Pinterest Retargeting: A Step in the Right Direction

Pinterest retargeting

Alec William England | Social media marketing
 Alec England
Centerlyne Columnist

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Given the huge, HUGE amount of people who use and contribute content to every social media platform every single day, it can be difficult to establish your company’s voice and a loyal audience to match it. Most social media platforms have provided a solution to this problem through the creation of targeted content. This means that your company can pay to push their content to people who have shown interest in what your company can provide.

But most of the data that these platforms use comes only from their own statistics. In other words, Facebook only gathers data from Facebook user statistics to find potential customers for you. Twitter only gathers data from Twitter user statistics to find potential customers for you. Until recently, Pinterest did the same. But they have just recently changed the game. Here’s how.

First off, it is important to note that 75% of Pinterest pins are brand-related, meaning 75% of everything you see on Pinterest is a product made by a specific brand and shared without any kind of aggressive marketing language. So it makes sense that Pinterest has an advantage over other social media platforms when it comes to finding authoritative marketing leads. Whenever a user pins anything to their own boards, it shows that that individual likes a specific company’s work. This provides a much clearer picture for marketers of their particular audience since shared content is directly associated with a particular brand.

This all sounds good so far, but at this point it sounds like Pinterest’s ad targeting service is only a small step above other platforms’ targeting services. What sets Pinterest apart in this case actually has little to do with Pinterest itself. While marketers can extract data from Pinterest statistics just like any other social media platform, what makes Pinterest’s new targeting service stand out is its ability to extract user data from sources outside of Pinterest.

A while back when Pinterest was first starting to offer targeting services, brand owners and their web managers had to go in to their websites and manually add a tracking code into the existing code of their website.

If you have ever worked with website coding before, you can see how this can potentially cause problems within the existing code.

If you haven’t worked with website coding before, manually inserting code may sound like an impossible chore. Really, though Pinterest’s intentions were good, manually installing code snippets into existing websites can easily turn out to be a lose-lose situation.

But Pinterest stepped their game up with their off-Pinterest marketing services. Now, instead of adding code to every single web page that you want to be tracked by Pinterest, marketers can install one Pinterest tag that covers the entire website. This simplifies the entire process by taking away the need to work with multiple pieces of code within each page of a website.

From there, things get even better. Already, Pinterest has made it easier for brands to track how people use their websites. This gives brands solid leads among those who have expressed interest in their brand by visiting their website.

But in addition to improved web tracking, the new targeting service can integrate with apps and email lists. This side of the internet is often neglected by most social media targeting services. Often, like I had said before, other social media platforms only accumulate statistics within their own platform. Some can access the cookies on your computer (“cookies” basically provide web use information) in order to show ads that might apply to you more. Being able to see Pinterest user statistics within their app use and email subscriptions opens up an entirely new dimension that gives brands an even clearer view of who would be most interested in what they have to offer.

Not only that, brands can find new customers through an additional offering: retargeting capabilities who exhibit similar web use traits to their existing customers. Instead of only relying on users who have explicitly expressed interest in your brand, you can find other users who have expressed interest in similar brands in order to target them with your ads as well.

I could keep going on about this, but I don’t want to keep you for too long. If this hasn’t convinced to try out Pinterest’s retargeting service, let me just leave you with this: According to Pinterest, brands who use the new retargeting service have seen an 80% increase in the number of people clicking on their ads.

I’d at least give it a try.

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