In 2021 Pinterest ranked 14th among the largest social media with 459 million monthly active users.
Unlike other social networks such as Facebook, Pinterest is not a medium where you share your private moments and connect with people close to you. Instead, it’s a medium that will help you find inspiration and shop. Pinterest also differs from other channels as it is a search engine and not necessarily a social media, so it is important to aim for profit and creating valuable content “creating value” rather than becoming popular. This means targeting links that lead to our website instead of targeting followers or views.
Monthly sales through Pinterest increased by 300% in 2020. This is because Pinterest introduced new features to facilitate shopping through the platform.
The majority of users on the platform are women between 20 and 30 years old. However, in the last year there has been an increase in the proportion of men and younger age groups using Pinterest. This may explain the percentage of users using the platform from mobile which is 82% of the platform’s users, as younger age groups prefer browsing on mobile than on a computer. When using the platform the most popular categories that users research are recipes, beauty tips, home decor, crafts, art and women’s fashion.
The most important elements for a good Pinning or The Pinterest Dictionary
- Pinterest Boards: they are the boards that include Pins with common characteristics
- Tip: Organize your Pinterest Boards based on different topics that may be of interest to users.
- Standard Pin: Each board has at least 1 Pin which is Pinterest’s technical term for Posts.
- Rich Pins: They are divided into 4 categories – App Pins, Artixle Pins, Product Pins and Recipe Pins, where each category has a different type of content, format and use. To create rich pins you need to add rich tags to your site and test them with Pinterest’s Rite Pins Validator.
- Pin Title: The title of the Pin is particularly important to grab the attention of the audience.
- Pin Description: The pin description can contain anything from a product description to hashtags.
- Pin Hashtags: To increase visibility and searchability add hashtags about the Pin and Board.
- Landing Pages: Each Pin can have a link that leads to a blog post or a product.
What is the role of businesses on Pinterest?
Through the platform you can reach new audiences, build your company’s image and promote your brand and products. You can also increase your website traffic and boost your newsletter subscriptions, sales and audience interaction with you.
How to optimise your corporate use of Pinterest?8 Tips
1. Create a strategy for using this channel.
- Set goals that are specific to the company and the product. Goals should be measurable, accessible, relevant and for a specific time period.
- Find the audience you will be targeting on that channel. As mentioned before, Pinterest is different from other social media, so the audience will be different.
- See what the competition is doing on this platform in order to differentiate yourself.
- Create and schedule the material to be posted on Pinterest.
2. Pin or otherwise post content that will catch the eye.
Pinterest is a platform that aims for stylish, high-resolution content that users will save and share. What to look for to create stylish Pins:
• Vertical content orientation. With 82% of users using their mobile device to get ahead on the platform, it’s important to maintain 2:3 layouts and high-resolution content.
• Optimize the description of the content to boost the SEO of the posts and give meaning to your image so as to prompt users to click on the link.
• Add your logo to your Pins to increase Branded Content and boost your brand awareness among other content.
• Make sure all links work to enhance user interaction with the brand.
3. Enrich the content with different types of content.
Pinterest is known for sharing or pinning photos, but it doesn’t stop there. Try carousel pins or videos to increase user interaction with your content.
4. Create Boards with specific content.
As 97% of users are looking for content not related to a brand, boards need to reach new users who are interested in that particular topic.
5. Optimize Pins for SEO.
As Pinterest works as a search engine, the description of a pin can help it appear in the user’s search. On the other hand, for users who prefer to simply scroll to the home page, a Pin’s description can help the Pin appear to users who have interacted with similar content in the past. Rich Pins are designed for posting new products from your website. Avoiding duplicate product posting at the same time will also boost SEO on Pinterest.
6. Use Pinterest Ads.
Pinterest allows your advertising to be targeted around keywords, interests, locations, age groups and other categories of your own, such as people who have visited your website, or who have interacted with your content or your own list of specific users.
7. Use the stats to measure your progress.
A successful marketing strategy is based on data that will show content performance metrics and guide social media managers when reviewing their strategy.
8. Promote your Pinterest profile.
- Make sure your audience in other media knows that you are active on Pinterest.
- Include it on your website.
- Include it in your newsletter signature.
Companies from various Industries such as FMCG’s, Home & Décor and Fashion Oriented companies have created Pinterest Campaigns with great results. The reasons for choosing it are the freshness of this platform, creativity, inspiration and audience behavior on the platform.
