Pinterest is one of those social media platforms that many of our clients know about, but not many use. This is a huge mistake! Pinterest is a great platform that can benefit your business in several ways.
Pinterest self describes itself as “the world’s catalog of ideas”. In short, Pinterest is a place where users can explore and discover interests and ideas, and then “pin” visual representations of them onto “boards”, which are basically collections of the pins. A user can either upload something from their computer, pin it directly from a website, or repin something from a different user’s profile. The goal is to connect users through their shared interests, hobbies, values, and tastes.
To the left is an example of Aftershock’s Pinterest Profile, where you can see a collection of boards. If you click into the boards, there will be all the things you pinned. Aftershock’s boards are mainly articles we find useful, but also photos with tips and stats, and anything we deemed informative or interesting that related to our company.
Like other social media platforms, Pinterest allows you to follow and be followed by other users. If you are checking out someone’s profile and you love their boards, you can follow them so they appear in your newsfeed. Pinterest will also send you notifications on what’s new, when someone follows you, saves or repins one of your pins, and weekly board suggestions on who to follow. There are infinite things just waited to be discovered!
Originally, I started using Pinterest to help me lose weight. I could search “easy workouts” or “healthy recipes” and instantly be bombarded with thousands of pins that pertained very useful information for my fitness journey. There’s an example to the right of common pins that I used. From here, my Pinterest boards grew and I began to explore new interests, like baking and interior decorating, and connected with other users who shared my same interests by following them.
Pinterest For Businesses
If you’re not one of the 100 million users , stop reading and click here to sign up for a business account. If you have created a personal account for your business, the same link can help you convert it to a business one!
Pinterest is a great platform to grow your brand. In fact, 83% of pinners prefer to follow a brand than a celebrity. That means you already have an audience who is eager to follow the company versus a spokesperson! Let’s take a look at some more facts about your audience. Business Insider estimates that women are four times more likely to use Pinterest and make up 81% of the users whereas Sprout Social says 1/3 of users are male. While the numbers aren’t all the same, the fact the women dominate Pinterest is consistent across the board and what appeals to them obviously doesn’t appeal to their male counterparts. The top interest of males, according to Cision are Food & Drink, Technology, DIY/Crafts, Humor, and Gardening, whereas the most pinned topics (which we can deduct are done by females) are Food & Drink, DIY & Crafts, Home Décor, and Holidays & Events. What’s hot on Pinterest is always changing, but PR Daily says words like home, style, inspiration, DIY, food, recipes, quotes, and much more are the most pinned words, and the most repinned words are recipe, chicken, bake, chocolate, and cake.
Even if you don’t have any pins that are related to the categories above, have no fear! Unlike Facebook or Twitter where content disappears quickly, pins stay relevant for months at a time so you have a better chance of being seen. Your pins have a better chance of going viral too, according to Jeff Bullas, because “over 80% of pins are re-pins,1 compared to 1.4% of tweets re-tweeted”. So, your pins have several opportunities to be seen by over 100 million users.
You can also make your website Pinterest friendly! All you have to do is simply insert one tiny piece of code and voilà you have what’s called the Save Button! Users can now save pins directly from your site and you can track them.
Advertising on Pinterest
You can run ad campaigns on Pinterest, which is one of my favorite features! There are two campaigns options, as shown in the photo to left. One’s goal is to boost engagement with your pins and you get charged any time someone engages or repins, clicks, or does a closeup. The second campaign is to drive traffic to your website. With both options, you pick one pin to promote. Pinterest wants your ads to succeed. They give you stats on which of your pins are performing the best, and which aren’t, to help you choose which pin to promote for you ad campaign. They also provide helpful guides which can teach you to pin like a pro and learn how to grow your audience. Here’s the PDF of on how to make great Pins!
Like Facebook and Google, Pinterest has it’s own analytics. This shows breaks down your Pinterest profile and shows you your average daily impressions and average daily viewers. You also got shown how many people you reach through your average monthly viewers and average monthly engaged. Pinterest also provides your top pin impressions over a 30 day period.
If all this information still isn’t enough to convince you to try a Pinterest Ad Campaign, maybe some cold hard numbers will. Half of the users on Pinterest make $50,000 a year or more and nearly one third make over $100,000 annually. Of all these users, 95% of them have recently made a purchase online. Even better, “25% of consumers reported buying a product or service after discovering it on Pinterest”. So, you have an audience of consumers ready to buy and a platform which allows people to window shop from the comfort of their couch. It’s a win-win.
Pinterest offers buyable pins as well.
This pin is buyable due to the blue. Anything with a blue price means it’s available for purchase. Buyable pins are also offered on both desktop and mobile. Merchants also don’t have to pay Pinterest anything for selling on their platform. Pinterest also allows the merchants to handle the shipping and customer service on their own. For this reason, only certain sellers are authorized to sell on Pinterest. You must fit certain criteria or you can sign up for the waiting list.
In conclusion, Pinterest is a fantastic platform. Like all social media, you can use it personally, but Pinterest is taking the business world by storm.
Written by: Amy Pope