The One Non-Negotiable if You’re Going to Jump into Pinterest Promoted Pins

Poonam Mathur Pinterest 4 Comments

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If you’re a marketer in the retail or e-commerce space, you know how valuable Pinterest is to your business.  Users on Pinterest are actively browsing, planning, and shopping.  They’re bookmarking their favorite items and buying products at a higher rate and with a higher average order value than other social networks.

Women make up over 80% of the user base, the median age is 40, and half the audience makes $50,000 a year or more.   That’s some serious buying power.

So how do you get your product in front of these folks?  Advertising with Pinterest Promoted Pins (CPC) can be an incredibly valuable way to expand your reach and increase sales. But before you head there, you need to think about one important thing.

Does Your Creative Stack Up?

The most effective direct response pins are informative and give users a reason to click.  The images are beautiful and appealing.

To get a sense of if your Pins are ready for paid prime time, take a look at your Pinterest analytics.  Is your content highly engaging? – Are your Pins getting re-pinned and generating clicks?  If your original Pins are lacking in engagement, compared to your re-pinned curated content, your Pins probably aren’t going to cut it.

Pins and photography that aren’t highly engaging means your Pins are going to to get lost in a sea of Pins.  All the reach in the world won’t solve for a poorly crafted Pin.

This is one of the first things we talk to prospective clients about.  We look to understand their creative resources and what they have in terms of photography.  We worked with an existing to client, who had great raw materials, to revamp their creative strategy on Pinterest.  Our team made some simple changes in composition and descriptions, and as a result, CTR increased 375% and ROAS increased 89%.

What Makes a Great Pin

This doesn’t mean you need to invest in a full-scale creative team with photography resources.  Your existing creative may fit your needs or if you need to get some new photos, today’s smartphones can produce fantastic high-resolution photos.

Curalate examined over half a million images to learn if the most engaging Pins had commonalities among them.  Suffice it say, they certainly did.  Among their insights, the most shared images had these characteristics:

  • Reddish-orange color: Images with reddish-orange hues get roughly 2X engagement than blue toned images
  • Multiple dominant colors: Images with multiple dominant colors have 3.25X more engagement than images with one dominant color
  • Lightness: Images with medium lightness beat darker toned images 20 to 1
  • Aspect ratio matters: Vertical images with an aspect ratio of 2:3 received 60% more engagement than very tall images
  • No faces: Brand images without faces received 23% more engagement than images with faces.

On top of what image compositions work best, Pinterest shared their Promoted Pins creative guide for advertising.  Among their tips:

  • Include text overlays
  • Add soft calls to action in the description (i.e. don’t use Buy Now or Click Here)
  • Create detailed descriptions that inspire your target audience

Keep in mind, these tips and insights aren’t hard and fast rules to live by when Pinning and promoting.  You’ll want to A/B test these concepts.  Results can vary among target audiences, categories, and the type of product you’re trying to promote.  For example, text overlays can work great in Food & Drink, but do poorly in Women’s Fashion.

If you have the opportunity to join Pinterest’s CPC Beta program, you should definitely take advantage of it.  Pinterest Advertising can have meaningful impact on your bottom line. Just make sure your creative is ready to go, before you dive in.