In this interview, we dive into the world of Pinterest advertising and explore how brands can harness the platform’s visual power to drive engagement and sales. With expert insights from social media specialist Kameron Bottoms we talk on strategy, creativity, and targeting, we’ll uncover the key to making Pinterest ads work for your business.

Can you give us a brief description on Pinterest's niche in the social media world?

The way they describe it as the planning app for life planning, outfit planning, interior design. When people are in their planning phase they turn to Pinterest. Pinterest serves as a digital vision board where their users can gather inspiration and map out next steps.

How does Pinterest’s algorithm differ from other social media platforms?

On the Ad side of things they are very keyword driven, and they also don't have videos. Other social media focuses on watchtime, Pinterest does not. The absence of video-centric content also means that advertisers can focus on visually compelling images and ideas that drive action without the pressure of producing video content. 

Do you think that there are certain industries that it makes more sense to advertise on Pinterest?

Yea of course, stuff like fashion and design make a lot of sense. We also advertise stuff in the food industry for recipes. When targeting someone in their planning phase it can be easier when you know the path they will be on.

What are some specific advantages that Pinterest has?

The keyword being a major positive for them. They have a persona chart that they use to create a custom audience that has engaged with these specific keywords over the past year. They allow you access to this list that makes it a lot easier to target your audience.

Do you find it easier to reach your target market on Pinterest?

Yes and no, they have unique advantages. You can fine tune a niche audience but because you are hitting people in your planning phase you might not be getting that direct to action step that you are looking for.

What creative strategies do you find work best on Pinterest?

We have really only been using creatives that are ad focused. I could tell you what the companies we have worked with say are best but we ourselves haven't gotten enough data just yet. 

Why do you think companies overlook Pinterest for ads?

I think that everyone is always so focused on the bottom funnel. Full funnel strategies have to become more of a thing and Pinterest is great at the middle to lower middle funnel. Pinterest drives 10 times more brand searches off platform. 97% of searches on Pinterest are unbranded and then they are 10 times more likely to go off and search for that brand.

What are some key reasons brands are missing out on potential customers by not using Pinterest?

Most companies are looking to meet their customers at the bottom of the funnel instead of being a presence all the way through the customer's journey. They aren’t focused on staying top of mind for the customer's journey.

Do you see Pinterest ads becoming more and more relevant in the future?

Potentially, they are doing a lot of cool stuff on the back end which makes it more enticing. I can see TikTok's eventual doom becoming a boost for Pinterest. They have been around and have built a bit of a different audience than the typical social media. 

Why should you advertise on Pinterest over other social media sites?

I think that it is unique and can be an audience that you aren’t tapping. I’m not sure about “over” other social medias but if you have the budget I think it makes a lot of sense to tap into a larger pool of potential customers that you weren't hitting before.

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