The Power of Pinterest
Ella Bradley Social Media Executive
4 min read
Tuesday, 30th August 2022
Pinterest reached over 8 million people in the UK at the beginning of 2022, so if your brand is not on the platform yet, here are the reasons why it should be 👇
Ultimately, pinners are consumers that are looking to be inspired and with 87% of users having purchased something there, your role is to inspire.
Sound good? Then let’s get started.
THE ROLE OF PINTEREST
Pinterest has been around for just over a decade and has been the leading platform for being the go-to discovery search engine for ideas. Whether it’s recipes, DIY hacks, fashion or gym tips - Pinterest has got you covered. Once you’ve found a nugget of inspiration, you can save them and organise them into your own personalised boards. This is important to note from a brand account too as, the more organised your pins (whether you’ve saved them from another account or created them yourself), the easier it is for potential customers to find what they are looking for. As you will already know, making a user's journey as simple as possible will reward your business.
There are various types of pins, each with its own specific features and differences. Depending on the action that you want to prompt from the user, the different pin types will help assist with this. Below are a few examples:
- Regular pin - an image or video post with a description that can be optimised for search purposes i.e a project you are working on. These can link to any page such as a blog post.
- Collection pin - an image that has specific product pages linked to them so that when users click, they are taken directly to the corresponding page to ‘shop the look’
- Rich pin - hold a lot of information that is synced to a website i.e a recipe. Once the recipe is updated on the site, it does the same to the pin
- Promoted pin - a regular pin that has been amplified by the company and are labelled as ‘promoted’
PINTEREST AND YOUR BRAND
Now, what you’ve really visited this blog to hear about - how can Pinterest drive traffic to your site, convert visitors to paying customers and bring them back again?
As I’ve mentioned, Pinterest is the go-to place for inspiration and with 83% of Pinterest users making purchases based on the content they see from brands on the platform, there really is no reason why you shouldn’t be on there. So, where to start?
First of all, Pinterest generally raises awareness about your brand and product offering. To generate website traffic, refer back to the pin types listed above and use these to help plan your strategy e.g. creating collection pins will entice people to click on the products tagged and therefore send them to your site; however, a rich pin will help support blog posts. But, just because someone is made aware of your brand, doesn’t necessarily mean they are going to spend…
By following a traditional marketing funnel approach, you can plan content that targets people who are also in the consideration and decision purchasing stages.
For example, Fenty Beauty:
- To make people aware of their lip-plumping gloss, they share product shots with a description packed with keywords.
- For people who are considering buying the gloss, they show what it looks like on with the use of creators.
- Finally, for those in the decision stage, they are given more product details to help seal the deal.
Following these steps will assist potential buyers right through until checkout! Keep an eye on Pinterest analytics and make learnings from these to inform future strategies.
BRANDS THAT ARE SMASHING IT ON PINTEREST
Cast your thoughts back to 2020 when lockdown just began which sparked an interest in stay-at-home fitness. Gymshark hopped on this by working with creators to make a catalogue of workout ideas to accommodate everyone. This landed Gymshark the 2020 DADI award for Best Use of Pinterest.
A great way to stay relevant on any social platform is to tap into seasonal events and timings. To make this work for Pinterest, you could set up a board dedicated to seasonal finds (like Etsy) or you could even start a separate board for each season.
Your Pinterest strategy doesn’t solely depend on photography and product shots, you can add value to the user journey by posting design assets: these could include memes, quotes or tips like to what Benefit does.
Now, you should feel inspired and ready to launch your brand onto Pinterest! Remember, if you’re able to provide the inspiration you’re sure to transform pin visitors into loyal customers.
Want to find out more about how Pinterest can work for your brand in particular? Get in touch.