One of the most powerful, yet seemingly overlooked, social platforms is Pinterest.
Pinterest goes beyond the traditional role of a social platform – Pinterest is a dynamic search tool which can be used to inspire and inform whilst at the same time driving awareness, traffic & conversions for your brand.
How is Pinterest different from other social channels?
Over 478 million people use Pinterest every month and nearly all top Pinterest searches are unbranded which gives your business a good chance to be found and drive more brand awareness. Content placed on the platform has a longer lifespan than organic content placed on other channels and can reach audiences for some time after it is published. The platform is also a valuable resource for content ideas for your brand and is valuable for catching trends as they happen.
- 61% of Pinners in the UK have gone on to make a purchase as a result of seeing branded content.
- 459 million people use Pinterest every month to find ideas and inspire their next purchase.
Early insights, early advantage
People use Pinterest to plan for the future. Reach them on Pinterest, and you’ll reach them before your competitors do.
- 61% of UK Pinners say that Pinterest is where they go to start a new project.
- 46% of UK Pinners have discovered new brands or products on Pinterest.
Want to get started?
It’s a good idea to first create your categories. What these are will depend on your type of business but could include seasonal content, new products or product categories. These will become your Pinterest ‘boards’. From there you can add content to each ‘board’
Types of Pinterest Content
With a Pinterest Business Account, you will have access to five types of Pin formats. These include standard Pins, Video Pins, Product Pins, Collections, and Idea Pins.
Here’s a quick overview of each:
- Standard Pin: A static image or carousel with multiple images that link to a URL
- Idea Pin: A short multi-page story that brings an idea to life
- Video Pin: A short 4-15 second video that can tell a story for your brand, idea, or project
- Product Pin: A shoppable Pin featuring 1 product that can show real-time pricing and availability
- Collections Pin: A shoppable Pin featuring multiple products
As a beginner we would recommend trying Standard and Idea Pins first as these are simpler to create and will give you a good starting point to gauge how users respond to your content.
A standard pin should contain fresh content that drives to a URL where you’d like to increase traffic. Make the Pin visually appealing while thinking about ways to have your content stand out your competitors when a user searches for inspiration. You don’t have to include text on standard Pins but make sure the image used stands out and is aligned with what you’re linking out to.
Idea Pins are a new type of content on Pinterest. Pinterest recently shared that they are seeing 9 x the average comment rate on Idea Pins compared to standard Pins. Idea Pins give you the opportunity to share video to create a more engaging experience for your Pinterest community.
(Statistics taken from Pinterest 2020 & 2021, GlobalWebIndex UK and Neilson Path to Purchase Research.)