How To Use Pinterest As A Brand
Whether you’ve used it to source your aesthetic phone wallpaper, discover a delicious recipe or find some home décor inspiration, chances are you’ve dabbled in the wonderful world of Pinterest. What you might not know, however, is how you could be leveraging this platform to enhance your brand’s presence online.
How so, you ask? Well, when we want to see what’s happening now (or perhaps reminisce on the past) we turn to Facebook, Instagram and Twitter. What makes Pinterest so unique is that we utilise this platform in a different manner entirely. We turn to Pinterest for inspiration, and to plan for the future. This “future-focused” and forward-thinking mindset is what makes the platform so valuable to an advertising strategy. It enables brands to reach people when they are more likely to be responsive to new ideas and products, at a time when they are actively searching for inspiration.
In fact, Pinterest describes itself as “the home of inspiration”, a place where people go to imagine and visualise the best version of themselves. In simple terms, think of Pinterest as a virtual moodboard; a nifty platform for you to collate and categorise all the things you love.
Did you know that Pinterest has revealed that 97% of searches on their platform are unbranded? (Pinterest Agency toolkits, 2021) So what does this tell us about the behaviour of users? Well, it reinforces that people come to the platform searching for something; they just don’t quite know what that something is yet. That’s where you come in! Pinterest provides a unique opportunity to present yourself to a prospective customer at precisely a moment where they are most likely to be receptive to discovering you. The timing here is critical! Naturally, engaging at the right time in an effective manner can help shape and guide the purchase decision process. In fact, 85% of weekly pinners have bought something based on Pins they have seen from brands.
If by now you’re feeling as though you’re a little late on the bandwagon, don’t worry! The love for Pinterest doesn’t seem to be slowing down anytime soon. According to Pinterest’s 2020 Press release, the number of Global Monthly Active Users on the platform increased by over 37% in 2020, with 459 million users worldwide. Their growth in 2020 was more than any other year in their history so far, with an additional 100 million active users per month.
So, is Pinterest right for you? Should you be using it? Well, statistics show that 77% of Pinterest users worldwide are female (Statista, 2021). So, if your target demographic is predominantly female, it might be a good idea to start thinking about ways to establish a presence. In a 2020 review, Sprout Social found that pinners often use the platform to develop their knowledge of great food and drink, find accessories such as watches and jewellery, and discover new beauty products. If your product offering falls within any of these confines, then it might be time to start pinning!
What’s more, Pinterest has also recently announced a new feature for ads which is set to make it even easier to target the audiences you want to reach. The feature is still rolling out, but essentially it gives you the option to align your video ad targeting with specific demographics and interests. This is massive, especially given that Pinterest users are 2.6 times more likely to make a purchase after viewing video content by brands on the platform.
Not only is Pinterest at the heart of what’s currently trending, but it also provides useful insights into what will be trending in future. It’s where consumers go to share products, designs and ideas they’re loving. For businesses who constantly strive to innovate, an active presence on Pinterest is useful in ensuring your brand is at the forefront of the latest trends in your industry.
So now you know all about Pinterest and it’s benefits to business, but what exactly makes a great pin?
- Visually compelling
Don’t get me wrong, looks aren’t everything… Except on Pinterest, they kind of are! Pinterest is a visual search engine, meaning that initial first impressions are everything. Ensure you create visually compelling pins that make people want to learn more… the more eye-catching, the better! - Context
It’s always a good idea to give your pin some context. After all, thumb-stopping pins are ones that tell a good story! Use your pin to let your customer know why your product offering is the right fit for them. You can also add text overlays to enhance and reinforce your message. - Dynamic
Utilise video content! Did you know that Pinners are almost 55% more likely to purchase from a brand after viewing a video on Pinterest compared to videos on other social platforms? When promoting video content, Pinterest recommends a 6-15 second time frame as optimal. It’s also important to remember not to rely on audio, as many videos play in feed without sound. Be sure to make the most of your visuals, as this is where you can really capture people’s attention.
A final tip for success – when establishing a presence on Pinterest, keep in mind that the beauty of Pinterest lies in its visual story-telling. The boards you create don’t necessarily have to simply showcase your product offering. Curating boards is a wonderful way to showcase other aspects of your brand, such as it’s brand personality and core values. This allows a user to take a visual journey through your brand and relate to you on a more personal level. Keep it consistent and cohesive, and you’ll be on your way to success in no time. Happy pinning!
REFERENCES:
Pinterest Agency Toolkits
https://business.pinterest.com/en-gb/agency-resources
Pinterest Press Release 2020
https://investor.pinterestinc.com/press-releases/press-releases-details/2021/Pinterest-Announces-Fourth-Quarter-and-Full-Year-2020-Results/default.aspx
Statista, 2021
https://www.statista.com/statistics/248168/gender-distribution-of-pinterest-users/
Sprout Social
https://sproutsocial.com/insights/pinterest-statistics/
Social Media Today, 2021
https://www.socialmediatoday.com/news/pinterest-announces-new-marketing-tools-including-pinterest-premiere-vid/596027/
Lianne is a Social Media Coordinator at Milkbar Digital. She loves expressing her creativity whether that be through writing, photography or design. She appreciates a good aesthetic and loves curating a cohesive feed. In her spare time, you’ll find her binge-watching Youtube videos or brunching with friends.
Thinking of including Pinterest in your social media marketing? Milkbar Digital is a Melbourne social media and digital marketing agency here to help business small and large. If you need help with your social media or don’t know where to begin, get in touch!
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