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It’s All in the Application: Promoted Pins That Work

It’s All in the Application: Promoted Pins That Work

Pinterest has long been the darling of retailers serving the bridal, fashion and home décor markets, who used the image saving site to promote their offerings to eager, affluent customers. Promoted Pins first appeared in the spring of 2014, and have gone through several changes since then. Today, Promoted Pins can be motion activated, and the number of targeting options grows regularly.

90% of Pinterest users have made a purchase based on a Pin they saw. To demonstrate the effectiveness of Promoted Pins, Pinterest contracted with Oracle Data Cloud, a company that tracks customer buying behavior. Their research found that Promoted Pins drive five times more incremental in sale purchases than compared to other types of social media posting.

[Tweet “90% of Pinterest users have made a purchase based on a Pin they saw.”]

That being said, not all Promoted Pins are created equal. If you want to make the most of this sales channel, it helps to know what types of Promoted Pins are working best.

Pinterest’s audience has a well-established hunger for how-to content – a significant portion of Pinterest’s burgeoning male audience specifically seeks out DIY projects – in the form of recipes, mini-tutorials, step by step guides, and videos.

However, the most popular Pins are not basic, intro level information; there’s an assumption that people are at least somewhat familiar with cooking, crafting, DIY-ing, applying makeup, or whatever topic may be appropriate. Giving this audience unique or offbeat ways to use familiar products is a definite winning formula: Hidden Valley had tremendous results by giving users a recipe that featured their ranch dressing in a spaghetti pie. Clever, unusual, and appealing are the words to keep in mind when creating Promoted Pins: it may mean giving your imagination a good work out but the results will be well worth it!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office