Pinterest has slowly been building itself up as an advertising alternative to Google and Facebook over the past 12 months.
The company’s focus has historically been on building an engaged user base through its intuitive, visual interface.
As a social network, it has always offered something a little different.
However, advertisers have been skeptical about whether Pinterest could ‘monetize’ this model, due to the nature of engagements users have and also the demographics that typically spend time on the site.
Those concerns have not been allayed altogether, but Pinterest has made some fascinating moves of late. They have launched a paid search partnership with Kenshoo, completely upgraded their visual search capabilities, and expanded their reach by adding a new Google Chrome extension.
By combining an engaged user base with advertising that doesn’t disrupt their experience, Pinterest may have a formula that works in an age of ad blockers and decreased consumer attention spans. Their stated aim has been to own the ‘discovery’ phase of the purchase journey, suggesting products to users before they know exactly what they are looking for.
Google has clearly taken notice, too. The search giant’s recent product launches, such as its ‘similar items’ feature and the recent announcement of Google Lens, demonstrate Google’s strategy to stymie Pinterest’s growth. Imitation is the sincerest form of flattery, after all.
That said, Pinterest remains a relative unknown in the advertising space. Many advertisers would no doubt welcome a third, genuine alternative for their digital ad dollars, a fact that will likely benefit Amazon as well as Pinterest. But before taking the plunge and launching a paid campaign, there are some things we need to know.
As such, it seems timely to take a step back and assess what really differentiates Pinterest from the competition, what options are open to marketers, and what you need to know before getting started with Pinterest advertising.
Since this is Pinterest we’re talking about, we thought a visual guide would be most fitting.
(You can view a high-resolution PDF by clicking on the image below).
Enjoyed this? Check out some of our other recent visual guides and infographics:
- 7 advanced Google Shopping strategies
- A visual history of Google SERPS: 1996 to 2017
- What will the future of Google search results pages look like?
Infographic created by Clark Boyd, VP Strategy at Croud, and graphic designer Chelsea Herbert.
Clark Boyd is an SEO strategist and a contributor to Search Engine Watch.
Voice search has been identified by the world’s leading technology providers as a huge opportunity to acquire market share over the next decade. It currently lacks mainstream adoption - but all that could change before long. So who is in the lead for the voice search "space race"?
Many tend to assume that B2B marketing on Facebook doesn’t make sense or would not be effective. These assumptions, however, are quite inaccurate – and with the right strategies and targeting in place, Facebook can indeed be an effective B2B platform.
If I were to tell you that marketers were using astrological signs as a way to understand/target specific groups of people, you’d ... read more
Current trends indicate that Google Shopping revenue is only going to grow in the next few years, making it more vital than ever to have a strong Google Shopping strategy as a retailer.