Mastering Pinterest, the rising star of the digital ad space

We know Meta and Google are considered the lifeblood of small businesses in the online paid ads world. But what about other clever, cost-effective advertising tools that are falling under small businesses’ radar?

The underdog of the ads world starting to show up more, especially for small businesses in lifestyle industries – like fashion, products or services – is Pinterest. From User-Generated Content (UGC) to targeting capabilities and overall visual aesthetics, Pinterest has unlimited potential for most e-commerce products and lifestyle services – even those just starting out.

It’s vital to look at advertising like teamwork. And this is where we introduce you to the rising star of the ads’ world – Pinterest.

How Pinterest advertising works and why they matter

Pinterest ads are targeted to consumers based on the data collected from their pins and searches; narrowing down a user’s aesthetic and lifestyle, targeting ads to them they’re likely to enjoy (It’s a win-win!)

Not only does Pinterest have a 2x higher return rate on ad cost than other comparable platforms but with it’s visual-based feed and unique search functionality, Pinterest is the place to show off your brand.

Did we mention it’s also a prime driver direct to your website? Get ready to see a boost in e-commerce traffic folks.

Is my small business the right match for Pinterest?

If your brand is one that’s visually beautiful – particularly in fashion, beauty, cosmetic services, furniture, food, travel, and technology worlds – then you’re perfect for Pinterest.According to Pinterest’s 2022 trend report, 80 per cent of users are likely to discover new brands weekly

What does this mean? This demographic is using the platform as a source of inspiration, discovery and are leaning toward aesthetic brands.

Buckle up, it’s time to set up

With so many new ways to experience the platform in 2022, from Try-On Product Pins, Idea Pins (similar to a ‘story’) to Collection ads – here’s my top tips to get the most bang for your buck with your advertising strategy:

1) Aesthetics matter
On Pinterest, you’ll be competing with a sea of other brands and images that can easily overshadow your content.
What works – with organic and advertising on Pinterest – is if you keep your content high res, aesthetic and ‘scroll stopping’.
Get creative, adventurous and have fun with your imagery. And you don’t need to have a huge budget to do this. There are plenty of start-ups who look high-end but know how to create beautiful content on a small budget. Start stalking brands you love and draw inspiration from those.

2) Consistency is key
If you haven’t already, creating a branding kit for all visuals, including colours, fonts and key messaging would save your hours and ease the mind.
When someone mentions your brand in a room, you instantly want people to have a consistent visual in their minds.

3) Don’t let them be the one that got away
Like Facebook, you can stalk (I mean target) your audience to be people who’ve visited your website, customer list or are existing Pinterest audiences. Even better, you can add keywords linked with your brand, product, or timely events.

4) Get relatable, AKA integrate User-Generated-Content (UGC)
Whether it’s an ‘Outfit of the day’, ‘How I style my bedroom’ or ‘3 different looks with this shirt’; keep your content ‘real’ and get your community involved.

Remember, don’t put all your eggs in one basket. Your Pinterest strategy must also support your Paid Facebook, Instagram and/or Google advertising approaches.

So with 2022 being a fresh and already eventful year, there’s no time like the present to embrace this new beautiful channel for your ad’s strategy