Connecting with consumers on Pinterest has been a goal of businesses and agencies since a report claimed that users of the social platform were spending twice as much as those of the next closest platform.
When Pinterest revealed its intention to offer advertising, it seemed like an easy solution. But it won’t be cheap, with early reports claiming Pinterest will want a commitment of at least $1 million from any potential advertisers.
The ad model is one that Pinterest began testing last year with select partners, but results of those early ads have not yet been made public. The rumored model would seek a CPM of between $30 and $40, much steeper the average CPM of rivals Facebook ($0.59) and Twitter ($3.50).
This steep price tag will limit the brands that can afford to advertise on Pinterest, and is likely intended to help ensure those advertisers fall into the “premium” category. So what do you do if you were banking on Pinterest ads to help your business, but you don’t have that sort of cash? Keep the focus on the content.
Your content is still what you want people to pin, and good content on your website will always drive Pinterest traffic back to you. Invest in improving that content (especially “pinnable” photography) to get a boost in your organic traffic from Pinterest.
Another key component is to always give visitors a pathway to a sale. The fewer steps you have between your pin and the purchase point, the better. If your site isn’t equipped to handle sales, let people know where they can find your products.
If you need help with Pinterest strategy, content or advertising, or you’re just looking to get your brand message in front of the right people, contact BFG at email@example.com.