More Than Just An Inspiration Channel Unveiling The Power Of Pinterest
Management Summary
This article provides insights into Pinterest’s latest tools and shows that Pinterest is more than just an inspiration channel.
Target group addressing & enhanced targeting with Pinterest
Pinterest has continuously developed its advertising options and enables companies to connect with their target group even more effectively. In addition to the classic targeting options, including demographic targeting, interest targeting, keyword targeting and retargeting, Pinterest offers advanced targeting. Verbal and visual signals from the ads are used to expand targeting and reach users on Pinterest for whom ads are relevant or are looking for them. This can lead to improvements in reach, CTR and spend.
Advanced targeting is enabled by default in Ads Manager, but can be disabled manually at any time.
New ad formats
Pinterest is also constantly developing in the area of advertising design and offers companies a wide variety of options to present their products and services. New formats such as Idea Ads in particular attract users’ attention.Idea Adsare primarily there to inspire the target audience and encourage interaction – be it following the company account, saving the pin or visiting a specified destination URL. Idea Ads can be created and advertised by companies, or by creators, who can then be advertised as a paid partnership. However, it is important to note that only music from Pinterest’s provided sound library may be used.
Another exciting innovation on Pinterest isPremiere Spotlightin the area of awareness campaigns and helps companies reach large target groups at exactly the time when it is particularly important. Brands can book exclusive premium placements on Pinterest for a specific period of time to achieve maximum visibility.
In the area of e-commerce, Pinterest now also offers the opportunity toTravel catalogsto integrate. These are based on Pinterest’s product catalog technology, which automatically creates a dynamic and shoppable product pin with all relevant booking information from every offer. With travel catalogs, users can now get inspiration for their next dream trip and book it directly.
Pinterest has also been testing since the end of MayLead Adsin a beta version, following the example of other platforms to collect leads and contacts directly from the ad. Users can leave their data directly via a lead form.
New Pinterest tools
But it’s not just in the advertising area that there are constant changes and innovations – Pinterest is also making improvements in the organic area and has developed its own app:
Pinterest Shuffle:
With the help of the independentappPinterest allows collages or digital art to be created in creative ways and shared with others. Elements and animations can be added to your own images or pins, cropped or placed on top of each other. The app is based on object recognition technology and related pins, allowing users to visualize their ideas easily and quickly. This means that users can, for example, create outfit of the day boards or plan the design of the living room.
Pinterest wants to go one step further and combine this with shopping options. Generation Z in particular creates fashion looks using the app and then shares them. In contrast to classic product ads, Shuffles offers oneInteractivityand makes the shopping experience inspiring and entertaining. Pinterest is now testing ways to integrate Shuffles content into e-commerce. Products from a collage should be able to be purchased and the brand, price, etc. should be displayed.
The Pinterest Shuffles app – screenshots, source: e-dialog
Pinterest Trends & Pinterest Predicts:
Pinterest is an exciting toolPinterestTrends, a search display in which search terms can be entered. Pinterest then shows theHistory of user searchesof the last 12 months for the respective term using a graph. Several search terms can also be compared with each other. In this way, trends and specific search terms can be researched quickly and easily in order to promote targeted topics that are expected to increase in demand.
Pinterest trends search query history, screenshot from Pinterest Business Manager, source: e-dialog
The tool also shows trends that match the company’s pins, trends with a high search volume within the last 30 days, and an overview of popular keywords in a defined period.
Pinterest Trends – Display of suitable pins, screenshot from the Pinterest Business Manager, source: e-dialog
WithPinterestPredictionsPinterest was able to make forecasts on trends that, according to its own information, have come true 80% of the time in the last 3 years. The tool offers a look into the future with 27 trends for the year. These can then be filtered and offered according to target group, brand value and categoryexciting insights and numbers, whichfor campaign and content planningcan be used.
Conclusion
Pinterest is constantly developing, especially in the advertising area, and offers companies innovative tools and opportunities to visually connect with their target group. The focus here is clearly on new formats and creative options for users. These offer entrepreneurs the opportunity to create successful campaigns and achieve their business goals. Due to constant development and the approach of offering users and companies the best experience, Pinterest has become an integral part of the marketing mix and should be considered as a marketing channel, especially for visual products and brands.
