The Power Of Pinterest: How Brands Are Harnessing Its Major Marketing Potential
It may feel as though we’ve only just gotten up to speed with Instagram and its ilk, but in the fast-paced, ever-changing world of social media marketing, it’s already time to divert your attention elsewhere.
Pinterest, once dismissed as the domain of bakers and interior decorators, is increasingly becoming one of the most valuable marketing tools available to fashion and beauty brands.
While most major companies, and media outlets for that matter, have had Pinterest accounts since its 2010 launch, few have invested levels of time and money beyond mere maintenance.
But given Pinterest boasts 250 million monthly visitors a month, and more than 52 million active monthly pinners, brands have started to pay attention. And rather than being considered a mere complimentary outlet to other, more established tools like Google, Instagram and Facebook, a recent Glossy article trumpeted Pinterest as “a step above Google”.
So, why is it so valuable? For starters, people using Pinterest are highly targeted in their searches, with an increased likelihood for that interest to translate to sales. They’re planning their weddings, decorating their houses, looking for solutions for their problem skin or hunting for unique products and services to deal with their very specific conundrums. They’re not browsers, they’re buyers.
On top of that, they’re likely to actively seek out the source of each inspirational photo they’re pinning, meaning their searches are more likely to convert to actual traffic to your website.
The Pinterest user knows who he/she is, and is looking specifically for brands that align with her particular aesthetic vision. This is especially useful for fashion and beauty brands, which often build their entire business around possessing a certain visual ethos. By being the answer to someone’s search for ‘vintage-look mohair aztec sweaters’, you immediately open a shopper up to your brand, and generate instant loyalty.
Additionally, while Facebook and Instagram often mess with their algorithm and make drastic changes to their platforms, it’s still possible to achieve major organic growth on Pinterest without too much money, strategy or the need to adapt at breakneck speed.
Speaking to Glossy, Brodie Mazurek, the performance marketing lead at temporary tattoo company Inkbox, said: “Our traffic on Pinterest increased without putting any paid advertising toward it when organic reach was diminishing on Facebook and Instagram. When Pinterest optimized toward conversion within search and full video ads, we knew we could get more than brand awareness with it. As a start-up, what really matters is converting.”
As an added bonus, Pinterest is refreshingly open about what works on its platform, sharing annual ‘trend reports’ that reveal what its users actually care about. Plus, while its users might have smaller networks than they do on sites like Instagram and Facebook, those networks are highly engaged and active.
Pinterest’s self-proclaimed motto is “put pinners first”, an approach that has seen their platform remain relatively ad-free, easy to use and loaded with quality content. And for those thinking it’s a mostly people looking for cookie dough recipes? You couldn’t be more wrong. According to Pinterest itself, 52% of users create boards for cars they want to buy, 49% are looking for financial tips and 46% are looking for hotels to book.
If you’re not sold, that same research found that of Pinterest’s users, “61% said they’ve discovered new brands or products from Promoted Pins, and half of them made a purchase after seeing one”.
Easy conversion, an engaged audience, positive brand positioning and the ability to go viral without forking out lots of money? Sign us up.