Pinterest has been around for quite some time and is very popular with some users. However, it has always been considered a niche network for women interested in beauty, DIY crafts, or fashion. Now, however, Pinterest is gaining momentum and experiencing a visitor increase like no other platform. This naturally attracts more and more advertisers who want to reach their target audience there. In this article, we’ll explain how Pinterest works for businesses and what options are available to you.
What is Pinterest anyway?
Pinterest is a social network that couldn’t be more antisocial. This sounds paradoxical, but it could be the reason why it’s so popular. In Germany alone, the number of users increased by a whopping 73 percent within a year! Worldwide, 200 million diligent users pin inspiring content to their virtual pinboards every month. The number of male users, in particular, is steadily growing. This naturally also increases the diversity of topics in the feeds, making it attractive to more and more companies.
But why is Pinterest so antisocial? Because, like Instagram, it’s primarily about images, but not so much about communication and self-expression. Pinterest is more of a search engine and functions as a source of ideas for its users.
Difference between Pinterest and other social networks
Function and purpose
Pinterest:
Pinterest is a visual search engine that allows users to collect images and visual content, called “Pins,” on virtual pinboards. Its primary purpose is to collect and organize ideas, inspiration, and information.
Facebook, Instagram, and others:
These platforms focus on user interaction, sharing personal information, photos, videos, and posts, and maintaining social connections.
Content types
Pinterest:
The focus is on visual content, such as images and graphics. The platform is particularly well-suited for DIY projects, recipes, fashion, interior design, and similar visual topics.
Facebook, Instagram, and others:
Different types of content, such as text posts, photos, videos, live streams, and stories, are shared here.
Target group:
Pinterest:
The platform often has a female user base and is aimed at people looking for creative inspiration, project ideas, and visual input.
Facebook, Instagram, and others:
These networks have a broader user base and are used by people to maintain social connections, share news, and gain insights into the lives of others.
Direct communication
Pinterest:
Communication between users is less direct and interactive than on other platforms.
Facebook, Instagram, and others:
The focus is on direct interactions such as comments, likes, messages, and reactions to posts.
How does Pinterest work?
Users search for content that inspires or entertains them, then sort the various topics into “pins” on their virtual pinboard, thereby spreading the word.
Unlike Instagram, users primarily share other people’s images on their own profiles rather than posting their own. The whole thing essentially works like a bookmark in a browser—but with a nicer look.
A pin is a piece of saved content that is linked to a website. It consists of an image or video, a short description, and a link. On boards, the pins are then sorted by topic. The boards also have their own titles and descriptions. At this point, SEO experts among you might already be paying attention. Titles and descriptions are indeed essential for your content to be found. The key here is to find the right keywords and phrases and optimize the pins accordingly.
The meta description or alt tags of the images should also be optimized, as Pinterest is even more popular than Google’s image search. Conversely, many images from the platform appear in image searches. The alternative text is also important. If it’s not included, the network simply pulls the image file name.
Your goal is repins. If other users come across your content and like it, the pin will be saved and shared further. Of course, users should not only repin your content, but also follow the link and land on your website or shop.
Why is Pinterest interesting for companies?
As already mentioned, this isn’t so much about communication, but primarily about content. This opens up a wide range of opportunities to introduce your products and content to potential customers.
Pinterest is a great source of traffic, which in turn can boost sales. Companies have the opportunity to present their products in a new context and reach new target groups.
Various studies from the US have shown that the average Pinterest user also spends more money per online purchase than, for example, a Facebook user. You can imagine the ratio similar to Google Ads and Bing Ads. While Pinterest can’t compete with Facebook in terms of reach, users spend more money on average.
In Germany, approximately 2.6 million people use Pinterest. Thirty percent of companies that already use social media as a marketing tool also have a presence there. (Statista) While half of the users live in the US, 75 percent of new registrations last year came from other countries. While Pinterest has long been a social media giant in the US, it is now also experiencing enormous growth worldwide.
