Put a Pin(terest) In It: An Overlooked Social Media Platform
We’ve all heard of Pinterest but has the visual search engine really been given the flowers it deserves? Founded in 2010, the platform’s primary function offered users the opportunity to visually curate “mood boards” from user generated content shared on the platform. It puts the average person in a position to be their own creative director, allowing them to get lost in the endless possibilities of their own creative pursuits (potential or otherwise).
Pinterest gained a strong following yet became somewhat of a cliche to people who didn’t regularly use the platform. To the casual user, they probably assumed Pinterest was just for a millennial mom scrolling to find the perfect “farmhouse” aesthetic or maybe a bride saving (somewhat unrealistic) ideas for their big day. And while Pinterest is great for everyday inspiration, it offers a lot more functionality as a marketing tool.
So take note: Pinterest is a noteworthy – yet overlooked – social media platform for businesses to strategically market their brand. Let’s run through a few reasons why.
(1) Distributing your content on a platform built for sharing:
All brands strive to circulate their message as far and wide as possible. According to Sprout Social, data shows that “80% of weekly users have discovered a new product or brand on Pinterest.” Why it works so well for brand exposure comes down to optimizing your pin with key words and placing them in categories relevant to an audience’s interests. By doing this, your pins and boards will become more searchable for users looking to discover content similar to that of your business.
(2) Build a community:
Like most social platforms, users can follow accounts and/or pages to stay in the loop on what your brand has to offer. Pinterest is the perfect place to spark creative, trustworthy connections by first hooking the user with a visual value but also providing intellectual or material value via a link. By nature it’s a community platform with loyal followers looking to share what they’ve found with others.
(3) Share inspiration and knowledge:
I know what you’re thinking. Sure, post infographics with lots of words and hopefully they’ll see our value. Not quite. Try approaching this strategy by creating boards related to your brand and not specifically about your brand. For example, if your business is a grocery store, create boards for recipe inspiration or sourdough etching designs.
(4) Drive Sales by linking products:
Data from Sprout Social claims “89% of US pinners” scroll on the platform with the intent to determine if they want to purchase a product or not. By combining visually appealing images with the convenience of the embedded link, there’s a strong chance your brand will see an increase in sales.
Overall, Pinterest is an easy organic way for brands to expand their reach, drive website traffic, and boost sales. By creating a business account, brands are also able to track their efforts and see if the implemented strategies are actually paying off. It’s about time we gave the platform the flowers it deserves.
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