What is Pinterest? In short, it’s a visual catalogue of ideas driven by a strong sharing and discovery economy.
Users explore, collect and share content (“pins”) that resonate with their identity, business or passions, lifestyle (and more) and display these pins on a “board”. (It’s like a big, virtual cork board!)
In the past brands have scoffed at the idea of Pinterest as a social channel capable of driving meaningful brand awareness or sales. At a glance, the platform does seem almost too aesthetic, however, it belies a discovery network with great potential as a social, ecommerce tool.
Today, Pinterest has a highly active and engaged user base (mostly Millennials) and 55% of these users are on the platform to shop or research products they covet and will eventually buy. The platform’s capacity to “groom” purchasing behaviours using visual media vastly outpaces its competitors: studies suggest if a user sees a product on Pinterest they’re twice as likely to purchase it in a store.
So, what do you need to know in order to use Pinterest for your business?
Users save content they discover on the web to Pinterest. The Pins they create with this content act like visual bookmarks that link to the source websites.
Each piece of content (Pin) is saved to a “board”. Boards are collections of Pins organised by theme or topics, for example: “Recipes”, “Wedding Inspiration”, “Decorating Ideas”.
Users don’t only save Pins from the web, they also discover and curate content on Pinterest by browsing public feeds and other users’ boards. Ultimately, every pin saved means greater visibility for the brand it represents.
Click For More
This is where the hidden discovery network comes into play. Each pin is linked back to its source website, so when users want to see or do more, they simply click the pin. From here users can go ahead and buy products, sign up for your service or learn more about your brand.
You can also share, or “re-pin”, content from other users. Re-pinning is an easy way to be active on Pinterest when you don’t have your own content to share, plus it can get other Pinterest users to notice your brand.
Where to from here, you ask?
- Strategy! Define how you are going to use Pinterest to greatest effect. How is it going to fit within your broader social media strategy?
- Create a profile for your brand.
- Create boards.
- Save pins from your website against these boards.
- Re-pin relevant content from other users on Pinterest.
- Upload new pins from your website and others.