Are you contemplating including Pinterest into your digital advertising course of, or searching for methods to enhance your current Pin presence?

You need to be. The platform has seen a big enhance in utilization over the previous two years, with the rise in eCommerce exercise, sparked by the pandemic, main increasingly more folks to the app for more and more customized product discovery and searching choices.

Certainly, Pinterest is now as much as 478 million energetic customers, larger than Twitter, LinkedIn and Reddit, and with a devoted purchasing focus, it may very well be much more useful as a promotional platform, relying in your model providing.

So what’s engaged on Pinterest in 2021, and how are you going to go about tapping into that rise in exercise?

Within the first of our new Professional Ideas collection, we spoke to Elizabeth Mansfield, Head of Americas + APAC for Pinterest Enterprise Advertising and marketing, to get her insights into the important thing shifts and tendencies of observe.

Q: What advert/promotional components are seeing the very best response on Pinterest proper now?

EM: As increasingly more folks use Pinterest as a purchasing platform, we’re seeing a vastly optimistic response to adverts focusing on individuals who really love purchasing.

Pinterest isn’t about shortcuts, one-click ordering, and senseless consumption; it’s inspiring, and it’s intentional. So the manufacturers that may harness the magic of searching, discovery and discovering inspiration on the way in which to purchasing are successful right here. The truth is, when manufacturers add Purchasing Adverts to their campaigns, they drive 3x the conversion and gross sales elevate.

Q: What’s the important thing to an efficient Pin technique?

EM: Pinterest is basically completely different from social media platforms. Individuals come to Pinterest to deal with themselves – their actual selves. They’re discovering inspiration to construct the lives they wish to create. And types really add to that have as a substitute of interrupting it.

The important thing to an efficient Pinterest technique is enjoying inside that inspiration ecosystem by utilizing robust imagery, video, and Concept Pins. It’s actually about creating inspiring content material that can assist Pinners flip concepts into actuality – and making your model or product precisely what they want.

Q: What’s the most typical mistake you see manufacturers make with their Pin strategy?

EM: Manufacturers that aren’t utilizing Pinterest’s wealthy viewers insights to tell their campaigns are really lacking out.

Pinners are planners, so we have now perception into not solely what concepts and merchandise they’re searching for now, however what they’ll be searching for sooner or later. Developments develop quicker and last more on Pinterest, so whether or not it’s a magnificence pattern like “skinimalism” or a snack pattern like watermelon jerky, Pinners are on the forefront of tradition.

Our annual Pinterest Predicts report is a treasure trove of those viewers insights!

Q: What’s a superb instance of a model that is attaining robust outcomes with Pin advertising?

EM: Anheuser-Busch InBev’s BON V!V model completely nailed a current marketing campaign by pairing their sugar-free spiked seltzer with pictures of events that had been trending on Pinterest. This was throughout a U.S. pandemic lockdown, so it was all about methods to create a comfy brunch expertise at dwelling.

The colourful, enjoyable artistic was constructed round trending Pinterest concepts like “self-care guidelines” or “brunchable bites.” By constructing their marketing campaign round Pinterest tendencies and insights, BON V!V noticed 100% full-funnel lifts throughout model consciousness, message affiliation, model favorability and buy intent.

Q: What can be your prime tip for somebody beginning out with Pinterest adverts?

EM: Arrange store! Add your product catalog and set up the Pinterest tag, which makes your content material shoppable so your model can get found organically.

Individuals on Pinterest outspend folks on different platforms by 80% each month, and also you need your merchandise in entrance of this viewers that loves to buy. You wish to be their subsequent discovery, their subsequent inspiration, their subsequent buy! Our Purchasing Options information will provide help to get began.