You’ve visited Pinterest to find a dinner recipe or to get inspiration for styling your living room, but have you thought about utilizing Pinterest in your marketing strategy for your business? Many brands overlook this platform, but strategic Pinterest Marketing can be pivotal for brands in certain industries.
In their Q3 2023 Investors Call, Pinterest noted some impressive growth stats, including an increase in Monthly Active Users to an all-time high of 482 million users. There are more users on the platform than ever before, discovering new ideas and products every day, and you could be tapping into this audience.
One reason why brands often overlook Pinterest is because there is rarely instant gratification from this platform. Pinterest growth and success can take time, but if you have a bit of patience and a strong strategy, you can reach audiences that would take significantly more work and more budget to reach elsewhere.
So, who is Pinterest for?
We wouldn’t recommend this platform to every brand, but there are certain industries that can see major success here. With over 75% of users being female, the biggest audience segment being women aged 25-34, and the fastest growing demographic and most engaged being Gen Z, Pinterest has the potential to connect brands targeting these segments with their ideal audience. Some industries that should seriously consider adding Pinterest Marketing to their strategy include:
- Apparel + Accessory Brands
- Beauty + Wellness Brands
- Home Decor, Furniture, and Interior Design Brands
- Consumer Packaged Goods
- Bloggers (Especially in the Food + Beverage space)
If your brand fits into one of these categories, Pinterest should be at least a thought in your marketing strategy.
5 Things To Know About Pinterest Marketing
SEO Is Key
One of the first things that you need to know about Pinterest is that it is a search platform within a social platform. SEO, or Search Engine Optimization, is a critical component of your Pinterest strategy. When a user visits the platform, they are often there to search for inspiration, directions, or a product to purchase. You can get your Pins in front of your desired audience by performing keyword research and meeting their searches with tailored results that give them what they want, leading to conversions on your end.
Think about what someone may search for in order to find your product or webpage and then create content that matches that search criteria. If you sell throw blankets, perhaps you’ll create content and copy that helps users to find ‘ways to fold a throw blanket’ or ‘fall home decor’ or ‘living room must-have decor’. Marketing on Pinterest is all about helping your audience find valuable content when they need it.
Purchases Happen Through Pinterest
Did you know that 83% of weekly Pinners say that they have made a purchase based on content they saw from brands on Pinterest? That’s huge! If you are an e-commerce brand, this platform offers an incredible opportunity to convert.
Further to the number of users that shop after becoming brand aware on Pinterest, shoppers on the platform are willing to spend more – 80% more than shoppers on other platforms! By uploading your catalog and investing in a great strategy, there is huge potential to increase your sales with Pinterest.
It’s A Long-Game Strategy
If you think you’re going to get your brand on Pinterest and see immediate results, think again. Pinterest is a long game to build discoverability, community growth, and conversions, but the long-game results are invaluable.
Here is an example of what we’re talking about: You could share a Pin for a Christmas cookie recipe today and it might get hardly any impressions or clicks right away, but it could start meeting search results next Christmas. If the Pin is saved by users, it could convert to website traffic and sales months from now when the users need the content that you shared months before. The lifetime of a Pin is much longer than that of content on other platforms.
Pinners Love The Positivity
Believe it or not, one of the things that Pinners love most about the platform is that it’s positive and they don’t find themselves doom-scrolling. Pinners are not inundated with comment feeds full of negative statements, caught watching heart-wrenching Reels or TikToks, or smacked in the face with upsetting headlines and hooks. This is a platform where positive ideas and content reign supreme, leaving everyone feeling a bit lighter.
The Pinterest algorithm is tuned for Saves, not Views, so you users can expect less triggering content than they would find on other platforms and more content that they will want to save and revisit.
Volume & Consistency Are Important
Pinterest is a platform on which volume and consistency play a direct role in how successful you are on the platform. The more quality Pins with relevant keywords that you can publish, the more opportunities there are for your content to be shown to users who are searching for it. If you want your audience to find your content on Pinterest, you need to be consistently sharing new Pins on a regular posting schedule. For most of Sammy Hill Creative’s Pinterest Management clients, we share 5-10 Pins per day.
If you want to explore what Pinterest can do for your brand, book a discovery call with Sammy Hill Creative to learn more about Pinterest Marketing and how our strategies work on the platform.
