A Business Owner’s Guide to Pinterest
Pinterest isn’t just for finding Thanksgiving recipes or DIY wedding favors. It’s also a powerful marketing tool.
Sure, it may not be as popular as Facebook, Twitter, or Instagram, but, with over 250 monthly users, Pinterest can hold its own against those social media behemoths. In fact, in some ways, Pinterest outperforms these other platforms as a marketing tool.
Not convinced? Just take a look at these 5 stats (courtesy of Pinterest) that matter most to marketers:
- 93% of Pinners plan future purchases using Pinterest.
- Promoted Pins drive 5x greater in-store sales than ads on other platforms.
- 50% of users have made a purchase after seeing a Promoted Pin.
- 67% of users say that they’ve discovered a new brand or product using Pinterest.
- Pinners spend more money on average than non-Pinners on apparel, cosmetics, home décor, and gifts.
Pinners are planners. They use the platform to discover new products and visualize how those items will fit into their lives.
This behavior is vastly different from how people interact with other social media. On Facebook, for instance, users mainly want to see content from their friends, and they tend to get annoyed with ads that pop up on their feed. On the other hand, Pinterest users are actively searching for branded content. This leads to more conversions and an overall higher level of engagement.
If you’re not using Pinterest as part of your content marketing strategy, you could be missing out on this opportunity to showcase your brand to Pinterest’s community of engaged and active users.
Who’s on Pinterest?: A Quick Look at Pinterest Demographics
As with any marketing strategy, before you dive in, you want to start by asking, “Who’s my audience? Who’s seeing my content, and what can I do to tailor it for that specific group?”
Thankfully, Pinterest provides some great insights on the demographics of its core users. According to the data provided on their site, Pinterest users tend to be:
- Young: Half of U.S. millennials (ages 22-37 as of 2018) have a Pinterest account.
- Family-Focused: In America, 7 in 10 moms and 1 in 3 dads use Pinterest. Also, 60% of households that use Pinterest have children 5 or under.
- Interested in Self-Improvement: 61% of Pinterest users say they find ideas that help them to become their best selves.
- Financially Comfortable: 40% of Pinterest users make a household income of over $100k.
- Predominantly Women: But this is changing! While ~70% of its users are female, Pinterest has recently seen a 50% increase in male users.
For a winning strategy, focus on appealing to families, women, and/or young consumers. For example, show how your product can make life easier for busy parents. It’s clear these users have a good deal of buying power, and they’re willing to use it to buy something that promises to improve their lives.
A Quick Look at Pinterest’s Business Tools
Now, you may already be familiar with how to use a default Pinterest personal account. It’s pretty straightforward, right? You see something you like, and you click “Save” to pin it to one of your boards.
Well, with a Pinterest Business account, you’ll get a whole host of new tools that can really take your Pinterest game to the next level:
This is an awesomely powerful tool that’ll help you refine your Pinterest strategy based on pin performance, site traffic, and audience demographics.
Interested in who’s engaging with your content? Use the Audience Insights tool to see your audience demographics. It’ll also show you some of the other topics your audience is interested in and make comparisons between your audience and the overall Pinterest audience.
To get the most out of Pinterest’s powerful analytics tool, don’t forget to link your website and other social media accounts to Pinterest. By doing so, you’ll see how much traffic your site gets from Pinterest and what content people are pinning from your social media.
2. Rich Pins
Rich Pins use metadata from your site to give Pinners additional information when they click on a pin. Pinterest offers 4 different options for Rich Pins, each one chock-full of special features to boost your engagement rate:
- Article: Displays article information—including the headline, author, and description
- Product: Offers real-time updates to price and availability of items along with where to buy them
- Recipe: Shows information that matters most to home chefs—including cook time, serving size, and ingredients
- App: Lets users download an app without ever leaving Pinterest (only available for iOS)
Pincodes are the intermediary between your real-world storefront and your online presence. Basically, they’re barcodes that you can display offline and customers can scan via their phone’s camera to take them to your online Pinterest account.
Why does this matter? Well, think of the possibilities!
Say you run a small fashion boutique, and you want to show customers what your clothing looks like off the rack. Use pincodes on your displays to direct people to photos and inspirational content that showcases ways to style your products.
A health food store can use pincodes to direct customers to related recipes. A local gym can use them to guide people through their workouts with helpful infographics and diagrams. A salon can use them to help people find hairstyle inspiration.
This simple tool offers countless creative ways to solve real-world problems with online solutions.
4. Shop the Look
There used to be a time when, if you saw something you liked in a magazine, you’d have to flip all the way to the back and try to find the corresponding page number from the index. Now, if you’re scrolling through Pinterest and find yourself thinking, “Oh, I want that,” all you have to do is tap on the picture.
That’s the idea behind Pinterest’s shoppable pins, and it’s an innovative way to help people easily take action when they see something they want to buy.
As you can tell, Pinterest for Business is a whole different beast compared to the simple consumer version, and Pinterest is adding new features all the time! While it may not get as much buzz as Facebook or Instagram when businesses discuss content strategy, Pinterest has more than proven itself as a potential powerhouse in the world of social media marketing.