Pinterest rolled out mobile app install campaigns in the past few months. This new capability provides endless opportunities for business with apps, especially as 80% of Pinterest activity happens on mobile devices. In today’s blog post, I will delve into how a marketer can best capitalize on this this campaign type through their creative and copy.
1. Vertical Images
Just like any other organic or paid Pinterest pin, it is best practice to use vertical creative. Since these ads will be viewed most frequently on a phone screen, it is important to try and have your ad take up as much screen space as possible. Pinterest recommends using images with a vertical aspect ratio of 600×900 or 600×1500, so you should try testing images of both sizes.
2. Organic-looking Image
We’ve seen that mobile app install ads with the best success are the ones that have the most organic looking imagery. This means that you should try to omit images that include phone screens and aim to use more lifestyle imagery than product shots. The goal is to have your ad blend into a user’s newsfeed and come off as genuine content.
3. No Static Buttons in Imagery
When designing creative assets for Pinterest, it is extremely important to remember not to include static buttons. Pinterest has strict guidelines, and will not approve creative if it looks like there’s an actionable button on the pin.
No static buttons!
4. Text Overlay
Pinterest is a place of discovery. This means that users are seeking information and find value in having text placed on images. The text should be used to inform customers what your app is, your brand, and how they should use it.
The text overlay on this ad concisely explains what the app is for and how it works
5. “How To” Imagery
Speaking of Pinterest users being interested in value-add information, Pinterest has seen lots of success with creative and text overlay displaying “how to” messaging. For ads that inform users about how to use the app, users are more likely to understand the importance of the app and why they need it. In addition, this type of creative works well in a vertical format.
Hopefully these tips will lead you to creating a successful MAI campaign!