Yes, we're still more than thirty weeks away from Christmas but Pinterest is already sounding the bells and telling brands to get in gear. We may only be starting to get used to our sunscreen and summery holidays but they're telling advertisers to start getting organized for Christmas now. Sounds like quite a rush but if it is too late by the time the leaves start changing colors, their users being expert planners will be missing the boat entirely.
Other platforms require casual scrolling through their pages but users flock to Pinterest to make physical lists of products they plan on purchasing many months in advance of actually doing so, so by positioning your brand now, you stand a chance of being on those wish lists while they are still being made. Even better, this is more effective than trying to figure out how to market things in November when every single brand on earth is clamoring for attention, and the ad costs are at their highest.
The Advantages of Long-Term Campaigns
They are not just asking advertisers for money upfront for nothing, they have some good statistics to back up the use of "always-on" shopping campaigns. Companies using long-term (at least six-month) shopping campaigns have found their return on ad spend is 33% greater than companies solely advertising during the crucial three-month final quarter. The algorithm seems to have a very similar learning curve to that of a slow cooker, it needs to cook for a while to figure out exactly who is going to buy your brand of handmade poured candles.
The platform also relies on automation such as Performance+ catalog sales, claiming it decreases cost-per-acquisition by as much as 20%. To achieve this, the platform relies on its Conversions API for data, and the longer the campaign runs, the better it is at matching up products with likely buyers.
You Should Probably Get on Pinterest Now
It is too late to start your peak performance in November. According to the platform, the strongest performing brands are the ones running campaigns all year round and putting about 75% of their budget into "always-on" campaigns. Even if it is a little premature and you are still thinking about your winter coat while still wearing shorts, it is a good idea. With over 631 million users on Pinterest each month, this gives advertisers access to an enormous pool of consumers "pre-shopping."
