“The winners will be the ones that have content that’s so great that it earns two or three times the additional traffic from re-pins,” he said.
Another benefit for brands whose Promoted Pins get re-pinned is that, according to a Pinterest spokesperson, those redistributed posts won’t appear as promotional messages. “It just becomes an earned pin,” the spokesperson said.
Pinterest, for its part, is working with a small group of advertisers like Expedia.com and Kraft to run the ad units on its desktop and mobile sites. The social network expects some initial campaigns to run for at least six months and will attempt to optimize Promoted Pins to generate the earned activity that Gilbreath mentioned.
The spokesperson said Pinterest is keeping things simple by offering Promoted Pins on a CPM basis at first, and would not specify pricing.
It’s easy to see why the re-pin activity is so valuable. Certainly, generating two to three times the impressions is good in and of itself, but Pinterest users also use the platform to influence their buying decisions. Fifty-two percent of daily Pinterest users activate the app in-store, for instance.