Pinterest Advertising: Why Paid Pinterest Is Worth The Spend

We’ve discussed before how Pinterest seems to be in a league of its own as a social media platform. Almost more of a search engine than a platform the likes of Facebook or Instagram, Pinterest has its very own set of rules for reaching an engaged audience, driving impressions, generating link clicks — and enabling businesses to use their advertising budgets effectively.

Let’s talk about the latter. Here’s what makes paid advertising on Pinterest worth the effort, plus tips for bringing your campaigns to life.

What Sets Pinterest Apart

Think about Instagram ads and how they appear on the app. They often pop up mid-feed, clearly distinguished as paid content by the “Sponsored” tag above the ad visual and/or a bold, color-changing CTA (like this one below from indie cosmetic brand Lemonhead LA).

http://instagram.com/lemonhead.la

Though it appears among other organic posts, there are some pretty clear differences that set it apart from the rest of the posts, right?

Now, let’s consider Instagram’s brother-in-arms: Facebook.

https://www.facebook.com/americaneagle

Similar to Instagram, the paid content is clearly labeled as a “Sponsored” post and the numerous “Shop Now” CTAs are a pretty dead giveaway. No questions here about whether or not there were ad dollars put behind this Forever 21 post.

Pinterest ads, however, hit a little bit differently.

Why Pinterest Ads Work

Pinterest is all about the visuals. The way its users peruse the platform’s content is by navigating and toggling through various collections of images. Whether they’re scrolling through their home feed, their search results, or another user’s board of carefully curated images, their screens will look consistent: plastered with images. The focus is almost always on the visuals.

Consequently, the pin titles & descriptions might be the second or third thing you pay attention to on Pinterest, but rarely ever the first…which also means that the “Sponsored” tags that the platform displays on paid content might go unnoticed before users decides to click on the photo and navigate to the promoted website.

This is all to say that paid Pinterest ads are particularly valuable for their ability to blend in with surrounding organic content. For an ad to be successful, all you need is for a visitor to see your post and find your visual click-worthy before they wind up exactly where you want them to be: on your website or landing page.

How Your Pinterest Ads Succeed

Image Text Is Commonplace

Users Visit For Educational Purposes

Curating Content Is Easy

It’s not always in your best interest to toot your horn and constantly share your own content or images-but it’s also not always easy to find and share other content that aligns with your social media strategy. But on Pinterest, it’s easy to search for content that pertains to your focus and share it with your audience as a curated Pinterest board. Plus, each post you pin will send a notification to the original creator with your brand name a nice side effect that works as a brand awareness strategy!

Where To Go Next

If you agree and are interested in joining forces to create a killer Pinterest advertising strategy for your business, you’re in luck. We’re now offering support services to in-house marketing teams looking to bring their social media strategies to new heights. In other words, we’ll talk you through the Pinterest paid advertising process from brainstorming your positioning to realizing your ideas into a fully fleshed out campaign.

Learn more about becoming an Altos Social Maximizer.

(Pssst… don’t miss Part 2 of our Pinterest Advertising Guide!)

Written by Megan O’Keefe | Content & Social Media Specialist at Altos

We are a digital marketing agency specializing in web design and development, eCommerce, search, and social media marketing.