Which companies are interested in Pinterest?
Pinterest is a unique platform that’s especially well-suited for businesses that offer visually appealing products, services, or ideas. Here are some examples of businesses that can benefit from Pinterest, along with ideas for what to pin on the platform:
1. E-commerce and retail:
- Suitable for: fashion boutiques, jewelry stores, furniture stores.
- Pin ideas: product images, outfit ideas, style inspiration, collages of products.
2. DIY and craft businesses:
- Good for: craft stores, artisans, home improvement centers.
- Pin ideas: step-by-step instructions, DIY projects, material lists, inspiration for creative projects.
3. Gastronomy and food:
- Good for: restaurants, cookbooks, food brands.
- Pin ideas: Recipes with appealing pictures, food tips, and table decorations.
4. Travel and tourism industry:
- Suitable for: tour operators, hotels, and restaurants.
- Pin ideas: travel destinations, itineraries, culinary recommendations, and sights.
5. Interior design and living:
- Suitable for: Furniture stores, interior designers, decoration brands.
- Pin ideas: Inspiring interior designs, decorating ideas, color schemes, and furniture.
6. Beauty and Fashion:
- Suitable for: cosmetic brands, hair salons, fashion labels.
- Pin ideas: makeup tutorials, beauty tips, fashion trends, hair styling ideas.
7. Wedding and event planning:
- Suitable for: wedding planners, event agencies, and flower shops.
- Pin ideas: wedding inspiration, event decorating ideas, planning tips.
8. Fitness and Wellness:
- Good for: Gyms, wellness centers, sportswear brands.
- Pin ideas: workout routines, healthy recipes, wellness tips, fitness gear.
9. Education and teaching materials:
- Good for: Teachers, educational platforms, online courses.
- Pin ideas: learning materials, study tips, informative infographics.
10. Recipe and food blogs:
- Good for: Food bloggers, recipe sites, nutritionists.
- Pin ideas: Recipes with high-quality images, nutrition tips, and meal planning.
Tips for marketing on Pinterest
Of course, we also have some tips that will help you reach your target audience on Pinterest and generate more traffic and ultimately sales.
- Optimize your pins, but also your boards (titles, descriptions, alt tags, alternative texts)
- Keep an eye on the users in your target group –> Who regularly interacts with your content?
- Like and repin your fans’ content –> this way you give the user recognition and create variety in your content.
- Create group boards with your fans and design pinboards together –> Keyword: brand loyalty.y
- Save your statistics at least once a month and analyze what works and what doesn’t
- Please note that the lifespan of content on Pinterest is much longer than on Facebook or Instagram.
- Verify your website for Pinterest –> higher trust in the brand
- Be sure to test your content on mobile devices
- Collect interesting content in secret boards –> this way you can keep an eye on trends and ensure that you don’t run out of content.
- Attention: Always create repins from the original (not from the secret board)
New: Pinterest Search Ads
Search Ads are an innovation that advertisers have long been waiting for. The new advertising format is now available to any marketer with an account and at least one pin on their board.
The reason: Pinterest users aren’t necessarily looking for products from specific brands. They’re looking for ideas, suggestions, and inspiration to help them make a purchasing decision. They want to gather information first and figure out exactly what they’re looking for, which puts them at the very beginning of the customer journey.
Search Ads were announced in early 2017 and now allow advertisers to target customers in this initial phase of the customer journey. They can now run keyword campaigns that bid on individual search terms – similar to Google Ads.
Interestingly, the ads essentially look like regular pins and aren’t immediately perceived as advertisements. Nevertheless, they can already influence users and increase awareness of your brand. Ideally, users will pin them to their personal pinboard and thus share them further. They’ll also return later when they have a more concrete idea of what they’re looking for.
Pinterest has evolved from a special-interest wallflower to a real player in social media. Companies should check whether the platform is suitable for their content and then develop a strategy.