When it comes to social media, the usual suspects almost always come to mind. Facebook, Instagram, Twitter & TikTok. But one platform that often gets overlooked is Pinterest. With over 400 million monthly active users, Pinterest is the true underdog of social media platforms.
To understand Pinterest the most important thing to note is that it has a unique purpose when compared to other platforms. So why is that? Well rather than being a platform for social interaction and networking, Pinterest functions more as a visual search engine. Users go to Pinterest to search for ideas, inspiration, and solutions to their problems.
Whether it’s planning an outfit, decorating a home, or finding recipes, Pinterest has become the go-to platform for people looking for inspiration. Essentially, Pinterest allows users to discover and save content that speaks to their interests and needs.
So, the big question is: why should I use Pinterest as part of my social media strategy?
1. Pinterest is great for product discovery and purchase decisions
According to a survey by Cowen and Company, Pinterest is the second-highest platform for product discovery and is the top platform for influencing purchase decisions. This means that Pinterest users are more likely to make a purchase based on what they see on the platform.
2. Pinterest rewards high-quality, relevant, and engaging content
Pinterest is a platform that prioritises organic growth. Unlike other social media platforms that heavily rely on algorithms and paid advertising (looking at you, Instagram). Pinterest rewards content that is high-quality, relevant, and engaging. This means that brands can grow their audience and reach without spending large amounts of money on ads. They can do this by creating content that resonates with Pinterest users instead.
3. Longevity of content
It’s clear, with its growing user base and increasing relevance for businesses, it’s time for brands to recognise Pinterest as a valuable platform for social media marketing.
So, what are some next steps that brands can take to use Pinterest to their advantage? Here are a few tips:
Tip 1) Set up a business account
Firstly, If you haven’t already, set up a business account on Pinterest. This will give you access to features like analytics, promoted pins, and rich pins. What are rich pins I hear you ask? Rich Pins are a type of organic Pin that automatically syncs information from your website to your Pins. This means if something changes on the original website, the rich Pin is updated to reflect that change. Amazing, I know.
Tip 2) Utilise high-quality visuals
Secondly, since Pinterest is a visual search engine, it’s essential to use high-quality, visually appealing content. This means using high-resolution images, having clear typography, and a consistent aesthetic.
Tip 3) Use keywords
Of course, to improve your content’s discoverability on Pinterest, use relevant keywords in your descriptions and titles. This will make it easier for users to find your content when searching for related topics.
Tip 4) Focus on creating valuable, informative content
To build trust with your audience and establish your brand as an authority in your industry, focus on creating valuable, informative content. It should solves your audience’s problems and provides them with inspiration and ideas.
Tip 5) Use analytics to track your results
Finally, use Pinterest analytics to track your performance and see which pins and boards are getting the most engagement. By using this information, you’ll be able to optimise both your content and strategy over time.