Oracle Data Cloud—parent of data companies AddThis, BlueKai, Crosswise and Datalogix—studied campaigns across brands in the food and drinks, household goods and beauty brands sectors, and it found that:
- In comparison with overall advertising, Promoted Pins drove five times more incremental in-store sales per impression.
- Consumer-packaged-goods brands were three times more likely to reach existing customers via Pinterest, and those customers spent an average of 16 percent more.
- Nearly 40 percent of Pinners make more than $100,000 per year.
- People who engage with Promoted Pins are 12 percent more likely to be buyers of that brand.
Pinterest head of advertising measurement Angela Reynar wrote in a blog post:
Since businesses are so welcome on Pinterest (75 percent of the Pins saved comes from businesses), people are more likely to buy a brand’s product in-store after simply seeing a Promoted Pin. In comparison to ads elsewhere, Promoted Pins drive five times more incremental in-store sales per impression.
On Pinterest, people don’t just scroll past ads, they click and save them to their personal collections. This high level of engagement is a huge signal of intent—Pinners save Pins so they can easily refer to them later, like when they’re at the grocery store and want to buy the brand of pasta they saw in a recipe Pin.
But keep in mind that when someone saves a Pin, they’re also distributing content. Each time someone saves a Pin, it spreads to their followers and more. According to Oracle Data Cloud, those earned media impressions double the incremental sales lift of paid impressions— campaigns are effective for people even if they didn’t get a specific paid impression. The study also found that more engaged Pinners are even more likely to have strong buying behavior. People who engage with Promoted Pins are 12% more likely to be buyers of that brand.
Readers: What did you think of the findings by Oracle Data Cloud?