Earlier this year, Pinterest released its promoted pins feature, allowing brands to advertise on Pinterest and garner higher reach for their pins. However, despite promoted pins having high potential to beat out Facebook ads in ROI, they have yet to shine. The issue is that marketing teams usually have a set budget for a designated period of time. They will allocate a certain amount of money to Pinterest advertising, and then report on the results at the end of that period. Those results are ultimately what allow marketing teams to prove their worth, and show their C-suite teammates what’s working. When a Pin doesn’t exhaust its ad spend, it fails to deliver: unused ad spend will leave brand executives asking “Why didn’t you use all of your money? Clearly you don’t need any more.”
The situation leaves us (and other marketing teams) frustrated: we paid to reach 100,000 people, we want to reach that 100,000. Goals? Planning? Decision making? Out the window.
We don’t want to totally bash Pinterest. We love Pinterest. We love pinning. We love pins. Pinterest is pretty much a CPG marketer’s dream. We’re just frustrated.
There’s big potential here. If Pinterest advertising works out its kinks, it’s going to be big. Especially with their new buyable pins feature. Until Pinterest wraps it’s HTML Coding innards around the needs of marketers, its ad feature just isn’t going to be widely adopted.
Dear Pinterest, before promoted pins make it big, you might want to do some problem solving:
- Approve ads faster. If it’s possible to set a advertising date of NOW than you had better be able to approve the pin before the campaign ends.
- Deliver. You’re asking me for my budget. I’m telling you. This is exactly what I want to spend. Please take my money.
- Allow for real-time reporting. What if I don’t have a few days to sit around and find out if my pin is working?
Again, we love Pinterest. But we want promoted pins to generate intended results for our brands.