Pinterest has provided some new Pin ad tips, based on various brand lift studies, incorporating feedback from over 120,000 Pinners. The data shows that taking a multi-format, multi-stage approach can provide bigger returns, with brands that focus on awareness, consideration, and conversion seeing, on average, three times higher conversion rates than those aligned with just one objective.
Here’s a look at Pinterest’s key tips:
Experiment with multiple objectives
As noted, Pinterest’s main action point is that advertisers should aim to target consumers at each stage of the purchase cycle, as opposed to focusing on just one aspect.
As per Pinterest:
“By adopting more than one objective, advertisers have seen up to a 57% improvement in sales lift. If you’re focused only on conversion, you may forgo reaching new customers further up the funnel.”
Of course, Pinterest would say that, as more ads equals more money for them, but the data shows that taking a broader focus, that incorporates each element, provides more scope to connect with Pinterest users, which can deliver better results.
Upweight your spend towards video
As with all social platforms, video is the most engaging format on Pinterest, and is the most resonant messaging vehicle for brands.
So impactful is video in the app that Pinterest advises that brands should aim for video to comprise between 50% to 60% of their media plan, in order to maximize ROI and response.
Idea Pins are now Pinterest’s key format on this front, its TikTok-like full-screen vertical feed - and based on the data, that is proving to be the most effective brand messaging method.
Keep your campaign feeling fresh
Including ad variations in your creative mix can also improve your Pinterest campaign performance.
“A campaign with 10-15 creative executions (across a two month period) can drive a 3.2x increase in ad recall. While a campaign with 16+ creative executions can drive 2x the lift in favorability.”
That’s a lot of variants to come up with, but Pinterest also notes that using 3+ ad formats can increase awareness 3x, so you don’t necessarily need 16 or more versions of each ad, just a few to keep things fresh, and keep your promotions more engaging.
Take a holistic approach to measurement
Finally, Pinterest advises that brands need to link their upper funnel brand building and acquisition efforts to lower funnel performance activity, in order to get a true gauge of campaign performance.
“How-to videos, recipes and tutorials measure substantially stronger mid-lower funnel uplifts like 12x the impact on brand favorability and 8.5x on purchase intent. To maximize results pick the ad format that best fits your goals and aim to educate and inspire Pinners to incorporate your products or brand in their life in relevant ways.”
In other words, you need to consider the performance of each aspect in a broader campaign sense, as opposed to measuring each element against the same data points.
These are some interesting notes, which could help you put together a more effective Pinterest marketing strategy. And with 450 million users, and rising, and high purchase intent, it is worth considering the platform, and its potential value for your promotions.
You can read more Pinterest campaign set-up tips here.