News tagged:tips

Pinners have a huge appetite for video: 75% say they’re likely to watch videos about topics that interest them, compared to 55% of people on other platforms. Since we launched Promoted Video last year, we’ve seen brands try a range of content strategies. To test which videos work best, we ran a study on 29 Promoted Video campaigns that ran during the same four month period. Our analysis looked at closeups, completion rates and engagement patterns.

We found that two types of content work best: storytelling and how-to’s. Storytelling videos bring brands or products to life, while how-to videos provide guidance and instruction. Both kinds of content performed well regardless of a brand’s category. This shows that brands should develop their content strategy based on specific marketing goals, rather than assuming a specific type of video is right for their line of business. Here’s how to decide:

Storytelling...

This winter, Pinterest sat down with leading retail marketers like eBay and Blackbird Garage to learn more about their approach to the holiday season and how they use Pinterest to advance their business. Land of Nod's Director of Marketing Joe Orlando shared how Pinterest works with their objectives in the third installment of our retail holiday Q&A series.

Orlando's goal is to maximize the reach of Land of Nod’s exclusive assortment of toys that run on pure imagination, no batteries required. He does it by focusing on all areas of the funnel, from awareness to acquisition and customer retention. "I believe everyone should buy gifts for kids during the holidays," he noted, "whether their own, nieces/nephews, friends kids or even donating toys to local charities."

At Land of Nod, do you think of the traditional marketing funnel when creating your campaign strategies this holiday?

We do think of the traditional funnel when identifying our...

Recently, Pinterest sat down with leading retail marketers to learn more about their approach to the 2017 holiday season and how they use Pinterest to advance their business.

Blackbird Garage is a digital growth agency that specializes in profitable customer acquisition for brands, e-commerce and CPG. www.BlackbirdGarage.com

At Blackbird Garage, did you think of the traditional marketing funnel when creating your strategies this holiday?

We’re very focused on return on ad spend (ROAS) as our primary KPI. When optimizing Promoted Pin campaigns, we use all the tools Pinterest has available to take a full funnel approach. At the top of the funnel, we work on generating qualified traffic with actalike audiences and interests. In the mid-funnel we use higher intent targeting, like keyword search and retargeting. To win back and activate lapsed customers, we use CRM targeting.

By taking a full funnel approach on Pinterest we’re...

Pinterest sat down with leading retail marketers to learn more about their approach to the 2017 holiday season and how they use Pinterest to advance their business.

As Global Director of Social & Content at eBay, Llibert Argerich manages content for 8 countries and multi-million dollar budgets. Argerich is responsible for leading a marketing team that drives significant, sustainable traffic to eBay’s marketplace using a mix of emerging and traditional social channels along with shareable, shoppable content.

At eBay, how did you think about the traditional marketing funnel when you were crafting your digital strategies for the holidays?

In this era of social media and digital marketing, the traditional funnel feels a little less applicable. While there are very real elements of awareness, consideration and purchasing in all our holiday campaigns, today’s digital world allows us to engage with consumers across the entire customer journey at the same time....

As Pinterest grows, we’re looking for new ways to help businesses reach their marketing goals. Sophisticated marketing technology is an important part of this vision because it helps businesses tap into Pinners’ high-intent behaviors. Last year we announced the Marketing Developer Partners program, a select group of companies approved to build solutions through our Advertising and Content Publishing APIs. These partners provide advanced capabilities that help advertisers drive greater efficiency, scale and performance.

Both Pinterest and the marketing landscape have evolved since we first launched the MDP program. That’s why we’re expanding our third party partner network to include two new specialties: measurement and audiences. And starting today, we’re also renaming the Marketing Developer Partners program to simply “Marketing Partners.” This expanded, global program will help advertisers see even more success on Pinterest.

Measurement partners...