Laine Crowder, Senior Manager of Media Services
November 22nd, 2023
As an agency, we’ve found many compelling use cases for advertising on Pinterest. In fact, nearly a quarter of our clients are active on the platform. In a recent Digiday article, New Engen VP of Performance Marketing, Adam Telian, summed up Pinterest nicely - “It’s not a place to doom scroll. You go there for a specific reason. And the campaigns that we’re planning are driven by a need for creative inspiration.”
Pinterest is leveling up its advertising platform with new formats that expand its ad space and reach consumers through relevant, high-impact content. These upgrades simultaneously empower brands to create richer, more interactive content (at a low lift) and enable Pinners to discover new products in a fun and seamless way. In this guide, we walk through the most valuable tools & formats to take advantage of this season, plus advice from New Engen experts to help you build a winning Pinterest strategy for Holiday 2023.
Pinterest is a unique channel because it reaches audiences across the customer journey. And while users come to Pinterest with an idea already in mind, they aren’t likely to be searching for a specific brand - in fact, Pinterest estimates that 97% of in-platform searches are unbranded. Advertisers should embrace a full-funnel approach to Pinterest in order to capture users at various touchpoints on their path to purchase. Pinterest reports that advertisers who can reach audiences with awareness, consideration, and conversion-based ads are rewarded with 3X conversion rates.
Unlocking a strong full-funnel strategy on Pinterest this holiday season means having a robust testing plan across ad formats, with a mix of Awareness, Consideration, and Conversion campaigns.
Finally, Laine Crowder, Senior Manager of Media Services at New Engen, offers a hot tip: “Pinterest recognizes that its organic consumer journey has, at times, prevented users from going directly to an advertiser’s site - mainly because there are too many clicks required to get there from the discovery phase. In response, Pinterest has introduced a new feature for mobile users, available for marketers under the “Direct to Site” tool, which allows for mobile deep links and embedded CTAs.”
Snapchat Ads in Spotlight are now available - the format is a “TikTok copycat” on the Snapchat platform. It is also bringing a premium ad product to its disappearing stories - brands who pay for First Story Packages will be able to ensure that their ad is the first one consumers see when they watch their friends’ stories.
In a year where Snapchat reported +200% YoY growth in total time spent watching content in the placement, now is the perfect time to get started with Spotlight ads.
We made a list and checked it twice - here are the key things to remember during peak season:
Finally, while BFCM is a highly impactful period, users will still be purchasing up until the last minute for Holiday Gifts. In a time where both maximizing efficiency & educating consumers via storytelling is important, Snapchat’s highly customizable Dynamic Ads are the perfect solution.
With everything from pre-made templates to highly-unique frame & image overlays, Snapchat makes it possible to leverage the performance benefits of catalog ads, while not having to sacrifice your unique brand voice. Now available across all major formats (Snap, Story, & Collection), the potential is limitless.