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December 30, 2014

Pinterest Opening Up Promoted Pins to U.S. Advertisers

Several months after Pinterest declared its promoted pins — the social network’s version of ads — a success, it is opening up the program to all advertisers in the U.S.

The promoted pins program was launched in beta eight months ago with a handful of carefully selected brands giving the medium a test run. Now, as of Jan. 1, any businesses wishing to advertise on Pinterest can do so.

Promoted pins look like regular pins but with a special ‘promoted pins’ designator.

Pinterest ad chief Joanne Bradford said the site’s tests have revealed that promoted pins work as well or better than organic pins.

“Brand advertisers achieved about a 30 percent bump in earned media (free impressions!) from their campaigns,” Bradford wrote in a blog post. “That’s from people who saw a Promoted Pin and thought it was good enough to save to one of their own boards. Engagement is strong— the average Pin is repinned 11 times, and that remains true for Promoted Pins (if not higher).”

She said promoted pins often enjoyed a five percent bump in earned media in the month following the end of a campaign — and they work for a variety of sectors from “financial services to food to automotive.”

Pinterest will also launch Pinstitute, a new program for businesses to learn how to connect with pinners.

“The Pinstitute will focus on two tracks: creative and measurement,” Bradford said. “You’ll learn what kind of pins perform well, what pinners care about and how we’re thinking about our products in the future. We’ll also get your feedback on what you’d like to see us do so we can help you get even better results from Pinterest.”

Pinterest plans to invite a “select group of brands and agencies” to attend Pinstitute workshops once a quarter “where they can learn, exchange ideas and meet with the Pinterest product team.”

The first Pinstitute has been set for March.

A series of webinars and other online learning tools will also be available for small businesses.


Jennifer Cowan is the Managing Editor for SiteProNews.