The Performance of Promoted Pins In Focus
Pinterest has released some interesting data on the performance of its Promoted Pins project.
The social pinboard, which launched the Promoted Pins beta eight months ago, indicated that Promoted Pins perform just as well as (if not better than) organic pins, generating a 30 percent increase in "earned media" impressions from campaigns for advertisers. Pinterest also revealed that:
- Promoted Pins perform long after a campaign ends. Since Pins are evergreen (available and, arguably relevant, forever), Pinterest saw an extra 5% bump in earned media in the month following the end of a campaign.
- Auction-based Promoted Pins (CPC) are seeing success, too. According to Pinterest, "Many of our self-serve beta partners are seeing major gains in traffic and impressions. We’re still making tweaks to the product and want to make sure we get it just right before we roll it out to all businesses."
And if you think Pinterest is just for discovering delicious cakes and fancy hairstyles, think again. Brands in and out of its core categories found success according to Pinterest, from financial services to food to auto.
Advertisers testing the service included companies like Expedia, The Gap, General Mills, Nestle, Old Navy, Target and Ziploc.