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Pinterest is an often overlooked platform when it comes to social media advertising, but it can actually be a valuable tool for brands looking to reach specific audiences and showcase their products in a visually appealing way. In this article, we will explore the benefits of advertising on Pinterest and how it can help a blog grow.
What is Pinterest and Who Uses It?
Pinterest is a unique platform that combines the features of a social media platform and a search engine. It is often described as a “visual discovery engine” that helps users find creative and practical inspiration in various categories such as recipes, home decor, fashion, and more.
With over 450 million monthly active users, Pinterest has a large user base, with more than half of them located in the United States. The platform is particularly popular among women, with over 70% of users being female. Pinterest is also commonly used by mothers, with 80% of internet-using American mothers leveraging the platform. In terms of age, Pinterest users are primarily between the ages of 18 and 49.
Why Advertise on Pinterest?
There are several reasons why advertising on Pinterest can be beneficial for a blog:
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Competitive Pricing: Advertising on Pinterest is often more cost-effective compared to other social media platforms. The cost of advertising on Pinterest depends on the campaign goal, but it generally ranges from $2.00 to $10.00 per thousand impressions (CPM).
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High Engagement: Pinterest users are actively searching for inspiration and ideas, making them more likely to engage with content and click on ads. In fact, 50% of Pinterest users have made a purchase after seeing a promoted pin aligned with their interests.
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Untapped Opportunity: 97% of searches on Pinterest are unbranded, which means there is a significant opportunity for brands to be discovered by users who are actively looking for products and services.
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Seasonal Relevance: Pinterest is particularly popular during promotional holidays like Valentine’s Day and Christmas, making it an ideal platform for seasonal businesses to reach their target audience.
Different Ways to Advertise on Pinterest
Pinterest offers various ad formats for advertisers to choose from. Some of the most common formats include:
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Image Ads: These ads involve showcasing products and content in a vertical or square image format. This format is great for visually appealing content.
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Video Ads: Video ads on Pinterest use eye-catching graphics to engage viewers and provide more information about a brand or product.
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Shopping Ads: This format allows advertisers to showcase specific products by converting them into pins. Users can then click on the pin to shop the exact product on the advertiser’s website.
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Carousel Ads: Carousel ads involve combining multiple images that viewers can swipe through to learn more about a brand or product.
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Collections Ads: This format combines video content with product images to show a real-life application of the products being advertised.
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Ideas Ads: This is a newer ad format that features multiple pages of video and image content, created natively on Pinterest to tell a story and inspire users.
Cost of Advertising on Pinterest
The cost of advertising on Pinterest depends on the campaign goal and the level of competition for specific keywords and placements. Here is a breakdown of the average costs for different campaign goals:
- Brand Awareness: $2.00 to $5.00 per thousand impressions (CPM)
- Engagement: $0.10 to $1.50 per engagement
- Web Traffic: $0.10 to $1.50 per engagement
- Sales/Conversions: $6.00 to $10.00 per conversion
It’s important to note that these costs can vary depending on the level of competition for specific keywords and placements. Premium brands or highly popular searches may have higher costs, while niche brands or less popular searches may have lower costs.
Pinterest Advertising Best Practices
To make the most out of advertising on Pinterest, it’s important to follow these best practices:
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Focus on Visuals: Since Pinterest is a visual platform, it’s crucial to prioritize high-quality images or videos that are visually appealing and well-lit.
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Use the Rule of Thirds: Divide your images into thirds across the vertical and horizontal axis to create visually appealing content.
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Hone Your Messaging: Use short blurbs to provide basic information about your brand or product and leave users wanting to learn more.
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Write Detailed Descriptions: Utilize keywords and hashtags in your pin descriptions to make them easily searchable.
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Track Performance: Use Pinterest’s analytics to track the performance of your ads. Pay attention to metrics such as impressions, saves, clicks, and likes. Make adjustments to underperforming campaigns to improve results.
Using a Pinterest Advertising Agency for Increased Success
To maximize the effectiveness of Pinterest advertising, it can be beneficial to partner with a Pinterest ad agency. These agencies have the expertise and experience necessary to navigate the platform and leverage its features for optimal results.
MuteSix is a leading performance marketing agency that specializes in helping brands scale their advertising efforts on Pinterest. They offer full-funnel advertising solutions, utilizing award-winning creative and media buying strategies backed by real-time data. By partnering with MuteSix, brands can achieve record-breaking results and drive massive success on Pinterest.
Conclusion
Advertising on Pinterest can be a cost-effective and highly effective strategy for growing a blog. With its large user base and high engagement rates, Pinterest offers brands a unique opportunity to reach their target audience and showcase their products or services. By following best practices and considering the assistance of a Pinterest ad agency, brands can leverage the platform to drive significant growth and success.
