by samThere’s been a lot of chatter around Pinterest lately. It seems that the social bookmarking site is ramping up its advertising game in the form of new promoted pins, that enable businesses to have their products appear in users’ feeds or be placed in front of audiences based on demographics.
So this is Pinterest’s PPC model then? Well, marketers do have the option to pay based upon engagement too. To tell you the truth, promoted pins aren’t exactly a new thing – they’ve been running over with our friends across the pond for well over a year now. However, last week, Pinterest began launching the advertising service internationally. Guess who’s first in line to be able to start advertising through promoted pins? US! No, not us as in Digital Clicks, us as in the UK.
While the concept around promoted pins is nothing revolutionary (think Twitter and their promoted tweets) and promoted/boosted posts are commonplace on other social networks), promoted pins could indeed be a golden goose for the San Francisco based company. Why? Let’s just take a second to have a look at the Pinterest homepage, as seen by users who are not logged in:
One thing can immediately be noticed by these two examples – the emphasis on how people can use content on the social network as a source of inspiration for products/services that they need. Now, from a business point of view, imagine if you could place a visually pleasing piece of inspiration in front of a highly and readily engaged audience. Voila, there’s the value of promoted pins – you’re offering users a one-click way to turn their inspiration into action.
Big brands have their eyes on promoted pins too. John Lewis, B&Q and Tesco are just some of the recognisable names that have been outlined as launch partners. It seems that the idea of upping the advertising game on a platform like Pinterest is popular among retailers and this isn’t exactly surprising… We’ve even seen Pinterest referred to as a ‘digital shopping list’. While there’s a few U.S based success stories outlined by Pinterest themselves, it will be interesting to see what UK firms make of promoted pins.
Thanks for reading our ‘One small step for social media, one giant leap for Pinterest’ article. Be sure to visit the rest of our Digital Marketing Blog for all the latest happenings in Digital Marketing.
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