Pinterest is a very tangible network. It’s where people come to get inspired about a topic or product. It’s image driven and great for any organisations that have something to sell online as it acts as a sort of remote digital shop window so audiences can view a product before purchase.
But there are other less direct benefits for the cultural sector using Pinterest, namely improvements in reach and awareness.
Pinterest shows the user three kinds of pins: those from people they follow, those that are suggested for them, and promoted pins, also known as Pinterest Ads.
It’s also worth noting right from the get go that, much like with Twitter, with Pinterest advertising you only pay based on clicks or actions rather than impressions, so it’s a lower risk strategy in many ways.
Promoted pins look almost the same as organic pins, but allow the advertiser to target specific groups of users based on their demographics, searches and interests. You can also target by gender or location and target users who have already visited your website.
Pinterest will allow you to reach people based on their taste and affinity for certain subjects. So users who enjoy independent cinema or comedy, as examples, can be targeted. If your show can make a topical link to some of Pinterest’s key categories -food, design or craft for example- you have a strong foundation.
Pinterest allows you to target up to 150 keywords in your promoted pin. In this way, the network offers the advertiser the best of both worlds in that it’s a visual platform but has the advantage of keyword targeting.
If you can get your targeting right, you could be reaching out and connecting with some really passionate people on Pinterest, which always helps increase the chances of good returns. It’s a great way to showcase your organisation.