Which social media platform is best for advertising? It’s a simple enough question, but there’s a dizzying array of choices out there, from the better-known names to the smaller niche apps. If you ask an internet marketing agency, they will likely tell you to stick to the most renowned platforms. This is true for car dealerships that are trying to stretch their ad dollars, and virtually any other business as well. Today we’ll look at advertising on Pinterest.
Why Pinterest?
Pinterest isn’t Facebook, with its billions of users, but it still has a significant following with its 175 million monthly users. Pinterest is highly targeted toward the female gender, unlike Instagram, which for the most part is gender neutral. It has about an 81% female base, and it’s an extremely active platform. Those who seem drawn to the cult of Pinterest are very engaged with it. That’s good news from an ad standpoint because anytime that you see that high engagement rate, it’s a prime place for advertising. If e-commerce sales are a part of your business model, then you need to take a look at Pinterest, because users intentionally use it to find and buy creative products. Images are often built around custom product creation.
But hold on, you might be saying. I’m trying to sell cars, so how does this relate back to me? The other aspect of Pinterest is that the users are looking for products with an aesthetic appeal. Aren’t there auto shows where people come to admire custom cars? The principle applies here. You can use targeted marketing to find those who are in your geographic area with an interest in cars. It’s helpful if you get a professional to take shots of your best vehicles and their features.
Promoted pins are the most common ways that advertising works on Pinterest, and they’re not obtrusive in the least. Targeting millennial women can pay off, especially those with a little more income who are looking for their next vehicle. The platform’s highly targeted search engine can work wonders for you, as you can focus in on those users who have already taken an interest in photos of cars or auto paraphernalia. When you use a promoted pin, you can place it in a relevant position on a board in a way that it will be highly visible. It will be inescapable for those who are searching using keywords associated with your brand or terms that fall within your niche.
It’s not a combination that you usually think of, car buying and Pinterest, but you’ll be making a foray into an untapped market. Talk to an SEO company about the best way to use your ad dollars to shape a campaign using this largely untapped platform.
