So, you’ve decided to try a promoted pin campaign. Congratulations! Promoted pins can be powerful tools for generating traffic and brand awareness. But as long as you’re paying for them, what kinds of promoted pins actually work? Follow PicMonkey’s guide and learn how to design simple-but-effective pins for driving traffic or promoting engagement.
Using promoted pins to drive traffic
When you want to drive clicks and conversions, you’ll wanna go with pins that really mean business. Here’re some design habits of highly successful pins:
Multiple images. Highlighting several different colors, styles, or uses of a product(s) makes your pins extra eye-catching, and increases the odds that someone will be grabbed by what you’re promoting. So don’t stop at just one image! The trick is to make sure your pins are happenin’, but not overly busy—Pinterest recommends using around four images.
Text overlays. Adding text overlays to promoted pins can provide a quick overview of what you’re offering, but there’s another way to use them: to point out important features of your product that may not be immediately obvious.
Call to action. Learn how to craft arresting CTAs today, and watch your business expand!
Compelling, right? Well, don’t miss out on this chance to move your audience: make sure that your promoted pins include engaging descriptions with a clear, action-based CTA. “Buy,” “make,” “learn,” and “shop” are all good action verbs for this purpose.
Tips! Pinners love their tips, tricks, life hacks, and listicles. Try including tips in your promoted pins, whether as text overlays or in the description. Got wayyyy too much knowledge to fit in even a really long pin? No problemo: provide a teaser of your content on the pin itself, and include the rest on your landing page.
Using promoted pins to encourage engagement
Let’s say you want to use promoted pins to raise awareness of your brand or a specific campaign. That’s a solid business-building goal, but techniques that promote engagement can vary a little from traffic-driving pins. Here are some elements you’ll want to include in your next Pinterest engage-a-thon:
Holding out for a hero. A hero image, that is! Captivating single images are more likely than other types of pins to drive engagement. People may not purchase, but they’re more apt to click for the closeup or save the image for later.
Rich pins. Utilize rich pins to provide swanky extra information, pulled from the meta details on your landing page. This can include details like pricing and availability, but also encompasses tasty particulars like cook time and ingredients for recipes, cast and reviews for films, and more. (Check out all six types of rich pin here.)
Resources. If you want people to save or share your pins, provide unmissable information: a tutorial, an infographic, a piece of little-known trivia, a list of simple DIY projects, anything that’ll make them go, “Hmmm, I’m gonna wanna remember that later.”
General pinning best practices
Whether you’re looking to up engagement, increase traffic, or neither of the above, don’t forget the basics of quality pins. No matter your goal, these design elements will steer you in the right direction.
- Vertical aspect ratio. Or, in layperson’s terms, keep your pins tall and skinny! Pinterest says their ideal ratio is 2:3 (like 600 pixels wide by 900 pixels high). Caveat: long pins are good, but too-long pins will cut your images off at the knees.
- Subtle branding. Pinterest is a place people go to be sold ideas and aspirations. So when designing pins, use branding elements sparingly: pick an obvious product shot or a big loud logo, not both.
- High-quality images. The best photo in the world won’t mean a thing if it’s improperly sized, or if the file is so humongatroid that loading times are a nightmare. Make sure your pins are all correctly sized and optimized.
- Products being used. If you have the opportunity, include photos of your product out in the wild. (Or in the classroom, or in the kitchen, or in deep space.) These images are relatable and help your audience picture themselves using your product.
- Hidden pins. Here’s a sneaky tip: include a hidden pin in blog posts and landing pages. When visitors to your site click the “Pin it” button, your beautiful pin will be displayed as one of the page’s pinnable images.
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