Pinterest rolls out promoted pins.
Your pin stream could look a little different the next time you log-in to your Pinterest account. Previously, you have seen pins from users you have hand-selected to appear. Now Pinterest promoted pins may infiltrate your feed, but that's not necessarily a bad thing.
Promoted pins are the first revenue-generating product for Pinterest, which is currently valued at $2.5 billion. The social site is now responsible for 41 percent of e-commerce traffic, a number that is sure to rise now that companies will have the ability to highlight products you may not have seen otherwise.
"Pinterest has already proven its ability to drive traffic and convert browsers into buyers," said social media expert Bradley Lautenbach, who is COO of Randi Zuckerberg's Zuckerberg Media. "One reason for this is the simple fact that high-quality, visual content sells."
These facts means a promoted pin may be the right inbound marketing strategy for your business.
Promoted Pins for Businesses
Promoted pins will appear alongside regular pins in search results and feeds. They will be identified as such and further explanation will be given when the user hovers over the pin. The promoted pins will not be visually disruptive, flowing naturally into feeds similar to regular pins.
Content will need to remain well thought out and selective as Pinterest will not permit retailers to upload whole store inventories to the site. Businesses must think about what merchandise will fit best with the visual capabilities of Pinterest. Beyond visuals, businesses can leverage pins for inbound marketing to link to downloadable content. This way you will offer valuable content for users while gaining important information and leads for future marketing initiatives and inbound marketing campaigns.
“We encourage brands to have an authentic presence on Pinterest that shows what makes their brand unique, and give people inspiration to take action offline with those pins,” a spokeswoman said in a recent email.
Pinterest realizes the promoted pins will serve as a trial and error process to work towards increased traffic, increased sales to commerce sites, and added value to consumers and businesses alike. Before investing in advertising on Pinterest, keep in mind that the site best serves visuals and 70 percent of the demographic are women. If your business fits into these two categories, consider looking into promoted pins.
Alyssa Derby is an Associate Account Strategist at StoryTeller Media & Communications, an inbound marketing and public relations agency and video production company, based in the Twin Cities of Minneapolis and St. Paul.