LIZZIE ROBINSON | DIRECTOR
Pinterest Marketing: Is it for you?
Despite being over 10 years old and vastly popular, Pinterest is still seriously under utilised as a digital marketing platform.
Pinterest is a visual discovery platform where users can discover, save, and share content that they find interesting or inspiring. It’s a unique platform that offers a targeted visual search engine experience, making it an ideal platform for businesses to showcase their products or services to a highly engaged audience.
One of the most popular categories on Pinterest is interior design. Think about it – you’re dreaming of renovating or redecorating – what better way to find inspiration than by creating your very own digital vision board of furniture, materials and finishes! Another popular category is wedding planning.
Pinterest users are there for a specific reason – to be inspired and eventually take action. Think of it like a planning tool for life’s everyday moments and big moments.
The Pinterest Audience
Consider these interesting facts about the Pinterest audience:
- 37% of Australian mums are on Pinterest.
- More than 75% of Pinterest’s global users are female
- 85% of users put visuals first when shopping
- Over 50% of users shop on Pinterest
- Pinterest users are 67% more likely to buy when they see a product or service in action.
- 87% of Pinterest users have bought a product because of Pinterest
- 93% have used it to plan a future purchase
- Beauty is the most popular category with 4.8 million searches.
- 4.65 million Pinterest ad audiences are from Australia.
If your target market aligns with any of these stats, Pinterest could be an effective marketing tool for your business.
Consider the following when you develop a Pinterest strategy:
- The platform is highly visual and aesthetically focused – your content needs to be high quality, engaging and demonstrate your product or service in action.
- Your content needs to be SAVE-WORTHY!
- That doesn’t mean words mean nothing – Pinterest also relies on titles, descriptions and links to organise results.
- Use Pinterest Predicts and the Pinterest Trend Tool to guide content ideas. For the last 3 years, 80% of predictions in the Pinterest Predicts report have come true.
- Just like other platforms, Pinterest is leaning into storytelling through video.
- They’re also leaning into creators with the Creator Fund and encouraging brands to work with creators for Pinterest campaigns.
- Pinterest can drive traffic to valuable blog posts or website pages that turn viewers into customer.
What about Pinterest Ads?
The effectiveness of Pinterest is not limited to organic strategy. Pinterest also has its own paid ads platform that boasts results worthy of Meta’s envy. Not only are Pinterest ads 2.3 x more efficient per conversion than ads on other social media platforms, they also offer a 2 x higher return on ad spend for retail brands.
Pinterest offers a number of different objectives to help you meet your specific needs, including brand awareness, video views, traffic, conversions and catalogue sales.
There are five ad formats to choose from: standard Pins, Carousel Ads, Video Pins, Shopping Pins and App install pins.
These ads will surface in your desired audience’s home feed, category feeds and relevant search results.
Like other platforms, you can select targeting parameters INCLUDING utilising your own first party data like a newsletter subscriber list.
How to Start Using Pinterest for Marketing
So you see the value in Pinterest, what next?
To gain a deeper understanding of the platform, if you aren’t already a user we recommend signing up and using Pinterest as your own personal source of inspiration. This is the fastest way to learn and get into the mind of your target consumer. You might even like to create a ‘Secret Board’ (hidden from public view) to start saving content for your brand’s future use.
If you’re setting up a profile on behalf of your brand, make sure you add a profile picture, description with relevant keywords and of course, a link to your website.
You can also start setting up boards for your business profile. Start with 5 different boards that relate to topics that your audience will love. You can even start pinning content to these boards, and it doesn’t just have to be your own. Your audience is dynamic and diverse, they have many interests and you can use Pinterest to tap into them.
Since Pinterest is such a highly visual platform, we recommend waiting until you have high quality content to share and link back to your website. Poor quality images or graphics will not perform, although Pinterest audiences are embracing UGC which doesn’t need to be a big expensive production.
If you feel ready to market your brand with Pinterest but not confident enough to do-it-yourself, it might be time to leave it to the professionals.
At Agency Jean we offer Pinterest Management alongside our other social media management services. We can take over the strategy and help your brand be seen, heard and loved through Pinterest.