Below are the lessons covered in this lecture:
Hi, I'm Jennifer Evans Cario. President of SugarSpun Marketing. Author of Pinterest Marketing, An Hour a Day. And the social media faculty chair at Market Motive. Thanks for joining me for this video on Pinterest advertising.
Now, there's a couple of different options for brands that have been leveraging Pinterest organically and are ready to sort ofkick up their investment a little bit and start getting ready to pay for increased Pinterest exposure. There's basically two ways to go about this right now. One is the idea of paying the Pinners, and when I say pay the Pinners, I want to clarify that we're going to get a little more specific on what I mean by that because we want to stay within the terms of service.
But there's a very real and viable marketing environment growing up around this concept of partnering with Pinners. But there's also the newly introduced idea of paying directly to Pinterest for Promoted Pin Advertising. So we're going to start with the idea of paying the Pinners, but before we do that, I want to remind you that anytime you're getting ready to undertake any type of new marketing campaign.
It's always a good idea to take the time and check the terms of service because Pinterest has continued to fine tune their Acceptable Use Policy over the years. They've made it very clear recently that they do not allow anything that is buying and selling Pins, or paying people to pin, follow, etc.
There was a brief period of time where they were totally fine with Pinners having relationships with affiliate networks and participating on that front. But it's important to note that they have now also come out and said that they will be removing all affiliate links from Pinterest. And thus, the Pinners who were making their money from that are going to have to find a new way to do it.
So, making use of high-volume Pinners as part of any existing affiliate networks or affiliate sales that you have for your website is going to be off the table for marketers. Now they have said that it's totally fine for businesses to pay people to help them put together a board that represents their brand to maybe carry it aboard or to create content or things like that.
But again, I'll note that they have stated that they will be pulling all affiliate links out. So, even if it is not necessarily reflected yet in the Terms of Service, they've said that that's a move that is going to be coming down the pike.
So what your options are on that front, since you can't leverage sort of the affiliate side anymore, is you do have the option to reach into that, sort of database of really high volume pinners and a pay for a measure of partnership. What's happened is we've actually seen Pinterest agents pop up.
Yes, Pinterest users do actually have agents, but only the really high volume ones. So companies like Hello Society are now working with brands of all sizes really, but especially with larger and enterprise brands to help sort of facilitate relationships between brands and the people who can get their content out there.
So sometimes these partnerships are about content creation. It's about hiring the people who have really performed well in Pinterest and really have a good pulse on what people are going to be interested in, to create original posts, or recipes, or tutorials, or images, to actually hire them as part of your content production team whether for an ongoing plan or even just a short-term plan.
So there's also the idea of amplification, paying different pinners to be part of an amplification network where they're taking the time to actually look at your content, look at what you're putting out. And they're still making the decision on their own of whether or not they feel that it has value and they're going to repin it.
But it's sort of a way to guarantee that you're going to get in front of them. And then there's the idea of paying for partnership on the curation front. This is where you're taking advantage of their existing credibility, their existing followers to say hey, they're going to collectively be building a board with me, or curating a brand with me.
Now, we've seen a lot of larger companies start to experiment with this idea. Target was one of the early ones that jumped onboard. So what Target has done is they've chosen to partner up some top bloggers and pinners, one of whom is Joy Cho. And by partnering with her, they were able to actually create a series of products that they would sell in their store that was for party decorations.
So they called it the Oh Joy for Target Collection. And she pinned the products and curated posts and wrote posts in conjunction with them. And did a whole bit of content on sort of party planning and party set-up and party ideas. Now if you look further down on her page you'll see Oh Joy for Nod and GroJoy Gardening where she's partnered up with a bedding company and with Miracle Gro to produce content for them as well.
So, again it's not uncommon, nor is it against the quote, rules with pinterest for you to seek out the influencers and to create some form of paid relationship and partnership with them to actually get your content You know flowing out there into the Pinterest universe.
Now the Pinterest version of paid advertising is called promoted pins, and this has been opened up to all Pinterest business users. If you haven't noticed it yet, it's because it doesn't necessarily show as a drop down in your little drop down menu like analytics does. You do have to actually go to the promoted pins page, so you can just type promoted pins into Google, and it'll lead you straight into whatever the current URL is.
So, setting up promoted pins is very simple. Once you're in that system, they're going to take a look at any of the pins that you have been pinning to your account, and they're going to pop them up as an option, and they're going to tell you to, basically, just pick the one that you want to promote.
So you basically just roll your mouse over the pin that you want to promote, that little promote icon is going to pop up. And when you click on it, they're going to take you into the system where you start to set up your campaign. Now, it's a similar version to what we use on Facebook, what we use on Twitter, but much, much more simplified.
There's not a lot of targeting options in place yet. For the most part you're going to be going based on keywords, because predominantly it shows up in search, it also shows up a little bit in category feeds. But you're picking the search terms or the concepts that people might put in that you want to trigger exposure to your particular ad.
Now, on top of choosing that you're going to be adding in some additional details. Do you want to target males or females? What geographical areas do you want to target? You're going to set things like your maximum bid, your destination URL, which you can include a tracking code in. And then you're going to basically set a daily campaign budget and a start and end date.
