Pinterest Ads: understand how it works and the advantages

Pinterest Ads is already present in Brazil. With the arrival of the platform in 2021 in the country - which is one of Pinterest's largest markets outside the USA -, marketing agencies and companies of all sizes can turn to its advertising services, in search of strengthen the brand and boost sales through new digital marketing strategies.

And you, do you already know what possibilities this tool opens up for the digital marketing of your business, beyond traditional marketing? Not yet? So, come with us, as we will bring you some information about the platform and outline, in general terms, its characteristics, advantages and functionalities.

Pinterest is a social network and visual search tool that helps people discover new ideas, inspirations and products that may interest them.

People don't always know how to describe or exactly what they are actually looking for, but thanks to the visual and dynamic characteristics of the tool, they quickly recognize the ideas that appeal to them most, refining their tastes and interests as they browse the " Pins".

From recipes to tips for the home, from party suggestions to recommendations for traveling, Pinterest users look for ideas to put into practice, whether in their daily routine, in special moments or as plans and projects for the future.

For those looking for ideas, as they follow the content and collect these records, the platform will improving recommendations personalized. For those who want to learn new things, there is no shortage of Pins with videos and tutorials teaching new skills and activities. Finally, for those looking for products, the platform offers a series of integrated resources to facilitate the purchasing journey.

Due to the platform's characteristics, therefore, the ads end adding value to content, as people using Pinterest are more open to ads and branded content than they would be on other platforms.

"On Pinterest, shopping is different. People are looking for an experience, not a transaction. Inspiration is the main motivator for shopping. In fact, 66% of people say it is fundamental when deciding what to buy," describes an article on the pinterest business.

Additionally, 97% of top searches on Pinterest are not specifically related to one brand, thus creating an excellent opportunity to reach new customers before competing brands.

Simple, vertical or square image format for displaying your product or content.

Video format to tell a story, visually engage and hold your audience's attention.

Make a dynamic ad, allowing your audience to swipe through different images and options in one place.

Combine images and videos, in a hybrid format, to share products and lifestyles.

The platform has an ad manager where you can create, manage and generate reports on campaigns. For each campaign, an objective is defined among three possible options:

Each campaign also allows the addition of several ad groups, in order to facilitate the administration of goals and budgets. For each ad, you can control variables such as budget (lifetime or daily), frequency and period of display.

Furthermore, through the pinterest analytics It becomes easy to monitor and improve your campaigns, in search of performance optimization and better results. With Conversion Insights, you can see your organic and paid conversions in a single panel, with different filters that give you an overview and a more detailed view of your conversions.

Pinterest Ads also has different tools to find the perfect audience. Check out some of the options:

Through Business Partners, the platform also offers the possibility of forming partnerships, of a more technical or creative nature, aiming to facilitate content creation, increase advertising reach and optimize performance. It is even possible to work with several partners simultaneously, depending on your business needs.

The best Pins are the ones that arouse interest, which make people want to know more about your products, ideas or business, through an interesting visual or a good story. Here are some best practice tips depending on the type of creative:

• Quality and format: Pay attention to the format and quality of your Pins. High-quality, vertical images stand out in the feed. Regarding the format, a 2:3 aspect ratio (1000 x 1500 pixels, for example) is recommended, as other proportions can cause the Pin to be truncated, thus compromising the users' experience and the performance of the post or ad.

• Brand: Emphasize your brand by showing your product or service at the forefront. Abstract images or those that do not highlight your brand in any way are not recommended.

• Logo: It is important to insert your logo into your Pins, however, in a discreet way. Furthermore, it is recommended to avoid the bottom right corner, as this is where the product icons will be.

• Text: Inserting short texts - to make it easier to read on your cell phone - can help your Pin stand out in people's feeds. Looking to impact the right audience, create different Pins depending on the language or country you are focusing on.

• Title and description: Choosing the right keywords for your Pin titles and descriptions can help your reach. The title can contain up to 100 characters, while the description can contain up to 500.

• Links: In the case of Pins that contain links, it is important to check whether the link is active and its loading speed. Furthermore, it is worth checking whether there really is a match between the Pin and the images and interests on the destination website.

• Practicality: Be practical and show something striking that attracts attention in the first seconds of the video.

• Duration: In the case of organic content, a duration of 15 seconds to 1 minute is recommended. For ads, the ideal length is 6 to 15 seconds. Furthermore, it is important that videos communicate ideas clearly and succinctly.

• Audio: Use text or subtitles to help tell your story, but avoid using audio or dialogue, as some people watch videos with the sound turned off. Therefore, in this case, it is better to show than to tell.

• Cap: Selecting a good image for your video cover is essential to spark interest and for people to readily capture what you want to convey.

• Title and description: Once again, it’s worth paying attention to the title and description of your Pin. The clearer they are, the more likely your video will appear in searches.

• Share your ideas: Idea Pins consist of a canvas with several pages where you share your ideas. They have unlimited duration and aim to increase and create a connection with your target audience.

• Videos first: Presenting a video on the first page is a good strategy to stand out in the feed, as videos are great for telling a story and connecting in a more engaging way with your audience. Remember to use short texts and subtitles to help with the description.

• Own content: Original content is especially recommended for Idea Pins, without the need for links or third-party content. Repurposed or watermarked content often does not perform satisfactorily. It is also worth noting that it is important to only use content that you have permission to use.

• Personality: There's no better place for people to get to know you than Idea Pins. Therefore, it is the best place to present yourself and interact more effectively with your audience, creating stronger engagement and relationships.

• Details: Fill out the details page appropriately, listing tips and information that can make it easier for your followers to implement their ideas. Tagging relevant interests is also recommended so that your content can reach the right people.

• Check: Before publishing, always check. Check if the edges of the screen are covered, if the lighting is good, if the videos and images match... Then make the necessary adjustments. Always focus on a clear, high-quality presentation.

The platform thus presents a very interesting and innovative of digital marketing, which companies can use to strengthen and expand their brand awareness, find new audiences and customers and boost their results.

Using Pinterest Ads in your marketing strategies can be an excellent alternative to expanding the reach and results of your business. Especially when used in conjunction with analytical marketing tools and resources.

Do you want to know more about strategies for analytical marketing, based on data? I would like one consulting in this area? Our team can help you. Contact us!