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Early Access to Promoted Pins on Pinterest
By: Cindy Wendland
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One of our clients received an email from Pinterest saying it was “Time to Shine." They were selected to get early access to Promoted Pins — Pinterest’s new advertising vehicle that launched in January. The email message encouraged the business to shine now in their advertising before Promoted Pins are opened up to all businesses.

We love the sense of urgency. It makes people do crazy things. It makes people make decisions based on a little bit of emotion. It makes people feel they have to decide more quickly in order not to miss the value of the moment. That’s what Pinterest is attempting with their Promoted Pins messaging.

Pinterest is a corkboard of inspiration. It is a one of the last social media channels to offer advertising. Pinterest wanted to get advertising right for their customers and after beta testing, feel they have it right. They want ads to look organic and be more natural extensions of what already appears on Pinterest. Beta tests shows promoted pins were re-pinned 11 times on average opening up those advertisers to 30% more customers.

Pinterest is offering Pinstitute to help you learn how to best design Promoted Pins for the site. Facebook and Twitter already offer training for the big hitters and somewhat for the smaller companies. It’s another learning curve to overcome if you want to develop effective advertising for the channel.

It was inevitable. Pinterest was going to offer advertising so they can earn some revenue dollars, since a business needs to make money. Pinterest is trying to offer only relevant ads and enhance the experience on their site. Most people have gotten used to seeing ads on other social media sites, so the “last to join” timing will work for them. Now we as marketers just need to spend some time and figure out the appropriate variables for success on a promoted pin. Add it to the short list on our to-dos before everyone else figures it out.

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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