Pinterest started 2015 with a bang by expanding Promoted Pins to all users yesterday morning. Promoted Pins were first introduced early last year when a beta roll out was given to a select number of advertisers. The social platform announced the expansion Monday, while also providing some pretty astounding statistics about Promoted Pin performance.
Here are some of the benefits Pinterest claims Promoted Pins can provide:
- Promoted Pins perform as well or better than organic Pins.
- Brand advertisers achieved about a 30% bump in earned media from people who saw a Promoted Pin and saved it to their own boards
- Promoted Pins are repinned 11 times more than organic Pins on average.
- Promoted Pins draw engagement from users well after a campaign has ended.
- Businesses typically outside of Pinterest’s core categories and interests were also successful with Promoted Pins.
While these findings sound nice, it is important to remember that Pinterest’s beta launch of Promoted Pins was given to a select number of well-established brands. While the new promoted posting system may carry some weight, the data is based on a test of high-quality targeted ads. Your mileage may vary.
To help businesses get introduced to promoting themselves on Pinterest, the company is establishing the “Pinstitute” – a new interactive program to educate businesses on how to connect with users and improve their return on investment.
The “Pinstitute” helps you learn about what kind of Pins perform the best, what users are interested in, and what products will be coming from Pinterest in the future. The program will also invite select groups of brands and agencies to quarterly workshops. The Pinstitute will have provide webinars and other online education tools tailored for the needs of local and smaller businesses.