Business information written specifically for newspaper advertising departments

Pinterest Unveils Promoted Pins for Businesses

Like Facebook and Twitter before them, Pinterest has created a “promoted pin” option for participating businesses. Businesses can pay to have one of their posts show up in users’ search results and category feeds.

The social image and video-sharing giant Pinterest has crossed over into the advertising world. While the social network is still relatively young, at a mere three years old, its quick rise to fame makes Pinterest look less like a scrappy upstart these days, and more like a seasoned vet in the social media game. That is perhaps why the site now feels it’s the right time to roll out its first advertising offering to businesses.

Like Facebook and Twitter before them, Pinterest has created a “promoted pin” option for participating businesses. Businesses can pay to have one of their posts show up in users’ search results and category feeds. In September, Mashable reported that a Pinterest spokesman said this is the extent of their advertising offerings, “for now,” suggesting that this is only the beginning of what’s to come. After Pinterest tests the advertising waters, it will likely extend their offerings to include promoted pins that appear in users main news feeds as well. 

Pinterest founder and CEO Ben Silbermann assured that the promoted pins will blend in seamlessly with existing feeds, thus maintaining the natural aesthetic the site has established. However, he also promised that there would be a visual distinction between promoted pins and regular posts.

Silbermann also hopes to create promoted pins that are relevant to the user’s experience. Mashable offered a timely example and said that users who search “Halloween” may have a costume shop’s promoted pin appear in their results.

For the time being, Pinterest is only offering the new promoted pin feature to select businesses, but their offerings will no doubt roll out to the public soon enough. Your department should stay tuned to these developments, because some of your clients and their products and services are naturally suited to Pinterest and its community. Therefore, you may want to consult them on adding Pinterest’s advertising solutions to the existing marketing strategy they have with your department.