With 218.4MM app users and 83.6MM app buyers in the U.S. expected in 2017, it’s no wonder that companies have happily shelled out $5.7B in app install ads last year—a mind-warping 69.6% year-over-year increase in spend. And, with social media being the second most popular channel for running these types of ads, it’s clearly a medium that is already front of mind for most mobile app marketers. What you may not realize, however, is that there’s a brand new player in the media mix, and that’s Pinterest. Shattering misconceptions that the network is all wedding albums and DIY ideas, Pinterest has long since expanded its offerings and jumped headfirst into accommodating mobile app advertisers. Still not convinced? Here are 5 reasons to add Promoted App Pins to your advertising plans.
1. Healthy Growth To Fuel Healthy Results
When it comes to choosing a channel to spend marketing budgets on, growth becomes a major factor in this decision. The school of thought of course being that healthy platform growth gives advertisers a larger pool to pull from, maximizing the amount of high-value users they can reach. Pinterest is top notch in this arena, growing approximately 24.4% from 2014 to today.
Year-Over-Year Increase In Searches
Year-Over-Year Growth In Male Users
Of U.S. Women Are On Pinterest
2. (User) Actions Speak Louder Than Pretty Much Anything Else
Pinterest has some unique qualities, in that its users are proactively seeking out new ideas, businesses and services. In fact, 75.0% of the content on Pinterest are Pins saved from business websites, implying that compared to other platforms, Pinners are not only open to product and service offerings but look forward to them.
Of usage happens on mobile devices.
More likely to convert if a user clicks through from a pin.
More likely to sign up if a user repins your content.
More likely to sign up if a Pinner clicks to view a close-up on a pin.
3. Easy Access To Apps Makes Downloads Effortless
Launched in 2015 as a part of the Rich Pins category, App Pins are extraordinarily easy to interact with, which is both beneficial to both advertiser and user. To give a little more color here, Rich Pins, as the name suggests, allow marketers to incorporate extra details about their product or brand within the Pin. Promoted App Pins drive consumers straight to the bottom of the funnel by allowing Pinners to discover and download mobile apps without ever having to leave Pinterest. Not only that, these ad units are incredibly native to the platform, which ensures that your campaign blends seamlessly with organic content.
4. Find Your Most Favorable Users
We’ve already discussed that Pinterest’s growth is attractive because it provides an expanding pool of potential customers. However, as many advertisers know all too well, an ad is only as good as a marketer’s ability to narrow reach to the most valuable users in most cases. There are many ways brands can target on Pinterest to leverage both 1st and 3rd party audiences, but here are some of the more popular categories.
- Devising Key Devices: Whether your app is only available on select devices or you want to alter your messaging based on the phone type they use, Pinterest can accommodate these types of strategies.
- Benefitting From Brand Fanship: Marketers can reach Pinners that have interacted with your brand in some way. This is generally 1st party data and can include categories like website visitors, newsletter subscribers or buyers.
- Picking Personas: 73% of Pinners use the app to discover new products, apps or services. This is powerful because you can target a user that fits multiple behaviors within the context of discovery. Based mainly on life stage and/or affinities, this options typically sees a 28% increase in engagement compared to category targeting alone.
- Category-Based Campaigns: Pinterest has 32 interest-based categories that unique to the platform. This option allows you to create more relevant and emotionally connected messaging with categories such as Health & Fitness or Sports.
- Deconstructing Demographics: Marketers can reach users through location-based DMAs, languages and gender.
5. Extend The Impact Of Your Pins
Here’s where marketers can put their developer hats on (well, in theory anyway). Pinterest has two main ways to exacerbate the impact, virality and reach of their mobile apps. The first way is through a Software Development Kit (SDK) that essentially amounts to a bit of code you can incorporate on the backend, that lets both iOS and Android users pin screens from within your app. The second option is the ability to leverage App Links, which enables Pinners to open your app directly from a Pin they see on the platform. In both instances, this option creates a dual-direction synergy between app and Pinterest that makes it much easier to extend awareness and ultimately, the chance that someone will download and install your app.
As you can see, there are plenty of reasons to begin experimenting with Pinterest for mobile apps, and it’s only going to get better from here.