Should You Be Using Pinterest for Your Business?
If you’ve ever wanted to tackle a DIY project, plan a unique party, or check out the latest fashion trends, you know that Pinterest can be a source of endless inspiration. But it can also be a great marketing tool for business. For instance, according to Hootsuite, 97% of Pinterest searches are unbranded – and that’s great news for emerging brands trying to get discovered on the platform.
Pinterest is a free image sharing and social media service. It allows users to visually share and discover new interests by posting (known as 'pinning') images or videos to their own or others' pinboards.
Why Pinterest?
According to Statista, "as of the first quarter of 2022, Pinterest had 433 million monthly active users worldwide." Because of its popularity, it's an effective platform to help increase clicks back to your website.
Overall benefits of Using Pinterest:
Drive website traffic
Increase brand authority
Generates new leads
Helps to identify emerging trends
Ability to run ads and promote Pins
Analyze your results
Establish a visual identity
Generate more conversations about your product
Dos for Posting on Pinterest
When creating a successful social media content strategy, it's essential to consider the best methods for each individual platform. For example, what works well on Instagram isn't the same as on Pinterest.
Some examples of what performs well on Pinterest are:
Photos of products. Many users on Pinterest utilize the platform specifically for shopping, finding new products, and pinning their favorites. Therefore, sharing product photos is a must. Some products you can share include menstrual-related items, supplements, beauty, and skincare goods, etc.
Food. If you want to catch a user's attention, try posting enticing, mouthwatering photos of delicious food (or even recipes). Sharing this type of content works well to get your food brand or other relevant business within the food and drink industry out to the public.
Infographics. These images can communicate information on almost any topic visually. This content tends to do well on Pinterest as the platform allows you to share them in long-form instead of just a tiny snippet as on other platforms.
Blog posts. Promoting your blog posts on Pinterest can drive significant traffic to your website.
How-to videos. Sharing instructional videos up to 15 seconds long on Pinterest allows you to show others simple, creative ways to use your product.
Another important tip is to optimize your captions and use appropriate hashtags so users can easily find your Pins when searching. Keep in mind that you should always include a link to your website with each pin. It is a super-easy way for a user to find out more about the pin that caught their eye, potentially leading them to make a purchase on your website!
Looking to Reach Gen Z Women Consumers? Pinterest Is Your Platform
Knowing more about who uses Pinterest and its overall demographics will help you thrive on the platform. Gen Zer's, which consists of people ages 9-24 years old, would prefer to shop through nontraditional channels they already utilize for entertainment purposes.
According to TotalRetail, eight in 10 (77 percent) young shoppers are now purchasing through new digital channels, including Pinterest. Additionally, in 2020, 48% of U.S. internet users ages 18-34 made a purchase on social media.
"I love Pinterest for many reasons," said Gianna Lovell, senior at Penn State. "First off, it's a great platform to share and market your own business. For instance, I market the stickers I design, which drives traffic to the online marketplace where I sell them, leading people to buy them. Secondly, I personally love using Pinterest as a platform to find new brands to try and buy. Recently I have been into trying new organic products. The platform has led to the purchases of all-natural deodorant, herbal teas, and sustainable skincare products. I would never have found these products without utilizing Pinterest."
Pinterest for Business in Action
In 2016, Krylon, the largest supplier of aerosol paints globally, took to Pinterest to promote its products.
A team of Krylon's do-it-yourself experts bought 127 worn-out items as part of the world's longest yard sale. Then, the experts used Krylon spray paint to transform and give the items new life.
The brand then opened the yard sale to the public by utilizing Pinterest's Buyable Pin feature to put all the renovated items up for sale.
All the items sold for at least double what the owner originally paid. All proceeds went to Charity Wings Art and Craft Center.
The campaign won a Shorty Awards, which honors the best people and organizations on social media and digital for Home & Décor.
According to the Shorty Awards submission, "the brand's following on Pinterest (its priority social platform) increased by 400%, and, with a $200,000 budget, it gained $2.7 million in earned media.
Powerful Platform to Market Your Business On
Pinterest can be a potent tool to help market your business. Not taking advantage of Pinterest yet? Then, you should prioritize adding this popular platform to your marketing strategy. Click here for more information on Pinterest for Business.