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Leveraging Pinterest for Event Promotion

Marketing Guide to Pinterest Advertising

Written by Charlotte Meil, Paid Social Manager

In today’s digital landscape, event professionals need to explore various social media platforms to effectively promote their events and reach a wider audience.

While platforms like Meta, LinkedIn and TikTok are popular choices, Pinterest offers unique opportunities for event promotion.

With its growing user base, diverse target audience, and powerful search capabilities, Pinterest can be a valuable addition to your social media marketing strategy.

In this blog, we will explore the benefits of using Pinterest for event promotion, address some challenges, highlight specific features and tools, and provide valuable tips for event professionals who are just starting to use Pinterest as a marketing tool.

Benefits of Pinterest for Event Promotion

1. Expansive Reach and Engaged Audiences:

With over 445 million monthly active users, Pinterest has emerged as the 14th largest social media platform globally, surpassing Twitter and trailing just behind Snapchat.

This sizable user base presents event professionals with a vast audience to target and engage. According to insights firm Nielsen*, Pinterest is the #1 inspiration platform.

This platform isn’t a social media for people to passively scroll through to pass the time. 

Pinterest users come to the platform with a specific goal in mind and therefore is the best place to target them to get a result in return.

Pinterest users actually spend 40% more money per month than people on other social platforms!

2. Targeted Audience Demographics:

Pinterest attracts a predominantly female audience, with women accounting for over 60% of its global user base.

However, Pinterest’s fastest-growing audience segments are Gen Z and men, making it an ideal platform to reach diverse demographics.

Approximately 62% of Pinterest users fall within the 18-34 age group, offering event professionals ample opportunities to connect with the younger generation.

3. Cost-Effective Advertising:

Pinterest offers a cost-effective advertising solution for event professionals.

The platform’s low cost-per-click (CPC) rates make it cheaper to drive traffic to event websites compared to other social media platforms.

Leveraging Pinterest’s lower competition can result in more cost-effective campaigns and increased return on investment.

Pinterest allows you to ‘add interests’, a selection of topics that relate to your brand so you can reach people based on other Pins they engage with on the platform (see below).

Challenges with Pinterest

While Pinterest presents numerous advantages, event professionals should be aware of a few challenges associated with the platform:

1. Limited Location Targeting Options:

Pinterest’s targeting options are currently limited to specific countries, excluding regions such as the Middle East and Hong Kong. However, the available countries still offer significant potential for reaching a global audience, including Argentina, Australia, Brazil, Canada, France, Germany, the United Kingdom, and the United States.

2. Perception as a Smaller Platform:

Some advertisers perceive Pinterest as a smaller platform compared to giants like Facebook and Instagram. However, this misconception can work to event professionals’ advantage.

By leveraging Pinterest’s lower competition and cost-effective CPCs, they can gain a competitive edge and achieve better visibility for their events.

Example of a Pinterest ad, including best practices and tips.

Specific Features and Tools for Event Professionals

Pinterest provides event professionals with several valuable features and tools to enhance their event promotion efforts.

1. Search-Focused Platform:

Pinterest is essentially a search platform, with more than 5 billion searches performed on the platform every month. Event professionals can target based on keywords to appear in relevant search results, increasing their visibility and attracting interested attendees.

2. Pinterest Trends:

Pinterest Trends is a powerful keyword research tool that enables event professionals to identify popular and trending keywords. (See below)

By leveraging current trends, seasonal interests, and specific age or gender groups, event professionals can align their event promotion strategies with the interests and preferences of their target audience.

Tips for Event Professionals Using Pinterest as a Marketing Tool

To make the most of Pinterest as a marketing tool for event promotion, consider the following tips:

1. Create Engaging Visual Content:

Start with a vertical canvas and make your event product or service the focal point. Incorporate tasteful branding elements and use text overlays to provide additional context and call-to-action (CTA) prompts.

2. Explore B2B Opportunities:

Pinterest is not limited to B2C businesses. Even if you offer services or products that cater to B2B audiences, such as guides, courses, or industry events, you can leverage Pinterest’s search capabilities to connect with professionals actively seeking relevant information.

3. Support Your Other Channels:

Integrate Pinterest into your broader social media marketing strategy. Cross-promote your event content across different platforms, leveraging the strengths of each to maximise your reach and engagement.

To conclude, Pinterest offers event professionals a unique and effective platform for promoting their events and reaching a wider audience.

With its expansive reach, engaged user base, cost-effective advertising options, and powerful search capabilities, Pinterest should be considered an essential tool in any event marketer’s arsenal.

By following the provided tips and harnessing the specific features and tools Pinterest offers, event professionals can achieve significant reach, effectively showcase their events, and support their overall marketing efforts.

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