In terms of successfully operating a business, no marketer questions the strength and influence of social media platforms. Facebook, Instagram, Twitter, and LinkedIn receive all the attention, but many digital marketers are unaware of Pinterest and its potential.
In this article, we will help you learn how to use Pinterest for marketing. But before we do that, let’s understand why you should be using Pinterest in the first place.
Why use Pinterest for business?
1. Pinterest crossed the billion dollar mark in 2019 total revenue
Pinterest’s total revenue exceeded $1.14 billion, a 51% increase over 2018. The platform attributes its growth to a direct increase in demand from advertisers, as well as significant improvements in the conversion optimization products they offer.
The platform is constantly improving its inner workings to help advertisers and marketers reach their desired audiences. That’s why it makes sense to use Pinterest as a key channel in your branding and marketing strategy.
2. Pinterest has a diverse global user base
While Pinterest may have started and developed in the US, by 2021 its reach will transcend geographic boundaries. As of 2020, more than half of Pinterest’s user base resides outside of the United States. By the end of 2019, Pinterest had double-digit growth in every country it operates in except Iceland, Canada and New Zealand.
When it comes to the Sri Lankan market, Pinterest continues to dominate. The platform has more than 175 million registered users worldwide. For marketers who are still not sure what this platform means in Sri Lanka, Pinterest is ranked as the third most popular social networking platform in Sri Lanka.
3. Visual search is going mainstream.
Humans process visual information faster than textual information. This also applies when we use digital media in our daily lives. This means that users are more likely to react better to visual content (infographics, images, and illustrations) than to textual content. This applies to websites, social media communication, e-commerce, etc. As marketers, we already know that visual communication mediums work better than most. However, the numbers show that visual search is no longer a trend on the horizon; it’s already there in a big way! Research shows that nearly 62% of millennials prefer visual search over other emerging technologies.
Currently, Pinterest is the only one among the major social media platforms that offers its users the ability to browse and discover through visual search. This is a tremendous opportunity for any brand looking to increase sales, recognition, brand awareness or recall.
4. Women enjoy using Pinterest.
Maybe it’s not entirely untrue to say that Pinterest is a woman’s platform. In the Indian market for Pinterest, women make up 80% of the user base. Furthermore, many of the women who use the platform are under the age of 40. Therefore, Pinterest represents an untapped goldmine of sorts if your brand targets this particular consumer group. Whether your brand is in the beauty, home decor, fashion, travel, or even home improvement industries, Pinterest can help you find the right customers.
5. Pinterest can boost sales
Unlike any other social media platform, people visit Pinterest for inspiration and look for ideas or products to help them achieve a certain goal. Whether it’s inspiration for a no-bake cheesecake or a rustic feature wall, 98% of Pinterest users reported that they’ve tried new things they’ve discovered on the platform.
The same report found that nearly 84% of Pinterest’s weekly users used the platform to make a decision about upcoming purchases. Of these, 55% searched for specific products and 83% said they made purchases based on branded content they discovered on the platform.
How Can Pinterest Be Used for Marketing?
You can see Pinterest’s potential as a crucial marketing tool for your brand from the statistics we highlighted above. Let’s start by addressing the crucial question of how to use Pinterest for marketing.
1. Increase the reach of your content
As mentioned, Pinterest is the perfect platform for those who prefer visual content. However, that doesn’t mean the story ends there. While Pinterest can attract audiences who want to browse visual content, supported by the right images and text, audiences click live links that direct them to other parts of the web.
From a marketer’s perspective, this makes Pinterest one of the best content distribution sites. Whether it’s a blog post, an infographic report, or even your latest trending collection, Pinterest lets users click live links and consume content even on third-party sites.
By using Pinterest boards, you can store your pins in one place and make it easy for your followers to explore your content. Also, there is no upper limit to the number of cards you can have. So, based on topic, product, service, trend, or any other differentiator, you can create boards that integrate your content while inspiring your audience.
With Pinterest group boards, you can invite people to join your boards and even add items to them. The goal behind such boards is to get others to contribute content that fits the theme of the board while increasing engagement and interactions. If you use Pinterest for your ecommerce website, learn how to optimize your website for Pinterest here.
2. Educate customers
Pinterest is the internet’s hub for inspiration, which is why content like infographics, tutorials, guides, and other forms of educational content thrive on the platform. Combine this with users’ visual preferences and you have a powerful visual channel for educating consumers and prospects.
Depending on your brand offerings and the preferences of your target audience, you will create and share visually engaging content that can add value to your customers’ decision-making process and buying experience.
3. Increase sales
Shoppable Pins are one of the best ways to drive Pinterest sales. Unfortunately, they are not yet available for Indian business accounts and are limited in reach compared to shops on other popular social media platforms. However, that doesn’t mean you can’t try to sell through Pinterest.
With smart features like Pin Shop the look and the Shop tab available for business profiles, you can get people to visit your online store or website. However, the key is to make sure your descriptions are crafted in a way that motivates people to click your link and make a purchase. Descriptions that include key keywords, key product details, size, and other relevant information are more likely to perform better.
While this article aims to demystify the question of how to use Pinterest for marketing, it’s only a starting point for aspiring marketers.
However, if you would like to get support from a digital marketing expert, contact Epceylon’s digital marketing team, experts in social media marketing, content marketing, branding, marketing analytics and PR.