Why Your Brand Should Be Utilizing Pinterest
Pinterest is no Instagram or TikTok, but tends to fly under the radar when it comes to the top used social media platforms. The platform was founded in 2010, and still remains an inspirational hub for their 553 million monthly users according to the Pinterest Newsroom. Pinterest is a great platform for users to find ideas on recipes, fashion, events, home decorating, health and wellness, and so much more. If you are not promoting you brands that offer goods, services, or products, or blogs, you need to be posting on Pinterest regularly. Here’s why:
According to the Pinterest Newsroom, over 50% of users think of this platform as a place to shop. Similarly to Instagram and TikTok, you can make purchases through direct links and storefronts on Pinterest. Because the platform is content heavy, and visual heavy, this makes it easy for users to scroll and browse on the platform and see exactly what you are looking for.
Here are a couple of examples of specific categories Pinterest is well known for, and how their format works seamlessly for brands:
Outfits: In this case, I searched “vacation outfits” for example. But as you can see, there are specific filters you can click based on the search types of vacation, different locations, and body types. You also will see a Hollister, Lulus, and PacSun ads seamlessly placed within the feed, promoting clothing they sell that falls under the “vacation” category. The seamless placement of relevant ads to users search, makes the platform almost endless for brands in almost every industry.
2. Wedding Ideas: Pinterest is very well known to be a hub for future brides and grooms to find inspiration for budget friendly decor, placements, dresses, locations, and all things wedding. Again, as you can see there are helpful filters right underneath the search bar, to assist users on finding exactly what they are looking for. You also will see more seamless sponsored posts from Brilliant Earth, a diamond company, and Marriot Bonvoy, a hotel chain that offers wedding venues, and Zola, a planning software.
Why Pinterest is Unique:
When thinking about the differences between Pinterest and platforms like Instagram or Facebook, Pinterest was not created to make connections and keep up with friends and family online. The platform was created to discover inspirations, solutions, and find ideas. Therefore, it’s easy to conclude when users are on Pinterest, they have much more intention on purchasing something, whether that be a new pair of jeans, a new rug, or ingredients for a recipe. Forbes wrote in an article that “Pinterest’s unique focus on inspiration and discovery means that users are often in a planning mindset, making them more receptive to branded content.”
Pinterest offers many ways for brands to optimize their profile and business pages to flourish on the platform and reach new audiences. Here are some key features to consider using when creating your content strategy on Pinterest:
Product Pins
Pinterest Ads
Targeting Options (audience based, keywords based, custom, lookalike, etc.)
Hashtag & SEO Optimization Assistance
Shoppable Pins
Direct Links
Shop on Tab Profiles
Merchant Verification
Tagged Products on Pins
Pinterest Analytics & Insights
Below is an example of some different types of Pins brands can market themselves with:
What are you waiting for?!
Pinterest user engagement is very high, and users are very loyal. The platform is sneakily very powerful, and very underrated when it comes to marketing and audience segmentation. According to Forbes, Pinterest users interact with over 1.5 billion Pins weekly, and over a third of business accounts generate over $100,000 a year, making this platform the perfect spot for any retail business.
If you aren’t using Pinterest regularly for your brand or business, there is no time like the present. Strong Coffee Marketing and Sprout Social have excellent guides to get you started with a content strategy, and helping you set goals and objectives! I highly encourage you to dedicate some time and effort to Pinterest, because in the long run, it will do nothing but benefit your brand. Happy Pinning!
What’s your favorite feature Pinterest offers? Let me know in the comments, and be sure to follow ME on Pinterest!
References:
Hardcastle, K. (2024, June 28). The Quiet Power of Pinterest: Is it the retailer’s best-kept social secret? Forbes. https://www.forbes.com/sites/katehardcastle/2024/06/28/the-quiet-power-of-pinterest-is-it-the-retailers-best-kept-social-secret/
Hill, C. (2023, June 20). The Complete Guide to Pinterest Marketing. Sprout Social. https://sproutsocial.com/insights/pinterest-marketing/
Pinterest newsroom. Pinterest. https://newsroom.pinterest.com/company/#:~:text=*%20553%20million.%20monthly%20active%20users%C2%B9%20*,of%20Pinterest%20as%20a%20place%20to%20shop%C2%B3
