More than 250 million people visit Pinterest every month to explore new ideas and products. In fact, 84 percent of them browse the platform when they’re unsure about what to buy and almost 77 percent end up discovering a brand they like on Pinterest.
In today’s competitive landscape—where companies everywhere are trying to establish a unique brand identity to connect with users, Pinterest offers a fun, and upbeat space for relaying advertising messages. How? Let’s take a look:
Tell an interesting brand story
The primary appeal of Pinterest lies in how exceptionally easy to use it actually is. All users have a board of their own where they can pin images that cater to their individual interests. that are all the same size. As a business, you should aim to mimic Pinterest’s “uncluttered aesthetic” by ensuring that your boards are simple, elegant and largely minimalistic. Include a link to your website/landing page with each photo you pin. Pinterest was responsible for a dramatic increase in page views for Hana Abaza, the CEO of Wedding Republic. Her overall social media efforts led to a whopping 75 percent increase in traffic, and she credits Pinterest for causing most of that.
More than anything else, creating content that’s on-trend, engaging and relatable will bring you closer to your goal. Focus on the story you want to tell and use compelling imagery and descriptions to make your brand account stand out.
Build relationships with influencers
Just like any other social media platform, Pinterest has its fair share of influencers—people who have thousands of followers and produce relevant content on the daily—and they can be your key to boosting conversions, if you play your cards right. For starters, invest time in researching Pinterest accounts that align with your brand and are popular with your target demographic.
According to Jason White, owner of Quality Woven Labels, “The key is to build relationships with those who are known for quality “pins” at the site. Once these movers and shakers get to know you and your business, they will be more likely to post about your product.”
He also advises brands to “focus on the users who get the most likes and repins” or the influencers, as they “make it easier to take the conversation to Twitter or Facebook”.
“Be real and show your true self,” he adds, “Authenticity is hugely important.”
Create non-promotional content
One of the most common mistakes that businesses make on social media is posting only promotional messages about their products and nothing else. Although the end-game is to direct traffic to your website and encourage people to buy your products, most users aren’t pleased or very responsive to in-the-face-promotional content. For example, Giselle Gonzalez’s brand Cakestyle offers wardrobe suggestions for women, and believes in posting “interesting news tidbits, tips, and products from other companies” because users are quick to spot and dismiss,” a board that is too self-serving and only posts product photos”.
Ensure that your brand’s the right fit
While this may seem obvious, a lot of brands are quick to jump on the hype train without stopping to question if they actually stand to benefit from the new trendy thing that everyone’s doing. Remember, Pinterest primarily caters to people interested in recipes, home décor ideas, fashion/beauty tips and do-it-yourself crafts. If your business sells 3D printers, the platform will not do you any good. You’d probably end up spending your time, money and resources on Pinterest with no discernable results simply because your target demographic is not on the platform.
Promote your Pins
Pinterest offers paid advertising options where you can spend money to ensure that your otherwise regular pins are seen by more people. Regardless of how big or small your business is, Pinterest ads are flexible and put your products in front of the right people at the right time. Considering that 83 percent of weekly users on the platform make a purchase after seeing a pin from brands, you can fulfill a variety of business objectives using the different types of campaign formats available.
Pinterest reportedly crosses 250 million per month in 2019. While we still don’t have a feature or mechanism that lets potential customers buy products directly from the platform—the marketing potential continues to remain endless.