A Easy Information to Set You Up For Success


Do you know Pinterest customers spend twice as a lot purchasing each month in comparison with non-Pinners? Ka-ching!

Pinterest is exclusive amongst social platforms as a result of its customers are — largely — going there to find new merchandise, and so they reply nicely to adverts. Pinterest provides a mixture of free and paid promoting instruments, and mixing each can earn you 3x extra conversions and twice the ROI in your advert spend, versus paid adverts alone.

Plus, Pinterest has one of many lowest CPCs in social media promoting.

Sounds superb, proper? Buckle up as we dive into the whole lot you might want to find out about Pinterest adverts, from advert codecs and specs to inventive advert examples to encourage you.

What are the advantages of Pinterest promoting?

Discovery is on the coronary heart of Pinterest. Customers go there to seek out new concepts and inspiration, versus different social platforms like Fb, the place you go to stalk your ex, um, see what’s new with your folks.

Pinterest customers need to uncover new merchandise, manufacturers and tasks. And Pinterest adverts naturally work into that as a result of they don’t interrupt. They add to the sense of discovery.

As a result of Pinners wish to store, they’re extra prone to recognize adverts than on every other platform. On common, Pinterest adverts earn a 2x increased return on advert spend with a 2.3x cheaper price per conversion, in comparison with different social media platforms. That’s large!

However, who’re these Pinterest customers, anyway?

Pinterest continues to develop 12 months over 12 months. There at the moment are 444 million lively month-to-month customers, up from roughly 250 million in 2019. That’s greater than the inhabitants of america. And, whereas there are a lot of male and non-binary Pinners on the market, over 44% of Pinterest’s promoting viewers are ladies between 25-44 — an vital demographic for a lot of industries.

profile of Pinterest's advertising audience

However, Fb at present has over 2.8 billion month-to-month lively customers, so why would you need to promote on Pinterest vs. Fb?

Take into account that:

  • Pinterest customers are 7x extra probably to say Pinterest is probably the most influential platform for purchasing selections.
  • Pinterest’s quarterly promoting attain is rising at 6.2% in comparison with Fb’s 2.2%.
  • 45% of People with a family revenue over $100,000 are Pinterest customers.
  • Pinners are 66% extra probably to present new manufacturers an opportunity — and keep loyal.

Promoting on Pinterest is like working adverts on a bus that solely goes to the mall. Everybody on board is able to store. You simply must get your model in entrance of them.

Pinterest has a number of advert codecs and marketing campaign varieties that will help you try this, so let’s dive into them.

Pinterest advert varieties

New for 2022: Thought Pins

Thought Pins (generally nicknamed story pins) are brief video segments, or a collection of as much as 20 graphics, designed to attract Pinners in with immersive academic content material. They’re usually used for brief how-to movies or demonstrations.

Usha Woodard makeup for your skin tone idea pin

Supply: Pinterest

Format-wise, they’re just like Instagram Tales. They provide you extra methods to transform versus commonplace video or graphic Pins, reminiscent of:

  • Consumer tagging
  • Interactive stickers and subject hashtags
  • Textual content and graphic overlays
  • Non-obligatory voiceovers
  • Possibility so as to add element pages, reminiscent of an inventory of steps or supplies wanted
  • A “TikTok-ey” creation course of proper out of your cellphone

This participating new format receives 9 instances extra feedback than common Pins. Since Pinners are already desirous to study new expertise and uncover manufacturers on Pinterest, Thought Pins completely tie into that as a inventive option to talk step-by-step DIYs or inform a model story.

Proper now, that is an organic-only format however Pinterest is at present testing sponsored Thought Pins in america and planning to rollout Thought Pin adverts to everybody in late 2022 — so begin preparing for it now!

New for 2022: Strive on product Pins

Strive on product Pins mix your content material with augmented actuality to create a digital “becoming room” expertise on Pinterest. Whoa.

Particularly highly effective for magnificence and equipment manufacturers, it permits customers to see how a product will look on them by utilizing their cellphone’s digital camera.

