Likes, comments, pins, and boards are the versatile features that all Pinterest users have access to. If a company joins as a business account; however, Pinterest has even more to offer. A purchased feature that is business account specific is a promoted pin. This means an organization can pay for a pin they would like to manipulate to last however long they please. Paid for on a cost-per-click (CPC) basis, promoted pins place content in the most relevant areas for target audience viewership within this especially visual platform.
Advertising professionals know that interactions between consumers and organizations are apart of a continuing and growing relationship, not just a one-time case. In order to maintain these relationships, companies need to establish regular interaction. That is why any organization should be interested in properly implementing a promoted pin campaign because it is a relevant way to visually foster relationships with existing consumers on such a popular social media platform. The main trackable advantages of this feature include increase brand awareness and target audience viewership.
After purchasing this feature a company decides if their goal is either to focus on increasing traffic to their company website or increasing interaction with the audience and the promoted pin. The company will then have access to viewing the data that is generated by their promoted pin in terms of paid and earned metrics. Paid metrics are the views and interactions a company gets from their promoted pin. This happens when a pin gets searched or shows up as a related pin. However, earned metrics show the value of a user repinning a company’s promoted pin and sharing the content to their followers. Promoted pins remain on users’ boards forever, so even after a company stops paying for that particular campaign they will still continue to benefit from that pin’s existence.