Pinterest is more than just a pretty face. Why the platform should feature in your marketing strategy.
As if the statistic of 100 million monthly active users wasn’t staggering enough, a huge 72% of these people have bought something in a brick and mortar shop as a result of seeing something on the platform. Got your attention?
For those who don't know, Pinterest is an image and idea-sharing social media platform. It operates by allowing users to 'pin' images and links from other websites across the internet and from other Pinterest profiles. There’s also a very handy Google Chrome extension, meaning new content can be added to your boards in a couple of clicks. First and foremost, Pinterest is incredibly user-friendly and its main focuses are sharing ideas and being inspired.
Due to the huge reach of the platform and its ability to drive conversions, it makes a lot of sense for businesses to get on board. If your brand is not already on Pinterest, then it could pose a huge untapped audience for your business – so how can you utilise Pinterest to your advantage?
Identify your brand
Pinterest is the perfect environment in which to show the lifeblood of your business. What drives you on a daily basis; what do you take your inspiration from? By pinning images and creating themed boards, you can show people what your brand believes in and what its personality is. Doing this means that your business becomes about more than just selling somebody something – you are connecting with users on a more emotive level. Take a personal favourite, Thomas Cook, as an example (warning: it may take up the rest of your day if you click on that link!); their board is categorised into different holiday types and communicates a passion for global travel, demonstrating the true essence of the company. Pinterest has recently announced Promoted Videos, which gives you the opportunity to show people the true depth of your business.
Showcase your products
Customers are used to the standard format of a catalogue of products on a website (especially e-commerce), but Pinterest allows users to see your assets in a new light. This is important as your brand is not participating in direct marketing, but displaying what your products can do and different ways to unleash their potential. Nordstrom has amassed a huge 4.5m followers on Pinterest as their boards and pins flaunt new and different ways in which their products can be used. As seen with the Thomas Cook example, however, Pinterest success is not simply restricted to brands that sell aesthetically pleasing products, which is a common reason that many brands do not consider it as a viable social media platform. Be imaginative and experimental to present your products in an innovative way. As a platform, Pinterest is committed to great content as shown with their Pin Collective and Pin Factory initiatives, which ensure that good-quality Pins are abundant. Portraying your products in their best light means that the content you're creating is pinnable and shareable, therefore Pinterest-friendly!
Expand your reach
The way that Pinterest works is that users can share your pins, giving you the opportunity to create a real wide-ranging presence if your posts are worthy. A good description will build upon your inspirational visual, and you could get extra re-pins based on your eloquent phrasing. Pinterest has a hugely popular ‘Search’ function so that users can find inspiration wherever and whenever they want it, so ensure that you are using the right hashtags and descriptions to make all the difference.
Promote your pins
Of course, Pinterest is a platform with a real sense of community and creativity - and with over 100 million users but it is more than aware of the brilliant advertising opportunities it can offer. This brings us to Promoted Pins, which appear as native advertisements and can be targeted to users that are likely to share and engage with your content. This is great for brand awareness and potentially conversions, but also a huge opportunity when it comes to new product launches. L’Oreal Paris is an excellent example, as they used Promoted and Cinematic Pins to shout about their newest highlighter, which increased purchase intent by 37.2%. With the right pins and the right passion, this platform could take your upcoming product launch campaign to the next level.
Pin anything and everything!
Pinterest believes that it possesses the perfect mid-point between social media and search. At the end of last year, Pinterest announced a cool new feature that made it possible to find pins within pins. If something in a particular image takes your fancy, you can select and search for it… then lo and behold, Pinterest will find you images and products just like it, meaning that your pins could receive unprecedented (but welcomed!) traffic if your products are similar to something seen in a popular pin. If that wasn’t enough, earlier this year Pinterest announced a new image search feature, where a user can use their smartphone camera to visually search for things that they have seen in real-life. This means that Pinterest is more than just an online platform because it has a solid connection to the real world. Think about how this could change your marketing strategy. In-store marketing techniques coupled with Pinterest, for example, could provide a real opportunity for remarketing – perhaps we will start seeing some ‘Not Payday Yet? Pin It!’ signs in stores soon?
Pinterest is hard to ignore and it occupies a unique position in the market due to its fundamental community spirit and lack of direct marketing. Take the opportunity to present your brand in a completely new way and pin, pin, pin! If you want to know anything else about Pinterest or any other social media platform, then please get in touch.