Pinterest Redesigns Business Profiles With New Personalization Options

Pinterest Gives Publishers More Control

Pinterest is giving publishers more customization options by rolling out redesigned business profile pages. The idea-sharing social network aims to give brands more control over their pages and the content they feature by offering a slew of new profile features.

Pinterest spokesperson David Temple announced that the new business pages will have an updated, dynamic cover page that allows brands to show their latest pins, highlight specific boards, or feature their recent Pinterest activity.

The redesigned profiles will also include a monthly viewer statistic that tells brands the number of people who viewed their pins in the past 30 days.

The company is also borrowing a page out of Instagram’s playbook by adding a new Following tab. This dedicated space makes it easier for users to discover new branded Pins and follow their favorite brand’s activity.

According to Temple, the new profile pages will start rolling out within the next few months.

Pinterest: A Marketing Underdog

When we think of social media platforms to market on, Pinterest typically falls far behind LinkedIn, Facebook, Twitter, Instagram; the usual suspects. Unless we are in the business of DIY, lifestyle, crafts, etc., we usually don’t consider Pinterest as a viable option for content promotion.

Our reluctance to accept Pinterest as a advertising model isn’t worthy of shame but in an age where visual media is the name of the game, it just might be worthwhile to take a bet on the underdog. Relevance contributor Jayson Demers states,

Pinterest, the image-based social network that allows users to pin visual items to boards, is growing rapidly, with a recent valuation of $11 billion. If you aren’t already, it might be time to start using Pinterest to grow your audience.”

The concept of Pinterest is simple. Users seeking ideas and inspiration can explore the site for a seemingly endless variety of Pins. If you aren’t well versed in the art of Pins, they are clickable images that link to recipes, home projects, look-books, comics, travel tips, and various other ideas to try.

Brands currently marketing products and ideas on the platform range from creative marketing agencies to neighborhood bakeries.

Distributing compelling content on the site can extend your content’s reach to younger audiences (the brand’s core demographic is the 18-29 crowd.)

Pinterest is also prime territory for influencer marketing. By reaching out to Pinterest influencers, called Super Pinners, your content can be seen by multitudes of users and you can forge important connections with partners whose interests align with your brand’s products or services.

As more marketers start to deploy campaigns on Pinterest, the site has taken strides to make the platform more accommodating to advertisers.

Pinterest Gives Brands the Tools They Need to Succeed

The company’s business page profile redesign is only the latest ad-centric update they’ve made in recent years. Last year, the company introduced the Pinterest Propel ad program which gives participating businesses custom support, from account setup to creative strategies and campaign optimizations. They also added a Promote button to pins, making it ridiculously easy for publishers to promote their content and create ads.

On the Propel ad program’s one-year anniversary, the company stated,

“Businesses using Pinterest Propel see up to 3x more clicks on their ads than businesses not in the program. They also see up to 15% lower costs per click in the first ninety days of the program.”

Pinterest has been incredibly accommodating to marketers and their ad solutions are well worth exploring. It’s natural to be hesitant towards platforms that don’t circulate around the big three (LinkedIn, Twitter, Facebook) but the site is built by and for passionate creatives. 

Story-centric marketing strategies, especially visual ones, have been a hot topic in our industry and reworking our content strategies to appeal to creatives has never been more important.

As we think about what social media platforms will be the best for visual marketing campaigns, it would be wise to put Pinterest at the forefront.

For more Pinterest marketing tips and tricks, check out Using Pinterest to Grow Your Audience.

Do you think more marketers should leverage Pinterest? Share your thoughts in the comments below.


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