Posted on
January 9th, 2015

Pinterest Promoted Pins Are Finally Unveiled!

This year is set to be a big one for the photo collecting and sharing website, Pinterest. It has drawn in over 70 million registered users, which creates advertising opportunities for businesses across the globe.

On the 1st of January 2015, promoted pins were added to the site, giving companies the chance to sponsor their posts so that they can increase their audience engagement.

The promoted pins will only appear in the user’s newsfeed when they search for a specific topic, making it easier for businesses to target the right market without seeming overly spammy. This will also make the adverts interesting for the users, and unlike ads on other social media platforms, they may actually appreciate the content.

The new pins will look similar to the ‘organic’ ones, but will mention that they have been sponsored by a certain organisation. Business users are encouraged to use similar themes and topics throughout their posts so that they can be recognised by existing and potential customers.

In the future, advertisers will be able to choose from a range of advanced settings, features and formats. This will include a learning resource named Pinstitute, which will give tips and advice on how to make the most of using the promoted pins.

Eight months ago, Pinterest released a test version of the promoted pins so that they could test the functionality and see if it would prove popular with business users.  Companies like Disney and ABC Television Group were selected to try the feature.

According to Pinterest, the brands who participated in the trial saw a 30 percent increase in ‘earned media’ during the campaign. These posts were shared and repinned and shared an average of 11 times, which is the same figure for non-promoted content.

The company has said:

[Tweet “Pinterest is a place where helpful, inspirational creations can lead you to big, measurable results.”]

This feature is now open to Pinterest’s business accounts in the U.S and will be open to the rest of the world in the coming weeks. In 2014, Pinterest became the fastest growing platform, with a huge increase in growth of 120%. If this success continues, it will undoubtedly play a huge role in the world of marketing and business.

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