Pinterest's promoted pins preview ads to come

Pinterest CEO Ben Silbermann reassured users that promoted pins won't be "flashy banners or pop-up ads."

Pinterest has added several new features this year to improve the user experience.
Pinterest has added several new features this year to improve the user experience.

You knew it was coming. Pinterest is testing promoted pins in what is certainly a preview of how the company will make money from all those carefully curated food photo collections.

Pinterest CEO Ben Silbermann in an email to users on 19 September said the image-rich social network will experiment by promoting just a handful of pins in search results and category feeds.

"For example, a pin for a Darth Vader outfit from a costume shop might be promoted in a search for 'Halloween.' Nobody's paying for anything yet--we want to see how things go, and, more than anything, hear what you think," Silbermann wrote in the email, which was later posted to Pinterest's blog under the heading, "Planning for the Future."

In his email, Silbermann said: "I know some of you may be thinking, 'Oh great...here come the banner ads.' But we're determined to not let that happen."

Pinning for profit

The future of Pinterest is profit--at least, that's the goal. Like other services of its ilk, Pinterest began as a desktop-only social network focused on building users. The company has spent the last year retooling its look, adding new features, and crafting a mobile-first strategy.

Pinterest is incredibly popular with retailers, both as a forum for displaying their wares and as a tool for finding out what's popular with shoppers.

Silbermann said as much when he spoke at the AllThingsD conference in May.

"We think there's a direct link between the things people think, the things people do, and the things they buy," he said. "It's explicit."

The three-year-old network now faces the challenge of monetising the images its users find beautiful or inspiring. Promoted pins could be the answer. Silbermann promised pinners that the promotions will be tasteful, transparent, relevant, and "improved based on your feedback."

"No flashy banners or pop-up ads," he said. "We'll always let you know if someone paid for what you see, or where you see it."

Pinterest hasn't begun testing promoted pins yet, but the rollout starts soon.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Thanks for picking this up. We are always happy to add richness to our products and in turn the lives of our followers and fans.

Fitbit Middle East

​Fitbit announces new virtual race platform to enhance customer experience

Read more

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

meanwhile loads of people with digital skills are not finding work or getting an opportunity to be hired?? Double standards perhaps.

Graduate dying on centrelink

Report reveals Australia faces digital skills shortage

Read more

These laws are in one way or other giving businesses to VPN service providers & other cyber utilities. Just read PureVPN claiming 37%...

Paige Hudson

Getting prepared for mandatory data breach reporting

Read more

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in