Ben Silbermann, the CEO and co-founder of Pinterest shared his vision for Promoted Pins when introducing the feature, and stated four key principles: - Tastefulness : More than the actual visual appeal of the ads, this guideline is related to the ad format in itself. Promoted Pins will work just like regular pins, so no “flashy banners or pop-up ads”. - Transparency : As seen on the screenshot above, Promoted Pins are marked with a “Promoted” label to be clearly identifiable. - Relevancy : Promoted Pins will be related to your Pinterest activity to ensure a contextual relevancy. - Improvement based on feedback : Pinterest has setup a feedback form to let users share their opinion on Promoted Pins accessible here .

Promoted Pins Performance

Among the advertisers who were part of the Promoted Pins beta test are:

- Home décor site Wayfair

- Hotel chain Four Season

- Unilever’s TRESemmé

- Hellman’s brands



While the four companies shared their satisfaction on the Pinterest ads’ performance without providing much detail, Four Season said they created a Promoted Pins highlighting a $70,000 hotel package including a private jet trip to Bora Bora which got repined over 9,000 times , and generated 500 requests for a brochure.

We took a look at Four Season’s Pinterest page, and their “Wish you were here” board, and while most of the pins get from 10 to 100 repins on average, the following one received over 2,600 pins, 485 likes and 12 comments:



If this pin has been promoted using Promoted Pins, it could give us a pretty good idea of the type of results advertisers can aim for.