Pinterest Maya Blue Eyeshadow product pin

Supply: Pinterest

Strive on Pins aren’t out there in all nations but, and also you’ll want a Pinterest Enterprise account and an uploaded product catalog. Moreover, making a Strive on Pin is at present solely doable by working with a Pinterest account supervisor.

However in case you run an e-commerce enterprise, you need to begin occupied with these. Hopefully, we’ll see this format grow to be extra publicly out there for manufacturers to make use of as adverts in late 2022 as nicely. Proper now, they’re out there by utility solely.

Pinterest assortment adverts

Assortment adverts show to cellular customers solely, which is 82% of all customers.

A group advert consists of 1 massive, featured video or picture and three supporting pictures. If a consumer faucets your advert, you’ll be able to then present as much as 24 supporting pictures on the advert element web page.

collection ad of utensils

Supply: Pinterest

A majority of these adverts are completely suited to e-commerce manufacturers, particularly in trend, house decor and sweetness segments. Nonetheless, anybody can profit with the fitting inventive technique.

It’s particularly highly effective to mix video and product or life-style pictures. For instance, use an editorial, life-style video for the featured asset and assist that with product and element photographs for the secondary belongings.

One other good factor about Assortment adverts? Pinterest can routinely create them for you, together with selecting associated merchandise out of your product catalog. Good.

Pinterest carousel adverts

Carousel adverts look precisely like natural Pins however comprise a bunch of pictures customers can swipe by on cellular or desktop. You may inform it’s a carousel by the small dots beneath the picture.

Importantly, when a consumer saves it, the complete carousel saves to their board. You may have 2-5 pictures per carousel advert.

Pinterest carousel adverts are nice for displaying completely different angles of the identical merchandise, or for displaying associated equipment or objects, or life-style photographs of the product in use.

Promoted Pins

These are the best kind of adverts to run on Pinterest since you’re basically “boosting” an present Pin. Promoted Pins are a single picture or video that seems within the house feed. The one factor differentiating them from natural Pins is a small “Promoted by” label.

When a consumer clicks an natural Pin, they see the Pin element web page. With Promoted Pins, they’re taken on to the URL you specify.

promoted pin by Rogers Communications

Promoted Pins could also be easy however they’re additionally very efficient, particularly when mixed with computerized bidding (lined later on this article!).

Procuring adverts

Procuring adverts are just like assortment Pins as they’re pulled out of your product catalog. Many platforms, like Shopify, supply a direct reference to Pinterest for this.

In contrast to Assortment adverts, these characteristic just one picture or video.

The wonderful thing about these adverts is how straightforward they’re. Anybody can set them up in minutes. Pinterest makes use of the info in your product data, in addition to your business, to routinely goal Procuring adverts to probably the most viewers.

You may also arrange your individual concentrating on and superior viewers retargeting choices, however this is without doubt one of the most “set it and overlook it”-friendly advert varieties on the market.

And the simplest. Trend label Scotch & Soda tried Pinterest Procuring adverts for the primary time and introduced in over 800,000 new customers and a 7 instances increased return on advert spend than earlier campaigns elsewhere.

Whereas Procuring adverts are good for e-commerce, they’ll additionally work nicely for brick and mortar companies, too. Flooring retailer Flooring & Decor doesn’t promote on-line, however they earned a 300% gross sales increase with their auto-uploaded Pinterest Procuring advert marketing campaign.

Typically the simplest adverts are the best in look, however the perfect focused, and that’s the place Procuring adverts actually shine.

Floor & Decor leading speciality retailer

Supply: Pinterest

Bonus (not-really-advertising) format: Product Wealthy Pins

Wealthy Pins let you embody rather more detailed data than commonplace Pins. Anybody can use Wealthy Pins, however you’ll must add some code to your web site first.

There are three varieties: Product, Recipe and Article, however I’m going to concentrate on Product Wealthy Pins.

Right here’s what a Product Wealthy Pin seems to be like. It reveals value and inventory availability in addition to the title and outline out of your web site. And, it even updates that data — together with value — in case your web site content material adjustments.

