This article is for you if you operate in international markets and want to engage users at the stage where they are actively looking for inspiration and ideas. Even if you are not currently advertising in some of the available ad markets on the platform, we assure you it is worth being ready at the starting line for the moment when change occurs so that you can promote your content.

Pinterest is a global network with 367 million active users, 85% of whom access the platform via its mobile app. According to the latest data, over 200 billion Pins have been saved to date!

WHY PINTEREST?

Because the mindset here is entirely different: users come to Pinterest to find inspiration, discover fresh ideas, and try new things. Naturally, your approach to an audience with this mindset must be different – skip the aggressive sales tactics and instead focus on inspiring copy, genuine engagement, and seamlessly integrating your product into a lifestyle context.

Users come here to plan home renovations, put together an outfit for a special occasion, or discover something new. To find what they’re looking for, they scroll for “just a few more” ideas in the platform’s endless feed. In fact, they might be searching for your brand without even realizing it yet… So don’t let them down – dive into the most inspiring, diverse, and captivating place on the web: Pinterest.

WHAT TYPES OF AD CAMPAIGNS CAN YOU CREATE ON PINTEREST?

The platform allows you to build ads optimized for Brand Awareness, Traffic, App Installs, and Conversions.

IN WHICH COUNTRIES CAN YOU ADVERTISE?

Anyone can create a profile and save Pins, but to run paid ads for your content, you need a Business Account.

When setting up a Business Account, you can select one of the following countries (keep in mind that this selection determines the currency used for your billing): United States, United Kingdom, Canada, Australia, New Zealand, France, Ireland, Germany, Austria, Spain, and Italy.

WHAT AD FORMATS ARE AVAILABLE ON PINTEREST?

Standart Pin: The recommended aspect ratio for this format is 1000×1500 pixels (2:3). When creating your Pins, it is crucial to craft an engaging title and description to convey your core message and rank effectively in visual search results.
Video (standard): Pinterest recommends using a square or vertical aspect ratio. Video duration ranges from a minimum of 4 seconds up to a maximum of 15 minutes.
Video (Max Width): This is an expandable video format exclusive to paid advertising. When tapped, a square video (1:1) expands to occupy nearly the full width of the user’s screen (16:9).
App Pins: These function like Standard Pins, but feature a direct “Install” button.
Promoted Carousel: Allows you to showcase multiple visual cards with a 1:1 or 2:3 aspect ratio, featuring between 2 and 5 cards per carousel.

Pro tip: Avoid cross-posting recycled content directly from your other social media channels. Build custom creatives tailored specifically to the platform and the mindset of Pinterest users. Design visually stunning Pins that tell a cohesive story and inspire users to learn more. Surprise them with unexpected ideas – you’d be amazed, for instance, at how many creative, out-of-the-box ways there are to style a dining table!

WHAT TARGETING OPTIONS DOES PINTEREST OFFER?
Pinterest scores major points by offering Keyword Targeting. You can leverage search intent with full control over match types and negative keywords. On top of search capabilities, you also get standard targeting options:

Interests: Based on what users engage with across their Pinterest feed.
Website Traffic
Engagement: Targeting users who interacted with your content (Pins saved, closeups, comments, link clicks, and carousel swipes).
CRM List
Actalike Audiences: Pinterest’s equivalent to lookalike audiences.

WHY FOCUS ON SEARCH TARGETING AND SERP PLACEMENT ON PINTEREST?

72% of users report discovering new brands through Pinterest. The platform drives over 2 billion monthly searches. 42% of users rely on Pinterest as a primary search engine, preferring it over traditional search engines.

The Pinterest user path has a very clear ask phase. We talk about the power of this stage in the article: THE FIVE PHASES OF THE MODERN CONSUMER PATH

Consumers are increasingly comfortable fulfilling their needs during this ask phase through digital touchpoints. What makes this phase unique on Pinterest is that users arrive with an open mind, actively seeking transformation and creative direction. This presents a unique set of strategic opportunities:

You must produce original, highly engaging content that leaves users wanting more – think “never-been-done-like-that-before” creative angles.
You need to genuinely inspire your audience.
Bring fresh ideas to the table, because Pinterest is the ultimate destination for ideas – especially the bold, unexpected ones! 😉

Roll up your digital sleeves and get ready for more deep dives on the topic, along with real campaign results from our clients on the platform.

In the meantime, we recommend following these official Pinterest resources to stay up to date with the latest platform updates:

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