Wondering if you need a Pinterest business strategy? Learn why and how to add a Pinterest marketing strategy to your marketing mix.
In recent years, Facebook, Instagram, LinkedIn, and YouTube have been seen as the social networks essential for online visibility, while Pinterest has been seen as a secondary or non-essential social network.
However, this point of view is largely based on a lack of knowledge about the benefits of Pinterest for business growth. Ever since Pinterest was launched back in 2010, its audience has been growing. According to Pinterest Business, the platform now has over 430 million active users.
Women make up more than 60% of Pinterest’s audience, but the number of men using this platform grows by 40% year over year. Audiences of all generations are present on Pinterest, from Gen Xers to Millennials, and Gen Zers.
Pinterest’s demographic is very versatile, but that’s not the only reason you should be present on this platform. In this article, you’ll learn why the Pinterest website is different from other social networks, and how to leverage it to scale your business.
- How Is Pinterest Different From Other Social Networks?
- 3 Reasons to Create a Pinterest Business Strategy
- 5 Basic Pinterest Marketing Tips for Success
- Pinterest Tips & Tutorials
How Is Pinterest Different From Other Social Networks?
There are several differences between Pinterest and other social networks. In the first place, Pinterest is not really a social network, but a visual search engine focused on sharing and saving visual content in the form of Pins.
Pinterest users are focused on discovering and curating other users’ content. They use Pinterest search to look for inspiration, ideas, or products.
Instead of liking the Pinterest images or videos, they Pin them and group those Pins into different boards based on topics or themes. For instance, one of the more popular uses of Pinterest is to create boards for a specific event, such as a wedding.
Brides may collate Pinterest images or videos on a Wedding board with ideas of the sort of décor, food, fashion, makeup looks, etc. they want in their dream wedding.
Pins can be uploaded directly to the platform or saved from a blog or ecommerce site using the Pin sharing button, with each Pin linking back to the website it was saved from.
Instagram and Facebook users are looking for a personalized experience. They post their own content for their family and friends to view. They also want to interact with brands.
However, Pinterest users are actively searching for something – interior design, inspiration for a life event, interesting accessories, fashion, makeup looks, or something else.
Beyond posting a comment or liking a Pin, they don’t interact as much with brands, but they watch videos or click on images to visit the brand’s website.
Pinterest is a visual search engine for visual content, designed to send traffic back to the brand’s website.
Here’s some interesting research that Pinterest conducted related to the interests of different audience groups:
- Gen Zers are interested in social good, future growth, beauty inspiration, and wardrobe ideas;
- Men are interested in personal betterment, home upgrade ideas, and creative inspiration;
- Millennials are interested in obtaining life skills, family-friendly ideas, and tips for adjusting to the new normal.
Furthermore, 97% of top Pinterest searches aren’t related to a brand, which means all brands have the same chance of winning over a new customer.
3 Reasons to Create a Pinterest Business Strategy
Whether you’re a blogger or an ecommerce business, Pinterest has huge potential to scale your business and help you build traffic and sales.
Most social media marketing companies agree that brands should have a Pinterest business strategy for the following reasons:
#1. Pinterest content has a longer lifespan
Instagram and TikTok generate a lot of views when you hop on a trend. Using a popular sound on a dancing reel is great, but all trends come to an end sooner or later.
Also, trends on TikTok and Instagram have a very short lifespan, and most of them are only suitable for certain types of influencers or businesses, so it’s difficult to use them to your advantage if you don’t fit into this group.
Pinterest is much more business-friendly. A Pin you create can bring in new traffic for months and even years after, especially if your content is evergreen.
#2. Selling is easy on Pinterest
Since the images on Pinterest are linked to an external website, Pinterest users are just a couple of clicks away from purchasing whatever they like.
Pinterest also offers Rich Pins that list your product’s price and description for easy purchase, and it is constantly offering new features to help brands sell their products directly from the network.
While Instagram now allows shopping, brands need to meet certain criteria to set it up. You’ll need to:
- Comply with Instagram policies;
- Create product listings that are available for direct purchase from your website or Instagram checkout page;
- Your profile must be located in a supported market to use the commerce tools (Instagram checkout-buying is currently only supported in the US);
- Demonstrate trustworthiness, sometimes by maintaining a sufficient follower base;
- Provide accurate information about the product and its prices.
But that’s not all. You still need to add product tags to photos and videos. Meanwhile, creating a Pin is much simpler and doesn’t require any verification or tagging.
