Pinterest Ads: creative best practices

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Pinterest has always positioned itself as a "visual discovery engine" where the quality of published creatives is one of the most important elements. One of the major advantages of this platform is that paid content tends to blend into the feed, alongside organic content, delivering the best possible experience to users. 

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However, in a highly competitive environment like Pinterest's, great creatives quickly stand out from other published content. That's why knowing and applying creative best practices is essential for your business. Let's dive in!

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Static formats 

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First, let's talk about static pins. These are the most widely seen content type on the platform, and several tips apply to help your visuals stand out. 

• The first recommendation is a marketing basic, but it's critical: place your product front and center in your creative. Too many brands still hide it within an overly busy environment, which makes the advertising message harder for users to grasp.
• Next, Pinterest is a highly visual platform where monochrome content tends to perform well. Colorful pins stand out particularly well against other creatives: so don't be afraid to go bold with pop colors to showcase your products!

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• Feel free to experiment with different typefaces, which will help draw attention to your pin and get your message across more effectively. Also, place your company logo on your visual to reinforce your brand presence in the feed. Since the product icon appears in the bottom right corner, place your logo elsewhere, while keeping things clean, since the primary goal remains showcasing your product. 

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• Another recommended best practice is to play with cutouts as a way to break from the traditional rectangular or square format that dominates Pinterest. You can also pair this approach with adding a human touch by featuring a model or actor in your ad, bringing you closer to your audience.

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• Finally, one last tip: include a clearly visible call to action on your visual, designed to prompt users to take action.

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Video formats

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Now let's talk about video pins. We all know that video is currently the most effective communication format on social media. Videos generate 30% more interactions than photos (source: Teester). 

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• The first important point is to adapt the length of your video based on the content you're publishing. For organic content, the optimal duration is between 15 and 60 seconds. For a sponsored video, however, you'll need to be more concise and deliver the message faster. Aim for a duration of 6 to 15 seconds instead.

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• It's also important to create a video that works just as well with or without sound. Opt for a video with subtitles rather than a voiceover.

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• Once your video is complete, give it a concise, clear, and effective title, which will give it a better chance of appearing in search results. Keep in mind that only the first 40 characters will show on users' home feeds!

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• Finally, don't overlook the cover image. It should make platform users want to click on your post, or at least stop scrolling to see the full content. Choose an image that captures the essence of your video.

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In summary, Pinterest recommends checking these 5 boxes for a perfect pin:

• Visually appealing 
• Original 
• Positive
• Relevant
• Actionable
  

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Now that you know all of this, Pinterest holds no more secrets for you. Never forget that the best pins are the ones that catch the eye, tell an interesting story, and make people want to learn more. So go ahead and start creating your pins! 

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Want expert support for your digital marketing strategy? Feel free to reach out!