Here at Retain, we want to help our industry and clients find new ways to reach their audience. One way to do this is by expanding the media mix beyond Facebook and Google. Don’t get us wrong, Facebook and Google are great marketing platforms. But sticking with just Facebook and Google does mean we are only converting the low-hanging fruit: the people who would have converted anyway. Pinterest is a great way to expand your marketing mix, and this article dives deeper into how it can help your brand succeed.
Pinterest aids brand discovery
As many as 97% of searches on Pinterest are unbranded. That means our audiences aren’t searching for Jayco, Snowy River or Titanium. They are searching for broad interest terms like ‘road trip’, ‘small caravans’ or ‘van life’. Therefore, it is important that while audiences are actively engaged and looking for inspiration, we are there.
A common criticism of Pinterest from marketers is that it doesn’t drive the same volume of conversions as Facebook and Google Search. And it shouldn’t, because if it does, something could be wrong with your other platform strategies. Pinterest will still drive conversions, but it will more likely be the first touch point in the consumer journey. Then, it is up to Facebook and Google to recapture those users and convert them.
Pinterest works best as part of an integrated marketing strategy, where the platform can be used to seed your audience.
Pinterest offers unique ad formats
Ok, so we are reaching a new audience on Pinterest, but how do we capture their attention and drive recall? Pinterest has some unique and engaging ad formats designed to drive audience interaction. We’ll explore a couple of these formats in a bit more detail: Showcase Ads and Quiz Ads
Showcase Ads
Showcase ads as an ad format are similar to Facebook’s Instant Experience. They are interactive, can feature multiple URL links and can tell a deeper story than traditional image and video ads. A use case for Showcase ads could be if you are an OEM looking to promote a range. Your Title Pin can feature the entire range, use the cards to showcase universal features like an ensuite bathroom and queen bed, and use the features pins to drive audiences to specific models within the range.
Quiz Ads
Quiz ads are pretty self-explanatory: they are a quiz that audiences complete. They are great at getting audiences to interact with your ad and brand, but they can also be used tactically. The example below is for a travel company, but the same theory can be applied to our industries.
Back to our OEM example. They have several ranges that suit various needs, and quiz ads can help prompt your audience to think about their next caravan. You can create your quiz ad to anticipate the needs of your customers: Oh, you said you needed room for 4 people? Check out our family caravans.
Keyword Targeting
Pinterest has a unique way of targeting audiences. While we still have access to targeting segments as we do on other platforms like Facebook and TikTok, Pinterest also allows advertisers to target via keywords. This makes Pinterest a unique blend of search and social.
This means that, using the Trends tool and existing broad Google campaigns, we can target keywords that we know have in-market interest AND convert. We can also break down the reporting to see which keywords drive results. This could, in turn, lead to some strategic insights, like new audiences or creative opportunities.
Platform of positivity
Social media allows for two-way communication between audiences and brands. In most cases, this is seen as a benefit; however, sometimes we acknowledge that it is tiring if you have trolls or detractors commenting on your ads and posts.
As a platform, Pinterest prides itself on positivity. As a user, you may have noticed the absence of negative commentary. There is almost no trolling, no brand detractors, and the platform itself is relatively immune to macro factors like political influence.
Pinterest Trends
Pinterest is a marketing platform that works best when you lean toward trends. Trends on Pinterest are unique in that they have longevity compared to other platforms like TikTok. What may fizzle out in a couple of weeks on TikTok could last several months on Pinterest.
Pinterest can help you lean into growing trends through its Trends tool. We have recently used this tool to discover growing trends on the platform. With this information, we can make informed choices about how to target our audience, and how to communicate with them through relevant creative.
Anyone can access this tool (for FREE!), all you need to access it is a Pinterest Business Account.
Ready to Make Pinterest Part of Your Media Mix?
Pinterest won’t replace your performance channels, but it can do something they can’t — introduce your brand to new audiences before they even know what they’re looking for. At Retain, we’ll help you build a Pinterest strategy that plays to the platform’s strengths, from trend-led creative to smart keyword targeting. If you’re looking to go beyond the low-hanging fruit, let’s talk.