Best Buy permasteel hard sided patio cooler

Supply: Pinterest

Okay, cool, however that’s not the perfect half. Product Wealthy Pins present up in a particular part in Pinterest search outcomes: the Store tab.

Pinterest Shop tab

Supply: Pinterest

Questioning in regards to the Promoted Pins within the instance above? You may’t pay to advertise a Product Wealthy Pin, however your Procuring adverts will present up right here, too.

All it takes is including a little bit of code to your web site to get your merchandise listed right here — free of charge, with auto-updating data. Simply do it.

Need to save much more time? After getting Wealthy Pins arrange in your web site, you’ll be able to schedule all of your Pins, together with Product ones for the Store tab, simply with Hootsuite:

Pinterest advert goals

Pinterest’s Adverts Supervisor has 5 advert goals to select from:

Model consciousness

That is for getting your identify on the market, both in your firm or a particular product launch. That is the free craft glitter of promoting objectives: get found in all places by everybody in each nook and cranny (of the web) for weeks and months to return.

Really useful Pinterest advert varieties: Promoted Pins, Procuring adverts

Video views

A simple purpose for getting probably the most eyeballs doable in your content material. This works for any kind of video Pin, together with for particular product promotions or normal movies about your model story.

Really useful Pinterest advert varieties: Video Pins


This purpose is all about getting clicks in your Pin. In different phrases, net site visitors. This purpose is for people who find themselves already conscious of you and also you need to transfer them deeper into your funnel.

Really useful Pinterest advert varieties: Assortment adverts, Carousel adverts


Get that cash, honey. Conversion campaigns concentrate on acquiring a particular consequence, whether or not that’s a sale, occasion sign-up or different opt-in kind exercise. These use a monitoring code in your web site to auto-adjust the marketing campaign primarily based on previous efficiency.

Pinterest recommends giving your marketing campaign a great 3-5 days earlier than making any changes, in order that it may well use your monitoring code to routinely modify the marketing campaign concentrating on and objectives as soon as it gathers enough knowledge.

Really useful Pinterest advert varieties: Procuring adverts, Assortment adverts, Thought Pins

Catalog gross sales

Particular to e-commerce, these adverts are all about incomes a particular kind of conversion: a product sale. Both single Procuring adverts or Assortment adverts can obtain this purpose.

Really useful Pinterest advert varieties: Procuring Pins, Assortment adverts (and even Product Wealthy Pins free of charge!)

Pinterest advert sizes

Thought Pins advert specs:

  • Side ratio: 9:16 (minimal dimension 1080×1920)
  • Format: Video (H.264 or H.265, .MP4, .MOV or .M4V) or picture (.BMP, .JPG, .PNG, .TIFF, .WEBP). Most 20MB per picture or 100MB per video.
  • Size: 3-60 seconds per video clip, max 20 clips per Thought Pin
  • Copy: Most 100 characters for the title and 250 characters per slide in a textual content field.
  • Secure zone: To make sure textual content and different components are viewable throughout all units, maintain vital content material this distant from the borders of your 1080×1920 picture or video:
    • Prime: 270 px
    • Left: 65 px
    • Proper: 195 px
    • Backside: 440 px

Assortment advert specs:

  • Possibility 1: Hero/featured picture: .JPG or .PNG, 10mb or much less with a side ratio of both 1:1 or 2:3
  • Possibility 2: Hero/featured video: .MP4, .M4V or .MOV H.264 or H.265 format. 2GB most. At the least 4 seconds lengthy, quarter-hour most. Really useful side ratios: 1:1 or 2:3.
  • Secondary picture belongings: .JPG or .PNG, 10mb or much less. Minimal of three pictures and most of 24. Really useful side ratio of 1:1, though can use 2:3 however they’ll present as 1:1.
  • Copy size: As much as 100 characters for title and as much as 500 for description. Description solely reveals in natural assortment Pins, not adverts.

Carousel advert specs:

  • Side ratio: 1:1 or 2:3
  • Format: .JPG or .PNG, max dimension 32MB per picture
  • Amount: 2-5 pictures per carousel advert
  • Copy: As much as 100 characters for title and as much as 500 for description.

