Pinterest is forging ahead with its trial of Promoted Pins.
Back in October 2013 Pinterest announced that it was starting to test Promoted Pins as part of its strategy for future development of its business model.
The only difference in Promoted Pins was going to be a ‘Promoted’ label along with a link that provided more information about what the Pin meant.
Similarly to Facebook’s stated approach to advertising, Pinterest says that it wants Promoted Pins not to be detrimentary to the overall user experience.
In their words, the pins should be tasteful, transparent, relevant and will be improved over time following users’ feedback.
On May 12 2013 Pinterest’s business blog posted an update announcing the test was evolving to include paid promoted pins (they were free during the first phase of the trial).
Joanne Bradford, Head of Partnerships, announced “We’re keeping the test small so that we can collect as much feedback as possible, but we’re hoping to open it up to more businesses throughout the year.”
Pinterest has now partnered with a select group of U.S.-based businesses from different industries to include in the paid test.
Given how Facebook is progressing on advertising I would suggest that Pinterest will follow its lead and implement sooner rather than later its own version.
Part of the sustainability of the platform will have to come from advertising especially as Pinterest is much more oriented towards categories that are natural fit for advertising.
Aspirational Travel and Shopping pins, for instance, are a staple of the Pinterest experience for a large portion of its audience so I can’t imagine why targeted advertising will NOT happen.
Would you advertise on Pinterest?