Why Use Pinterest in your Digital Strategy?
Why Pinterest is a social platform worth using for your business? While many businesses are constantly looking to break into social media and networks, Pinterest is often left behind in terms of interest or priorities. Yet, Pinterest, a social networking and sharing app, has over 450 million monthly users worldwide and generates more leads than any other social network – making it a platform that brands really don’t want to underestimate.
Contents
Find out why and how to use Pinterest in your digital and social media strategies.
What is Pinterest?
Pinterest is a unique social network that allows users to share, discover, and collect images, animated GIFs, and short videos through pinboards and trend boards.
Pinterest’s users primarily use it to share and/or get inspiration and ideas from content that matches their interests and hobbies. When users save an image, it is represented by a pin and is known as a “Repin” rather than a repost, share, or retweet.
Similarly, each “post” on Pinterest is called a “Pin.” Each Pin can link to a website, whether it’s a blog post that a brand wants more traffic to or an online store to increase sales. Users can then combine and organize different Repins or Pins into a folder, called a “Board.”
Why should you use Pinterest for your business?
With well-established social networks like Instagram, Facebook, Twitter and even TikTok, why should brands focus on Pinterest? A social platform that seems less dynamic and less “trendy”. Concretely, we can explain the relevance of Pinterest for businesses by the following statistics:
- Pinterest generates 3.8 times more sales than other networks
- 87% of Pinterest users have purchased a product through Pinterest.
- 93% of Pinterest users use the platform to plan their purchases.
- 97% of popular searches on Pinterest don’t contain a brand name
- Pinterest is 2.3 times cheaper to convert users
- More than 25% of user time is spent shopping on Pinterest
This shows that there is a huge market for businesses on Pinterest, as many users are willing and looking to spend on what they discover. Pinterest can be used not only to grow your online presence and audience, but also to drive more traffic to your online store and website.
How to integrate Pinterest into a social media strategy?
Now that the importance and impact of using Pinterest for your brand have been established, let’s see how to integrate Pinterest into a relevant social media strategy. Here’s how you can start succeeding on a social network that focuses on image.
Create a Pinterest Business Account
Create a business profile from scratch when you sign up on the platform or convert your existing Pinterest account by updating the information. To do this, click on the three dots symbol in the upper right corner of the page and click “Update your account”.
With a Pinterest business profile, you can now access tools such as Pinterest Ads and Analytics. We will have the opportunity to see the interest of these two features.
Optimize your Profile
Include your brand logo in your profile picture and create a very brief profile description that describes your brand and what your followers can expect from your account. Be sure to include your business website link to drive more traffic!
Monitor Competitors
Generally, looking at what competitors and others in your industry are doing on social platforms is important. Plus, Pinterest is all about getting inspired by the content you see, and a brand is no different.
Researching what others are doing and what’s working well will help your brand generate content ideas for that platform… take the opposite tack.
Produce Captivating Content Worthy of Being Repinned
Much like Instagram, Pinterest’s content is all about aesthetics. Only create and upload high-resolution Pins. Additionally, 82% of Pinterest users browse the platform via mobile devices, so aim for images with a 2:3 aspect ratio to avoid your content being cropped.
Finally, post product/service images with context, such as in its proper use or in a lifestyle setting rather than a standard product image. Pinterest is about inspiring others, and you want to inspire users to incorporate your product/service into their lifestyle through your visuals.
Optimizing Your Pins for SEO
Much of Pinterest’s success in driving traffic for brands can be attributed to the platform’s various opportunities to optimize SEO. Using keywords under your Pin descriptions, boards, and hashtags is crucial to ensuring that your brand’s Pins are easily searchable by Pinterest users.
Increase your Visibility Through Cross-posting
With similarities in the type of content posted on Instagram and Pinterest (mostly high-quality images), Pinterest is a great social platform to use to cross-promote your Instagram (or even Facebook) account. Posting the same content from your other social media platforms and linking the pins to those other social media pages can drive traffic not only to your Pinterest page, but also to where the image was originally posted.
This is a great method for increasing your overall reach across different platforms, always with the goal of driving traffic to a specific site or post.
Organize Content Using Tables
As a brand, create a collection of different boards to organize and categorize pins with a common theme or interest. This will help your followers and Pinterest users easily search, browse, and follow content or boards that interest them.
Experimenting with Pinterest Ads
Like other platforms, Pinterest allows you to target ads to a specific audience based on interests, age, location, keywords, and more. With detailed audience targeting, a brand can even target very specific Pinterest users, such as those who have similar pins or content and those who have previously visited your website by downloading your customer list.
On this platform, brands can experiment with many ad formats, such as standard image or video ads, shopping, carousel, and collection ads. You can decide your daily budget, determine how long the ad will run, and track performance over time to optimize your ads.
Pinterest Ads: The best-performing ones blend into the feed rather than being obvious sales tactics. You want to increase traffic by having users organically click on your ad when it appears on the radars of more users rather than instantly recognize that it is an ad.
Conclusion
Although Pinterest is often an underestimated social network, all indicators tend to prove that it allows you to generate traffic and sales with quality content. Our social media agency and social media Ads expert support you in your strategy and your organic and paid campaigns to optimize your presence. Submit your project and your objectives to us now!