Inspired decisions The media agency’s guide to Pinterest Welcome. We’re so glad you’re here. Pinterest is the home of inspiration, where people come to take action. Nine out of 10 people use Pinterest to get inspired about things to buy—eight of whom end up doing so.1 A firm grasp on consumer behavior is more important than ever. And since Pinners are future-thinkers who use the platform to plan and look forward, we get an earlier indication of what’s to come—which can help brands make better business decisions. To make sure your clients get the most out of Pinterest, we’ve created this go-to guide with everything you need to know. 2 Table of contents 04 Pinterest is a full-funnel solution 11 Turn insights into action 14 Reach the right audience at the right moment 20 The basics 27 Setting up accounts for success 30 Choosing the most effective campaign type 36 What makes a good Pin? 41 After the ad: Understanding Pinalytics 44 How we’re different 45 Additional resources 3 Pinterest is a full-funnel solution 4 People come to Pinterest first People come to Pinterest to That’s why 97% of the top plan for what could happen, not searches on Pinterest are scroll through pictures of what non-branded.3 Read that again. already did. And that That means that people come 367m future-focused mindset is looking for something in exactly what makes Pinterest so particular but not a brand in Did you know? Pinterest has 367 valuable as an advertising particular—yet. Which means million monthly active users platform. People on Pinterest you have an incredible around the world—and we’re 2 are ready to take action. Let’s opportunity to introduce growing fast. explore what this means for yourself at exactly the moment your clients. they are most open to discovering you. Before the Most people use Pinterest to competition. When people are decide their next purchase and considering what to do or buy b+ start their search early. When next. 240 they’re browsing. When they’re Pins saved 2 still undecided on what they want. When they’re looking for inspiration to help guide them as they start to make their decisions. 5b+ boards created 2 5 People come to Pinterest to plan People on Pinterest are always On Pinterest, there’s a natural planning for their next thing. alignment between what And those things range from consumers are there to do (get everyday interests like meal ideas and inspiration) and what prep or handling picky eaters, advertisers are there to do to seasonal holidays like (enable them to act on that Father’s Day and inspiration). So naturally, ads back-to-school, to major life (branded content) are additive milestones like a wedding or the to the audience’s experience. arrival of a new baby. For They stand out because they fit advertisers, showing up at the in. And brands that connect final moment isn’t good with people on Pinterest are enough. Pinterest offers a offering them the right solution, unique opportunity to show up at the right time. That’s why it early and meaningfully to shape takes half as many impressions % inspired decisions around key to convert someone on 85%85 of weekly Pinners have moments. Pinterest as on other bought something based on 4 platforms. Pins they see from brands.5 Pinners spend People come to Pinterest to purchase % Pinterest is a full-funnel And these aren’t the one-off, solution. People don’t just come transactional customers of more80 in retail to see inspiring content, they Amazon or Google. People on 9 than people off Pinterest. come to act on it. Advertisers Pinterest tend to buy more, have the opportunity to share more often.6 They put more relevant content with Pinners at items in their shopping carts.7 every stage of their They’re bigger brand journey—when they’re advocates.8 And they spend exploring possibilities, when nearly 80% more in retail than they’re comparing a handful of people off Pinterest.9 options and when they’re ready to make a purchase. 6 No matter how much shopping has changed, the powerful and critical role that inspiration plays in Online helping people to decide what to buy has stayed the same. In fact, 2 in 3 people say that the inspiration inspiration phase is influential in determining what to buy.10 And visual search and discovery are an important part of that consumer journey, to action connecting the dots between online research and offline buying—and vice versa. Nearly 9 in 10 weekly Pinners use Pinterest for inspiration in their path to purchase.11 personal individualized what I want to do self-confident productive discovery inspiration visuals subjective browse possibilities search information text objective one right answer social others what I did socially validated entertained 7 Reach audiences of US internet users with a that matter to your HH income of % $100K+13 clients 49 With 367 million monthly active users, a