Learn what's new on Pinterest. See how new features like Lens, and ad options like Buyable Pins and Rich Pins give you more flexibility when marketing to customers on Pinterest.
- [Instructor] I created a course called Social Bookmarking for Marketers that showed you how to find, filter and share content your audience will love. Now take that, and add a captivating visual element and you've got the essence of Pinterest, the social network that gave scrapbooking a digital twist. Pinterest primarily appeals to women and it is aspirational, stylish, shareable and shoppable. Since it began, Pinterest has been the place to post and share images of products you wanted and collect ideas for projects you wanted to do.
Brands could always hit pages, but marketers jumped on board when Pinterest launched promoted pins as a way for companies to connect with customers and create a seamless discovery experience. Pinterest breakout new feature is Lens, its visual search capability. You can access it from a mobile device or your desktop. Let's see how it works. Here we are on Topsy Turvy's Pinterest page. What you do is you click on a pin and then click on the square icon in the top right.
And what Pinterest does is it shows you similar pins and keywords based on what you're searching for. You can also click on the camera icon on your mobile device and take a photo of whatever you're interested in and Pinterest will give you tags and pins that are similar to your photo. Your brand can advertise and amplify posts on Pinterest in a number of ways, all of which center on promoted pins. For example, you can pay to promote regular or video pins.
By creating buyable pins, your customers can shop your products directly in the app. Rich pins let you feature products, recipes, articles or app installs just below the image and you can target by audience, keyword and interest. Pinterest recently beefed up its measurement capabilities and audience verification. They also provide a tag that lets you track conversions so you can demonstrate the link between marketing spend and results.
A brand like Topsy Turvy may want to use the Pinterest recipe option in rich pins to showcase mouth-watering photos of its cupcakes and instructions on how its customers could bake them at home. Pinterest is breaking ground when it comes to visual search. Unlike some social networks that want you to spend more time on their platform, Pinterest is actively encouraging users to discover an idea and then get off their phone or desktop and start doing it.
And that could translate to more sales or traffic for your brand.
- Summarize what a social media audit tells you.
- Explain how to analyze your SWOT and adapt your social media plan.
- Describe how various social media platforms promote social media marketing efforts.
- Recall ways to better understand your customers’ behavior.
- Explain how to optimize paid, earned, shared, and owned media.