5 benefits of Pinterest advertising for your brand
What’s the difference between a sponsored pin and a ‘lambda’ pin? Visibility, user-friendliness, increased sales and profitability are just some of the benefits of effective sponsored pins.
Pinterest is still under-exploited when it comes to advertising, unlike its cousin Facebook, for example. The first advantage of this lesser competition is that advertising costs are much cheaper. For example, on Pinterest, 1,000 ad impressions (the fact that your ad appears 1,000 times) on the French-speaking market will generally cost you between €1 and €2.5 whereas on Facebook, the same 1,000 impressions will cost you at least 10 times more!
This is an excellent opportunity to generate targeted low-cost traffic to your site . Why aren’t all competitors on Pinterest yet ? Well because not all categories lend themselves to advertising on Pinterest.
‘Pinterest is an under-exploited and under-appreciated platform for brands. Mastering advertising on this channel is an undeniable competitive advantage.’
Nathalie, Pass Liberté
From inspiration to action, a single click can make all the difference
If you think your brand or business might be of interest to users (often + female users, by the way), then don’t miss out on this platform. Founded in 2010, Pinterest is constantly growing. Its users are ever more numerous and come from the 4 corners of the world.
Benefit 1 – 84% of users plan to buy products
84% of weekly users who visit Pinterest are actively considering buying products/ services, but are undecided.
This statistic shows that users are proactive in their approach, since they are researching. They’re looking for ideas and inspiration to take action, whether it’s decorating their home, travelling or buying a specific accessory. For most, Pinterest is an inexhaustible source of ideas.
That said, they don’t have a brand in mind when they carry out their initial search. It is in a brand’s interest to position itself at this stage of their search.
Advantage 2 – Branded content is not intrusive
When you sponsor a pin, it fits in perfectly with the user’s search, provided that you have targeted the right keywords and the right audiences.
For example, if you’re selling a multifunctional stool, you’ll need to be precise enough to target keywords related to stools, but also broad enough to reach users who wouldn’t necessarily have typed in that keyword.
Branded content helps and adds to the user experience. Sponsored posts are discreetly labelled ‘sponsored’, but that doesn’t change the user experience. 63% of French Pinterest users say that the platform has helped them in their purchasing decisions.
Advantage 3 – Opportunity to reach users upstream
When talking about the customer journey, you will sometimes hear the term ‘conversion tunnel’ or ‘conversion funnel’, with conversion representing the action taken by the prospect. As you progress through your site, the funnel narrows: the number of visitors decreases from stage to stage due to abandonment, but the visitors become increasingly qualified, i.e. they are more likely to buy as they progress through the tunnel.
On Pinterest, you have the opportunity to reach users at the beginning of this conversion tunnel. In the best-case scenario, your first sponsored pin will encourage users to click on it. If they like the product, they’ll add it to their basket, initiate payment and then decide to buy your product.
Analysing your conversion tunnel allows you to see at which stages you are losing the most visitors. It’s up to you to try and improve these stages in order to reduce the abandonment rate.
Benefit 4: Enable users to access our website with a single click
Conversions are much easier through sponsored posts than through organic posts (i.e. making a pin and not running an advertising campaign).
Let’s take the example of a situation where you’re scrolling through your Pinterest news feed on your mobile. A visual showing a magnificent watch and bearing the words ‘sponsored by…’ catches our eye. We decide to click on the post and what happens? We went straight to the shop’s website. How easy is that?
Conversely, when we click on a lambda post not powered by an advertising campaign, we arrive at the description of the pin before finding the link to the website. That’s one more step that considerably slows down the prospect’s eventual purchase.
Advantage 5 : A platform that is seen as positive and trusted by users
What is your general experience of your social networks ?
Pinterest users are mainly positive about their use of the platform. That’s why we’ve decided to set up our advertising on Pinterest.
To be more precise, 91% of people say that Pinterest is a positive platform. This is a rather rare situation on the Internet, where mistrust sets in. Only 26% of people rate their experience on social networks as positive. But as we mentioned in the article on the Niches best suited to Pinterest advertising , the platform more often acts as a search network than a social network.
In the annual ranking of social networks by level of user trust, Pinterest is almost in first place behind Linkedin. This very high level of trust also explains Pinterest’s constant growth over the years. It’s a trend that we advertisers are delighted to see!
What do you think? Are you ready to take the plunge? Let us know in the comments below.