Imagine this: To unwind at the end of a workday, a Pinner explores their home feed, discovers a camping tent they like and saves it to a board. This inspires them to plan a backpacking trip, using Pinterest to research hiking trails and campsites and figure out exactly where they can buy that tent.
Time and again, our research has revealed that this scenario reflects typical Pinner behavior. People do tons of different things on Pinterest, but most simply, it’s about discovering, saving and planning what to do next.
When we first launched Promoted Pins, our goal was to give businesses a unique way to get in front of more people on this path. That’s why we’re excited to announce our new suite of ad solutions, which maps your business goals to the steps Pinners take to plan their futures. The solutions are:
- Comprehensive: Free and paid solutions that map to your marketing objectives, including new ad formats & targeting options that increase Promoted Pin impact.
- Easy: New creative & insights services, as well as an external partner ecosystem to help you promote and optimize faster.
- Efficient: We tie the value we create to the way we charge for Promoted Pins—taking the risk out of how you spend.
By taking into account all the different things people do on Pinterest, this suite is designed to get you the most return out of Promoted Pins.
1. Increase brand awareness
To help you get discovered, we’re launching a few new features:
- Cinematic Pins are our newest, most beautiful type of Promoted Pin. Controlled through scrolling, these motion-based Pins are true thumb-stoppers
Lots of brands are already on board. Our launch partners include Gap Inc. (Gap, Old Navy and Banana Republic), L'Oreal USA (L'Oreal Paris, Maybelline and Garnier), Nestlé (Outshine, Buitoni, Dreyer's), STX Entertainment’s new movie The Gift, Target, Unilever (Suave), Visa Checkout, Walgreens and Wendy's.
- New audience targeting, which lets you target Promoted Pins based on interests, personas or life stages like millennials, foodies and travelers.
2. Understand what Pinners intend to do
To know if your audience thinks your content is save-worthy, it’s best to measure their engagement through repins, closeups and clicks. In addition to our existing premium CPM and CPC Promoted Pins, we’re now rolling out a cost-per-engagement (CPE) model that’ll help you track future intent.
3. Help people take action
80% of Pinners use Pinterest on a mobile device and that number grows every day. To help them do even more when they’re on the go (and get more installs on your app), we’re making our App Pins promotable. In the coming months, App Pins will be available on a cost-per-action (CPA) basis.
Ready to get started?
We want you to have a great start with Promoted Pins, which is why we’re offering a few new services that make it easier to create great, promotable content.
The Pin Factory is our Pin creative studio for brands. For a minimum spend, we’ll create beautiful, helpful Pin images and descriptions that get you results.
Or, if you want to manage your content creation, you could work with one of our recently announced Marketing Developer Partners, who help you publish your content to Pinterest.
We’re thrilled about these new products and offerings—all of which will start rolling out to U.S. businesses this summer.
—Tim Kendall, currently saving ideas to sailing