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businessinsider - 6 days ago

3 Pinterest influencers explain how much money they charge brands for sponsored pins and how the rates compare to Instagram

Pinterest is usually not the first place that brands go to run sponsored content, but its top influencers have found ways to monetize their audiences on and off the platform. Because Pinterest s content is evergreen, a well-crafted sponsored pin can continue to deliver impressions and traffic referrals years after it was first posted. Business Insider spoke to three Pinterest influencers with a combined 15 million followers Keiko Lynn, Erica Chan Coffman, Jan Halvarson on how they make money from the social platform. In an influencer marketing world dominated by platforms like Instagram and YouTube, Pinterest can feel like an afterthought. For an online creator, focusing on monetizing their audience on Instagram is often the most efficient way to earn revenue, as highlighted in the 2020 Influencer Marketing research report from Business Insider Intelligence. But Pinterest the DIY-friendly site with 322 million global active users has its own roster of creators with millions of followers and evergreen content that can continue to drive traffic for an influencer for years. It s actually made a huge impact on my own business as far as my blog is concerned, said Erica Chan Coffman, executive editor at HonestlyWTF, who has 6.2 million followers on the platform. There s such an opportunity here for people to monetize on Pinterest, and it s definitely a social-media network that hasn t been tapped enough by brands. Sponsored pins are priced differently based on production requirements Coffman, whose Pinterest boards are viewed more than 10 million times a month, said the median amount she charges for a sponsored pin on the platform is between $500 and $1,500. Her price shifts based on what board she s posting on, the amount of graphics work required to create the pin, and whether it s long or short-form content. Still, Instagram is the dominant part of her social monetization strategy. Even though she has far fewer followers on Instagram than Pinterest, Coffman is able to charge more per post on the Facebook-owned social app. To reach her 128,000 Instagram followers, Coffman charges up to $3,000 per post depending on the brand and content requirements. (That s above the platform s 2019 average of $1,643 per post, according to a report from the influencer marketing firm IZEA.) Pinterest drives traffic to sponsored content on blogs and other platforms Beyond earning income from sponsored pins, some of Pinterest s top influencers said the platform is a major source of traffic for their own websites. The timelessness of posts on the platform Pinterest doesn t display dates on pins means that a pin can continue to drive audience engagement for years after it s posted. Pinterest shows my old content to people still to this day, said Keiko Lynn, a style, beauty, and lifestyle blogger with 36,000 Pinterest followers and 1.2 million monthly views on the platform. One of my biggest pins is something that I did, I think, eight years ago. Lynn, who s represented by the social influencer marketing agency Digital Brands Architects (DBA), said sponsored pins are typically bundled as part of a larger social package that includes an Instagram post and Story, a blog post, and a dedicated pin. She generally charges more for a post on Instagram where she has nearly four times as many followers than on Pinterest. Selling sponsored pins as part of a bundled package was common practice among the Pinterest influencers who spoke with Business Insider. Jan Halvarson, who runs the lifestyle and design blog Poppytalk, said her starting price is $5,000 for a brand package that includes a blog post, shares on social channels like Instagram and Pinterest, and some type of custom content like a DIY video. Running a month-long campaign with one to two daily pins costs more, said Halvarson, whose Pinterest account has 8.4 million followers. If we re going to do anything on Pinterest, because of the following that we do have, we kind of work it out to that we ll pin a minimum amount of pins because sometimes one pin isn t really going to be worth our while, she said. Affiliate links tend not to be a big revenue generator for influencers on Pinterest Another way that Pinterest influencers earn revenue on the platform is by posting affiliate links in pins, though most creators Business Insider spoke to said it only generated a small portion of their overall income. Halvarson doesn t use referral links on her Pinterest account and Lynn said she stopped posting them after they didn t perform well. I ve briefly tried [unsuccessfully] to use affiliate links within some shopping pins, Lynn said. I didn t see any traction with those pins or any income, and I got lazy and didn t try to figure out how to make that work. We don t see that most of our influencers are using Pinterest anymore to actually pin products, said Amber Venz Box, founder of rewardStyle, the content monetization company that Pinterest recommends for affiliate links on its platform. They re posting their original imagery that then leads back to a destination where there are shoppable links, she said. Because of the way that Pinterest is engineered, their strength is really as a traffic player in the influencer ecosystem. Join the conversation about this story NOW WATCH: Documentary filmmaker Ken Burns explains why country music is universal


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