Promoted Pin advert specs:

  • Side ratio: 2:3 really useful, 1000 x 1500 pixels
  • Format: 1 picture (.PNG or .JPG)
  • Copy: As much as 100 characters for title and as much as 500 for description.
  • Further necessities: Should be uploaded to a public board you personal, not comprise third celebration materials, have a URL specified, and never comprise a shortened URL within the description area.

Video pin advert specs:

Normal video adverts:

  • Side ratio: Both 1:1, 2:3 or 9:16 really useful.
  • Format: .MP4, .MOV or .M4V, H.264 or H.265 encoding, most 2GB
  • Size: Minimal 4 seconds, most quarter-hour.
  • Copy: As much as 100 characters for title and 500 for description.

Max-width video adverts (cellular solely):

  • Identical as above, besides side ratio have to be both 1:1 or 16:9.
  • Proven to cellular customers solely.

How a lot do Pinterest adverts price?

Whereas each marketing campaign and advert format varies, the common price of Pinterest adverts in 2021 was $1.50 per click on.

cost-per-click (CPC) of ads on selected social media platforms worldwide as of October 2021

Supply: Statista

Not solely are Pinterest adverts a lot inexpensive than Instagram and YouTube, they’re additionally exceptionally efficient.

IT Cosmetics capitalized on unbranded search phrases with Procuring adverts that introduced in a 5x increased return on their advert spend, and was 89% less expensive than different platforms they used.

You may set a most every day funds in your Pinterest advert campaigns. There are additionally two choices for advert group bidding:

1. Customized bids

You set the utmost quantity to pay for every motion in every marketing campaign. There are minimal bids, which fluctuate by advert format and competitors, however you’re answerable for the utmost bid.

For instance, if a minimal bid for a click on is $0.25, you’ll be able to set your most to $2.00. However, if the present charge on the time a consumer clicked your advert was $0.75, you’ll solely spend $0.75.

2. Computerized bidding

Launched in 2020, computerized bids decrease your advert spend and improve outcomes. Pinterest routinely adjusts your bids all through the day, each single day, to get probably the most bang in your buck. It’s like having your individual private adverts supervisor.

Computerized bidding helped furnishings retailer MADE.COM decrease their CPC by 80% whereas rising clicks by 400%.

MADE.COM 80 percent decrease in cost-per-click

Supply: Pinterest

Plus, you don’t should be glued to your laptop 24/7 to manually modify your bids. So, yeah, computerized adverts bidding is one space we’re all high-quality with robots taking up, proper?

4 Pinterest advert marketing campaign examples to encourage you

Along with the examples all through this text, listed below are more practical Pinterest adverts to study from:

Video adverts that really feel like augmented actuality

Craft model Michaels created Pins that appear like a 360-degree room tour, including a singular twist on typical video adverts. Their immersive Pinterest marketing campaign resulted in an 8% bump to in-store site visitors through the vacation season.

Michaels Silver and Snow collection video ad

Supply: Pinterest

Eye-catching video adverts on a small funds

Just like the Michaels instance above, this straightforward however efficient video advert from Wallsauce catches Pinners’ consideration by swapping out wallpaper. Video adverts don’t at all times imply filming an precise video and the prices related to that. Get inventive!

Wallsauce wallpaper video ad

Including interactive taste to Thought Pin adverts

Netflix provides a component of interactivity to this Thought Pin advert that includes 5 frames to faucet by. Whereas all Thought Pins work this fashion, the advert provides the phantasm of management by asking the viewer to faucet a sure variety of instances to get to the kind of present they’re thinking about. Fast, intelligent and stands out.

Netflix click-through idea pin ad

Supply: Pinterest

Easy and life-style centered static Promoted Pins

Video and Thought Pins are nice, however easy one-image Promoted Pins are nonetheless tremendous efficient. Volvo does a pleasant job right here of working in life-style content material and preserving their copy minimal so the purpose of the Pin stays clear (taking the quiz).

Volvo lifestyle idea pin ad

Supply: Pinterest

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