Pinterest Advertising Campaigns: Image, Video, Carousel, Shopping Catalog, Leads & Quiz Strategy with Favour Obasi-ike
Pinterest Advertising Campaigns: Image, Video, Carousel, Shopping Catalog, Leads & Quiz Strategy with Favour Obasi-Ike | Sign up for exclusive SEO insights.
Pinterest for business advertising, emphasizing its power as a visual search engine rather than a traditional social media platform. Favour highlights that Pinterest users exhibit a higher purchasing power and are in a planning mindset, making their minimal time spent on the platform highly intentional for conversions compared to engagement-focused sites like TikTok or Facebook.
Practical advice is offered on running various ad types—including image, video, carousel, catalog, and lead/quiz ads—along with technical specifications and the importance of claiming a website to utilize Pinterest's tagging system for superior analytics and targeting, such as act-alike audiences and zip code campaigns.
Ultimately, we position Pinterest advertising as a valuable, data-driven strategy for businesses seeking a high return on time and investment.
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Why 90 Minutes a Month on Pinterest Beats 35 Hours on TikTok
Introduction: The Hidden Power of the Internet's Digital Vision Board
When you think of Pinterest, what comes to mind? For many, it's a digital scrapbook for wedding ideas, home decor inspiration, and tonight's dinner recipe. But what if this familiar facade conceals one of the most misunderstood and powerful marketing engines online? Behind the vision boards and DIY projects lies a platform built not on fleeting attention, but on deliberate intention.
This episode reveals five surprising truths about Pinterest that defy conventional social media wisdom and highlight its unique, untapped value for businesses and marketers.
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1. The 90-Minute Paradox: Why Less Time on Platform Means More for Business
It's a counter-intuitive finding that stops most marketers in their tracks: Pinterest users spend significantly less time on the platform than users of other major networks.
According to recent data, the average user spends just 1 hour and 31 minutes per month on Pinterest. Compare that to the time sinks of other platforms:
• TikTok: 35 hours per month
• Facebook: 29 hours per month
• Instagram: 15 hours per month
This isn't a sign of low engagement; it's a signal of high-intent, purposeful activity. Breaking it down, 91 minutes a month averages to just about 3 minutes per day. Users aren't there to endlessly scroll. In those three minutes, a user is on a mission: they might spend 30 seconds looking for an idea, a minute to find the right one, and the next minute to affirm it, save it for later, or click through to act on it immediately. This focused, goal-oriented behavior means every minute is packed with commercial intent.
"So if you're planning on Pinterest and you're spending less than 2 hours to be on a platform that's going to give you maximum return on your time and investment, it's worth it than spend 35 hours to do the same thing..."
2. The Audience Isn't Just Browsing—They're Planning and They Have Buying Power
The fundamental difference between Pinterest and other platforms is user mindset. While other networks thrive on a culture of passive "swiping," Pinterest is the go-to destination for active "planning." Users are there with the specific intention of preparing for something—whether it's an event, a book, a wedding, a shoe, a color, or a tip—which makes them uniquely receptive to relevant brand content and advertising.
This high-intent audience also has significant financial leverage:
• Approximately 45% of Pinterest users have an annual household income of at least $150,000.
• Their purchasing power is 5% to 38% higher than on other social platforms.
This combination of forward-looking intent and disposable income creates an environment where ads are not an interruption but a welcome part of the discovery process.
"It tells you that Pinterest is not a place that people are going to swipe. They're going there to plan. So when they're going there to plan, they're searching with the intention of purchasing something or planning for something."
3. Forget "Lookalikes," Pinterest Is About "Actalikes"
Most digital advertisers are familiar with "lookalike audiences"—the targeting method used by platforms like Meta to find users who share demographic traits with an existing customer base. Pinterest offers a more powerful alternative: the "actalike audience."
An actalike audience is a group of users targeted based on their active, intentional behaviors. These are users who are thinking, planning, processing, doing, and responding. Rather than targeting people who simply look like your customers, you target people who act like them.
This is a critical distinction. An actalike audience is inherently composed of users with proven intent and behavioral patterns that align with conversion. It targets an active mindset, not just a passive profile, suggesting a much higher probability of a positive outcome for advertisers.
4. Your Content's Lifespan: A Marathon, Not a Sprint
The ephemeral nature of social media content is a constant challenge for marketers. A post that takes hours to create can disappear from feeds in a matter of hours. Pinterest operates on a completely different timeline.
The lifespan of content on Pinterest presents a stark contrast to its social media counterparts:
• Pinterest Pin: 3.5 to 5 months
• Instagram Post: 19 to 72 hours
Content on Pinterest functions less like a fleeting post and more like a long-term asset. Each pin acts as a durable entry point to your brand, continuing to drive traffic, discovery, and conversions for months on end. This turns content creation from a short-term sprint into a sustainable, long-term investment with compounding returns, much like traditional SEO.
5. The Surprising Truth About Media Ownership
On platforms like Instagram and TikTok, you are a perpetual tenant. You build your presence on rented land, but you never truly own your content or the space it occupies. Pinterest offers a unique and powerful path to digital property ownership.
When you claim your website on Pinterest, you establish 100% ownership of your media on the platform. This is made possible by the Pinterest Tag—a piece of code on your website that connects your property to the platform, tracks conversions, and solidifies your ownership. This transforms your Pinterest business account from a simple social profile into a claimed media asset.
The platform even provides a powerful tool to leverage this ownership. You can connect your Instagram business account and pull the last 365 days of content directly onto Pinterest. Think about the implications: you didn't own your content on Instagram, but now you have Instagram's content building an owned asset on Pinterest, all because you've claimed your website as a digital property.
"You don't own 100% of your media on Instagram... with Pinterest it's a beautiful place because when you claim your Pinterest account and you claim your website on Pinterest. What you've technically done is that you've claimed a property on an asset that you don't own but now you own..."
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Conclusion: Rethinking Attention vs. Intention
For years, the digital marketing world has been obsessed with the attention economy—a relentless race for more screen time, more views, and more hours spent scrolling. Pinterest proves that there is a more valuable currency: intention.
Its true power lies not in capturing endless hours of passive attention, but in connecting with a high-value audience during their most decisive planning and purchasing moments. The platform's unique combination of high intent, powerful demographics, action-based targeting, and content longevity makes it an unparalleled tool for businesses.
As you plan your next marketing strategy, ask yourself this: What could your business achieve if you focused less on the attention economy and more on the intention economy?
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