As I continue in my search for my career, I also remind myself how important it is to continue learning and sharpening my skills, while also picking up some new one on the way. Thanks to Girl Power Marketing I discovered Pinterest Academy. I am a huge fan of Pinterest, and I've also come to the realization of how useful and important Pinterest is to the PR industry and how it is also on the rise. So of course, I decided to take it upon myself to learn more about the media site.
Here's a list of their learning catalog and what kind of topics to expect:
Why Pinterest
Business Manager for Agencies
Campaign Objectives
Pinterest Ad Formats
Get Started with Ads Manager
Targeting
Advanced Targeting
Creative Strategy
Bidding & Auction
The Pinterest Tag
API for Conversions
Attribution Basics
Measurement Solutions
Pinterest Trends Solutions
Get Started With Shopping on Pinterest
Upload Your Catalog
How Your Audience Uses Pinterest
Implementing the Pinterest API for Conversions
Shopping Ads
Implementing the Pinterest Tag
The Pinterest API
Manage and Optimize Your Catalog
Pinterest Path to Performance
Pinterest Moments
Pinterest Brand Lift Studies
Pinterest Conversion Lift Studies
Partner with Creators on Pinterest
Each course took about 15 minutes each (on average). Very considerate of Pinterest to save us time while also getting a lot of vital information about the platform.
I started off with the "Why Pinterest" course, which covers all of the general basics and statistics on the site. I learned that Pinterest has four competitive advantages in helping with your brand's reach. The value in Pinterest comes from helping customers go from "discovery to decision". This restates what I believe can be Pinterest's main PR goal of brand awareness. Pinterest is a place where people find what they "love", not just what they like.
The course also mention that according to a study by Nielsen, Pinterest is the best platforms for inspiration, compared to all other avenues of media. Pinterest currently caters to 400 million users (and potential customers) worldwide. Pinterest Academy also offers specific statistics on user demographics, such as country, age, gender, and reach. The four competitive advantages of Pinterest are Personal discovery, Positivity pays off, Planning mindset, and Primed for purchase.
Pinterest Academy emphasizes that it's competitive advantage leads to the likely decision of completing an action inspired by their pins. They describe pins as "possibilities of action", such as ideas for a birthday party, breakfast ideas or even something as large as travel ideas.
Pinterest Academy also shows you examples of the average user, what inspired them to go to Pinterest and how the site has an impact on their lives. Pinterest emphasizes that its advantage over other platforms when it comes to advertising is that its core audience uses it with purpose. With Pinterest you can avoid the "doom scroll" because targeted (and most importantly relevant) ads show up when users search for a specific brand or topic or on their main feed as they relate to their pin and search history. The competitive advantage "It Pays to be positive" teaches about the safety policies it has that makes Pinterest a safe and inviting place; again Pinterest Academy emphasizes how this increases audience engagement with the app in comparison to others.
For more valuable marketing information, create a Pinterest account and follow up by searching for Pinterest Academy to get started. As a PR person, I really recommend taking the courses if you plan on using any social media type of marketing to reach larger audiences and enhance connections (or even for your own inspiration).
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