Q4 Ready: Boost Your Holiday Campaigns with Pinterest Power

Can you believe that it's already that time of year to prepare for Q4 advertising campaigns?

Pinterest held their first 2024 High Action Holiday meeting this past week in order to start the preparation process. Although most ads run starting in November, the planning for Q4 starts for many brands in July. Then here we are mid-May preparing in advance of that planning process. I'm already tired thinking about it.

But there is a lot of great data and details the folks at Pinterest shared about last year's holiday season that could be highly insightful. The 2023 holiday season brought in 40% higher ROAS than previous seasons with 96% unbranded searches which is great news for new or small business owners.

Gen Z is the most engaged age group taking 42% of the 518+Million monthly searches. They have big ambitions to remake the holidays their own with adopted and new ways of celebrating. Pinterest is bringing new twists on old traditions and creating fresh ideas for new ones.

We can expect these new traditions to take flight with searches about polar bear plunges on New Year's Eve, solstice party ideas, holiday cookie baking recipes, self-care party themes among many others. Pinterest users are indulging to make experiences memorable and awe inspiring.

Keep this in mind in promoting during the holiday season. It's about time honored traditions elevated with new energy to make them special. Remember as well that shoppers on Pinterest are apt to spend 40+% more than on other social media platforms.

The Pinterest team were encouraging the use of their new ad formats and features which include targeting on premiere spotlight, quiz ads, high intent shopping modules and shoppable video ads. Pinterest as an ad platform is enabling tagging more which also promotes shopping for products directly from pins.

The shoppable video clips should showcase multiple angles of products, incorporate lifestyle video formatting (meaning visuals of how the product can be used or worn in real life), should be succinct (6-15secs ideally) and include a link to purchase your product from your website.

Finally for better performance tracking make sure to utilize Pinterest API for conversions, imbed the Pinterest tag on your business website, add enhanced match to your Pinterest tag and leverage conversion uploads.

Lay the foundation for discovery, catch potential buyers as they're deciding, drive them to buy and don't lose out on the holiday season enhancements. Above all else draw searches to your pins by mixing in new creations and ideas to promote your products this holiday season.

Kickstart Your Holiday Ad Campaigns ??

Start Early- The key to a successful holiday ad campaign on Pinterest is to begin your preparations well in advance. By starting early, you give yourself ample time to plan, create, and refine your ad strategy. Early preparation allows you to anticipate market trends, allocate budgets more effectively, and avoid the last-minute rush that often leads to subpar execution. Marking key dates on your calendar ensures that your campaigns align with major shopping events and holiday peaks.

Creative Visuals- Design eye-catching and festive Pinterest ads is crucial for capturing your audience's attention. Using tools like Canva, you can easily create visually appealing graphics that resonate with the holiday spirit. Incorporate seasonal elements such as snowflakes, holiday lights, and festive colors to make your ads stand out. High-quality visuals not only attract clicks but also convey a sense of professionalism and trustworthiness, encouraging users to engage with your content.

Holiday Keywords- To maximize the visibility of your Pinterest ads, it's essential to incorporate trending holiday-related keywords. Research popular holiday terms and phrases that your target audience is likely to search for, and integrate them into your ad titles, descriptions, and hashtags. Using relevant keywords helps your ads appear in search results and Pinterest's smart feed, increasing the chances of reaching potential customers who are in the holiday shopping mindset.

Building Your Holiday Audience ??

Audience Insights: Leveraging Pinterest's analytics is crucial for understanding your audience's demographics and interests. By diving into these insights, you can identify who your audience is, what they care about, and how they interact with your content. This data enables you to tailor your holiday campaigns to better meet the preferences and behaviors of your target audience, ensuring your efforts are more impactful and effective.

Engage with Pins: To keep your audience engaged during the holiday season, it's essential to consistently pin high-quality, holiday-themed content. Focus on creating visually appealing and relevant pins that resonate with the festive spirit. This could include holiday gift guides, seasonal recipes, or DIY decoration ideas. Regularly updating your Pinterest boards with fresh content helps maintain interest and encourages followers to keep coming back for more.

Collaborate with Influencers: Partnering with influencers can significantly expand your reach and attract a broader audience. Influencers who align with your brand and have a strong presence on Pinterest can help promote your holiday campaigns to their followers. This collaboration not only boosts your visibility but also adds credibility to your brand, as recommendations from trusted influencers often carry more weight with potential customers. Working with influencers allows you to tap into new and engaged audiences, amplifying the impact of your holiday marketing efforts.

Diversifying Your Holiday Marketing Funnel ??

Top-of-Funnel Content- To draw in new visitors during the holiday season, focus on creating festive and informative content. This can include blog posts, videos, and infographics that capture the holiday spirit while providing valuable information. Such content not only attracts a wider audience but also helps in establishing your brand as a go-to resource for holiday-related ideas and inspiration.

Middle-of-Funnel Engagement- Once you've attracted visitors, the next step is to engage them meaningfully. Offer holiday-themed lead magnets like checklists, eBooks, or exclusive holiday tips. These resources can be incredibly enticing, encouraging visitors to provide their contact information in exchange for valuable, holiday-specific content. This strategy helps in building a relationship with your audience and moving them further down the funnel.

Bottom-of-Funnel Conversion- Finally, to convert your engaged audience into customers, use Pinterest ads to retarget visitors with special holiday promotions and discounts. Retargeting ensures that those who have already shown interest in your content are reminded of your offerings, making them more likely to make a purchase. Special holiday deals and discounts can be the final push needed to convert interest into action, driving sales and maximizing your holiday campaign's effectiveness.

Measuring Success ?

To ensure the effectiveness of your holiday marketing campaigns on Pinterest, it is crucial to track key performance indicators (KPIs) diligently. Important metrics to monitor include click-through rates (CTR), engagement rates, and conversion rates. Click-through rates measure the percentage of users who click on your ad compared to the total number of users who see the ad. This metric helps gauge the ad's attractiveness and relevance. Engagement rates, which track interactions such as likes, shares, and comments, provide insights into how well your content resonates with your audience. Conversion rates measure the percentage of users who take a desired action, like making a purchase or signing up for a newsletter, offering a direct measure of your campaign's effectiveness.

Another essential strategy for measuring success is A/B testing. By experimenting with different ad formats, visuals, and copy, you can identify what works best for your audience. A/B testing involves creating two versions of an ad (A and B) with one varying element and comparing their performance. This approach allows you to make data-driven decisions and optimize your campaigns based on what resonates most with your audience. For example, you might test different holiday-themed visuals or variations in the call-to-action text to see which version drives higher engagement and conversions.

As we enter the holiday season, there are many ways to hop on trend and utilize Pinterest. It's never too early to start your Pinterest ad campaigns in preparation.

Let me know if your business needs any help with your holiday campaign.

Click here for my 2024 Holiday Pinterest Planner