While Facebook dominates the social media advertising scene, exploring other social media platforms is not a bad idea at all. Sure, you might want to explore Instagram, Snapchat, and Twitter, but have you ever considered advertising on Pinterest? If not, maybe you should.
According to statistics, Pinterest pins are 100 times more spreadable than a tweet (a retweet average hits only 1.4%) and the half-life of a pin is 16,000 times longer than a Facebook post. Additionally, Pinterest accounts of Fortune 500 companies increased by 27% over the last year. These companies include Exxon Mobile, Wal-Mart, and Apple. If you join pinterest advertising now, you would be joining 70 million active users and 500,000 businesses with Pinterest Business accounts.
Before you can advertise on Pinterest, you must first sign up for a Pinterest for Business account. After that, you can access features that you would otherwise not have access to with a regular account.
Keep in mind, however, that a business Pinterest account has a different terms of service since you will be using the account commercially. While you still have the same Acceptable Use Policy and Pin Etiquette Policy, you will need to comply by a few guidelines for commercial use:
- Don’t promote spam ( i.e. asking participants to comment repeatedly)
- Don’t run a sweepstakes where each pin, repin, or the like represents an entry
- Don’t ask pinners to vote with a repin or like
- Don’t run contests, sweepstakes or promotions too often
- Don’t suggest that Pinterest sponsors or endorses your business
Also, note that your settings would be different from a regular Pinterest account. For example, you get to use your business name instead of your first and last name. This also means your Pinterest account won’t have an automatic link to your Facebook account, so you should add a Facebook tab to your Pinterest home page.
Here are the features you can take advantage of with a Pinterest for Business account.
Educational Marketing Materials
Once you’ve joined Pinterest for Business, you will receive educational marketing materials to help you market your business successfully. Additionally, you will get an interactive workshop to connect with pinners called Pinstitute, as well as webinars and other resources for small businesses.
With Pinterest Analytics, you can access important tracking information and see which strategies and content work so you can constantly improve your marketing strategies. This is important because the updated Pinterest Analytics tool gives you the data you need to see the bigger picture and determine where to spend your time and effort to maximize your presence on Pinterest.
Your Pinterest Analytics dashboard shows an overview of the three main categories:
- Your Pinterest Profile
- Your Audience Form
- Your Activity From
You can click on each category to see additional details and have a better idea of how your Pinterest efforts are paying off.
There are five different types of Rich Pins, including more information than your average pin for serious sales power. Rich pins include real-time price and stock updates, direct links to your site, and interactive map locations. Meanwhile, regular pins require the user to enter the price (which can only be updated by the user) and the link only pops up when someone hovers over the image.
Rich product pins also stand out when people search for things on Pinterest. Product pins are not just limited to major brands and businesses. If you have a small business that sells products on Etsy or eBay, then your product pins will have enhanced details as well.
Small business owners with stores built with the Shopify platform will be able to configure their site for rich pin functionality. And unlike the pins from Etsy and eBay, pins from your Shopify store will lead Pinterest users back to your website.
Here are new Pinterest Tools that will soon roll out to Pinterest for Business:
- Promoted Pins
- Pin It Button
- Widget Builder
With Pinterest Messages, you can directly contact a pinner that follows one of your boards or send a message to the pinner’s email address.