We had to wait a while for it, but the time has come: the first Dutch Pinterest campaign is a fact. This is good news for advertisers, but why really?
Inspiration platform suitable for branding
With about 250 million active users worldwide, including 3.5 million Dutch, Pinterest is a serious player in the online landscape. Pinterest is an online pinboard where you can collect anything you find fun, beautiful or inspiring. You can categorize the saved images on different boards, allowing you to create different collections. In this way, sometimes entire homes are decorated. But it also provides inspiration on recipes, outfits and vacations.
Pinterest is primarily a platform where users come to for inspiration. In doing so, they come in contact with brands that have posted their products on Pinterest. This allows you, as a brand, to get inside the consumer's head as early as the orientation phase. With the right targeting, you can reach exactly the people who might be interested in your product.
What does advertising look like on Pinterest?
The ad environment in which you create ads and campaigns is similar to Facebook. In terms of ad formats, the "new" platform is not much different from Facebook. Whether generating brand awareness or clicks, most ad formats are available in Pinterest. Should branding be your primary goal, the Promoted Pin is the most logical ad to deploy. The image or video is placed among the content the user sees.
In a pin, there is space for an image or video, a header and a description. You then use both image and text to inspire the Pinterest user. Like other posts, the sponsored pin can simply be saved by the user. For an advertiser it can be very valuable to get into the mind of the consumer right at the beginning of the decision process.
Pinterest only for branding?
So does Pinterest only work at the beginning of the decision-making process? No certainly not. When creating a campaign, you can assign different goals to the campaign. These may be that you want to be visible, or video views. However, you can also choose more conversion-oriented goals. By including a link, you can have people click directly to the website/product page. You can also promote apps where a single click takes you to the app store. So you can also achieve your conversion goals on Pinterest.
Can we all work together?
Unfortunately, not yet. Scotch & Soda had the scoop in the Netherlands in January 2019, but for now the platform is only open to a select group of companies that could already advertise abroad. However, this is a step in the right direction and it is only a matter of time before the platform will be accessible to everyone. As soon as the platform is accessible to everyone, we will update you all about all the different advertising forms and targeting options.