Social media advert spend is projected to develop globally by ~50% by 2029, reaching over $345 billion.
For those who’re concerned in social media promoting, no matter your space of focus, Meta and Instagram are doubtless the channels with which you most affiliate.
Fairly so. Mixed, these two networks attain over three billion users.
With the dimensions and domination of Meta and IG adverts, nevertheless, prices have been steadily rising in recent times. As of January 2025, common CPMs had been $10.83, versus $8.73 in 2023.
This isn’t forcing manufacturers to drag again media spend on Meta and IG, however it’s opening the doorways for different social media networks to supply decrease prices, and for advertisers to profit from being early-ish adopters.
That is the place Pinterest Adverts are available in.
Formally launched in 2013 with “promoted pins”, Pinterest adverts are projected to generate over $4 billion in advert income this yr.
What makes Pinterest distinctive is that it’s primarily a visible search engine, the place customers actively search for inspiration and merchandise, relatively than passively scrolling.
Advertisers can attain customers all through the whole resolution making course of, serving content material, inspiration, product, and extra to an lively viewers who’re in-market. That’s a key differentiator versus Meta/IG from an acquisition standpoint.
What Advert Codecs Do Pinterest Supply?
Normal Pins
Static photographs that seem on dwelling feeds, search outcomes and associated pins. Best for various aims corresponding to: consciousness, site visitors and conversions.
Video Pins
Video adverts that autoplay on customers feeds. Good for engagement, storytelling and higher funnel.
Buying Adverts
Catalog primarily based belongings that may serve single merchandise, personalised collections, and carousels. Best for center and backside funnel retargeting.
Collections and Carousel Adverts
Advertisers can showcase a number of objects, create mini-storefront experiences, and extra. Best for all phases of the funnel, from introducing a model to retargeting merchandise.
Thought Adverts
Combining movies, photographs, lists, and customized textual content in a single pin, designed to inform an inspiring story and encourage consumer engagement.
Quiz Adverts
An interactive format with a number of selection questions that may both present a consequence or suggestion to the contributors.
Premiere Highlight
Just like the YouTube Masthead, this format provides advertisers the chance to order unique placements corresponding to the primary advert slot on the house feed’s second web page or on the prime of search outcomes.
From working a Pinterest Ads agency, I get the identical response from manufacturers when constructing social media methods. Most don’t realise Pinterest has such a robust providing.
That is rooted within the notion that Pinterest is only for looking recipes and room concepts, which couldn’t be farther from the reality with a month-to-month consumer base of over 500 million actively in search of merchandise.
How A lot Do Pinterest Adverts Price?
There are two methods to have a look at this:
- Trade CPM benchmarks
Context is vital to understanding this. A latest research of a pattern of advertisers, throughout a variety of industries, discovered that CPMs on Pinterest are 26% lower than on Meta and Instagram.
Competitors is a key driver, with Meta and Instagram having a consumer base greater than 5 instances bigger than Pinterest.
- Your campaigns
As with all paid media, it relies upon.
Just like Google Adverts and Meta, prices will fluctuate primarily based on viewers, competitors, aims, and extra.
One of the simplest ways to get a way of efficiency is to make use of the in-platform planner to scope out common CPCs, CPMs, estimated impressions, and different benchmarks.
Past that, a number of components come into play as soon as your marketing campaign is dwell, corresponding to advert relevance, engagement, and conversion charge relying in your goal.
As with most paid media platforms, guaranteeing your belongings are each prime quality and related to your viewers is crucial and also you’ll be rewarded for this.
What Are The Advantages of Pinterest Adverts?
Unbranded Search
96% of all searches made on the platform are unbranded.
This poses an enormous alternative for manufacturers trying to introduce their merchandise to new audiences who’re there to be impressed.
Excessive-Earnings Demographic
Pinterest reaches 28% of high income earners and boasts a 40% larger basket size than comparable social platforms.
Feminine Dominated Viewers
Pinterest’s viewers is predominantly feminine, with 71% of UK users identifying as women.
Buying and planning are key motivators for Pinterest utilization throughout all genders, nevertheless, girls are extra doubtless to make use of the platform to plan ‘life moments’ like weddings and child showers.
It’s Constructed For Discovery
The 2 standouts are that 80% of weekly users report that they’ve found a new brand while looking Pinterest, and 83% of these users have made purchases primarily based on content material they found on the platform.
Quickly Rising Consumer Base
Pinterest reported over 537 million monthly active users in Q3 2024, an 11% improve on the earlier quarter.
As audiences develop, advertisers profit from a bigger stock and improved concentrating on to achieve the precise audiences on the proper time.
And that’s simply the beginning of it.
Examples of Pinterest Adverts Success
There are many case research throughout a lot of completely different industries within the Pinterest archive.
Examples embrace:
Boursin – The cheesemongers loved a 2% improve in advert recall and a pair of% improve in model consciousness.
Louis Vuitton – Reached 3.5m customers in three days with a ~50% view charge utilizing video.
Wickes – Mixed CPM and CPC bidding to boost conversion charge by 222%.
Very important Proteins – 5% uplift in model consciousness and 60% improve in motion intent through quiz adverts.
Sweaty Betty – 39% improve in ROAS and 34% decrease CPA vs different acquisition channels.
It’s not simply family identify manufacturers both.
Companies and in-house advertising groups are beginning to shift price range to Pinterest and ease down spend throughout channels corresponding to Meta and IG, as they can not drive the effectivity and scale wanted.
And talking first hand inside my very own Pinterest marketing agency, it’s not simply the excessive spenders who’re seeing success, it’s manufacturers of all sizes.
The advantages, confirmed outcomes and forecasted development of this platform communicate for themselves.
