Pinterest's Holiday Marketing Tips for Brands

Pinterest Urges Early Start for Holiday Campaigns

Pinterest has provided guidance to assist marketers in gearing up for the end-of-year shopping period. The platform recommends that brands initiate their campaigns promptly to capitalize on available opportunities. According to Pinterest, its users are currently in the process of planning their holiday buys.

The company highlighted the distinctive nature of its audience. As stated by Pinterest: “The number one reason people come to Pinterest is to shop. That makes our audience unique: a growing group of high-intent shoppers that you can’t find anywhere else, actively planning everything from gifting lists and festive menus to party details and seasonal traditions.”

Drawing from data from prior years, Pinterest noted that festive activity on the platform surges as early as September. Consequently, the platform suggests that brands should consider rolling out their seasonal campaigns without delay.

Pinterest emphasized the benefits of an early presence: “[T]he earlier you arrive, the more of those decisions you shape.” The company added that “a full-funnel strategy with Pinterest is crucial. An always-on, full-funnel approach keeps you present throughout the entire customer journey, and it’s where Pinterest unlocks incremental results.”

Five Essential Tips for Maximizing Holiday Marketing

Pinterest outlined five primary recommendations for brands aiming to optimize their marketing initiatives during this period.

Establish a Strong Base

Pinterest advised that marketers should confirm their product catalog and feed are uploaded and prepared. Additionally, brands need to define key performance indicators for the holiday campaign.

Leverage Performance+ Tools

The platform highlighted its AI-driven Performance+ campaign features, which can enhance outcomes with reduced manual input. Performance+ integrates Pinterest's automation and AI capabilities to streamline campaign setup and amplify effective elements. Pinterest reported that recent enhancements to its ad delivery models resulted in a 28% improvement in return on ad spend during testing for small and medium-sized business advertisers employing Performance+ campaigns with ROAS bidding.

Conduct Tests and Gather Insights

Pinterest recommended starting campaigns early to allow for testing various approaches prior to the fourth-quarter surge. The platform suggested utilizing other significant events, such as the back-to-school period and Halloween, to gain insights into audience preferences.

Target an Early Campaign Rollout

Marketers should plan to activate their end-of-year campaigns as soon as feasible between September and November, enabling them to expand budgets and creative assets heading into the fourth quarter.

Prolong Efforts Beyond Christmas

Pinterest indicated that 55% of its weekly users continue making purchases in the week spanning Christmas to New Year’s Day, offering an additional chance to boost sales before the year concludes.

Strategic Rationale and Considerations

In summary, Pinterest's guidance centers on the advantages of an early launch, which affords more time for campaign adjustments and enhancements. This approach aims to help brands fully exploit sales prospects during the season. The platform acknowledged that such a strategy also increases overall spending on Pinterest, giving the company a direct interest in this recommendation. Nonetheless, the reasoning supports extending the period for learning and refining tactics.

For more details, brands can refer to Pinterest's official guide available here. As a global social media news platform, like.tg continues to monitor developments in platform marketing strategies.