In the fall of 2013 Pinterest announced that it was going to start with “Promoted Pins” the first form of Pinterest marketing that will fit their format and be aimed at select retailers and other small businesses.
Pinterest Promoted Pins
Pinterest has started the promoted pins campaign with larger brands such as ABC Family, Banana Republic, Expedia, GAP, General Mills, Kraft, lululemon athletica, Select Nestle brands, Old Navy, Target, Walt Disney Parks and Resorts and Ziploc. The social media giant has kept the pool for this first part of the program small on purpose so that they can collect feedback from these customers before launching promoted pins on a larger scale. This will benefit the small business end by working on any of the major kinks before smaller companies with smaller advertising budgets come in and purchase pins.
The current commitment that Pinterest is looking for from the pool of partners it has opened promoted pins for is between 1 and 2 million dollars and they are looking to price their CPM’s between 30 and 40 dollars. The pins currently show up in the search pages but do not appear in the main feed of its users; this form of integration of the pins is being done as not to upset the user base.
As they stand now promoted pins are labelled with text that state they are a promoted pin, other than that, however they appear like any other image would when you are browsing the site. This can make ads hard to spot, but this may be beneficial as users who are looking at the site will not feel as if they are being bombarded with your advertisement and will take a more honest interest in your image and business information.
Pinterest is taking a big leap in their launch of Pinterest advertising, and it may be the last big step for the company to truly become a powerhouse. Since its launch in 2010 users have added over 30 billion pins to the site, proving that it has the momentum to justify advertising, but leaving it prove that monetization will work.
If the current format of Pinterest advertising is a good marker we can expect to see great things from promoted pins. Keeping the pins unobtrusive but well placed will aid businesses in being able to have a marketing foot print with a good chance of being seen. Internet users are all to use to seeing basic text ad’s and pop ups that they close or just ignore. A good sized picture such as those seen in a pin with a basic message is something new that can feel refreshing to users, therefore making it a better marketing tool.
Pinterest marketing is a valuable social media marketing tool for any small business owner, even if you aren’t in the first trials for paid pins. There are millions of users every day on Pinterest and making sure that you place photos of your products and some basic business information is key in the new world of social media marketing.
The key to successful marketing of your small business is to think outside the box. As previously mentioned, everyone is used to seeing banner and text ads that are all over the internet these days. To get your small business noticed you have to be creative and think of a way to sell your product or service to the masses without making them feel like you are over selling to them. If a picture is worth a thousand words, then Pinterest truly is the new frontier for advertising on a larger and smaller scale. The entire site is dedicated to pictures with small descriptions.
If you are considering using Pinterest to attract business through promoted pins or basic free pins, do some research. Spend some time on the site browsing in the category that would be similar to yours. Doing this research will show you what gets repined and seen and what is just not drawing much interest from users. Knowing your audience and what they want to see is the key to any social media marketing campaign. Once you have found what is working in your sector, put your own spin on it and enjoy using Pinterest.
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