How to make the most of Pinterest
Pinterest experts The Social Giraffe take us through how to use the platform to drive traffic and increase brand awareness.
4th February 2022
91% of Pinterest users say that Pinterest is a positive place to be. In fact, it’s also been referred to as one of the remaining positive places left on the internet.
With 3 in 5 adults more likely to make a purchase from a business that is represented in a positive place, it’s high time to start growing your business’ presence on Pinterest and channeling the platform’s e-commerce opportunities.
To help you get started, we hosted a virtual event with Katie and Philippa from The Social Giraffe to find out how we can all make the most out of Pinterest and gain a deeper understanding of the platform and its users.
Watch the replay below or keep scrolling for the full summary blog.
“Two-thirds of people are visual learners meaning that two-thirds of the population are more likely to learn and search for things via visuals. Therefore, it makes perfect sense why Pinterest is such a successful platform.”
Pinterest is really a search engine rather than a social media platform. But it’s a visual search engine that opens up a world of inspiration.
Pinterest has been described as if Google and Instagram had a baby, so it’s easy to see how Pinterest can be effectively used as a marketing channel by enabling you to serve your customers and clients at the precise moment they’re looking for you due to its search engine capabilities.
To add to that, 87% of searches on Pinterest are unbranded. This really sets Pinterest apart from other platforms such as Google or Youtube where bigger brands often squash smaller businesses with their large budgets. However, Pinterest truly champions the creatives and the smaller business owners by leveling the playing field and allowing smaller businesses to easily appear in searches alongside bigger brands.
The world of e-commerce is moving at a very fast pace, but Pinterest is keeping up! Pinterest offers brands a huge opportunity to provide their customers with real-life experiences and their shopping features make them a real contender for brands to get their products and services out there. In fact, 90% of Pinterest users try new things they find on the platform.
Pinterest provides the inspiration, and the path to purchase which is why it can be such an effective platform for businesses of all sizes.
There are three key things that Pinterest does for you…
Say somebody finds your content on Pinterest, they click on your Pin, and then go straight to your website. Pinterest is very different from other platforms in that it actually encourages you to leave the platform and is absolutely fine with you leaving the platform in order to find what you need. Simply put, it makes it so much easier to click and convert your audience directly from the platform.
You could have thousands of followers on social media but find that they don’t engage. You don’t own your social media platform, but you do own your email list; therefore, growing that list is super important. Pinterest is such a reliable website traffic driver that you can easily direct that traffic to acquire more email subscribers. It’s so much easier to control than social media!
Lastly, Pinterest converts to sales. The best way for us to demonstrate this, though, is through numbers. People on Pinterest are 3 times more likely to say that they’re always shopping. And 40% say that they love shopping. This translates to a much higher spend with people spending 3 times more on Pinterest, compared to other social media platforms (which is huge!). With 85% of Pinterest users making a purchase based on what they’ve seen on Pinterest, it seems crazy for anyone not to include Pinterest in their marketing plans.
We don’t know any business that doesn’t want to achieve any of these things; it’s generally the funnel we all work to.
The first thing you need to consider is what actions you want someone to take when they first find your Pin. Every Pin should have a purpose behind it; you’re not just there to educate or tell them something, you also want them to click something to read more or go to your shop or your social channels, or anything. It’s okay to tell your audience what you want them to do when they see your Pin.
The next thing is to use the right keywords so that the Pin shows up when searched for in the first place. Keywords play a huge part in your Pinterest strategy and they really form the backbone of the work that you need to do on Pinterest. One really important thing to remember is that you can use your keyword anywhere on Pinterest that allows you to add copy. However, it’s also really important not to overdo it by repeating the keywords or using your keywords too often. Not only will it not sound very good to your audience, but the algorithm will also pick up on your keyword stuffing and downgrade your Pin.
Another very important thing to keep in mind is that the content you produce for Pinterest needs to be created for your customer above all else. It’s about what they want to read and see and buy, not what you want to buy or read or see. You need to keep an open mind, too, as your ideal customer could express interest in things that are unexpected.
- Don’t keyword stuff
- Do spread your keywords over lots of Pins
- Don’t try and use all your keywords all in one go
There are five different types of Pins and they all do different things…
The standard Pin is like the bread and butter of Pinterest. Add links to these to send your audience through to the desired destination and drive traffic to your website, Youtube channel, etc. These might not be the most interactive Pins, but they’re actually the ones that you need to make sure that you’re using.
Video Pins are great because they stop people in their tracks while they’re scrolling through the feed. However, Pinterest is phasing these out and you will no longer be able to pin video Pins in your organic feed and they will become exclusively something to be used within advertising. This will happen within the next months.
These are a set of standard Pins that you can scroll through, allowing you to show a set of images together.
These Pins would allow you to add images of all of your products - each linking through to a chosen destination. This ability almost allows you to create a sort of online shopping catalog where users can browse and shop directly from here.
Idea Pins are a little like Instagram Stories, although they don’t disappear. Idea Pins give you all of the information that you need to do or learn something. A key difference with this Pin type is that there is no ability to add a link to your chosen destination. So if you intend to use an Idea Pin you might want to explicitly tell your audience what action to take in the copy that you use.
And finally, here are The Social Giraffe’s top tips to takeaway
- Use your keywords
- Create scroll-stopping Pins with a strong CTA
- Be consistent, committed, and creative
- Use ContentCal to help you plan and schedule your Pinterest content