If you use Pinterest for business-related purposes, you may have asked yourself at one point or another whether promoted pins are worth it. Will the conversion rates be high enough? Will there be a significant enough of an increase in site traffic to justify paying for advertising? I argue that yes, both high conversion rates and increases in site traffic are entirely achievable. In my case, by using Pinterest Ads, I was able to increase my pin’s impressions by 4300% in one week. More importantly, user engagement with the pin shot up by 3600%. Need proof? Take a look for yourself:
After 7 Days of Promotion:
The best part about all of this? I spent less than $10.00 to advertise on Pinterest for one week.
Note: I created my Pinterest Ads account on the same day that I promoted my first pin. The “0%” increases in “Total Impressions”, “Total Engagement”, etc., reflect the fact that the Analytics and Ad portions of my Pinterest account had not been established for a long enough amount of time to gather such information.
Now you might be thinking, “Great, so promoting a pin wouldn’t be a complete waste of money – but what purpose would it serve?” My personal goal in promoting a pin for the first time was to jumpstart a small amount of traffic to my brand new website. Although there are plenty of free ways to gain exposure for and increase traffic to a website, I was aiming to see growth beyond interactions from people within the network I’d already established organically.
Here’s why promoting my pin got me the results I wanted:
1. I can now analyze Pinterest Ads’ summary of users who interacted with my pin, making it easier for me to specify (and further streamline) my target audience.
While I chose the keywords and phrases through which to target users who might be interested in my pin, Pinterest has now done the rest of the work for me. After a few days of pin promotion, Pinterest Ads automatically sorts user information into a downloadable Excel sheet. This data includes information such as where the engaged users’ genders, where they are from and what languages they are searching in. This takes a large amount of the guesswork out of deciding who to target when promoting similar pins in the future.
2. Unlike an ad on Facebook or Instagram, my promoted pin will continue to earn organic engagement through the users who first interacted with it.
Although Facebook and Instagram could be better platforms to appeal to different age groups, geographic locations, etc., than of the majority of Pinterest users, using Promoted Pins has plenty of advantages. For example, if I were to publish an ad on Facebook or Instagram, creating one would take more time and more money to achieve similar results.
Additionally, it is much more likely for your pin to appear on a user’s feed regardless of how long ago it was published. In fact, most pins achieve their highest rates of engagement between three and a half months and two years after they were first published (Piqora).
Compared to the chronological timelines of Instagram and Facebook, those extra months (or even years) of exposure provides you with a much better opportunity for your content: a longer shelf life for less money.
What can I do to increase my Pinterest engagement if I don’t want to promote a pin?
- Make sure all of your content is original and high-quality.
- Share the content with your Facebook network.
- Share that you’ve published new content in an Instagram or Facebook story.
- Put the link to your Pinterest profile (or pin) in all of your social media profiles.
- Join a collaborative group board on Pinterest to share your pins with a community of users with interests relating to your content.
Have you ever thought of advertising on Pinterest? Why or why not? Would you consider doing so after reading this post? Feel free to comment or send me a suggestion at firstname.lastname@example.org.