users between 2019 and 2020 ( Women represent 71% of Pinterest users however, men and Gen Z are among the platform’s fastest-growing demographics.

As with other social networks, get started on Pinterest by setting up a business account, this will allow you to post content, access valuable analytics, and advertise within the platform.

98% report trying new things they find on Pinterest

77% of Pinners have discovered a new brand or product on Pinterest

Pinterest Advertising for Your Business

Pinterest is a visual–first platform. Content should be visually appealing, informative, helpful and engaging, and tailored to your target audience. Distribute your content by sharing it on Pinterest boards. These boards keep your content organized and make it easier for users to find it. You can also create a group board by inviting users to join and even contribute content of their own.

Build your following by promoting your Pinterest account on other social networks and your website. And, be sure to follow the boards of friends and competitors and engage with others by liking, pinning, and sharing. Consider adding a Pinterest widget to your own site to allow site visitors to interact with your Pinterest page directly from your site.

Pinterest takes a native approach to paid advertising. Traditional ad units are replaced by square or rectangular ads that flow within the user’s content feed. Advertisers can target audiences using keywords, interests, and other demographics. Marketers can target an existing customer list, web visitors, and people who have engaged with Pins or similar content. Actalike audiences can also be created to help advertisers reach users who are similar to their current customers.

Pro Tip:

Rather than fill a board with pins all at once, Pinners should spread posts out and post once per day. And, be sure to plan ahead! Seasonal content should be posted 1-2 months in advance.

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