Monday, 22 May 2017

A visual guide to Pinterest advertising

Pinterest has slowly been building itself up as an advertising alternative to Google and Facebook over the past 12 months.

The company’s focus has historically been on building an engaged user base through its intuitive, visual interface.

As a social network, it has always offered something a little different.

However, advertisers have been skeptical about whether Pinterest could ‘monetize’ this model, due to the nature of engagements users have and also the demographics that typically spend time on the site.

Those concerns have not been allayed altogether, but Pinterest has made some fascinating moves of late. They have launched a paid search partnership with Kenshoo, completely upgraded their visual search capabilities, and expanded their reach by adding a new Google Chrome extension.

By combining an engaged user base with advertising that doesn’t disrupt their experience, Pinterest may have a formula that works in an age of ad blockers and decreased consumer attention spans. Their stated aim has been to own the ‘discovery’ phase of the purchase journey, suggesting products to users before they know exactly what they are looking for.

Google has clearly taken notice, too. The search giant’s recent product launches, such as its ‘similar items’ feature and the recent announcement of Google Lens, demonstrate Google’s strategy to stymie Pinterest’s growth. Imitation is the sincerest form of flattery, after all.

That said, Pinterest remains a relative unknown in the advertising space. Many advertisers would no doubt welcome a third, genuine alternative for their digital ad dollars, a fact that will likely benefit Amazon as well as Pinterest. But before taking the plunge and launching a paid campaign, there are some things we need to know.

As such, it seems timely to take a step back and assess what really differentiates Pinterest from the competition, what options are open to marketers, and what you need to know before getting started with Pinterest advertising.

Since this is Pinterest we’re talking about, we thought a visual guide would be most fitting.

Enjoyed this? Check out some of our other recent visual guides and infographics:

Infographic created by Clark Boyd, VP Strategy at Croud, and graphic designer Chelsea Herbert.

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Author: Clark Boyd

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