Why Pinterest Is a Social Platform Worth Using for Your Business
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Although numerous businesses strive to enter the digital realm and engage in social media marketing, Pinterest often receives less attention and priority.
Nevertheless, Pinterest, a platform for sharing and discovering images, boasts a staggering 459 million monthly users worldwide and generates more leads than any other social media site. This makes it an essential platform that brands should not overlook.
If you're interested in understanding the reasons behind this and discovering how to effectively utilize Pinterest as a digital marketing tool for your business, continue reading this comprehensive guide by Bold x Collective
what is pinterest?
Pinterest is a distinctive social media platform that enables individuals to share, explore, and curate images, animated GIFs, and short videos through pinboards.
The primary purpose of Pinterest for its users is to exchange and find inspiration and ideas related to their specific interests and hobbies. Rather than reposting or retweeting, when users save an image, it is represented as a "Repin."
Likewise, each piece of content shared on Pinterest is called a "Pin." These pins can include links to websites, such as blog posts that brands want to drive more traffic to or online stores aiming to boost sales. Users can then gather and organize various Repins or Pins into folders called "Boards."
why you should be using pinterest for business?
Given the existence of well-established social media platforms like Instagram, Facebook, Twitter, and even TikTok, one may question why brands should prioritize Pinterest.
However, five key statistics highlight the importance of doing so:
Pinterest generates 3.8 times more sales than any other social media platform.
87% of Pinterest users have purchased a product because of Pinterest.
93% of Pinterest users use the platform to plan purchases.
40% of Pinterest users have a household income of over $100k.
Pinterest shoppers spend 2 times more per month than those on other platforms.
These findings indicate a significant market potential for businesses on Pinterest, as numerous users are eager to spend on the items they discover. Utilizing Pinterest can enable businesses to expand their online presence, attract a larger audience, and effectively channel more traffic towards their online store and website.
Getting started with pinterest for business:
Having recognized the significance and influence of incorporating Pinterest into your brand's social media marketing strategy, it's essential to understand how to get started. Here's a guide on how you can seamlessly integrate Pinterest into your brand's overall social media marketing approach.
create a pinterest business account
When joining Pinterest, you have two options: either create a business profile from the beginning or convert your existing personal Pinterest account into a business account.
To convert your account, click on the three-dot icon situated at the top right corner of the page, and select "Upgrade your account." This will grant you access to valuable tools like Pinterest Ads and Pinterest Analytics, which are available exclusively to business profiles.
optimize your profile
Incorporate your brand logo as your profile picture and craft a concise profile description that effectively communicates your brand's identity and provides a glimpse of what your followers can anticipate from your account. Don't forget to include a link to your company website to encourage increased traffic.
browse competitors
As a general guideline, it is crucial to observe the activities of competitors and others in your industry on social media platforms. Additionally, since Pinterest revolves around deriving inspiration from the content displayed, the same principle applies to brands.
Conducting research on the strategies employed by others and identifying successful practices will assist your brand in generating content ideas specifically tailored for this platform.
create captivating content worthy of being re-pinned
Similar to Instagram, the visual appeal of content is paramount on Pinterest. Therefore, ensure that you exclusively create and upload high-definition Pins. Additionally, considering that 82% of Pinterest users browse the platform using mobile devices, aim for images with a 2:3 ratio to prevent your content from being cropped.
Furthermore, when posting images of your products or services, provide context by showcasing them in their intended use or in a lifestyle setting rather than simply presenting a standard product image. Remember that Pinterest is a platform centred around inspiring others, so your goal should be to inspire users to incorporate your product or service into their lifestyle through visual content.
optimize your pins for seo
Pinterest has achieved considerable success in driving traffic for brands, mainly due to its extensive opportunities for optimizing search engine optimization (SEO). It is vital to utilize relevant keywords in your Pins, boards, and hashtags descriptions to ensure that Pinterest users can easily discover your brand's pins through searches. By incorporating strategic keywords, you can enhance the visibility and accessibility of your brand's content on the platform.
cross-promoting
Given the shared focus on high-quality images in content posted on both Instagram and Pinterest, leveraging Pinterest as a social platform for cross-promoting your Instagram (or even Facebook) account is highly advantageous.
By sharing the same content from your other social media platforms on Pinterest and including backlinks to those original posts, you can drive traffic not only to your Pinterest page but also to the specific location where the image was initially shared.
This approach serves as an effective strategy to expand your overall reach across multiple platforms while keeping the primary objective of directing traffic to a specific website or post in mind.
pinterest boards
As a brand, it is essential to curate a diverse assortment of boards to effectively categorize and organize your Pins based on common themes or interests. This thoughtful organization will greatly assist your followers and other Pinterest users in effortlessly searching, browsing, and following the specific content or boards that align with their interests.
experiment with pinterest ads
Similar to other social media platforms, Pinterest provides the ability to target ads to a specific audience based on various criteria, including interests, age, location, and keywords. With precise audience targeting, brands can focus their efforts on reaching specific subsets of Pinterest users, such as those who have interacted with their pins or engaged with similar content (referred to as "Actalikes"), as well as those who have previously visited their website by uploading their customer list.
There are numerous ad formats for brands to experiment with on this platform such as the standard image ad or video, shopping, carousel, and collection ads. You can decide your daily budget, the duration the ad is running, and track performance as you go to optimize your advertisements.
The best performing ads on Pinterest are those that blend with feeds rather than those that are obvious sales tactics. You want to increase traffic by having users organically click on your ad as it appears on more users’ radars rather than having users instantly recognize it is an advertisement.
Conclusion
Despite being frequently overlooked in brand social media marketing strategies, Pinterest has proven to be an exceptional platform for driving traffic and boosting sales. Our agency has successfully launched numerous impactful Pinterest campaigns for our clients, highlighting its effectiveness.
Whether you seek guidance on Pinterest ads or simply want to embark on your Pinterest journey, the Bold x Collective team is ready to assist you. Contact Bold x Collective today for further information and expert consultation to get started on leveraging the power of Pinterest for your brand.