Lessons
Strategy
1Introduction to Pinterest
04:14 2Power of insights
05:25 3Pinterest organic demo
05:44 4Pinterest analytics demo
05:37Media & Measurement
5Introduction to Pinterest
04:15 6Promoted Pins Overview
02:34The Full Funnel: awareness
04:32 8The Full Funnel: intent
03:58 9The Full Funnel: action
04:59 10Promoted Pins: success stories
04:03Content
11Introduction to Pinterest
04:15 12The art of the Pin
10:07 13Rules & policies
04:52 14The Pin Factory
03:10Executive
15Introduction to Pinterest
04:15 16Power of insights
05:25 17Pinterest organic demo
05:44 18Promoted Pins overview
02:34 19Promoted Pins: success stories
04:03Lesson Info
Rules & policies
I am kevin, I want to take a couple of minutes here to talk to you about rules and policies that can affect the campaigns that you run on pinterest first off, let's talk about contests, obviously a common thing that a lot of advertisers use in a variety of channels. The main thing that we want to share here is the philosophy that guides these contest rules, and that philosophy is that we want the pinterest environment to be is authentic as possible, all pinterest is a tool that people use to plan their future, and we want it to be something where when you pin something it's, genuinely something that you find value in that you want to do in your future. So sometimes on we've all seen these, you can come across a contest that is a little bit gimmicky or essentially tries to bribe you to do something that you wouldn't otherwise do by offering some sort of incentive, those air, the contest that we want to discourage on pinterest. And so we have these rules that we ask you to follow any tim...
e you run a contest for any brand on pinterest. The first is don't make people pin from a selection, so none of this, you know, pin five of the following fifteen pins or something like that, you've really gotta let people pin anything that would be helpful to them. For their future. So a good example would be if you were a travel company and you were going to give away a free trip to somebody you could say pin your favorite destination from the southern u s and you know, we'll pick somebody and we'll give them that trip, and they could pin from a variety of different web sites in a way that is very natural to the way people actually would plan a trip on pinterest and obviously, you can encourage them to check out your website, your client's website, to find ideas for things to pin. You just can't force them to limit their pinning for purposes of the contest to pinning from that website or a selection of pens that you provide on a board let's say ok, point number two don't require a certain number of pins again, that isn't really authentic to the way that people use pinterest you can't say things like just make a board that has seventy five pins or something like that. The third point is not to run a contest where each action represents an entry, so you can't say things like every time you repin it's one entry or every time you like this pin that's an entry or every time you comment that's an entry ok? And the last one here is don't make people pin your rules pins or bookmark, so if you have a pin that describes maybe the rules in the description, you could link out where people could learn more about the contest, you could turn that into a promoted pin to get it in front of your target audience, but you can't require that people pin the rules in order to participate, okay? That's contests now, let's, talk about our policies for working with influencers, or, as we affectionately refer to them on pinterest influencers, the first thing here and again, the guiding philosophy is the same. We want to encourage authentic pinning, so when you're partnering with an influencer, we want to make sure that that experience for pinter's is a reflection of the true, authentic identity and talents and interests of the influence of that you're working with. So the first point of policy here is that you can't pay for distribution, so you can't say we're going to pay a certain person who maybe has a lot of followers, or maybe has a lot of followers who fit into our target demographic. You can't pay them to pin your stuff. The second is you can't pete pay for downstream actions on that content, so you can't say something like, well, we won't pay you for the pins, but we'll give you x number of dollars or sense for everybody who signs up for our newsletter by clicking on one of your pins or signs up to buy something or signs up for our service, you can't pay them for the re pins that might take place downstream from the content that they're working with you on the third point here is that the biggest opportunity and working with influences on pinterest is toe leverage them to create content aa lot of these influencers have a really great sense of style or expertise around a popular topic or topic of interest to your brand and that's. The biggest opportunity is to say, hey, here's, somebody who's, really a master at cooking fast meals for busy moms? We want to work with them to create some recipes that feature our ingredients that's a great use case for marketing with influencers on pinterest and finally, if you have any questions at all, just reach out to us here a pinterest talk to your pinterest partner manager, and they can talk you through all the nuances of this and just make sure that you're following all the policies as you move forward with any campaigns you might be pulling together that might involve ap influencer, thanks for watching.
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