After almost a full year of testing Pinterest, the visual discovery tool used by millions, is set to roll-out Promoted Pins.

The paid-for pins look much like their organic counterpart but can be targeted to specific users based on their interests and behaviours. They also feature a ‘Promoted Pin’ message.

The release comes after a series of trials with US brands such as Walt Disney and Kraft Foods – in which results were said to be ‘promising’. Promoted Pins, according to Pinterest, performed ‘just as good as and sometimes better than organic Pins’.

Not a huge feat, it would seem, but the social giant has been cautious to protect its rapidly growing user base. Last year alone, Pinterest topped the social media charts in terms of growth, with a 57% boost in overall members.

Success of the platform depends in growing and keeping an engaged and active user base. Key to this is providing brands with an advertising solution that supports Pinterest in its mission to help its users find and organise inspiration and ideas.

Keen to continue soaring in the social media stakes, the platform will roll out its advertising product with a supporting strand of activity – the Pinstitute.

Pinstitute will serve to help brands understand how to better connect with their consumers through Pinterest and its Promoted Pins products.

Clearly, the platform sees an authentic experience for its 70 million (and counting) users as a route to monetisation and done right, a huge opportunity for brands.

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