Will Businesses Benefit from Promoted Pins on Pinterest?
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Will Businesses Benefit from Promoted Pins on Pinterest?

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In three years, Pinterest has been able to accomplish incredible things.  As of late April 2014, there have been 30 billion items pinned and 750 million boards created on the site and through the Pinterest app.  Now, the company is taking things to the next level by making Promoted Pins a paid tool for marketers to use.

Pinterest first announced its intentions in September 2013.  Now, the company has made an official announcement about its first paid test involving a number of brands in different industries.  Among the most notable are ABC Family, Banana Republic, Expedia.com, General Mills, Target, and Walt Disney Parks and Resorts.

Other brands participating in the Promoted Pins paid test include:

  • Gap
  • Kraft
  • lululemon athletica
  • Nestle – Purina, Dreyer’s/Edy’s Ice Cream, Nespresso
  • Old Navy
  • Ziploc

Pinterest wants to make sure that promoted content is “tasteful, transparent, relevant and improved based on Pinner feedback”.  This will keep the site running optimally making it a “great experience for everyone”.

What’s So Promising About Pinterest?

So, what’s the deal with Pinterest?  Why has it surpassed Twitter, LinkedIn, Google+, and Reddit in driving traffic to websites?  Data released in September 2013 by Shareaholic, a social plugin service that collects data from 200,000 publishers and reaching 250 million monthly unique visitors, stated that Pinterest was ahead of the game by driving 3.68% traffic to publishers which was three times as much as Twitter.  It goes without saying that Pinterest has found its edge and it will only be a matter of time before businesses small and large will benefit from being a ‘promoted pin’.

What Does the Typical Pinner Look Like?

To better understand Pinterest’s choices, you need to know more about the average ‘Pinner’.  According to an infographic created by Mashable.com, females are more likely to use the site than males.  Over 68.2% of users are women and 31.8% are men.  Over 28.1% of users make over $100,000 a year and 50% have kids.  So, it only makes sense that Kraft, Walt Disney World, and Old Navy were first in line to test Pinterest’s Promoted Pins.

The top fifteen pins of all-time according to the Huffington Post include recipes for chocolate chip cookies, yogurt drops, and garlic cheesy bread.  Home décor pins, hairstyles, and inspiration quotes also made the list.  So, a recipe using Kraft products could easily be pinned and pinned again, driving traffic and therefore profits, to the manufacturer’s website.

What Types of Items Could Be Promoted?

There are a number of different things that could be promoted easily through Pinterest’s Promoted Pins.  Food items are clearly a winner.  So are clothing, jewelry, automobiles, craft supplies, and home furnishings.  Advertisers could easily get more men to pin by promoting things like tools, electronics and gadgets, music, books, and movies.

Compelling Reasons to Use Pinterest as a Business

There are numerous reasons that make Pinterest compelling to businesses. Here are a few reasons as suggested by Pinterest4preneurs.com why you should create an account (if you haven’t already) and start pinning away:

  • It offers the best visual tools for customers.
  • It’s a great place to promote a contest.
  • It allows you to benefit from SEO through the use of keywords and hashtags.
  • It allows you to enhance your brand image.
  • It allows you to link back to your website (TRAFFIC!  TRAFFIC!  TRAFFIC!).
  • It allows you to display products and drive sales to your website.
  • It allows you to comment and interact with customers.
  • It allows you to integrate other social media sites.
  • Other people and businesses’ pins serve as inspiration.

As the paid test comes to a close, it will be interesting to see how successful the aforementioned list of companies are in their promotional pursuits.  Pinterest continues to astound people by surpassing their expectations as an effective marketing tool.  Hot on the heels of Facebook, it could very well surpass the popular social networking site by being the most effective means for driving traffic to websites.

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