Are you itching to put some budget behind your Pinterest strategy? You’re in luck.
You’ll soon be able to Pin moving images with Pinterest’s latest feature: Cinematic Pins. The new feature is a motion-based ad format which promises marketers opportunities for “enhanced storytelling” on the network.
Think of Cinematic Pins as scroll-induced Gifs; the animated Pins move and freeze in tune with the user’s scroll speed. Take a look at the demo presented by Pinterest below:
In an interview with AdAge, Pinterest’s new General Manager of Monetization, Tim Kendall, announced that the feature launch is one of many new ad solutions designed to improve marketers’ advertising and audience-targeting capabilities on the network. Perhaps most enticing for marketers is Pinterest’s addition of “cost-per-engagement (CPE)” and “cost-per-action (CPA)” pricing structures for Promoted Pins, in addition to the current “cost-per-click” structure.
“We want to make it easy for marketers to work with us,” Kendall reported to Ad Age. “They are only paying us if we achieve their objectives, and that takes the risk out of advertising on Pinterest, which we think is really important.”
“They are only paying us if we achieve their objectives, and that takes the risk out of advertising on Pinterest, which we think is really important.”
In a post on the Pinterest for Business blog titled “New Promoted Pin options to help you reach your goals,” Kendall explains why Cinematic Pins and the new advertising structures are aligned with research on Pinterest user behavior.
The addition of the CPE and CPA ad structures, for example, are designed to align with the level of interest and purchase intent of a Pinterest user’s actions on the network. For marketers, these options offer customizability based on brand goals, from awareness to action, Kendall explains.
From a content marketing perspective, Pinterest has a proven understanding of what works best on its own network. We used our platform to compare the impact of Pinterest’s content on its own Pinterest profile to its presence on other social networks. The results show that the content engagement level on Pinterest’s own profile is nearly double that of its presence on its second-best network, LinkedIn.
These results held true even when normalized for differences in posting frequency and follower count. (Read more from our Social Network Showdown here.)
Cinematic Pins and the remaining Pinterest ad solutions will rollout officially this summer, but for TrackMaven users, there’s more good news: our platform captures and analyzes the impact of Cinematic Pins.
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