Pinterest Is Shaking Up The Marketing Rule Book

Pinterest Is Shaking Up The Marketing Rule Book
B&T Magazine
Edited by B&T Magazine
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As we’re sure you know by now, The Misfits Media Company (publisher of B&T) is hosting Cannes in Cairns in North Queensland later this year! Cannes in Cairns wouldn’t be possible without our principal sponsor, Pinterest, whose unique positioning as a creative platform makes it the perfect fit for the biggest and best event in Aussie marketing.

The Misfits are doing something a little different with Cannes in Cairns, adding a pinch of flair and a smidge of pizzaz to the adland calendar. That’s where Pinterest comes in: because they’re a little different too.

More than social media, Pinterest is a hub for inspiration, where people from all ages, backgrounds, and paths go to plan their future and make decisions about what to do next: whether it’s a new hairstyle, a new clothing aesthetic, a new home, or a new career.

Because of this, Pinterest is also an essential tool for marketers. Part of the appeal of Pinterest in this context is the way that brand advertising content is seamlessly integrated with non-sponsored content on the platform. Rather than jarring users with ads that disrupt their experience on the app, the commercial content in Pinterest instead enhances the user experience. 

Creating that positive environment for users also drives impact when consumers are looking to purchase, with six in ten adults agreeing that they’re more likely to trust brands, and purchase from them, when they see them in a positive setting (Source: usertesting.com, July 2020).

It is beautifully integrated on the platform, perfectly primed for users who are actively coming to Pinterest to be inspired. They’re coming to Pinterest considering what to do, and what to buy, next.

83 per cent of weekly Pinners have made a purchase based on the content they saw from brands on Pinterest .(Source: GfK, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category). The integration of brand content also means that businesses reach potential customers when they know what products want to buy, but haven’t decided on a brand.

In fact, 97 per cent of the top searches on Pinterest are unbranded, meaning that people come to Pinterest to shop for generic terms, not specific brands. This is particularly important for small businesses, or brands looking to expand into new audiences markets because they have an equal chance to be discovered alongside more mainstream brands.

Ara Ko, Pinterest’s Business marketing Lead for Australia said, “Pinterest is a positive corner of the internet, where people find inspiration to create a life they love, and we give brands an opportunity to connect with consumers early in their decision-making journey.”

“We’re thrilled to have the opportunity to connect with marketers at Cannes in Cairns to show how Pinterest differentiates and prove why advertising on the platform is essential to a brand’s media mix.”

Cannes in Cairns comes at a brilliant time for Pinterest, which added 100 million monthly active users to its platform in 2020. It also saw searches increase by more than 60 per cent year on year.

 In Australia, people save more than 3 million ideas (Pins) on Pinterest each day.

They have also been expanding into the advertising market, hosting ‘Pinterest Presents’ – its first ever global advertising summit – in March.

Back in April, Pinterest launched ‘Be Their Next’, its first-ever business marketing campaign.

To consolidate its position as an essential tool for any advertisers or creative, Pinterest will be involved throughout all three days of Cannes in Cairns, including a dedicated session about the opportunities on their platform featuring a range of speakers.

 

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