Pinterest is an underdog if compared to other social media giants. But it's approach is unique, and always has been.
The social media operates by enable discovery of information on the World Wide Web using images, GIFs and videos. Founded by Ben Silbermann and others, Pinterest is giving its advertisers and brands more options to be seen.
First of all, the social media has introduced 'Mobile Ads Tools'.
This is essentially a way for advertisers to create campaign on Pinterest directly from their mobile devices.
Here, they can choose a Pin from their business profile, and create a campaign for it by selecting automated or custom targeting options, daily budget rules and the duration of the campaign.
Advertisers can also complete their billing information to run the ad, adjust budgets, pause campaigns, edit the URL destination within the ad and campaign name, without having to access their account from a desktop.
With advertisers capable of creating ad campaigns from mobile devices, Pinterest is making it even easier for small advertisers and small-to-medium businesses to target its users. This is certainly an improvement, since it is giving conveniency.
The aim is to help those who may not have the resources to support a full-on social media marketing team.
It also provides an added level of flexibility for advertisers that want to create campaigns “on the go,” making it possible to seize a timely ad opportunity should it present itself.
According to Pinterest, a leather goods company reported a 4,430% increase in daily engagement with their Pins since using Mobile Ads Tools.
The next update is Pinterest in unveiling more video capabilities for brands.
"People come to Pinterest ready to try something new, which makes it an ideal platform for businesses to feature helpful products and services, how-to videos and tutorials, and to tell an interesting brand story," and here, Pinterest business users are given an updated video uploader to ease the process of uploading video content.
There is also a new tab within users' business profiles that "makes it possible for brands to feature all their videos in one place for added discovery". Here, users can also see the “lifetime view” video analytics.
For added conveniency, businesses can also schedule video content in advance with Pinterest’s Pin Scheduler tool.
And given that videos on the platform have a longer lifespan, Pinterest can resurface them overtime. The company reports a 31% increase in searches for “inspirational videos” since 2018, for example.
Also according to the company, an early adopter of the new video capabilities has given it more than one billion video views and 200 million engagements year-to-date, while growing its following 100% year-over-year.
These two updates are meant to boost engagements of both ads from advertisers and video content from businesses.