With political ads taking up space and driving costs up on Facebook and Instagram, lingerie brands are flocking to Pinterest as an alternative – and they plan to stay put.
Since launching on Pinterest three weeks ago, 8-month-old Mindd Bra Company has seen a 400% increase in traffic to its e-commerce site, said founder Helena Kaylin. She added that the browsing times are longer for buyers who enter through the channel, compared to Facebook and Instagram, and their spending is equivalent. The cost per conversion is significantly lower, although Kaylin declined to specify the difference.
Kaylins strategy to get Mindd on the pitch was putting a lot of money into Facebook and Instagram. Now, brands’ ad spend is split 50-50 between Pinterest and Facebook. After the election, Kaylin said the shell would likely switch to a 65-35 share, with the bulk going to Facebook.
Before the election, the competition for advertising space [on Facebook and Instagram] made it very difficult to forecast and predict sales, she said. The numbers we saw in May and June, compared to recently, don’t make sense. Facebook’s algorithm is very unstable.
Rachel DeLaurentis, CMO of lingerie brand Fleur du Mal, echoed this sentiment: One of the challenges of Facebook CPMs [cost per 1,000 impressions] it’s that there’s a lot of volatility, she said. We are waiting [CPMs through Facebook] to continue to rise in the fourth quarter. And we knew with an election period that we had to have other channels in the mix, to potentially make up for any issues.
Fleur du Mal started advertising on Pinterest in the first quarter of the year.Currently, 80% of brands’ advertising budget still goes to Facebook, Instagram and Google. But we have increased on Pinterest as we see CPMs increase on Facebook and Facebook is inundated with political content, she said.
And the brand is seeing results: Fleur du Mals’ return on Pinterest ad spend is pretty much on par with Instagram, she says – and it surpasses that of Facebook. Average order value is highest for buyers acquired through Pinterest. Pinterest is more affordable, in terms of CPM, and it’s one of the top three drivers for fleurdumal.com.
When asked for a comment on the impact of the election on advertising space and prices, Facebook sent a statement, which included: The Facebook ad bid takes into account the advertiser’s bid and the likelihood that the ad will be interesting and relevant to the person receiving it. The highest bid does not always win. And: We use a number of signals to rank the posts in the Instagram feed: the likelihood of you being interested in the content, the timeliness of the post, and the strength of your connection with the person posting.
One thing is certain: political ads are timely. And Facebook Strategies around them have come under scrutiny.
Thanks to Pinterest, Mindd reaches a new public in women aged 25 to 44, who are converting, Kaylin said. Other marketing channels the company is currently exploring include SMS through a new partnership with Attentive.
And Fleur du Mal also explores TikTok and Snapchat. Digital advertising has become so critical, said DeLaurentis. But I’m the most optimistic on Pinterest. It will be a real challenger for Instagram, especially when it rolls out its planned shopping features, she said.
Ahead of the release of its third quarter earnings report, which is expected to be released on Wednesday, Pinterest is in a quiet period and has therefore declined to share the statement of its revenue, 100% of which is based on ad dollars. But when it comes to the platform being a benchmark for brands during election season, a spokesperson said the following in an email: We are focused on delivering inspiring and actionable ideas and keeping them going. ‘a positive and creative environment. Since 2018, we have banned political advertising. We also do not monetize election-related content. This means that Pinterest won’t show ads to users when they search for common election-related search terms, like the names of presidential or vice-presidential candidates, polling location, and voting, have they stated. For voting information, Pinterest will direct users to vote.org.
On Pinterest, the ads you receive are very related to the search terms and bulletin boards you create, said DeLaurentis. There is less clutter. On Facebook, there are a lot of people who advertise with very large messages.
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