The whole thing takes a couple of minutes, you're done you're ready to go. Once you do that, they're going to give you access to a dashboard where they will start to track all of that data and then once everything's done, you'll be able to get in and see additional information about how the campaign went.
You'll be able to track things like impressions, number of repins and the clicks, what you're click through rate was, your total ad spends, everything else. Now it's still a reasonably new form of advertising, so clearly, it will take a little bit of time for people to sort of fine tune their approach.
But what we have personally found in some of our tests is that it's a great way to get extremely low cost impressions, on the repin and on the traffic click through front. It's not great but it's not bad. But the nice thing on the impression front is you don't pay for impressions, you only pay for actual activity around the pin.
So again, if you formulate your pin properly and if you've got you know, some good targeting in there but at the same time you're also, you know, doing a little bit of sort of pre qualifying in how you put your description together. As long as you're doing some strong branding going with it, it is a wonderful way to really drive a ton of impressions for very, very, very low cost.
And again, to still get the repins, to still get the clicks.
Now early data coming out of Pinterest and coming out of other studies, it's still pretty strong. On the average organic pin is repinned 11 times consistently above from Pinterest and from private studies promoted pins are out performing those. They're getting stronger levels of repins than organic ones. As I mentioned, there's No Cost Impressions, you're only paying for clicks.
So on average, people are seeing about a 30% increase in earned media, off of their promoted pins. And then the latent impact does seem to apply to these pins as well as it does to regular content and traffic on Pinterest. So some of that's going to be, because those people see your promoted pin, and then they pin it, now it's gone out into the organic world, and other people are going to see it, and they're going to repin it.
So we see an average of about a 5% increased in earned media, the month after a campaign initially runs. And again, that seems to track very well, with what we traditionally see happening on the organic side of Pinterest.
So with all that in mind, here's a couple things to keep in mind if you decide to go in and start to explore the realm of promoted pins. The first is the idea of making sure that you are choosing your pins properly, and that you're choosing your imaging, you're choosing your targeting, that everything is just a good fit.
And these are lessons that thankfully most brands have learned very well and very effectively if they're doing advertising on someplace like Facebook. You know, that value of really having that strong level of targeting so that you've got a better response. One of the things that I see happening a lot right now as I go through and I look for examples of promoted pins, is that it's not always as well-targeted as it should be.
So for example, when I happened to be searching for some information on Valentine's Day ideas, I got forget boxed hair color and try this, I was going to the salon every four weeks, bla, bla, bla. It's promoted by a salon for hair color. Sure it's red so technically that fits visually with Valentine's Day, but there's nothing about the image, there's nothing about the wording that really gives me a reason to want to connect with it.
I see the same thing popping up with the basket full of love. Here's a bike themed valentine's day card. Sure it's cute, but it's not the same quality of content that we see going out on a lot of these other pins. And even the imagery is not setup or designed in the same way that we tend to see the most popular pins performing.
And then this one with romantic Valentine's Day wedding proposal caricature for your marriage you know, not so bad. But, again, by embracing the imagery and the style, there's a very distinctive style of graphic that tends to do really well on Pinterest and you can see a lot of them on this page, that have the text overlay, and they're describing what it is.
It's sort of what people are tuned in to looking for. And the best promoted pins are going to be the ones that are designed and put together in the exact same way as the best quality regular pins, it's just you're paying for the promotion to make sure it gets in front of more people to start with.
So it's making sure that you're really doing your image selection and preparation carefully, and that you're making sure It's a good fit for what you're targeting it to and where it's actually going to show up. Now pins show up in category feeds as well. And so, once again, it's important to remember that visually there's benefit to standing out but there's also benefit to being what people are looking for.
So when you're looking in the gardening category, you're seeing all these beautiful examples of landscaping, and flowers, and tips, and ideas, and then you see what is very clearly a product listing. It's not necessarily going to go over as well as it would if you showed that same picture in a natural environment.
If you showed it in someone's house in the midst of some beautiful home decorating, and you know, you talked about how sometimes, you know, buying flowers before they come up naturally outside is a great way to, you know, liven up your decor. There are ways to make sure you're targeting it better and using the type of imagery that's going to be a good fit, and this one, this example right here, clearly this is a huge not what to do, because it's a terrible image.
Nobody even knows what it was. There's nothing about this image or description that makes anybody want to click on it. And yet they have paid to try and get that extra promotion, and get that extra Insight out there. The biggest thing to remember with promoted pins is the same thing you need to remember with Facebook advertising.
With Twitter advertising. With any type of advertising. The content needs to be able to stand alone. It needs to be good enough to perform well organically. You're just paying to guarantee that it gets in front of people to give it a better start and to give it a better likelihood of getting in front of the type of people that are going to help spread it further down the line.
So, making sure that again, you're playing to the idea of what performs well on Pinterest. And you're leveraging that to your advantage, and you're taking advantage of the promoted side simply for the placement and for the exposure. Thank you so much for joining me for our series on Pinterest advertising.