PINTEREST

A PICTURE IS WORTH A
THOUSAND WORDS

Group 4
 AGENDA
01 02 03 04 05 06

User Interactive Pinterest Marketing Pinterest

Behaviour & Online Features Tools Marketing
Introduction
Growth Magazine Campaigns

07 08 09 10 11 12

Social Measuring Competitor Phone Potential Unique

Engagement Success as Platform Challenges Selling
Google Emphasis Proposition

13 14 15 16 17
International Financial Influencer Future Any
Expansion Performance
Behaviour Outlook Questions?
 Introduction

Founded in 2010 by Ben Silbermann

How Pinterest started

Mostly used for DIY and style inspiration

 User Behaviour and Growth

Users engage by creating digital boards and pinning images.

Rapid growth: 10 Million users in 2010 to 415 million monthly active members by 2022.

Diverse user base across different age groups and demographics

 Interactive online Magazine

Pinterest as an Interactive Online Magazine

Likened to an interactive and social online magazine.
Users contribute content, creating and sharing photos.
Differs from traditional magazines with user-generated content.
 Pinterest Features
Pins: Users post photos to their Pinterest boards.
Board: An online scrapbook where users organize their pinned photos.
Re-pins: The ability to share and pin other users' photos to personal boards.
Hashtags and Keywords: Users can use hashtags and keywords in pin
descriptions for better search visibility.
Share: Pinned photos can be shared on Facebook, Twitter, and via email.
Image Hover: A browser widget enabling users to automatically pin images
they find online.
Embed: Allows automatic embedding of pinned photos into websites or blogs.
Me+ Contributors: Allows followers to contribute to boards.
Follow: Users can follow other pinners and boards.
 Marketing Tools

Rich Pins: Three types - Product, Article, and Recipe - providing extra information on the pin. Currently free and
considered "organic."
Promoted Pin Formats: Include Standard, Carousel, Video, Shopping, and App Install. Used for paid promotions.
Shopping Pins: Enable users to purchase products featured in pins without leaving Pinterest.
Add Pin It or Follow Button: Allows website integration, making it easy for visitors to pin images and follow updates.
Pin as Display Ad: Pins act as unobtrusive display ads directing users to a brand's website.
Brand Page: Companies can create corporate brand pages for free.
Create Theme-Based Boards: Pinterest recommends lifestyle-oriented boards rather than strictly sales-oriented.
URL Link to Stores: Facilitates easier consumer navigation from Pinterest to online stores.
 Pinterest Marketing Campaigns

Wayfair:
Used Promoted Video Pins showcasing multi-functional furniture.
Achieved a 50% higher click-through rate and 50% lower cost per click compared to internal benchmarks.
Estee Lauder:
Launched a new fragrance using various Pinterest ad formats.
Achieved a 12% higher opt-in rate for further marketing and improved awareness and ad recall.
Blue Apron:
Subscription-based food delivery service showcasing popular recipes.
Utilizes high-quality, compelling photography to drive engagement.
UNIQLO:
Clothing retailer using multiple Pinterest accounts to present graphics in an animated arrangement.
Enhances user experience through scrollable, animated images.
 Social Engagement

Collaborative Boards:
Create collaborative boards where users can join and contribute their own pins.
Promote these boards across other social networks to attract a diverse range of contributors.
Pin It Button Integration:
Promote the use of the "Pin It" button on your website and other digital platforms.
Share tutorials or infographics demonstrating how to use the Pin It button effectively.
Interactive Contests:
Host contests that require users to create and pin content related to your brand or a specific
theme.
Offer prizes for the most creative or popular pins, encouraging users to engage actively.
 Measuring Pinterest Marketing Results

Comprehensive Analytics Dashboard:

Develop a comprehensive analytics dashboard that encompasses key metrics such as fan
acquisition, engagement, amplification, community growth, and brand strength/sales.
Performance Benchmark Reports:
Regularly create benchmark reports comparing your Pinterest marketing metrics against
industry standards or competitors.
Conversion Funnel Analysis:
Implement a conversion funnel analysis specific to Pinterest, tracking user journey from pin
discovery to conversion.
 Why Pinterest Views Google as a Competitor

Visual Search Dominance:

Pinterest's emphasis on visual search sets it apart from traditional search engines like Google,
which primarily rely on text-based searches.
Search Advertising Competition:
Pinterest competes with Google for advertising dollars, especially in the realm of visual and
discovery-based advertising.
User Intent and Behavior:
Pinterest's users often have specific intents related to discovering and saving ideas for future use.
 SWOT ANALYSIS
Strengths:
Opportunities:

