Pinterest Expands Promoted App Pins to All Advertisers
As explained by Pinterest:
"With millions of apps to compete with in the app stores, it can be difficult to get the level of interest necessary to lead to significant downloads. On Pinterest, we make it easy for people to discover fresh ideas and get inspired to do the things they love. With Promoted App Pins, Pinners will find mobile apps designed to meet their needs, mixed right in with the compelling content that keeps them coming back."
As you can see from the above GIF, Promoted App Pins make it easy for Pinners to discover and then download apps directly from the Pin.
Promoted Pins appear with an "Install" action button below the image, enabling immediate action and response.
And there could be some uniquely valuable use cases for Promoted Pins - as Pinterest notes:
"People come to Pinterest for help when they're planning to reach new goals - like getting healthier or decorating a new home."
Indeed, research shows that Pinterest users come to the platform with higher intent than other social networks, which may make it a valuable option for apps in the categories where Pinterest sees significant traffic - including food, style, travel and beauty.
Considering these stats, it makes sense that if your app aligns with these interests, it could see good response rates on the platform.
Pinterest also notes that their initial research has shown that the people who do download apps from Promoted App Pins tend to undertake more in-app actions, "including signing up for your services and making additional purchases".
There are some interesting considerations - definitely, if you're marketing an app in Pinterest's key areas of interest, it's worth considering if Promoted App Pins might work for your business.
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