Study: Pinterest’s ‘Promoted Pins’ are Smart Media Buy

As a small group of brands test out Promoted Pins, research suggests that Pinterest users are receptive to increased marketing on the platform.

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As Pinterest rolls out its paid advertising service in the form of “Promoted Pins,” which are now being tested by a small number of power brands, brand marketing company Ahalogy has released new research suggesting that Pinterest users are receptive to increased marketing on the platform.

The study found that Pinterest users are shifting away from traditional advertising but are open to brand activity and marketing on the network. This suggests that Pinterest may partially replace traditional media and that Promoted Pins will entice media buyers in 2014.

Participants chose Pinterest before Google for search queries and preferred the platform to browsing through catalogues and magazines nearly half of the time. They also watched television an average of three hours less per day than non-users.

Active Pinterest users are also early adopters of new products and services that add to the quality of their life. Seventy-five percent of Pinterest activity comes from mobile with its in-store app guiding 52 percent of daily users’ purchasing decisions. While only 27 percent of active users currently follow brands, 83 percent of them report a preference for following businesses over celebrities.

Pinterest recently announced that it’s working with a small group of brands in the U.S. to roll out a paid test in its category and search feeds. In the interest of maintaining a positive user experience, the site’s users will not be exposed to Promoted Pins in their main feeds.

According to the company’s announcement of Promoted Pins, brands have had a major influence on the tens of millions of people who have added more than 30 billion pins to Pinterest.

With Promoted Pins, the platform aims to help users find inspiration and discover things they are interested in — from fashion to entertainment and gift ideas — while ensuring they are “tasteful, transparent, relevant and improved based on [user] feedback.”

Ahalogy’s media consumption study involved a nationally representative sample of 1,300 men and women observed over a two-week period in February and March of 2014.

To access the full research study, visit ahalogy.com/research.