We all know that 2021 was an interesting year in the digital marketing landscape and the emerging importance of Pinterest as an advertising platform is definitely one of them. A lot of our clients went on board this fast-moving platform and the first results are promising. That’s why we’re happy to share with you our main learnings of last year. We bet you’ll be inspired about the power of Pinterest advertising!

Discovery is the heart and soul of Pinterest.

Users go there to find inspiration and new ideas instead of on other social platforms like Facebook & Instagram, where they mostly want to connect with their friends, family and followers. Because of this, brands can easily capture people with an even deeper purchase intention than on other platforms. This can either be: look for the perfect gift for their loved one, a new outfit and look for a special occasion, new interior ideas for their upcoming renovation project and so much more.

TIP: If you want to stand out on the platform, moving content is the way to go!

Trends are the core part of their DNA.

Compared to other platforms, Pinterest is really good at spotting upcoming trends and are super transparent about this. This makes it easy for businesses to proactively tap into them. Next to that, we see that trends can last way longer on Pinterest than for example on TikTok (where trends come and go on a daily basis) and that Pins have a much longer lifespan than Tweets or Instagram Posts. This makes it more manageable for small businesses that have to work with limited content and time. Last but not least, a Pinterest trend can reflect in multiple industries. What do we mean by this? For example: “cinema night at home” was a trending keyword on Pinterest for a while. The first thing you think about is the advantage for streaming businesses like Netflix. But how can other businesses tap into this trend?

  • An interior business: by offering the right decoration and furniture to create this type of setting
  • A food business: by offering the right snacks to go along with this event
  • A fashion business: by offering comfy clothing to wear during the event

Want to know the most important trends for 2022? Check out our other article!

Pinterest ads don’t interrupt.

It was a clear choice of the platform to let paid ads blend in nicely with other organic Pins. Users often didn’t even realise that they were interacting with a sponsored pin and ended up at a website where they might even stay longer than intended and make a purchase. On top of that, since Pinners are a ready-to-shop audience, they are more likely to appreciate ads on Pinterest than on other platforms. We even noticed that the return on ad spend can go up to 2 times higher and Pinners are 66% more likely to give new brands a chance!

Don’t wait too long!

Although the amount of active advertisers on Pinterest is still way lower than on Facebook and Instagram, we’ve noticed an enormous increase during the 4th quarter of 2021. Big brands begin to understand the importance of investing in niche channels where they can find new people with more qualitative interests and intentions.

Knowing that 97% of all Pinterest searches are unbranded, so even if you’re starting from scratch, Pinterest is the way to go to build up your brand’s awareness!

Facts & numbers for Belgium

Still not convinced? No worries, keep on reading because we’re not yet finished with our interesting (P)insights. (see what we did there?)

Especially for you, we’ve listed up the most important numbers and facts of last year for the four top Pinterest industries in Belgium.

Can’t wait to start your own Pinterest ads or simply want some more practical information? Don’t hesitate to reach out to the Dotters!

This post is also available in: Dutch