Pinterest’s reservation-based Promoted Pins available at a CPM (cost per thousand impressions) are open to all U.S.-based partners from January 1. This expansion allows all Pinterest marketers to utilize this feature to enhance their marketing possibilities on Pinterest. Promoted Pins work like regular pins, but have a ‘promoted’ label along with a link to learn more about what that means. These pins are tasteful (no flashy banners or pop-up ads), transparent (let you know when someone paid for what you see or where you see it) and relevant (about something you are actually interested in) to better achieve your marketing goals.
As mentioned before, these pins were first launched on an experimental basis by promoting certain pins from a select group of businesses. According to the official Pinterest blog post, the following premises were drawn from the experiment phase.
- The performance of Promoted Pins is as good as and sometimes better than regular pins. It was found that selected brand advertisers saw around 30% bump in earned media (free impressions!) from their campaigns. That was from those people who saw a Promoted Pin and thought it was good to save to their boards.
- Promoted Pins perform long after a campaign ends. An extra 5% bump was found in earned media during the month following the end of a campaign.
- Brands that are in and out of core categories found successful results.
- Auction-based Promoted Pins are seeing successful results as well. Many self-serve beta partners are seeing major gains in traffic and impressions.
To achieve the best results, develop effective strategies that take advantage of the above mentioned benefits with Promoted Pins. Know your audience and use high-quality images that send the right messages to them. Instead of just advertising your products, be responsive. Social media marketing experts can help you achieve long term results. These experts thoroughly analyze your business needs and develop optimization strategies according to them so that the strategies remain reliable and robust.
In an effort to make their platform a more useful marketing tool for businesses, Pinterest is introducing a new program known as ‘Pinstitute’ for businesses to learn how to connect with users and achieve an even greater return on investment. This program will focus on two tracks – creative and measurement, through which you can learn what kind of pins perform well, what users care about and what products Pinterest will be introducing in the future. You can utilize this feature also for developing Pinterest marketing strategies.