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Paid Advertising Is Now Headed to Pinterest, Too

Bridal search on Pinterest
Bridal search on Pinterest

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After four years of collecting image-based inspiration in one place, Pinterest is adding advertising to its repertoire. Here's how it will work: "Promoted pins" will show up in the site's usual image shuffle as well as in specific searches. For example, search "beachy hair" and an image of a wavy look styled by TRESemmé could pop up in your results feed.

The company won't discuss when the rollout is scheduled, who will buy ads or how much they'll pay, but like Instagram nearly a year ago, Pinterest promises a thoughtful approach. The picture-heavy social site doesn't plan to flood its boards with sponsored images and it'll make sure brands use aesthetically-pleasing shots.

TRESemmé has already tested ads on the site, as has Four Seasons, Hellmann's brands and Racked Home Goods 38 member Wayfair. These brands won't comment on their experience and whether they felt it was worth it, but Whole Foods is vocal about wanting to purchase promoted pins eventually. The grocery store's global social media coordinator Natanya Anderson told The Wall Street Journal that it's too easy to get "drowned out" relying on organic traffic. She explained, "Pinterest's only going to get bigger and noisier."
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