It's a great question! Honestly, not every brand belongs on Pinterest.
That said, there are many brands that 1,000% belong on the platform and can see major success there. So, how do you know if it’s a platform you should invest your time in?
With over 400 million monthly active users, Pinterest is a great place to reach a large, global audience, and especially if your primary target audience is female. But, Pinterest certainly lends itself to specific brands more so than others.
The platform is designed to inspire and educate, not to sell. With the right product or service, you can use Pinterest to create interest in what you have to offer by creating and sharing content that teaches them something or sparks an idea.
+ Here are a few examples:
+ Hat Brand: Carousel post that shares three different ways to style one hat.
+ Coffee Syrup Brand: Video Pin that teaches your audience how to make a delicious latte.
+ Interior Designer: Pins that educate your audience with tips on how to style small spaces.
+ Marketing Strategist: Educational pins that have a strong hook and link to your blog.
Three of these examples describe a brand that can offer value and inspiration to their audience in a visual format, which is right up Pinterest’s alley.
Pinterest is likely to show this kind of content to an audience that has already shown interest in these products and services, and with the right strategy, these types of brands can get that audience to move from being a viewer to become a customer.
But Pinterest isn’t that simple.
For the marketing strategist, they may not have a product or service that lends itself to scroll-stopping photography or videography, but they can capitalize on the search-functionality of Pinterest to grow their audience and attract leads to their website. In this case, it’s all in the copy strategy!
Have we confused you yet? Does your brand belong on Pinterest or not?
Ultimately, it all boils down to what your goals are and who your audience is. The platform is certainly suited to e-commerce brands that have a widespread audience, but that doesn’t mean that they are the only brands that can find success on Pinterest.
You Should Consider Pinterest In Your Strategy If:
+ You have an e-commerce brand with a largely female audience
+ You can ship your product across North America or internationally
+ You can offer services across North America or internationally
+ You have patience (Pinterest takes days to months to index content)
+ You can offer valuable, educational, or inspirational content
You Should Not Consider Pinterest In Your Strategy If:
+ You have a hyper-local audience
+ You have no online space to send your audience (website, landing page)
+ You don’t have the time, resources, or patience to commit to the platform
There are a lot of other factors to understand to determine if Pinterest is right for your brand, but this is a good place to start. If you’re still unsure if it’s worth it to make the jump into Pinterest, we’d be happy to help you identify if it’s the right channel for you!
One More Thing To Note: Pinterest Shopping
I know, we said that Pinterest is not designed to sell, but it does have features that make it easy for consumers to purchase. In fact, Pinterest has been working hard over the past two years to create easy-to-use and effective shopping experiences for users on the platform.
This is a whole other topic for another post on another day, but it is something to keep in mind for e-commerce brands that want to reach a large audience and convert on Pinterest.
We hope that this blog post has given you some insight into whether or not Pinterest is right for you brand.
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