Pinterest is wowing everyday users and brands alike by making all of the right moves. The evolution of the social app and website has led up to a major milestone – Pinterest enjoys over 150 million users every month! The milestone was reached as part of an incredible trend of growth, a 50% annual increase. That’s not all. The male to female ratio is also transforming with Pinterest’s growth – 40% of new signups are men while 60% are women. This is in stark contrast to Pinterest’s numbers only a few years ago, when it consisted of a largely female base. To add, this is a 70% increase of new male users in just a year. We hope they continue to do what they’re doing – it’s working and now it’s an ever-attractive place to do business.
Retargeting for Finely Tuned Campaigns
Pinterest’s latest retargeting options serve to make it “easier for you to get your ideas in front of the right audience at just the right time”. There are two ways to use retargeting on Pinterest – audience retargeting and pin engagement. Audience retargeting is aimed at people who visit your website via pins, while pin engagement refers to behaviors on Pinterest and actions taken on pins.
When you opt for audience retargeting, you may build an advertising audience based on such parameters as specific categories or pages visited on your site by Pinners or Pinners that make purchases. Prior to these changes, you could target your website visitors but not the visitors of specific pages.
As for pin engagement retargeting, you may build an advertising audience based on the specific ways Pinners engage with your pins that link back to your website. You may retarget based on five ultra-specific actions – clicks, closeups, comments, likes and saves. These refer to people who have taken any or a combination of these actions but have not yet clicked-through to your URL. Any of these actions express interest, even closeups which may be seen as a surprise. A closeup of your pin can mean the user is already investigating product details to make a decision on a potential purchase.
Keep It Organic
Pinterest has enacted a neat set of rules to protect their brand and keep users coming back for more. Advertising pins must look like organic pins. The visuals should be evergreen and should not take away from the Pinterest experience. For example, pricing is not allowed in the visual of the pin because prices change over time, however, you can include this information within the description. Do be careful if you do decide to include pricing in your description. Since pins are re-pinned so much over time (as is the aim), you may end up spreading information that is no longer relevant, far and wide. Your best bet is a soft call-to-action for your pin and a more direct CTA on your website.
