{"id":10440,"date":"2020-01-22T10:14:53","date_gmt":"2020-01-22T15:14:53","guid":{"rendered":"https:\/\/blog.brainstation.io\/?p=10440"},"modified":"2021-01-28T15:58:47","modified_gmt":"2021-01-28T20:58:47","slug":"how-to-inspire-your-audience-on-pinterest","status":"publish","type":"post","link":"https:\/\/brainstation.io\/blog\/how-to-inspire-your-audience-on-pinterest","title":{"rendered":"How to Inspire Your Audience on Pinterest"},"content":{"rendered":"\n

Stop Advertising. Start Inspiring. That was Azadeh Attar’s message at Social Media Week<\/a>, and as the Head of Partnerships at Pinterest, she’s well acquainted with awe-inspiring content. During her talk, she encouraged marketers to remember the top of the funnel by delighting audiences with engaging content.<\/p>\n\n\n\n

Eager to learn more, we spoke with Attar about her role as Head of Partnerships, the trick to building a creative campaign, and how companies can leverage Pinterest to inspire their audiences.<\/p>\n\n\n\n

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Azadeh Attar, Head of Partnerships at Pinterest<\/figcaption><\/figure><\/div>\n\n\n\n

What does a typical day look like for you as Head of Partnerships at Pinterest?<\/b><\/p>\n\n\n\n

My days are an energizing mix of working with our advertising partners and collaborating with our internal teams around the world. My work with our partners focuses on helping them achieve their business objectives using Pinterest. We\u2019re continuing to introduce new ways for advertisers to get their products in front of Pinterest users while also making the platform more shoppable. My day could include presenting to a marketing team or agency about Pinterest, running a creative best practice session, or collaborating with our partners on a big campaign idea. I also spend time each day working with cross-functional partners at Pinterest to help inform the next set of products and tools that will help our advertisers succeed. It\u2019s really exciting to be able to help shape the products we\u2019re building and collaborate across a wide cross-section of offerings like measurement, analytics, creative and marketing.<\/span><\/p>\n\n\n\n

You have an impressive background! How did your experience at Google influence the way you approach marketing and partnerships today?<\/b><\/p>\n\n\n\n

One of the values I admire greatly at Google is that of putting the user first and all else will follow. It made the priority clear and the motive empowering.  It\u2019s also one of Pinterest\u2019s values \u2013 putting the Pinner first \u2013 in fact, the user is at the core of our mission: bringing everyone the inspiration to create a life they love. <\/span> <\/span><\/p>\n\n\n\n

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Health and Wellness was one of the top 100 Pinterest trends in 2019. Photo from Pinterest.<\/figcaption><\/figure><\/div>\n\n\n\n

Climbing to the top of your field can be all-consuming, and many leaders struggle to manage the time they dedicate to their career and the time dedicated to their personal wellness. As an executive, how have you found that balance? <\/b><\/p>\n\n\n\n

I\u2019m still working on this and striving to find balance, but for me, I\u2019ve realized that having a supportive manager<\/a> and strong accountable team is key.  I work hard, but I also spend time taking care of my family and doing the things that are important for me to live a full and happy life. Our team supports each other in this which has had an immensely positive impact on my life. At Pinterest, we\u2019re passionate about the work we do, and we also recognize that it\u2019s important to do things like cook, travel, garden, run, and build. We also greatly value diversity and inclusion<\/a> and the company has many family-friendly benefits and practices that allow parents to thrive. <\/span><\/p>\n\n\n\n

At Social Media Week, you mentioned you\u2019re excited to work for Pinterest because you align well with their values. What are some of Pinterest\u2019s core values? And what values do you think tech giants as a whole should uphold?<\/b><\/p>\n\n\n\n

Pinterest has a few core values and one of my favorites is “Put Pinners First.” Our company is always thinking about how they can make Pinterest an inspiring and positive place to help people create a life they love.  A great example of this in action is in preventing the spread of misinformation about vaccination. Last year, Pinterest took the step to only show Pins from trusted sources such as the American Association of Pediatrics when someone searches for information about vaccination.<\/span>  <\/span><\/p>\n\n\n\n

I imagine as Head of Partnerships, a big part of your role is building relationships with other companies. What are you looking for in a B2B partner? And what makes for a good B2B partnership?<\/b><\/p>\n\n\n\n

One of the things I love about Pinterest is that brands are additive to the platform \u2013 they actually enhance the user experience because they provide utility and add value to the user.  Brands want to matter, to be relevant, to be of value, and that is exactly what Pinterest allows them to achieve. People come to Pinterest with the intent to plan for something in their future, a dream vacation, a home renovation, a work outfit, or a new skincare routine, and brands are what helps people bring those moments, those ideas to life. As such, brands are inherently useful on the platform, not an interruption. It\u2019s so refreshing to be able to partner with brands in this way and help them discover ways to inspire their customers. I love partnering with brands that are eager to connect to their audiences in this way. <\/span><\/p>\n\n\n\n

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What kind of content do you suggest for ad-resistant eyeballs<\/a>? Is there a campaign you\u2019ve seen that you think was especially effective?<\/b><\/p>\n\n\n\n

People come to Pinterest when they are planning for things in their lives from big projects to small life moments like what to cook for dinner or a new beauty look to try.  And, businesses can turn users into customers through compelling and visually informative ads that are created specifically for the platform.<\/span><\/p>\n\n\n\n

For example, we recently conducted a study of Pinterest users to ask what makes ads inspiring. Analyzing their feedback and responses determined that for Pinners, ads are inspiring when they have two or more of the following attributes: positivity, visual-appeal, novelty, and are attainable and actionable. The dimension here that stands out for me is \u2018positivity.\u2019 People really respond to uplifting, ads that inspire rather than interrupt. We\u2019re all looking for more positivity in our lives, we\u2019re looking for encouragement and empowerment. <\/span><\/p>\n\n\n\n

A great example of this is a recent <\/span>Sportchek video<\/span><\/a> that\u2019s running in January that\u2019s all about encouraging and empowering people to achieve their 2020 goals.<\/span>  <\/span><\/p>\n\n\n\n

A few top tips for creative ads on Pinterest:<\/b> <\/span><\/p>\n\n\n\n