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Pinterest joins advertising bandwagon with Promoted Pins

Advertising has come to Pinterest as it launched its Promoted Pins for all advertisers starting January 2015. The company had started a beta program for brands to test out Promoted Pins eight months ago, following the success of which it launched the feature for all advertisers.

Unlike organic pins that a user posts on Pinterest, Promoted Pins available at a CPM will be sponsored by brands. The image sharing site says that it learned with the beta programme that Promoted Pins ‘perform just as good and sometimes better than organic Pins’.
It said in a statement, “Brand advertisers achieved about a 30 per cent bump in earned media (free impressions) from their campaigns. That’s from people who saw a Promoted Pin and thought it was good enough to save to one of their own boards. Engagement is strong— the average Pin is repinned 11 times, and that remains true for Promoted Pins (if not higher).”

Promoted Pins also perform long after a campaign ends. “Since Pins are evergreen and last forever, we often saw an extra five per cent bump in earned media in the month following the end of a campaign,” the statement added.

Pinterest had also launched an analytics dashboard for businesses in August 2014 to keep track of how fans interact with brands and their content.

While Pinterest is a little late in joining the advertising bandwagon compared to other social networks, it would be interesting to see how brands get on to the platform to engage with their audiences.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.