Our company has had a chance to lead Promoted Pins campaigns since the beta launch two years ago. In that time, we’ve noticed something very interesting and unusual: Sales continue to happen months after a media campaign is complete. In one recent example, a client of ours ran a three-month Promoted Pins test at the end of 2015, and has seen a 3x ROI in the seven months since the start of the campaign. Amazingly, most of these sales came in the first month after the media ended, and sales continue to come in today from these pins.
What’s happening here? Well, it’s an example of how Pinterest and its media product are different and superior to anything else in the social marketing world. Pinterest enables people to save ideas, inspiration and products for future use and consideration. This makes Pinterest a kind of universal shopping list; and since many purchases are considered over weeks or months, the sales results from Pinterest can come much later than the original interaction.
Every other display ad, TV commercial or promoted post lives only as long as it’s paid to appear in front of someone. But Pins last organically, forever, on people’s boards and continually get recycled on an earned basis every time they are re-pinned, or when they appear as a result of a search query. And when you promote your best Pins with paid media, you’ll observe a big discovery boost in the short and long term.
While exciting, this added benefit of Pinterest could be hard for brands and media buyers to wrap their heads around. We have been trained to only look for purchases within the first one or two days after a click. Smart marketers are adjusting to track long-term results, which might make Pinterest the most efficient spend on the plan.
Marketers who are good at watching for new opportunities and adjusting ahead of competition tend to be the ones with leading brands and winning careers. Maybe it’s time for you and your team to engage further with Pinterest—just in time for the holiday shopping surge.