With 250 million of users and an audience who love to shop, Pinterest is a great platform for selling the value of your brand — and pushing products.
But it’s also a social channel that some marketers and brands struggle to get to grips with. Even though many bloggers and ecommerce brands have nailed the Pinterest formula for success, there are plenty of others who are intimidated by its fast-moving visual curation ecosystem.
Here are some essential facts and stats about Pinterest, as well as some tangible ways you can leverage this network for your own marketing.
Why Pinterest? Who is using the platform?
Pinterest’s users are wealthy, youthful (50% of US millennials use the platform), and often creatives. While Pinterest is dominated by women, men are catching on to the platform and male sign ups are increasing year on year.
Pinners use the platform to plan out their lives; they access it while they’re on the move; they use it as a visual search engine; and top Pinners spend more time on Pinterest than they do on any other platform.
More importantly, Pinners use the platform to shop and love to spend money through it.
- It’s the top platform for shopping for millennials
- 55% of Pinners shop using the platform
- 55% of shoppers say that Pinterest is their favourite platform
- 61% of Pinterest users made a purchase after viewing branded content on the platform
- 73% of Pinners make a purchase after seeing it on Pinterest.It is the place to be if you have products that you want to seed with new customer audiences — especially if you are in Pinterest-heavy niches like weddings, fashion, lifestyle, crafts, DIY etc.
Be present on Pinterest. Pinterest is a busy and content-heavy platform — you need to add to the conversation to keep things going and build enough brand momentum.
As a general rule, the more you pin, the more engagement you will get – within reason. There are lots of advice on how many times you should pin a day, but five times a day should be the minimum if you want to really get the most out of the platform. However, you could easily pin 10 or 20 a day to drive more engagement.
It’s also a good idea to schedule your pins in. This not only makes it easier for you because you can block out some time to create your pins, but it also provides a better experience for the audience when your pins are spread out over the day – and especially in the afternoons and evenings when pins tend to get more engagement. You can easily use a tool like Buffer to do this.
Show Off What Your Products Do
One of the golden rules of Pinterest marketing for e-commerce is to show off your products in all their glory. However, don’t make the mistake of simply showing what your products are. Instead, show what they can do.
People like to see what they are buying, and you can use your products as the focus of your Pinterest experience. Pinterest is also a quick way to get your products noticed. If you have an e-commerce business and you are looking for a way to reach a new audience, Pinterest could be ideal.
But get more out of your activity. Just pinning photos of your products won’t get as much engagement as you could by showing them in action. So while your images should feature your products, make sure they provide inspiration and provide tips on how to use them.
Use Pinterest to help your audience imagine using your products, and you’re well on the way to getting the most out of the platform.
Another tip is to feature numerous products in one pin to generate more engagement. This adds more value to each pin and shows off more of what you provide, making it more likely to appeal to different users. For example, you could show one main product with complementary products and suggest how different products go together.
Use Rich Pins
Make the most of Pinterest’s web content features and cross-promote your content. Pinterest is awesome for content promotion – if you do it right.
Enable rich pins for your website to improve the experience for Pinners and encourage more engagement with your content. They are free, and they allow people browsing your website to pin content so it shows up in a particular format.
For example, you could set it up so that when people pin an article, it will be pinned with the headline, description, link and author included. When pinning a product, it will include the availability and pricing. This helps to make your pins more engaging and relevant with no more effort on your part.
Use Images at Optimal Size (and Colour)
Interest is all about images, so make sure they are the perfect size. The best pins are usually vertical, perhaps because these get more engagement when viewed on phones, so use a 2:3 aspect ratio. 600 pixels is also the minimum width you should use.
You also don’t want your images to be too tall. If the ratio is larger than 1:3.5, the pin will get cut off in the feed. Use a tool like PhotoShop or Canva to make sure your images are the right size.
Also keep in mind that lighter images tend to perform better than darker images, and warm colours are better for generating more engagement.
Use Text Overlay
Using text overlay on your images is a way to increase engagements on your pins — it can also help anchor your content with a brand statement.
Chroma Gel is a UK ecommerce brand that started in 2011 and has grown to become a company worth nearly $1.3million at the time of its re-sale (currently listed for sale on Exchange). The company is geared towards millennial women, making it a perfect example of a business whose brand is ripe for Pinterest.
Chroma Gel uses text overlay and thematic grouping for the images on its Pinterest images, as you can see below:
Text overlays and thematic grouping are some of the ways to quickly improve your Pinterest results, without having to invest too much money or effort into creating expensive visual content. Pinterest is a pretty easy social media channel to ‘hack’.
Focus on Your Descriptions
Create descriptions for your images about 150 words in length to provide more information about the pin, what it is and why it is important. Use text to encourage more clicks and show your audience why clicking on your pin is worth their while.
Use keywords and provide helpful information without being salesy. Another benefit of longer descriptions is that they can also be found more easily in search, potentially driving more traffic.
Try to use calls to action in all of your descriptions. CTAs are always important in marketing, and you can use them here to get more activity.
Think about the action you want people to take when you create your pins, then make it clear to them in the description. Your prospects are more likely they will act if they know exactly what to do.
Engage with Your Audience and Influencers
Make an effort to engage with other people on Pinterest. Don’t just post your pins and disappear, and instead spend time getting involved.
Find group boards and contribute to them to engage with communities of your target customers. You can also seek out influencers and tag them to get their attention, which can be a good way to build relationships.
Track How You’re Doing with Analytics
Track all your activity on Pinterest using the platform’s analytics. This way, you can find out what is working and what is not working. You need to be able to improve what you are doing and avoid wasting your time, so make sure you track everything.
Pinterest can be a powerful marketing tool for businesses of all sizes, one which adds real value to your business. It captures consumers in consideration mode, which is a perfect time to market the value of what your company is offering.
However, you want Pinterest to become a real asset to your brand you need to use it correctly. Focus on these tips when you are active on Pinterest to generate more engagement, and set about building your community on the social platform the right way.