Beautifully Actionable: The Art and Science of Making Great Pins

Transcription

1 Beautifully Actionable: The Art and Science of Making Great Pins

2 Brands on Pinterest The Art and Science of Making Great Pins Creative Tips by Objective Key Takeaways

3 People come to Pinterest to discover what s

4 They re more open to sparks of inspiration

5 Brands play an important role in helping them decide what to do or buy next

6 Branded creative moves people from discovery to action

7 What makes great creative?

8 You ll see that it s part art, part science. All in the pursuit of driving action with beautiful pin creative.

9 Art + Scienc e

10 Pin s Over 21,000 Pins were coded across 25+ attributes Objective s Awareness, Signups, Online and Offline Sales Lift Campaign s Across hundreds of campaigns over 9 verticals

11 Anatomy of a Great Pin

12 Anatomy of the Pin Tasteful logo placement Your product or service as the focal point of the Pin Context that clearly shows how to use your product or service Bold and clear use of text overlay to convey your main message Striking visual image and vertical format (600x900px)

13 Creative Tips by Objective

14 Awareness Signups Online Conversions Offline Sales

15 Awarenes s

16 Awareness Align with life, seasonal and everyday moments throughout the year Pins with content specific to moments had 11x higher aided awareness* *Source: Millward Brown, 2018

17 Awareness Call out unique product features when relevant Pins that had new in the text overlay drove 10x higher aided awareness* *Source: Millward Brown, 2018

18 Awareness Use the Pin description to add more context to the idea and reinforce branding early on Pins with a brand name in the first sentence of the description drove 2x higher aided awareness* *Source: Millward Brown, 2018

19 *Source: Millward Brown, 2018

20 Signup s

21 Signups Help the audience visualize the product or service in their lives Pins featuring a person wearing or using the product drove 25% higher conversion lift* *Source: Pinterest Internal Data, 2018

22 Signups Use text overlay to convey specific details about the featured product/service Pins promoting a special sale or offer drove 61% higher conversion lift* (note: this negatively affects brand awareness) *Source: Pinterest Internal Data, 2018

23 Signups Use the Pin description to add more context to the idea and reinforce branding early on Pins with a brand name in the first sentence of the description drove 54% higher conversion lift* *Source: Pinterest Internal Data, 2018

24 Signups Include clear, actionable wording and a strong call to actions in the description copy Descriptions with strong CTAs like sign up, enroll and discover" drove 70% higher conversion lift* *Source: Pinterest Internal Data, 2018

25 *Source: Pinterest Internal Data, 2018

26 Onlin e Sales

27 Online Sales Align with life, seasonal and everyday moments throughout the year Pins with content specific to moments had 22% higher online sales lift* *Source: Pinterest Internal Data, 2018

28 Online Sales Include clear, actionable wording and a strong CTA Pins with CTAs in the text overlay had 6% higher online sales lift* *Source: Pinterest Internal Data, 2018

29 Online Sales Use description copy to convey specific details about the featured product/service Pins with pricing information in the description had 28% higher online sales lift* *Source: Pinterest Internal Data, 2018

30 Online Sales Create consistency between the Pin and landing page experiences Pins that drove to landing pages with similar imagery had a 13% higher online sales lift* *Source: Pinterest Internal Data, 2018

31 *Source: Pinterest Internal Data, 2018

32 Offlin e Sales

33 Offline Sales The product should be prominent in the Pin visual Campaigns that feature clear product placement were 20% more likely to drive offline sales lift* *Source: Oracle Data Cloud, 2018

34 Offline Sales Help the audience visualize the product or service in their lives Campaigns that show someone using the product or service were 67% more likely to drive offline sales lift* *Source: Oracle Data Cloud, 2018

35 *Source: Oracle Data Cloud, 2018

36 Key Takeaways Branded creative moves people from discovery to action Pinterest creative is both art and science Understanding the campaign objective is critical to developing the right creative

37 Copyright, All Rights Reserved, Pinterest Inc. 2018