Advertising on Pinterest just got a lot easier, thanks to its expanding Pin Collective service. The feature is now self-serve, meaning businesses of all sizes can take full advantage of its perks.
What is Pin Collective?
The Pin Collective is Pinterest’s unique form of advertising that connects businesses with Pinterest’s best content creators.
The overall goal, according to Pinterest’s announcement back in 2016, is to “help brands get what they need to produce content that’s optimized for Pinterest’s visual format and Pinners’ unique behavior.”
The Collective’s content creators were a hand-selected group of over a hundred global publishers, production shops and independent creators with proven success on Pinterest (ie large followings and popular pins).
They worked directly with brands to come up with and produce content that would prove successful on the platform and meet businesses overall advertising goals.
In the early version, Pinterest’s sales team matched businesses with their experts, and was only available to advertisers with a larger budget to dedicate to a sales representative.
The New Addition
Now, businesses are free to make their own matches.
Not only does the self-serve model allow businesses to browse for their own matches, but it opens the door for smaller businesses to participate as well.
As mentioned above, businesses with smaller budgets were often excluded from the Pin Collective. The new feature will eliminate the need for a sales representative, making it more accessible to businesses of all sizes.
The change comes due to Pinterest’s collaboration with Popular Pays, an online marketplace for brands and creators.
In a recent announcement, Pinterest broke down the inner workings of the new service:
“We partnered with Popular Pays to build a custom platform that helps brands of all sizes develop content for Pinterest in as little as 10-14 days. Brands submit a creative brief, then review “applications” from creators who want to work on the project. Once brands pick a creator, all communication happens directly on the platform. Our internal team will provide oversight throughout the entire process to make sure the creative will perform.”
Adidas Original was the first to use brand to use the platform, partnering with stylist, photographer and art director Liz Chernett to create to create 12 custom pins featuring the Stan Smith shoe.
How Pinterest’s Pin Collection Benefits Business
Now that it’s self-serve, any and all businesses can take advantage of the Pin Collective Pinterest advertising.
The real benefit of the Pin Collective is the access to Pinterest experts that can help you perfectly craft Pins that will appeal to your audience, increasing the chance that your ad will hit – and resonate – with its target.
Because Pinterest is image-driven, brands must pay special attention to the creative and visual aspects of their ad (which is where the experts come in handy).
Pinterest sites nail care brand essie, whose performance rate rose 4x on their Pins after using the service.
The new platform is currently available to all brand using Promoted Pins. Get started by emailing pin-collective@pinterest.com or contacting your Pinterest partner manager.
