Good news for retailers when Pinterest CEO Ben Sibermann announced via blog that pinterest would begin experimenting with promoting certain pins from a select group of businesses.
"I know some of you may be thinking, 'Oh great ... here come the banner ads,'" he wrote, "but we're determined to not let that happen."
Sibermann has promised that the ads will be ‘tasteful with no flashy banners or popup ads’. The ads will be transparent and will also be relevant – that is they will be marketing products the viewer is actually interested in.
Pinterest is now rolling out just a few promotions in search results and category feeds, he said -- but no company is paying for any placement yet.
Edison Research claims 27% of pinterest users
have made a purchase based on a pin they’ve seen. As long as pinterest work the
ads into the pinboard in an appropriate way they should be very successful at
their advertising program.
For
retailers and fashion brands that already use pinterest to drive interest in
their products, advertising is going to be a great extension of their efforts.
Pinterest
are hoping their slow approach to advertising should address the concerns of
its users who are used to an ad free environment.
So the
promoting of pins in search results, rather than straight out ad banners will
ensure pinterest’s community come to trust its advertising efforts as a means
of building and monetizing pinterest.
How to make pinterest work for you.
To really
be successful with content marketing on Pinterest, your material needs to focus
on one of these 10 subject areas, Pinterest’s audience is affluent women:Food
If your
brand falls into one of those categories, you have the odds in your favor to
win on Pinterest. Women are
using Pinterest to capture ideas, inspiration and potential projects around
these subjects. Pinterest is far and away the leading way people are
discovering the content in those areas. So, success with Pinterest is closely
tied to the overall success of your content marketing.
Clicks and conversion
Unlike its social predecessors Twitter and Facebook, Pinterest is not a walled garden. Clicks on content a marketer pins will leave Pinterest, driving traffic back to their website. That click-through is the moment of truth for Pinterest marketing.
To maximize the chances for success, think about the experience users will have when they land on your site from a pinned item. You may want to specifically great visitors who come through from Pinterest with either a dedicated landing page or some other unique greeting.
Brand Engagement
Interestingly Pinterest followers tend to be seven times more engaged than Facebook followers. Based on that number, if you have to decide whether to spend a dollar to get more Facebook followers or a dollar to get more Pinterest followers — if you’re going to get 7X more engagement with Pinterest followers, it’s pretty easy to see where to invest.
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