At Pinterest, our mission is to help people discover things they love and do those things in real life.
Millions of people use Pinterest every day to save the inspiration and things they need to carry out plans and pursue their interests. This is a huge, unmatched opportunity for marketers today—while some platforms look to the past or present, only Pinterest focuses on the future.
Eight months ago, we launched a Promoted Pins beta for our brand advertisers. Results have been promising, and we’re now ready to bring this amazing opportunity to everyone. Our reservation-based Promoted Pins (available at a CPM) will be open to all U.S.-based partners January 1.
Here’s what we learned from the beta:
- Promoted Pins perform just as good and sometimes better than organic Pins. Brand advertisers achieved about a 30% bump in earned media (free impressions!) from their campaigns. That’s from people who saw a Promoted Pin and thought it was good enough to save to one of their own boards.
- Promoted Pins perform long after a campaign ends. Since Pins are evergreen and last forever, we often saw an extra 5% bump in earned media in the month following the end of a campaign.
- Brands both in and out of our core categories found success. From financial services to food to auto, brands from a wide array of industries saw results.
- Auction-based Promoted Pins (CPC) are seeing success, too. Many of our self-serve beta partners are seeing major gains in traffic and impressions. We’re still making tweaks to the product and want to make sure we get it just right before we roll it out to all businesses.
The bottom line: Pinterest is a place where helpful, inspirational creative can lead you to big, measurable results.
We’re planning to make major upgrades to Promoted Pins, including new brand ad formats and more advanced targeting. We’re committed to making Pinterest the best place for you to inspire your customers and see measurable results from your marketing.
That’s why we’re happy to announce the Pinstitute, a new program for businesses to learn how to connect with Pinners and see an even greater return from Pinterest.
The Pinstitute will focus on two tracks: creative and measurement. You’ll learn what kind of Pins perform well, what Pinners care about and how we’re thinking about our products in the future. We’ll also get your feedback on what you’d like to see us do so we can help you get even better results from Pinterest.
We’re inviting a select group of brands and agencies to attend quarterly Pinstitute workshops where they can learn, exchange ideas and meet with the Pinterest product team. Our first Pinstitute is already on the calendar for March.
For our small businesses, we’re planning a series of webinars and other online learning tools so all of our partners see success on Pinterest.
We’re excited for everything we have in store next year. We hope you are, too. Thanks for being part of Pinterest!
—Joanne Bradford, currently saving ideas to handbags...