PINTEREST is entering a new phase in France with a much more accomplished advertising arsenal to serve the objectives of brands and large audiences.
2019, a turning point for Pinterest and for advertisers.
2019 is a singular year for Pinterest, which shows very strong growth worldwide and investor confidence. Its share price on Wall Street notably bears witness: the platform reaches its highest share price since its IPO last April. From $19 at its debut, the Pinterest stock now exceeds $36.
Pinterest brings together more than 300 million monthly active users, including more than 10 million in France, and has raised its annual revenue estimates to nearly $1.1 billion. Growth explained by the opening of its advertising platform in France in November 2018, then extended to Germany, Austria, Spain and Italy last March.
Pinterest, the positive platform that turns inspiration into intent.
The platform cultivates its difference from other social networks and notably Instagram through its positioning as a trend search engine. In the manner of Google, it lets brands meet an audience of intent-driven users with engaging visual content.
Pinterest is a social network for sharing content (repin), saving it (pin) or commenting on it as Facebook, Twitter or Instagram offer.
The platform’s framework is also particular because content is “positive”. No trolls, no controversy, no problematic content: Pinterest is first of all a space where people share their desires and projects. It is, moreover, one of the key points of connection: users log in and are present at key moments of their lives: wedding, birthday, moving house, motherhood, travel, back to school, etc. Moments that make sense for building a project.
Beyond these social features, Pinterest offers keyword queries and, since last November, a visual search engine that lets you find new ideas or products related to the uploaded photo.
More than 90% of the content listed on the platform is brand content. Once again, it is a real difference from Instagram or Facebook, where the content shared is mainly that of users. Brands that bet on Pinterest will be able to better control their visibility and produce content that will be the first support of engagement on the platform.
In this context of inspiration and intent, advertisers will be able to connect on queries or by recommendation to intent-driven audiences. Either in a push logic via a media format, or in a longer-term vision by organically referencing their pins and building on their own account a showcase of products and inspiration.
A new advertising arsenal that serves branding & business logics
Long awaited, advertising arrived in France on Pinterest at the end of 2018 and strengthened throughout 2019 with the arrival of new formats and solutions (Data, tracking, etc.). But where to position the Pinterest lever in the conversion funnel? In consideration? In Awareness? Advertising products and native formats today make it possible to meet all of these objectives. It is thus possible to create scenarios between formats, starting from a video format for upper-funnel objectives and re-addressing via promoted pins towards a qualified traffic objective.
The platform is also enriching its features by offering the ability to manage dynamic catalogue feeds in retargeting and the ability to match audiences from CRM databases. Either for loyalty purposes, or by addressing marketing lookalikes for conquest. Planned for the second half of 2019, native targeting capabilities should also make it possible to refine socio-demographic targeting such as geolocation and age for all advertisers.
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The Tigrz’s eye
With nearly 10M active users in France (more than half of whom are aged 25 to 49 – source Kantar), Pinterest is an important audience crossroads that is now addressable through advertising.
It is possible to work very specific interests on intent-driven populations. The most popular categories are home decor, education and DIY (respectively 79%, 72% and 72% of the total audience). There is also sustained audience interest in entertainment topics (67% of the audience looking for films, music and memes), art (57% of the audience) and women’s fashion (55% of the audience).
Certain themes such as nutrition, fitness, travel and smartphones are also searched. In smaller proportions than the previous ones, but they nonetheless present real opportunities for advertisers in these sectors.
Pinterest’s interest, beyond themes, also lies in its strength in offering exclusive audiences that are not present on other social platforms. Thus 26% of the Pinterest audience is not on Facebook, 47% not on Snapchat and 57% not on Instagram according to the Comscore report dating from March 2019.
With the major commercial peaks arriving in H2 (Black Friday, Cyber Monday, Halloween and Christmas), these are so many opportunities for brands to connect with a new target audience hitherto unaddressed.
tigrz.paris has developed a Pinterest acceleration programme to turn these commercial crossroads into business opportunities for its clients. Discover it here.
A little extra: We found the Leroy Merlin / Pinterest case and their run & push strategy interesting; the public case can be found here: https://business.pinterest.com/fr/success-stories/leroy-merlin
Going further. This topic continues with tigrz’s Media Performance expertise.
On the same topic: « Pinterest: increasing campaign ROI by inspiring action » and « How ba&sh turns Pinterest into a real e-commerce performance lever ».
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