In the event you are still trying to figure out which products shoppers are craving this holiday season (and where you should be investing your ad budget) you might want to take a closer look at Pinterest.
Pinterest is a great way to reach consumers who are “actively planning what to buy their loved ones and themselves”.
According to Pinterest’s data (see below) Pinners often plan 2-3 months before the gift giving takes place – meaning this channel is a great resource to gauge what consumers are looking to purchase on Black Friday, Cyber Monday and throughout the holiday season.
In the following post, we take a closer look at Pinterest holiday advertising for 4 specific categories including apparel, beauty, home and technology to find out exactly which tactics Pinterest recommends to engage shoppers this Q4.
Note: All recommendations were provided via The Pinterest Holiday Guide & Seasonal Series.
Q4 Pinterest Advertising Recommendations (by category):
1. Pinterest “Apparel”
Forgo the ugly Christmas sweater this season and create Pins that combine multiple pieces for an entire winter outfit look.
Whether it’s for a night out for your holiday work party or day-long lounge sessions with the family, this will help inspire Pinners to look fashionable (and stay warm!).
2. Pinterest “Beauty”
Your brand can create Pins that show how a simple technique can help people look all the more festive.
These will be simple, impactful Pins that show the basic look, the brand’s product that takes it to the next level and then a shot of what the “after” looks like once you’ve upgraded the look accordingly.
3. Pinterest “Home”
Your brand can tackle the dirty work by helping people find the perfect decor solutions for any holiday event or occasion.
Help Pinners beat the last minute holiday rush with easy DIY décor project-based ideas that will spruce up their front door, fireplace and anything in between.
4. Pinterest “Technology”
Pinterest searches for “Best Tech Gifts” spiked 22,200% over this past year and saw the most momentum several months leading up to the holidays.
Your brand can create persona-based promotional content to drive immediacy and action for gift-searchers seeking inspiration for specific people on their gift list.
Single products or product collections can be presented as “best tech gifts for 2018”, “top gifts” or “now trending” static Pins.
Noteworthy Pinterest Advertising Updates for Q4:
1. Promoted Carousel Launch
Pinterest recently launched a new ad format that contains multiple images for users to swipe through in a Pin.
Now advertisers have an extended canvas to tell their brand or product story and drive results, featuring up to five distinctive images with corresponding copy and links. Promoted Carousel will show up in feed as Pinners are browsing and looking for ideas. This format will be available for all buying types (CPC, CPM and oCPM), on mobile devices in all ad markets.
2. Pin Scheduling
Businesses can also schedule Pins up to two weeks ahead.
According to the announcement, “Scheduling content in advance enables partners to have a consistent flow of new Pins, encouraging engagement with their brand that further increases distribution.”
With the addition of this new feature – advertisers can now plan & advertise content in a timely manner.
Here’s a cheat sheet provided by Pinterest on how to capitalize on holiday advertising campaigns:
Additional Pinterest Tips for Advertisers
Although Facebook & Instagram are currently leading in sales conversions produced by social media services, recent updates to Pinterest advertising methods are placing the site in a better position to stand as a prominent sales channel.
Historically, Pinterest has been viewed as a top resource for shoppers seeking gift ideas, DIY projects, and product inspiration.
“Pinterest Advertising for Business Owners“ is an ideal resource for business owners and advertisers who are interested in learning more and potentially expanding to Pinterest’s advertising channel.
For more on Pinterest Holiday Advertising, email firstname.lastname@example.org