lot of different kinds of people are on Pinterest.12 But they do have some things in common. They tend to be the decision-makers in their households. The people with the purchasing of US power. They tend to have higher incomes and Millennials with they plan, spend and buy more than on other a HH income platforms—ultimately delivering higher value of $100K+13 for your client.13 62% US14 UK15 FR16 DE17 CA18 AU About 50% of Over 30% of Over 30% of About 65% of Almost 40% of 80% of moms parents moms moms moms moms19 50% of Over 30% of 30% of Over 30% of Almost 50% of About 40% of millennials millennials millennials millennials millennials millennials20 Over 50% of Almost 80% of About 40% of Almost 40% of About 50% of Over 60% of millennial millennial women millennial women millennial women millennial women millennial women women21 40% of millennial 20% of millennial 20% of millennial 20% of millennial 30% of millennial Almost 30% of 22 men men men men men millennial men 8 Whether the goal is to drive awareness, get visitors or get Mapping Pinterest people to take action, the objective will help determine marketing solutions what solution is best suited for the task at hand. Here are our recommended best practices. to client objectives Awareness Consideration Purchase Objective General New product Foot traffic Online Online Offline actions conversions conversions + sales + sales Solution Standard Max width Standard Ads Standard Ads Ads video ads Bid Type CPM CPM/CPC CPM/CPC CPC/CPM CPC Interests Interests Interests (broad) Keywords Keywords Targeting (specific) Demographics Interests Interests Customer list Keywords Zip Code Customer Retargeting targeting list Retargeting Return on ad Return on ad Brand/product awareness Store visits Total clicks KPIs spend spend Reach and frequency Incremental Acquisition sales lift HH Penetration New customer growth 9 Your client could be their next inspired decision Not only can you reach all of We’re committed to not only your objectives on Pinterest, serve inspiring content but but it’s the right place to be for also to identify and prevent Pin your client’s brand. Pinterest is harmful content like Visual bookmarks the last positive, optimistic misinformation, hate speech that people use to corner of the internet. A safe and others that may harm save ideas they place that’s inspirational, helpful Pinners’ or the public’s love on Pinterest and productive. Now more than well-being, safety or trust. ever, people on Pinterest are That’s why 91% of people say looking to stay positive and that Pinterest is a place of grounded amid uncertainty. positivity and 83% say it helps build their confidence.24 Brands, especially now, want to be associated with helping consumers to live inspired 27,000 lives, on and off their devices. Board new ‘self care’ boards were Where you save, collect created in March, up 20% and organize your Pins 23 MoM 91% 83% of people say say it helps that Pinterest build their is a place of confidence24 positivity24 Pinner A Pinterest user Pin pointers • On Pinterest, ads are content and brands provide the ideas that spark decisions for Save Pinners. • Because Pinners come to the platform with future intent to do, buy or try, everything they Save button do or see on Pinterest leads A button that can be added them closer to action. to your website's pages so that your customers can • Since people use Pinterest save ideas straight to across the entire consumer Pinterest journey, your client’s brand can play a role all the way from inspiration to purchase. 10 Turn insights into action 11 Here are the insights you’ll need to help make your client’s Pinterest engagement marketing campaigns more hit all-time highs effective. globally in 2020. Shopping starts on Pinterest 2 in 3 Pinners say Pinterest is where they go to find an idea, product or service they can trust.25 >25% of time on Pinterest is spent shopping—higher than on any social media platform.26 Five brands participating in a 2019 study saw a 2x higher return on ad spend from Pinterest than from social media and a 1.3x higher return than from traditional search.27 Reach people on the go 9 in 10 Pinners use Pinterest on mobile.28 >1/2 of all weekly Pinners have used Pinterest in store while shopping.29 12 Pinterest stats to know in 2020 Pinterest reaches almost 367m 15.6 m 1 in 3 monthly active Pinners monthly unique visitors in household main shoppers worldwide30 the UK31 in the UK32 Pinners are Pinterest reaches Almost 1.9 x 1 in 4 2 in 3 more likely to take a UK households with UK Pinners say Pinterest shopping-related action on income greater than helped them decide on Pinterest compared to £100K34 what products to non-Pinners on other purchase35 social platforms33 13 Reach the right audience at the right moment 14 People come to Pinterest to plan for all of life’s moments.