The social pin-up of the social networking world, Pinterest, is ready to roll out its Promoted Pins advertising product to all who want access.
The company has announced plans to let all marketers have a crack at the platform beginning January 1st.
“We’re planning to make major upgrades to Promoted Pins,” says Joanne Bradford, Pinterest’s head of partnerships, “including new brand ad formats and more advanced targeting. We’re committed to making Pinterest the best place for you to inspire your customers and see measurable results from your marketing.”
To help marketers find their way, Pinterest is also launching the Pinstitute, which is a new program for businesses “to learn how to connect with Pinners and see an even greater return from Pinterest.”
To date, Promoted Pins, which were launched in beta for a select few advertisers eight months ago, have demonstrated promising results.
“Promoted Pins perform just as good and sometimes better than organic Pins,” Bradford explains. “Brand advertisers achieved about a 30% bump in earned media (free impressions!) from their campaigns. That’s from people who saw a Promoted Pin and thought it was good enough to save to one of their own boards. Engagement is strong— the average Pin is repinned 11 times, and that remains true for Promoted Pins (if not higher).”