3 Ways to Incorporate Celebrity Marketing via Pinterest’s Latest Experiential Tools

Now, with the roll out of a camera-based search engine for their 150 million unique monthly viewers, Pinterest positions itself among the elite social media celebrity marketing tools.

Considering the app’s niche approach to the marketplace, Pinterest has struggled to keep up with Snapchat and its innovative ad measurement technology.  70% of the company’s ad revenue came from the 11 major strategic marketing tools launched in 2016, propelling the app back into the forefront of innovative ad traffic measurement. Luckily for Pinterest, the number of advertisers using the app’s data offerings quadrupled by year’s end.

A majority of Pinterest’s marketing profit now hinges on tactics that are tailored for the app itself, differentiating Pinterest from its top competitors.

Pinterest recently introduced Lens, a mobile app that enables a phone’s camera to identify nearby objects and instantly display related items from Pinterest. The visual search technology is allegedly able to recognize 1 billion objects, allowing Pinterest users to ideally match any desired object in sight with a brand or product. With this type of experiential technology being added to the marketplace, it is certain that the younger user base that Pinterest has will immediately gravitate to the platform.

34% of Pinterest’s user base are millennials and older Gen Zers falling between the ages of 18-29, an age group that is highly receptive to visual and experiential marketing rather than traditional advertising means. For these younger users, once a trusted influencer is matched with a brand, the rest of the purchasing process is seamless.

Here are three ways Pinterest can have celebrities work with brands:

  • Keyword Campaigns:  Unlike the various other keyword campaigns that search marketers are accustomed to, Pinterest now has their ads posted as visual pins. Thanks to the app’s visual pin-saving structure, Pinterest can better understand how users are saving a celebrity’s interests. Pinterest can match celebrity interests with a designated brand and share that insight directly to advertisers through keywords. This allows the users, to in turn, intake promoted products at the utmost personal level.
  • Shop the Look: As an extension of Pinterest’s Buyable Pins program, which allows users to “pin” an item and purchase it right through the app, the ‘Shop the Look’ feature now allows Pinterest users to shop by pin preference. Macy’s, Nieman Marcus, and Wayfair are partnering with this innovative shopping filter, which opens up the floodgate for celebrities associated with those brands. Now if a user sees Adam Levine wearing Dior, they can simply”shop his look” and find products of similar brand, taste, and style.
  • Promoting blogs: Many celebrities have passions that align well with Pinterest’s theme of beauty, fashion, and home goods. Therefore, they also have the opportunity to promote brands associated with that interest. For example, Lauren Conrad promotes categories titled Primp, Wear, and Get Fit.  Many celebrity personal pins have products within them that are gifted from brands tailored to their unique interests, which drives an influx of traffic to those specific brands.  

While Pinterest may not possess the same universal social clout as Snapchat and Instagram Live, Pinterest has a unique opportunity to excite its niche user base with celebrity influencer interaction.

photo credit: https://c1.staticflickr.com

Celebrity Marketing: How to Successfully Promote Your Brand Using Pinterest

Pinterest

A staggering 87% of people surveyed said Pinterest engagement helped them decide what product to purchase

Pinterest is a fast growing social media site that allows users to create their own virtual “pin boards” on which they can post photos and share with followers and Pinterest users.  Over the past few years, Pinterest has taken off and become one of the most popular social media sites, only behind Facebook, Twitter and LinkedIn.

Here are three ways brands can work with celebrities:

Working with popular celebrities:  Along with posting content on their own pages, brands can enlist the help of celebrities to promote their products.  Ellen DeGeneres is a good example.  With nearly 435,000 followers on Pinterest, her boards get many views, making her a good option to promote products.  One of her boards is “Ellen’s Gift Ideas” where she identifies products that make good gifts.  Each post includes a picture of the product and the brand that sells it; often linking back to the brand’s website.

Linking back to brands:  Diane Keaton’s posts include links back to brand homepages.  While she does not typically promote a brand with her posts, every few images do have a link.  She posts her thoughts on the product showing people who view the board she cares and vouches for it.  Her posts generally receive from 20 to 90 “re-pins” or shares from other users, which further extends the number of views the product and its website receive.

Promoting blogs:  Celebrities do not always promote brands, however, some like Jessica Alba, promote fashion blogs. For example, Style.com or other similar websites do not sell goods but instead make money from page traffic.  These blogs often show off products that are gifted to them by various companies, helping those brands as celebrities re-direct potential customers to various blogs.Pinterest chart

From a marketing standpoint, there is a lot of potential and opportunity for brands to create their own boards and promote their products in a visually appealing manner.  Having a Pinterest page as a brand opens up more ways to market products by being able to organize and display campaign visuals, as a result, drawing more customers to the brand’s main website.

Although Pinterest is fairly young compared to Facebook and Twitter, it has recently taken a big step in becoming one of the more influential social media sites out there today.  Pinterest is already a huge influencer on buying according to a Millward Brown study and a “Buy” button grows its potential.  With this new addition to the site, expect to see more brands utilizing Pinterest to sell their own goods along with celebrities promoting those products.

infographic: https://www.pinterest.com
photo credit: http://marketingland.com