Pinterest announced that they will be rolling out promoted pins with a select group of partners, including Kraft and GAP. Pinterest ads have certainly been one of the platform’s most anticipated features since they were first mentioned last fall. With speculated price tags for platform ads hovering between $1 and $2 million, we were aware brands with much larger paid budgets would be the first to experience promoted pins on the platform.
In order to keep promoted pins as relevant as possible and ensure a seamless experience for the user, Pinterest will be taking a ”Consultative Approach” to ad selling by working closely with advertisers to understand what type of content resonates with their audience. These recently introduced promoted pins won’t show up in a user’s home feed or within their own pin boards, but rather through searches where they can be bought on a CPC basis and users are organically searching within their favorite categories. Keeping inspiration at the forefront, Pinterest manually selected the advertiser partners and will be working with the brands closely to ensure authenticity is maintained with their content.
The platform’s head of partnerships Joanne Bradford shared that she foresees one day launching self-serve offerings to make the ability to advertise available to companies of any size. As these features roll out, there are a few things important to note in terms of potential implications for clients:
- “[Pinterest] has said that its goal is to create more “tasteful” ads rather than what one might see with banner advertisements and other online ad products.” (Mashable)
- This can be seen in the selective review process of potential advertisers that seek to advertise on the platform. By keeping the pool of advertisers small they can ensure that quality content is being pushed out to its 57 million monthly US users.
- “These brands will help us test Promoted Pins to make sure they’re tasteful, transparent, relevant and improved based on your feedback” (Pinterest)
- By kick-starting their advertising offering with brands that fit naturally within current uses such as cooking inspiration, the platform can gauge the success of brands such as Kraft in integrating organic and paid content.
What This Means:
Brands will soon be able to target their audience by promoting pins within Pinterest’s 32 existing categories (such as Design, DIY & Crafts, Film, Music & Books, Food & Drink, Holiday & Events, Technology) in a format similar to pins that already live on the platform. As these options continue to roll out and become more accessible to smaller brands, brands should begin to consider how Pinterest advertising fits into their established promotional mix.