Visual Appeal:
Cross-Platform Promotion:
Pinterest is a visually oriented platform, making it highly suitable for engaging
Leverage the engaged Pinterest community to promote content on other social
and appealing visual content.
platforms, expanding the campaign's reach.
Community Building:
Collaborative Partnerships:
Actively participating in the Pinterest community can foster a sense of belonging
Form collaborations with influencers or other brands within the Pinterest
and community among users.
community to amplify reach and engagement.
User Interaction Features:
Pinterest Live:
Pinterest provides features like collaborative boards, comments, and likes,
Utilize Pinterest Live sessions to provide real-time engagement, fostering a direct
encouraging user interaction and engagement.
connection with the audience.

Threats: Weaknesses:

Competing Content: Platform Dependency:

The Pinterest feed is competitive; the campaign might face challenges Relying solely on Pinterest for community engagement might limit the reach, as not all
standing out amid a vast array of content. target audiences may be active on this platform.
Changing User Behavior: Algorithm Changes:
Shifts in user behavior or preferences could impact the effectiveness of Pinterest algorithms can change, affecting the visibility of content. Over-reliance on
community engagement strategies. algorithmic visibility may impact campaign performance.
Algorithmic Changes (Again): Time-Consuming:
Pinterest's algorithms may change, affecting the visibility and performance of Active community engagement can be time-consuming. Maintaining a high level of
the campaign. engagement requires consistent effort and resources.
EMPHASIS ON Around 80% of Pinterest users access the
SMARTPHONE platform on mobile devices, making mobile a
PLATFORM crucial platform for its development.

Quote from Co-founder Evan Sharp

Pinterest consistently releases updated versions

of its mobile apps, aiming to enhance visual,
personalized, and search-oriented experiences.

Pinterest introduced business accounts, Rich

Pins, and officially entered the advertising arena
in 2014 with Promoted Pins.
POTENTIAL 1. Copy Right Infringment

CHALLENGES Pinterest's business model raises concerns about potential

copyright infringement, as users may post images without
permission violating DMCA requirements.
Some content reportedly violates Pinterest's Terms of Service.

2. Influencer Disclosure
Influencers on Pinterest and other platforms often fail to disclose
their relationships with brands, violating FTC guidelines.
Automation efforts are underway to ensure proper disclosure.

3. Spams & Scams

Pinterest faces challenges related to spam and scams, and the

company is taking steps to improve technology and security.
UNIQUE SELLING
PROPOSITION COMPETITION
VALUE THAT THE

(USP) COMPETITORS
PROVIDE

VISUAL DISCOVERY ENGINE

Differentiation
Personal Status
Inspiration Driven Experience
Shopping & E-Commerce PINTEREST
VALUE THAT USP CONSUMER
Integration PINTEREST
VALUE THAT
CUSTOMER
Visual Search Technology (Lens) PROVIDES
SEEKS
International 01 Strategic Focus- People from all around
the world to use Pinterest.

Expansion 02 Localized Presence- It's like having a

Pinterest that feels perfect for the
people in each place.

03 Targeted Regions- United Kingdom,

France, Germany, Japan, Brazil, India,
and Southeast Asia.

04 Global User Base Growth- Grew by 35%,

which is a big number compared to the
growth in the United States (which was
only 8%)

05 Future Opportunities- Finding new

opportunities in different places all over
the world.
Financial
Revenue Growth: $1 billion in 2019, a
significant increase from $100 million in 2015.

Performance In the first quarter of 2020, revenues grew by

35% compared to the same period in the
previous year.

User traffic and engagement records

increased by 60% in 2020.

Initial Public Offering (IPO): Pinterest went

public in April 2019.

Pinterest is making significant investments in

technology for future growth.
Influencer Behaviour
on Pinterest
Role of Social Media Influencers

Influencer Disclosure Guidelines

Importance of Disclosures

Low Rate of Disclosure on Pinterest

Automation Efforts
Global Expansion: Innovation in Visual Search Advertising Evolution of
Pinterest is set to Search Technology: Dominance: Monetization
continue its global Pinterest is actively The platform aims to Strategies:
expansion strategy. investing in advancing challenge traditional With a variety of
its visual search search engines like advertising formats,
capabilities. Google, particularly in including Promoted
the mobile search Pins, video, and
arena. Shopping Pins,
Pinterest is diversifying
its monetization
strategies.
THANK
YOU!