Photo from Stock That Rocks
It’s safe to say that the world wouldn’t be the same without Pinterest! We use it for event planning, interior design inspo, recipe ideas, and more…the list goes on and on!
Pinterest has definitely changed the game for advertisers. Now more than ever, brands are realizing the importance of not only selling a product, but also selling a lifestyle. Pinterest provides the perfect place to do so!
Pinterest is constantly rolling out new updates that provide ways for marketers to connect with their audience and for pinners to find what they’re searching for. Keep reading to learn about one of Pinterest’s newest additions: one-tap promoted pins!
What are One-Tap Promoted Pins?
For starters, a Promoted Pin is a Pin that someone will pay to appear where you’re more likely to see it. When you log on Pinterest, the Promoted Pins you see are based on your interests, Pinterest searching habits, and the sites you visit. For example, if you’re always browsing beauty products, you might see a Promoted Pin from Birchbox.
So what are One-Tap Promoted Pins? They’re just like they sound–as soon as you ‘tap’ or click on them, you’ll be taken right to the advertiser’s site.
How Can You Tell If It’s a One-Tap Pin?
So how can you tell the difference between normal pins and One-Tap Pins? When you hover over organic or regular promoted pins, you’ll see a magnifying glass icon that has a ‘+’ on it. When hovering over One-Tap Pins, your cursor will change to a pointed hand icon.
Below is an example of a One-Tap Pin promoted by GlassesUSA.com. Once you click on the pin, you’re immediately take to their site!
At this point, you might be wondering why Pinterest introduced this new kind of promoted pin. Well, the idea behind it is to increase your click-through rate! Pinners are now taken right to the advertiser’s site rather than opening the pin to see more details and then having to click again to visit the site. Think of it as though an extra step in the process is being removed!
Things to Consider
Just like anything, this new update isn’t necessarily all butterflies and rainbows. There are a few things to take into consideration!
First, it’s important to note that most Pinterest users are accustomed to clicking on a pin to expand the image and view more details. So, when they click on a pin and are immediately taken to a website, they might be a little alarmed. What if they don’t want to leave Pinterest and aren’t quite ready to navigate a new website? Sure, your click rate will improve, but what happens to your site’s bounce rate if these visitors aren’t staying? Check out our Google Analytics Glossary if you’re not sure what bounce rate is!
Quick tip: It’s a good idea to try to keep your site’s bounce rate below 40%.
In addition to bounce rate, these new pins have the potential to impact your conversion rate. As your clicks increase, you’ll want to make sure that your sales increase as well. If not, you might just be paying for extra clicks while your conversion rate lowers.
At the end of the day, it’s important to determine if this new style of pin works for you! If you do decide to try out One-Tap Pins, be sure to keep tabs on how well they’re doing. Are your pins driving website traffic, sales, and improving your conversion rate? Or are you paying for more clicks but not seeing results? Don’t be afraid to give it a try and remember that you can switch back to organic or normal promoted pins at any time.
What are your thoughts? Have you tried one-tap pins? Let us know in the comments below! While you’re at it, be sure to give us a follow on Bloglovin’ to keep up with all of our latest posts!