Pinterest advertising now available in Belgium
According to the Global Web Index (Q1-2019), Pinterest has a penetration of 11.5% among Internet users aged 16-64 years. It has been finally made available to Belgian advertising.
Pinterest is a social network where people look for visual inspirations in all domains of their life (fashion, home decoration, travel destinations, make up, design ideas and many more topics). You can create your inspirational boards, classified by topic, to get to your life goals. You can create and share creative ideas and stay tuned on the latest creative trends. This platform is a little bit skewed towards female audiences.
Pinterest feed looks like many other social networks, where you can see posts (called "pins") from people and brands you follow. You can also use the search part of Pinterest, where you can look for specific creative inspirations. Finally, there is your personal space where you can create your creative boards and pin based on your own inspirations.
Advertising on Pinterest consists of promoted posts ("pins") in various formats: standard pin (image), promoted video, promoted app pin and promoted carrousel. These are available, either on the feed or in the search part of the platform. They look exactly like any other pins, it is just mentioned “promoted by” at the bottom of the ad.
Several targeting options do exist:
- Interest, based on what people like while browsing on their feed. An ad target that way will then appear on Pinterest feed.
- Keywords allow to reach people based on the keywords they are looking for while making a search on the platform. With this option, the ad will appear in the search part of the platform.
- Custom audiences based on a data base (for example e-mail addresses), visits on a given website, and look alike (people with similar profiles to visitors of a website or the database.
As it is the very beginning on Pinterest in Belgium, it is rather a matter of testing.