Creative ways to promote ideas
Creative Guidefor Promoted Pins
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A guide to creating Promoted Pins
Pins are ideasPeople use Pinterest to discover and save ideas for things they want to do. Give a Pinner a good idea, and theyll want to try it. While you always want to make sure your Pins are helpful, beautiful and actionable, this guide will help you cater your Pins to specifi c advertising objectives.
Remember to use the tips below as suggestionsnot necessarily as a checklist. You may not want to always use every tactic, but we hope this guide helps you think through when you should.
Goals to consider When youre creating a Pin to drive awareness, the goal is to have people consider the idea. Thats a bit diff erent from a Pin meant to capture intent and increase engagement, which is showing people that a specifi c idea is achievable. And of course, a Pin looking to drive clicks should give Pinners a reason to take an action.
The art of a Pin
Promoted Pins for Awareness (CPM)With a focus on the image and an inquisitive text overlay, this Pin is designed to get Pinners thinking about adopting a pet.
Promoted Pins for Intent (CPE)This Pin is packed with detailed info that helps Pinners narrow down important pet traits. Pinners are also likely to save such an info-rich Pin for future reference.
Promoted Pins for Action (CPC)This Pin points Pinners to a website thatll help them choose exactly the right breed for them. Calls to action and a promise of more info help drive clicks.
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Detailed descriptionsUse the description to address any obstacles and help people envision themselves doing what your Pin conveys. For example, if its a recipe that looks hard, use the description to tell them it only takes 30 minutes.
Text overlaysPins represent ideas, so if it isnt clear from the image alone what a Pin is about, you could add a text overlay to give more context. This can be especially useful when Pinners browse more quickly.
Compelling imagesPinners may not take the time to read your description, so be sure the image is able to stand on its own. Steer clear from images that feel overly user-generated or ones that are too busy. Lifestyle images, rather than plain product shots, can be more eff ective attention-grabbers.
The goal of these Promoted Pins should encourage the Pinner to consider the idea
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Tasteful brandingYour brand stands for something, so fi nd a way to incorporate it into your Pin. Often, the best way to do this is by including your product or packaging in the photo itself. Sometimes thats not doable and a tasteful logo watermark works fi ne, too.
NoveltyPeople love to discover new things on Pinterest. If theres an element of novelty or newness to your Pin, make that clear to get more people to consider the idea.
Vertical aspect ratioPins are organized into columns, so vertical Pins take up more space in the feed and are more likely to get noticedparticularly on mobile devices, where most people use Pinterest. The one exception to this is Cinematic Pins. A horizontal Cinematic Pin has more range of motion.
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Detailed descriptionsThe best Pin descriptions are inspirational and useful. They should mention the most compelling aspects of the idea, plus include any details thatll help someone realize this Pins for them.
Text overlaysPins represent ideas, so if it isnt clear from the image alone what a Pin is about, you might want to add a text overlay to give more context.
Compelling imagesWhen Pinners are on the hunt for ideas, they need information. Images with more detail, like infographics, visual lists or multiple products that collectively complete an idea that lend themselves well to getting closeups and repins. Featuring your product in a realistic setting (like a lamp in a living room) can also work well.
These Promoted Pins should make the Pinner feel the idea is achievable so they consider it
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How-tosWhen people are narrowing down their options, they like to save things thatll help them achieve an idea when theyre ready to act. Featuring instructions or a step-by-step guide also shows Pinners that they can actually do what youre promoting.
ListsPeople love to save Pins with lists because theyre jam-packed with the kind of details and info people love to keep handy for future reference. You can let Pinners know your Pin includes a list by using a text overlay, outlining details in the description or even featuring all the products that help complete the idea in the image itself.
Vertical aspect ratioPins are organized into columns, so vertical Pins take up more space in the feed and are more likely to get noticed particularly on mobile devices, where most people use Pinterest.
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Detailed descriptionsThe best Pin descriptions are inspirational and useful. They should mention the most compelling aspects of the Pin and hint there is more to fi nd if they click through to your website. They also use correct capitalization and punctuation.
Text overlaysText overlays designed for clicks lead people to action. Consider including information or a soft call to action that will help a close-to-deciding Pinner see that your business is a fi t.
The goal of these Promoted Pins is to have the Pinner take an action
Compelling imagesPictures of multiple products drive clicks because they can speak to diff erent tastes. For example, showing multiple colors of a handbag can help people see that there are a variety of options available, which leads them to explore your site. Featuring your product in use can also help drive more clicks.
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Increasing clicksTasteful brandingYour brands credibility can make someone more inclined to visit your site, so fi nd a way to incorporate your brand onto your Pin. Often, the best way to do this is by including your product or packaging in the photo itself. Sometimes thats not doable and a tasteful logo watermark works fi ne, too. And of course, adding your brand to part of your Pins will help build your overall brand awareness, too.
Calls to action A call to action can be just what a Pinner needs to make a decision and act on the idea. Include stronger calls to action, like buy now, in your Pins description and softer ones, like explore summer looks, in image overlays.
Vertical aspect ratioBefore they get clicked, Pins need to get noticed and taller Pins take up more space in feeds. Design Pins with a vertical image aspect ratio of 2:3 to 1:3.5 and a minimum width of 600px.