Tag: Holiday

September 30, 2020

Pinterest Adds New Ad Slots, More Insights for Marketers, Ahead of the Holiday Shopping Push

With the holiday shopping season about to hit, all the major social platforms will be rolling out new tools and features to help businesses maximize their seasonal promotions, and ideally, re-coup what they can after a massively interrupted year.

This week, Pinterest has outlined its latest tools to help businesses tap into the rising number of online shoppers, many of whom are now using Pinterest as a kind of virtual shopping mall for unique, artisan products.

First off, Pinterest is adding more ad slots to help businesses reach people when they’re searching for products to buy.

Pinterest ad slots

As explained by Pinterest: 

As more people use Pinterest to shop and look for ideas and products from brands and retailers, we’re integrating ads into more shopping experiences across Pinterest to deliver relevant content where it’s welcomed by shoppers.”

Now, advertisers will be able to place ads in Pinterest Lens matches (as shown above), the ‘Shop’ tab within Pinterest search, and even shopping matches on Pins.

The new placement options are being rolled out over time, and will be first made available to businesses in the US and UK.

In addition to this, Pinterest is also looking to give Pin marketers more data on the path to conversion from each Pin, with new, in-depth insights on specific Pin performance.

Pinterest conversion insights

“With new conversion insights, Pinterest Verified Merchants and Shopify retailers can easily see the impact of both their paid and organic Pinterest content on their site visits and checkouts, making their shopping efforts not just impactful, but also measurable.”

As you can see above, the new listings provide a more specific split between organic and promoted Pin metrics, with individual Pin listings that highlight the top performers. The format is similar to Facebook’s Page Insights listings, which should make it easier to understand for those already managing a Facebook Page.

Pinterest is also expanding the availability of its personalized shopping reccomendations, which it first launched in the US last year. 

Pinterest style ideas

The option will provide more ways for UK Pinners to find related products, and for brands to gain more exposure through related matches.

At this stage, the new features are only being launched in the US and UK, which Pinterest notes are two of its top markets.

For businesses in these nations, the new options will provide new ways to maximize exposure for their products on the platform – and with Pinterest usage increasing more than any other social network during the pandemic (outside of TikTok), it’s worth taking a look, and considering why more people are turning to the platform for online shopping, and whether it might be a good fit for your brand.

You can read more about Pinterest’s latest updates here.

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September 23, 2020

Pinterest Launches New Holiday Hub and Marketing Guide to Assist with Holiday Campaigns

Christmas is now only 94 days away, and this week, Pinterest has launched its latest holiday marketing hub in order to help businesses tap into Pins to help maximize their holiday sales performance.

Pinterest marketing

The hub includes links to a range of Pinterest resources and tools, including previous research reports, case studies, audience persona insights and more.

In addition to this, Pinterest has also published a new, 13-page holiday marketing guide, which outlines key usage stats, and underlines the case for Pinterest within your 2020 holiday marketing approach. 

Pinterest holiday marketing guide

Indeed, like all social platforms, Pinterest is seeing increased usage in 2020 due to the global lockdowns to restrict the spread of COVID-19. The difference in Pinterest’s case is that it’s more specifically focused on shopping and product discovery – in some ways, Pinterest has replaced the physical shopping mall, providing a means for users to browse product displays, and options tailored to their sppecific interests.

Clearly, Pinterest is doing something right on this front – the platform is now up to 416 million active users, and is growing faster than Facebook, Snapchat and Twitter. Its refined focus on eCommerce is also helping guide users to more products, while Pinterest has previously noted that Pinners are looking to plan for the holidays much earlier in 2020 as people look forward to a time when the COVID-19 restrictions are eased and we can catch up with family and friends again.

Which may not necessarily be Christmas – but even so, holiday searches on Pinterest jumped 77% YoY in April, which included a 3x increase in searches for “Christmas gift ideas”, along with other queries like “holiday recipes” and “Christmas”.

Clearly, Pinners are looking to get into a festive mood – which is why the platform could be great for your 2020 holiday promotions.

Pinterest’s holiday guide outlines five key steps to take in mapping out your holiday Pin strategy:

Pinterest holiday guide

There are some valuable notes here, and insights into audience segments, which may help you establish a more effective approach to Pin campaigns, if that’s where you’re looking.

You can download Pinterest’s “Think outside the Black Friday box” holiday performance guide here, and access the Pinterest holiday hub at this link.

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