While Pinterest is considered to be one of the big players in the social media landscape, it's not always a go-to social network for marketers. Often the reason why brands shy away from Pinterest is that they don't have a full understanding of how to use the social media platform to their advantage. However, given the declining organic reach on Facebook, many marketers are looking for opportunities to broaden their social media marketing scope in 2019 by establishing a presence on new platforms.
With the recent enhancements to Pinterest, this visually-driven social media platform could be the unexpected marketing gem for your business in the coming year.
New Pinterest Enhancements for Marketers
Pinterest has made a conscious effort over the past year to make its platform more attractive to marketers. In an attempt to create more meaningful ad experiences, Pinterest recently rolled out its Promoted Carousel advertising tool, which allows marketers to now display up to five images in their shoppable ads.
What is so appealing about the Promoted Carousel tool is that marketers now have the option to take a varied and creative approach with Pinterest advertising by featuring up to give different images, titles, descriptions, and landing pages. As a result, Pinterest users now have several different ways that they can engage with a brand's advertisement on the social media network. With the native approach that the Carousel takes, the ads appear just like any other pin, allowing users to easily swipe through or tap the images in the ad to engage.
The purpose of Carousel ads is to help consumers gain a deeper understanding of your brand and the products and services that you have to offer. With this new ad format, Pinterest makes it easier for brands to tell their stories by creating immersive experiences. Although it's still a fairly new feature (became available to businesses in November of 2018), major brands such as REI, Toyota, and Cheerios have already hopped on board and are realizing the benefits from this new advertising format.
How Pinterest Gives Your Business a Competitive Edge
Pinterest has been around for nearly a decade and has consistently maintained an edge over its rivals in the digital space in regards to engagement and conversion rates. Much of this is because when Pinterest users are interacting with brands on the platform, they're usually closer to the point of purchase. And today's consumers aren't just using the platform to plan their purchases; Pinterest has become a go-to tool for sharing their purchases with others.
There's no question that shoppable content is on the rise as it offers the ability to educate the consumer while also streamlining the path to purchase. Social media platforms such as Pinterest that give marketers the option to feature shoppable content will help to drive conversions by minimizing the hassle that goes into making an online purchase.
Currently, Instagram is the most popular social media platform for shoppable ads. However, with the recent introduction of Pinterest's Promoted Carousel tool and ability to feature up to five images in a shoppable ad, it appears that Pinterest is going to give Instagram a run for its money in this category.
Given its visual nature, Pinterest has always been a powerful marketing outlet for businesses in the travel, food, fashion, and beauty industries in particular. However, brands in industries across the board are now turning to Pinterest and the new Promoted Carousel tool to tell their stories through a more immersive ad experience. Being one of the early adopters of this new paid advertising tool on Pinterest can help you to increase brand awareness and start the year off by increasing your conversion rate.
How to Choose the Right Social Media Platforms for Your Business
Considering that 69 percent of U.S. adult consumers are social media users and that the bulk of these consumers are using social media to research products and services, your business can't afford to not have a social media presence. The challenge is determining which social media networks are the best fit for your business.
As of 2018, the six most popular social media platforms used by American consumers include YouTube (73%), Facebook (68%), Instagram (35%), Pinterest (29%), Snapchat (27%), and LinkedIn (25%). Depending on the nature of your business and your resources, it may not be feasible (or in your best interest) for your business to have an active presence on all of these social media channels.
To help you maximize your ROI from social media marketing and increase brand awareness, you need a social media marketing partner that understands your business and what you want to achieve with your social media presence. Our team of social media experts at New York Ave can help you to choose the right social media platforms for your business and allow you to take advantage of the latest social media advertising tools to generate positive, educational, and value-added content that sparks conversations and drives conversions.
Contact us at New York Ave to learn how we can help you expand the reach of your branded content on social media and bring you the results you deserve.