Pinterest is a web platform founded in 2010. Nine months after its creation, it was recognized as the fastest-growing website in internet history. The Polish version of Pinterest was released in 2013. Currently, the platform operates in several dozen language versions worldwide.

According to Statista, in 2020, Poland had 3.6 million Pinterest users. 86% of them are women, most commonly aged 25-34. Due to its structure, Pinterest combines a social media platform, catalog, and content search engine. The most searched content on this platform includes home decor, fashion and beauty, home and garden, as well as DIY projects. The majority of the content on Pinterest consists of high-quality, aesthetically pleasing images.

Who should consider advertising on Pinterest?

Pinterest is not the right channel for every industry. The most frequently searched content on the platform includes everything related to architecture, interior design, and gardening. The beauty and fashion sectors also perform well on Pinterest. Brands that focus on high-quality, aesthetically appealing content and align with the platform’s most popular topics are likely to succeed.

When should you advertise on Pinterest?

Unlike Facebook, Pinterest experiences periods of increased popularity. These include Halloween, as well as November and December, when many people are preparing for Christmas. This spike is driven by users searching for inspiration for decorations, Halloween costumes, or holiday gifts. Another key period is spring and Easter. It’s worth incorporating these seasonal trends into your marketing calendar and showcasing your products and services on Pinterest during these times.

What advertising options does Pinterest offer?

Pinterest’s ad panel is similar to Facebook’s, although not as comprehensive. Campaigns are divided into individual ad sets and then into ads. You can also choose from various campaign objectives, such as brand awareness, video views, purchase consideration (traffic to your site), conversions, and catalog sales. In terms of targeting, you can set criteria based on gender, age, location, language, interests, and more.

Unlike Facebook, Pinterest allows you to target campaigns based on keywords that users search for, which is a useful and important feature, similar to Google search campaigns. As with Facebook and Instagram, there’s also the option to install a pixel on your website. This allows for precise data collection and enables remarketing campaigns to users who have previously visited your site.

Pinterest offers the following ad formats:

• Standard Pin
  A static banner ad that has the same dimensions in the feed as organic Pins.

• Promoted video (standard width)
  A video in standard dimensions, like other Pins displayed in the feed.

• Promoted video (maximum width)
  A video that takes up the full width of the mobile feed, available only in ads.

• Promoted carousel Pin
  Known as a carousel, this format consists of multiple images or videos that users can swipe through. Each tile can link to a different landing page.
  
  

Product ads

Ads that utilize the product catalog. Importantly, they showcase only one product at a time.

It’s essential to remember that Pinterest is a platform where users primarily seek advice and inspiration. Therefore, using benefit-focused language in communication and presenting your products in a broader context is especially important. Various types of guide content are also welcome—whether more comprehensive or short, simple tips. Collages/carousels also work well. Pins can link not only to specific products in a store but also to the company’s blog or an Instagram post. More and more businesses and influencers use Pinterest as a way to expand their reach, which is increasingly limited on Instagram. One of the most important factors is the high aesthetic value of your Pins. Without this, it can be difficult to catch the attention of users in a sea of visually appealing inspirations.

Why should you give it a try?

Compared to the highly „crowded” Facebook and Instagram, Pinterest is still not a common choice for advertisers. This makes it an excellent opportunity to break through on the platform. It’s also a chance to present your products in a new light. What do your customers need? What knowledge are they looking for? If you don’t know yet, advertising on Pinterest could help you answer these questions.