#3. Pinterest converts better than other platforms
While Instagram and Facebook are more tempting to use because of their popularity, Pinterest has huge untapped potential, and Pinterest ads earn a 2X higher return on ad spend with a 2.3x cheaper cost per conversion.
According to this article, advertising on Pinterest is like running ads on a bus that only goes to the mall. Everyone on board is ready to shop. You just need to get your brand in front of them.
Here are some Pinterest tutorials to help you learn how to create a Pinterest marketing strategy and leverage this platform the right way.
5 Basic Pinterest Marketing Tips for Success
Here’s a step-by-step guide to creating a Pinterest marketing strategy and scaling your business:
#1. Set up your Pinterest profile and claim it
Start by creating a Pinterest Business profile, as business profiles have features that personal profiles don’t have such as Pinterest Analytics and Pinterest Ads. If you already have a personal account, you can simply convert it into a business account.
Once that’s done, you’ll need to claim your website. You can find a detailed guide on how to proceed with this here. Once you claim your website, you’ll get access to the Analytics for the Pins shared from your website.
#2. Use a 2:3 vertical aspect ratio for your Pins
Once you’ve set up your profile, it’s time to start creating some Pins. Since they are organized into columns, vertical images and videos stand out better in the feed.
Don’t forget to use high-quality images. Ideally, the aspect ratio for a vertical Pin (image or video) should be 2:3 or 600 pixels wide x 900 pixels high.
Square images can also work, so don’t be afraid to use them. Canva offers many free templates with the ideal aspect ratio for Pinterest.
#3. Create memorable content
Pinterest users come looking for inspiration, so boring photos with dull colors won’t do it. Each photo needs to have something unique and be engaging enough to stop them from scrolling.
For instance, you could try expressing your brand through cute images or details. If you’re a retailer making shoes, you could advertise women’s shoes by showing a little girl wearing her mom’s shoes.
An artist could take a photo of their work with their dog holding a brush as they painted it. Some brands have a cute mascot they feature.
You could also try injecting some humor, as this will show the brand’s personality. For instance, a popular meme or paraphrased quote could be effective.
Infographics are another great way to boost your website traffic from Pinterest. There are a lot of templates you can access for free on Canva, so you don’t need to spend too much time on these types of visuals.
Pins with a well-written description – and a few hashtags for discoverability – yield better results than those without.
According to this article, the optimum length for a Pin description is between 100 and 200 characters. Even though people use Pinterest to browse pictures, short captions and descriptions help increase engagement.
The first step to writing a great description is finding the right keywords. Just like Google, the Pinterest search engine relies on keywords to deliver relevant results.
You can research keywords using Pinterest search – you don’t need any special tools. Once you find the right keywords, incorporate them into the title and the description by adding the primary keywords early on in the Pin description.
Make your description interesting and accurate, but don’t give away too much. If you want users to click through and visit your website, leave them wanting more.
According to these Pinterest marketing stats, Pins with “New” in the overlay text lead to 9X higher aided awareness.
You may want to avoid using words that sound spammy, like “Click Here” or “Buy Now”. Opt for a more subtle call-to-action like “Read more”.
#5. Create fresh Pins consistently
Just like Instagram, Pinterest’s algorithm now prefers fresh Pins, so even though the content on this platform has the longest half-life of any social network, freshness is still important for visibility.
While that may seem annoying, it’s precisely why Pinterest is one of the most powerful social networks for long-term growth.
Also, don’t forget to keep up with the Pinsights or Pinterest trends reports that offer a predictive look ahead into what will be trending for the year across home, beauty, fashion, food, well-being, parenting, travel, design, and more.
This will help you prepare your content months ahead of time so it starts ranking at the right time, for example, during festivals or special days.
While using Pinterest should be a no-brainer, especially for bloggers and ecommerce platforms, there’s no need to abandon other social media platforms.
Combining different platforms for content discovery and business growth is a great way to target different audiences and strengthen brand awareness.
Pinterest Tips & Tutorials
- Free Pinterest Training & Pinterest Courses For Bloggers
- Google SEO Vs Pinterest SEO For Bloggers: 7 Essential Differences
- Why Pinterest Traffic Avalanche Review is the Top Pinterest Course Online
- 8 Pinterest Marketing Tips To Boost Engagement & Branding
© 2022, Priya Florence Shah. All rights reserved.