Pinterest Perfect: Save. Click. Tap. Report.

Last week, Pinterest amped up their targeting capabilities, which was only recently released, through the Ads Manager. They’ll now enable brands to target users by simple interactions with an individual pin: whether an image is saved, clicked on to read the caption, or tapped on to enlarge. These targeting enhancements will soon extend to all Pinterest Marketing Developer Partners. Here’s what you need to know:

Targeting Parameters

The rollout of new targeting parameters is a strategic move by Pinterest to make sure it’s grabbing advertising dollars from its competitors. Specifically, the company upped the ante by expanding interest-level targeting options up to 420, from their previous 30. In addition to interest-level targeting, they are now more readily available for small and medium-sized businesses.

  • Customer list targeting: Target through your existing customer emails or mobile ad IDs previously acquired.
  • Visitor retargeting: Reach people who’ve previously visited your site who have both made a purchase and those who have not. This is not entirely new, but important for retargeting.
  • Act-alike targeting: Previously named look-alike, Pinterest renamed this capability because “audiences don’t just look similar—they act similar, too.” This allows you to reach a larger group of people who, you guessed it—both look and act similar to your audience.

Why This Is Great for Destinations

If your Pinterest boards are already designed for different audience personas to showcase opportune ways to experience your city, you’re doing great! But, what if there was a way to get back in front of the countless Pinterest users simply browsing your content? Enter, retargeting.

If Karen, a mother of 2 from Canada, pinned your Family Beach activities board, you can now retarget her in the future with Family Leisure related content to help inspire her seeking out more information from your Pinterest page or destination website. This continued engagement with your destination can lead to booking the perfect beach trip for the entire family when it's just unbearably cold up north (sorry, Canada.)

Prove it. Well, the Numbers Don’t Lie:

In 2015, Pinterest released insights based on a survey of 2,000 people. The findings are more than incredible.

  • 96% have used Pinterest to research and gather information
  • 93% have used Pinterest to plan for purchases
  • 87% have purchased something because of Pinterest

The best part—Pinterest found that its Pinners use the platform as a planning tool for moments large, small, and everything in-between. It was also noted these numbers were especially true of women and millennials (the buzziest of buzz words.)Pinterest Product manager, Frank Fumarola, stated three primary uses for Pinterest:

  1. Create Wish Lists
  2. Plan Vacations
  3. Find Recipes

Utilizing the act-alike targeting and retargeting, you can now scale while optimizing performance.

For more insight into emerging trends and how they apply to your industry, read more of our thinking, or contact us.

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September 12, 2016