Elevating Pinterest Beyond a Mood Board: Advertiser Perspective

Pinterest’s Journey to Everyday Relevance

Pinterest has long been associated with special occasions like wedding planning and home design. However, in recent years, the platform has been working tirelessly to position itself as an integral part of users’ daily lives. Previously overshadowed by the daily usage dominance of platforms like Instagram, Facebook, and Snapchat, Pinterest’s resurgence aligns with the surge in lockdown hobbies and the declining influence of Meta.

With a reported 463 million monthly active users (including 17 million in the UK), Pinterest’s user base is substantial. While it doesn’t disclose its daily active user count publicly, the platform is clearly gaining traction.

This shift towards everyday use has been spearheaded by Andréa Mallard, Pinterest’s global chief marketing and communications officer, who joined the company in 2018. Under her guidance, Pinterest has transitioned from a purely performance-driven approach to a more diversified media mix, aiming to establish itself as a platform for daily activities.

Campaigns that Resonate with Users

The recent European campaign, ‘It’s Possible,’ led by Louise Richardson, director of marketing in Europe, has been instrumental in conveying this message. This campaign focuses on the smaller, more regular moments in life, showcasing various Pinterest features, from e-commerce capabilities to collaborative mood boards. It emphasizes that Pinterest is not only for grand events but also for the little things that make up daily life.

Expanding the Media Mix

While Pinterest has excelled in performance marketing, it is now looking to diversify its brand business. Experiential marketing, exemplified by the Possibility Place pop-up in London, is a promising avenue for Pinterest. This approach aligns with users’ desires to bring their Pinterest visions to life.

Additionally, Pinterest plans to bolster its presence on organic social media platforms, recognizing that many trends originate on its own site. By claiming its space in the organic social sphere, Pinterest aims to further solidify its position as an everyday platform.

Gaining Advertiser Traction

Pinterest is not only focused on winning over users with its newfound positioning but also advertisers. It has made significant strides in showcasing itself as a dynamic platform for action, not just inspiration. While some clients have found success in advertising on Pinterest, the platform is still in its early days of attracting new brands.

A pivotal partnership with Amazon has been instrumental in reestablishing Pinterest’s appeal to advertisers. These ad units facilitate a seamless shopping experience, allowing users to purchase products they’ve discovered on Pinterest directly from Amazon.

Challenges and Opportunities

Despite its strengths, Pinterest faces some challenges. It lacks the expansive creator community found on platforms like TikTok and Instagram, necessitating more hands-on effort from brands. However, its SEO benefits and high-quality content make it an attractive platform.

Pinterest’s earnings update indicates a growing interest from advertisers, with sales showing a promising 6% year-over-year increase in the second quarter. The company anticipates further growth in the third quarter.

FAQ: Pinterest for Marketing

What is Pinterest?

Pinterest is a visual social media platform where users can discover, save, and share ideas. users can create “boards” on a variety of topics, and then “pin” images and videos to those boards. Pinterest is a great way to find inspiration for new projects, recipes, and ideas.

Why is Pinterest a good platform for marketing?

Pinterest is a good platform for marketing because it is a highly visual platform. users are looking for inspiration and new ideas, and they are more likely to engage with visually appealing content. Pinterest also has a large and active user base, with over 454 million monthly active users.

How can I use Pinterest for marketing?

Creating and sharing high-quality images and videos: Pinterest is a visual platform, so it is important to create and share high-quality images and videos. Your images and videos should be visually appealing and relevant to your target audience.
Using relevant keywords: When you create a pin, be sure to use relevant keywords in the title and description. This will help people to find your pins when they search for those keywords.
Joining relevant groups: Many different groups on Pinterest are dedicated to specific topics. Joining relevant groups is a great way to get your pins in front of people who are interested in what you have to offer.
Running Pinterest ads: Pinterest ads are a great way to reach a wider audience and promote your products or services. Pinterest ads can be targeted to specific demographics and interests, so you can be sure that you are reaching the right people.

What are some tips for using Pinterest for marketing?

Be consistent: Pinterest is a long-term marketing strategy. It takes time to build a following and start seeing results. Be consistent with your pinning and engagement, and you will eventually see results.
Use high-quality images and videos: Pinterest is a visual platform, so it is important to use high-quality images and videos. Your images and videos should be visually appealing and relevant to your target audience.
Use relevant keywords: When you create a pin, be sure to use relevant keywords in the title and description. This will help people to find your pins when they search for those keywords.
Join relevant groups: Joining relevant groups is a great way to get your pins in front of people who are interested in what you have to offer.
Run Pinterest ads: Pinterest ads are a great way to reach a wider audience and promote your products or services. Pinterest ads can be targeted to specific demographics and interests, so you can be sure that you are reaching the right people.

In conclusion

Pinterest’s evolution from a mood board to an everyday platform is gaining momentum. By diversifying its media mix, investing in experiential marketing, and engaging with advertisers, Pinterest is positioning itself as a versatile platform for both users and brands. While challenges persist, its unique strengths make it a valuable asset in the advertising landscape.