Why companies should be on Pinterest in 2021
You may be familiar with the old-fashioned mood boards you used as a child to create a collage of beautiful dresses, quotes, and inspiration. The mood board is a well-known phenomenon that involves combining visual elements of varying styles to give inspiration. In 2021, the mood board has a virtual presence in the form of Pinterest.
It is on Pinterest that the bride gathers inspiration, collecting thousands of photos to design her dream wedding; this is where the couple finds DIY-hacks for home renovations; most importantly, this is where you, as a company, should be present if you want to increase website traffic and drive sales.
But what is Pinterest?
In short, Pinterest is a visual search engine where you can search and discover new ideas and products through photos and videos. It helps you store all the inspiring, cool, and ingenious things you find online and organise them into ‘boards.’ Every time you find a picture or video online of something you'd like to save, you can choose to ‘pin’ it to one of the boards you have made.
For each pin, you can add a title or description of the image or video, but the primary focus is on the visual itself. On each pin, you can also insert a link to the website where the image comes from. For example, this could link to the product on your website, a blog post, or the original photo on your Instagram profile. The boards are visible on the user’s or company’s own account, allowing you to go back to your digital to-do list and inspire others as you desire.
Who is on Pinterest?
Globally, 459 million people are active users of Pinterest.
Pinterest is not the new Facebook
Although Pinterest falls into the social media category, it may as well be compared to a search engine like Google. The significant difference between Pinterest and other social media sites like Facebook and Instagram is that users on Pinterest do not aim to share private events, attitudes or thoughts, or follow the lives of friends and acquaintances. Instead, Pinterest users will find, save, and share visual and inspiring content that they find interesting – and that others with the same interest will be inspired by.
Pinterest is the platform that gives the most value
E-marketer's 2019 survey showed the distribution of social media activity among US users. Among other things, this survey showed that 47% of the users used Pinterest to find or shop for products. The closest competitor is Facebook, where only 15% use the platform for this purpose. This makes Pinterest an extremely strong channel for businesses and at the same time a far more ‘fireproof’ platform to advertise on.
We’re on Pinterest to shop
Are you new on Pinterest? Don’t worry! Users on Pinterest are 60% more likely to explore new brands compared to other social media sites.
Additionally, don’t be afraid to spam users with your company’s content. On Pinterest, you communicate with active customers. As many as 89% of Pinterest users use the medium to find inspiration. An ad will therefore be less noisy to the user if you target the right audience.
97% of all searches on Pinterest are not brand-related; users on Pinterest peruse the platform with an open mind and desire to be inspired by new brands. It’s worth noting that as most searches are not brand-related, it is very important to incorporate SEO best practices to have a strong presence on Pinterest.
Organic posts live significantly longer on Pinterest
Pinterest is the social media platform with the longest lifespan of an organic post: three months. In comparison, the lifespan of an organic post on Facebook is 2-5 hours, Instagram has a maximum of 48 hours (24 hours for stories) and Twitter has only 15-20 minutes.
In addition, you can choose to advertise your content and thus extend the life of the content even more. See how to get started advertising on Pinterest here.
The lifetime is due to Pinterest’s high response rate and users’ ability to save and store other people’s Pins. In some cases, you can see interactions on several-year-old posts, if they are optimised well enough.
Which companies do best on Pinterest?
It is very simple: all companies that have inspiring and great visual content have the potential to succeed on Pinterest.
Of course, it requires a certain amount of search volume if your presence and content is to have a solid purpose on Pinterest. As a rule of thumb, ask yourself if you think your products and services are something people will search and save to Pinterest.
Almost all categories have a purpose on the platform. According to Pinterest’s audience insights, some of the most popular categories and interests include:
- Interior design
- GDS (DIY) and handicrafts
- Food & Beverage
- Women's fashion
Why advertise on Pinterest?
You can go a long way with a purely organic presence on Pinterest — but if your business wants to reach its full potential, advertising on Pinterest is the way to go. As with all other social media, paid advertising on Pinterest is the best and most direct way to ensure that your content hits the right audience.
Still in doubt about the value of advertising and why Pinterest should be considered in your marketing strategy? Check out these four facts about Pinterest ads:
- Users are three times more likely to click on the company’s website than on other social media sites.
- Pinterest ads are 2-3 times cheaper per conversion compared to other social media sites.
- 85% of all users say they use Pinterest when launching new projects or looking for inspiration.
- Pinterest advertising order value is twice as high as on Facebook.
Additionally, Pinterest’s targeting options are very favourable compared with Google and Facebook, as you can target keywords, interests, engagement, and audiences.
You build audiences yourself from your mailing list or Pinterest tag (which acts like a Pixel tag), which lets you do both retargeting ads and Facebook.
Want to know more?
Find out how to use keywords to your advantage on Pinterest by booking a meeting today.