Pinterest – it’s all about pretty pictures and shiny videos, just like Instagram, right? No, not quite. In fact, not at all, because Pinterest is actually a visual search engine, not a social media platform. Despite all their marketing being worded to this effect, it’s still perceived as an Instagram wannabe, which couldn’t be further from the truth.
Like Instagram, ‘Pinners’ are looking for escapism and inspiration, whether that’s to redecorate their homes, expand their culinary repertoire, update their wardrobe or motivational quotes. As well as searching for other users’ pins, Pinners can create their own content using Photoshop or Canva and post them to the relevant collections, or ‘boards’, on their profile. In short, Pinterest is the digital equivalent of the scrapbook that you had as a child, full of photos, items and text from your favourite sources of inspiration.
Pinterest know that they’re competing for a slice of a very crowded online pie, and while they haven’t quite reached the dizzying heights of Facebook and Instagram yet, they’re making considerable progress. Last September, they reported that they had 250 million monthly active users, which jumped to 265 million in the space of seven months.
So, how can brands incorporate Pinterest in their growth marketing strategies? With 90% of weekly Pinners using the app to make purchasing decisions, creating captivating, aspirational Pins showing your products and/or services to their best advantage is a must. Pinterest recently released an in-platform scheduler which allows users to share content at regular intervals, and to multiple boards, which is crucial to getting on the right side of their algorithm to boost impressions.
Other useful features available on business accounts only include two new ad options: Conversion Optimization and Promoted Video for Conversions. Like other social platforms, brands can now tailor their ad campaigns to their business goals and therefore encourage Pinners to take specific actions instead of just clicks. Examples include online check-outs, increased registrations or stronger leads. Installing the Pinterest Tag on your site enables brands to track visitor actions after seeing ads on Pinterest to better determine which users will take different actions as a result. This data is then used to form user behaviour templates with the aim of targeting different people to achieve different goals.
Promoted Video for Conversion on the other hand will benefit brands with traffic or conversion goals by directing Pinners to a landing page housing the advertiser’s website in addition to a close-up of the video. Video content shows no signs of losing in the popularity stakes, as it’s easy to consume, more engaging and authentic and gives a much deeper insight into users’ personalities.
It may not be the most significant platform on your digital marketing radar, but the stats here are worth considering. Open up your Pinterest app and have a look at what’s on offer from brands within your niche or sector and see how they’re utilizing the platform.