Promoted and Popular Pins – The marketing potential of Pinterest
Visual content and social media go hand in hand. According to a study carried out by Hubspot, photos on Facebook Pages receive 53 per cent more likes than the average post. On top of that, it also found that brands benefit from a 55 per cent increase in leads when images are added to Tweets.
When you add into the bargain that Instagram grew its member base to 150 million monthly active users in half the time of Twitter and two years less than Facebook, it is clear the visuals are the way forward.
This is a fact that hasn’t gone unnoticed by Pinterest, which continues to grow in pertinence. This image-based network that displays a board of striking visuals, which link to interesting external content, currently has over 70 million users and receives 2.5 billion page views per month.
With popular and promoted pins starting to grab the attention of marketers, the potential of Pinterest could be considerable for any business.
Last year, Pinterest revealed it would introduce Promoted Pins after running tests and asking for user feedback. However, it has now started rolling out this feature with companies such as Expedia, GAP, Nestle and Walk Disney Parks taking part.
In a blogpost, Pinterest said: “These brands will help us test Promoted Pins to make sure they’re tasteful, transparent, relevant and improved based on your feedback— so that Pinterest continues to be a great experience for everyone.”
It goes on to add that brands have had a big influence on the tens of millions of people who have added more than 30 billion pins to the site so far. Although this is one way for Pinterest to increase revenue, it hopes that paid advertising will also help users discover content through search and category feeds.
But while Promoted Pins give businesses the opportunity to target specific users on the site, AdAge reports that you’ll need between $1 million and $2 million to receive such widespread exposure.
Even if this reported price is well outside of your marketing budget, there are still ways to leverage Pinterest by looking at some of the site’s most popular and prevalent posts.
Recently, Pinterest published a blog that looked at the most popular categories on each day of the week. While subjects like travel, technology, fitness and fashion might not relate to your company’s industry, this information is useful for planning content campaigns on social media.
However, if you’re actively looking to post content directly on the site, a study from Curalate found:
- Images with multiple dominant colours have 3.25 times more repins than those with just one.
- Red, orange and brown images receive roughly twice as many repins than blue ones.
- Brand images without human faces receive 23 per cent more repins than those with.
Therefore, even if you can’t afford the price of Promoted Pins, there are still ways to make Pinterest work for your brand. Just make sure the content you’re producing and posting has the best chance of resonating with your target market.