PINNING HOPES ON ADVERTISING PROFIT

PINNING HOPES ON ADVERTISING PROFIT

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Social media advertising is nothing new. A while ago, businesses clocked onto the fact that a boosted post here and promoted tweet there can go a long way to help grow a brand’s (social media) profile. With Facebook and Twitter seemingly ruling the roost when it comes to social advertising, other platforms such as Pinterest appeared to lag behind.

While the picture-sharing site, which sees users attach images to virtual moodboards, has been running promoted pins for almost a year, it recently moved into the realms of video advertising with ‘cinematic pins’. The animations were launched in a bid to rival so-called ‘moving adverts’ from the likes of Facebook and Twitter and are targeted at specific audiences. For instance, one brand might want to target garden lovers, while another wants to hone in on foodies.

The ads play short animations when a user scrolls up or down the page, which stop when the scrolling comes to a halt – a feature that is different to video advertising on other platforms. The idea is that it gives users more control and therefore makes them more likely to engage with the videos. Brands that have tested the water with the new pin include L’Oreal and Nestle.

So, it seems that Pinterest is becoming a little ad-savvy – but why’s it taken so long?

The site appears to have jumped on the advertising bandwagon a tad later than its counterparts, all of which have been running video advertising for some time.

However, while it’s true that Pinterest has taken a little longer to join the party, this isn’t necessarily a bad thing. Social media shouldn’t be viewed as one entity; rather, each site and its content should be clearly targeted at its audience. By taking its time to develop a model that works for it and its users – not to mention setting it slightly apart from the main players – Pinterest could well give brands something different and encourage more to pin their hopes on social media.