That’s certainly something that’s top of mind at eBay, which ran its API tests with 4C.
“When we think about Pinterest, we think about being where the user is at the moment of inspiration so they can find the items they’re looking for,” said Llibert Argerich, head of social channels at eBay, who noted that eBay has seen a significant increase in traffic from Pinterest to its properties once eBay switched from CPM pricing to CPC pricing through the API.
High intent users are great, but at the same time, Argerich said he wouldn’t mind a little retargeting functionality in due course.
“Retargeting users directly when they search for specific things on Pinterest based on what they’ve done on eBay – that’s the end game for us,” he said.
Sandal and casual footwear brand Teva, on the other hand, was attracted to Pinterest as a sort of hybrid engagement/ecommerce platform, said Kirby Todd, social media manager at Teva’s social agency, Heat. Teva was one of Kinetic Social’s pre-launch API brand test partners.
The agency worked with Teva to change its image from an adventure brand to one more associated with lifestyle and fashion through a campaign centered on summer music festivals. Heat tested fashion-, music- and travel-related organic content on Pinterest to see what worked, using the best results as a model for its Promoted Pins. The agency collaborated with Kinetic Social on targeting and execution.
In Kinetic Social’s tests with Teva and others, Mathis and his team noticed that paid media on Pinterest seemed to have a somewhat longer shelf life than promoted content on other social platforms.
“We’re seeing between 15% and 30% of the total value from Promoted Pins coming from earned media,” Mathis said. “It’s early to say, but there does seem to be an impressive half life for pins that we haven’t seen with other formats we’ve worked with.”
Paid media aside, Pinterest’s continued forays into advertising are key for a company that relies on brands for the majority of its content.
“Two-thirds of all pins come from brands or business websites,” said Eva Papoutsakis Smith, head of marketing communications and insights at Pinterest, speaking at an eMarketer event in March. “If you removed all of that, there wouldn’t be a Pinterest.”