Marketing on Pinterest: Harnessing the Power of Visual Discovery for Brand Growth

Pinterest is more than just a platform for sharing recipes, home décor ideas, or DIY projects. Over the past few years, Pinterest has evolved into a powerful search engine and social platform that brands can leverage for marketing success. With its highly visual, inspirational nature, Pinterest is uniquely positioned to help businesses engage with users at a critical point in their purchase decision-making process. When executed effectively, marketing on Pinterest can increase brand visibility, drive traffic to your website, and foster long-term customer loyalty.

In this op-ed, we’ll explore why Pinterest is an often overlooked but crucial platform for marketers and dive into strategies for building a successful marketing presence on Pinterest. Whether you’re a small business owner or part of a large enterprise, understanding how to navigate and utilize Pinterest’s features is key to unlocking its full potential.

PINTEREST’S ROLE IN THE MODERN MARKETING LANDSCAPE

Pinterest has garnered over 450 million active users, with a significant proportion of them turning to the platform to discover new ideas, products, and brands. Unlike other social media platforms like Facebook or Instagram, Pinterest functions primarily as a search engine, where users actively seek inspiration or information. It’s a space where people look for solutions, whether they’re planning a wedding, revamping their wardrobe, or searching for the best skincare routines.

This intent-driven approach makes Pinterest distinct and valuable for marketers. While users are on the platform to seek out ideas and discover new things, they are also primed to make purchasing decisions. In fact, Pinterest users are more likely to make purchases based on what they discover on the platform. According to a 2020 study by Pinterest, 83% of weekly pinners had made a purchase based on content they saw from brands on the platform.

Pinterest also supports a variety of formats and features that make it easier for brands to engage with potential customers. From promoted pins to rich pins and video content, the platform provides multiple ways for businesses to showcase their products and services while adding value to users’ experiences.

UNDERSTANDING PINTEREST’S USER DEMOGRAPHICS

Before diving into specific marketing strategies, it’s important to understand the demographics of Pinterest users. Pinterest appeals primarily to women, with about 60% of its user base identifying as female. However, the platform has seen increased engagement from male users over the years, and recent data suggests that men now account for approximately 40% of Pinterest’s active users.

In terms of age, Pinterest is popular among users aged 25-54, making it a prime platform for brands targeting young adults and middle-aged consumers. The platform is particularly popular among millennials and Gen Z, who use Pinterest as a source of inspiration for everything from fashion and home décor to travel and wellness.

Geographically, Pinterest is most popular in the United States, but it has seen substantial growth in international markets, especially in countries like Canada, the UK, and Australia. These global opportunities present a unique chance for brands to reach diverse audiences and expand their customer base.

THE CORE ELEMENTS OF PINTEREST MARKETING

To successfully market on Pinterest, it’s crucial to understand how the platform works and the various tools it offers to help brands succeed. Here are the core elements that any business should consider when building a Pinterest marketing strategy:

1. CREATING A PINTEREST BUSINESS ACCOUNT

The first step in establishing a Pinterest marketing strategy is setting up a Pinterest Business Account. A business account provides access to valuable features that personal accounts don’t, including:

• Pinterest Analytics: Allows you to track performance metrics such as impressions, clicks, and saves on your pins.
• Promoted Pins: Offers the ability to run paid advertising campaigns on the platform, targeting specific user groups based on interests, demographics, and behaviors.
• Rich Pins: Provides additional information in your pins, such as product availability, pricing, and direct links to your website.

Once your business account is set up, ensure that your profile is complete and branded. Use a professional logo, write a compelling bio that tells people what your business is about, and include your website URL. This establishes credibility and encourages users to click through to your site for more information.

2. UNDERSTANDING PINTEREST’S SEARCH ENGINE DYNAMICS

Pinterest functions as both a social media platform and a search engine. Users search for ideas, products, and services using keywords, and Pinterest’s algorithm serves them relevant pins. This means that optimizing your content for search is key to increasing your visibility.

• Keywords: Just like with traditional search engine optimization (SEO), Pinterest requires you to use the right keywords to make your pins discoverable. These should be words and phrases that your target audience is likely to search for. Think about the terms users would type in to find your content and include them in your pin descriptions, board titles, and profile bio.
• Pin Titles & Descriptions: Both titles and descriptions are crucial for SEO on Pinterest. Pin titles should be concise but descriptive, while descriptions should provide context, include relevant keywords, and answer questions your audience may have.
• Hashtags: Using relevant hashtags in your pin descriptions helps categorize your content and makes it easier for users to find. Hashtags can also help you tap into trending topics and popular searches on the platform.

3. CREATING ENGAGING, HIGH-QUALITY PINS

The visual nature of Pinterest makes it essential to create eye-catching and high-quality pins. A well-designed pin can grab a user’s attention and encourage them to engage with your content. Here are some best practices for designing effective pins:

• Use Vertical Images: Pinterest recommends using vertical images with a 2:3 aspect ratio (e.g., 1000×1500 pixels). Vertical images take up more space on the screen, which increases the likelihood of users stopping to engage with your pin.
• Text Overlay: Adding text overlay to your images helps clarify the message of your pin. Make sure the text is legible and stands out from the background. This is especially helpful for users who may be browsing without sound or simply scanning through pins quickly.
• Brand Consistency: Maintain brand consistency in your design. Use colors, fonts, and style that align with your brand’s aesthetic, so your pins are easily recognizable.
• Clear CTAs: Encourage users to take action by adding a clear call-to-action (CTA) to your pins. Whether it’s “Shop Now,” “Learn More,” or “Get Inspired,” make it obvious what you want users to do next.
• Diverse Formats: While static images are the most common type of pin, Pinterest also supports other formats, such as carousel pins, video pins, and idea pins (Pinterest’s version of stories). Experiment with different types of content to see what resonates best with your audience.

4. CREATING AND CURATING BOARDS

Pinterest boards serve as collections of pins based on a specific topic or theme. They allow users to organize their interests and discover new ideas. For businesses, boards can also serve as a way to organize your content and make it easier for users to navigate.

• Board Themes: Create boards that align with your brand’s products or services. For example, a fashion brand could create boards for “Fall Wardrobe Essentials” or “Summer Outfit Ideas,” while a food brand could create boards for “Healthy Breakfast Recipes” or “Vegan Desserts.”
• Keyword-Rich Descriptions: Just like with individual pins, it’s essential to optimize your board descriptions with relevant keywords. Include words that reflect the types of content users can expect to find on that board.
• Group Boards: Group boards are collaborative boards where multiple users can pin content. Participating in group boards can increase your exposure and help you connect with influencers, content creators, and other brands in your niche.

5. USING PINTEREST ADS (PROMOTED PINS)

Pinterest Ads, also known as Promoted Pins, allow you to reach a wider audience beyond your organic reach. Promoted Pins are just like regular pins, but you pay to boost their visibility. When using Pinterest Ads, keep the following in mind:

• Targeting Options: Pinterest offers advanced targeting options to help you reach the right audience. You can target based on demographics (age, gender, location), interests (home décor, fashion, wellness), keywords, or even upload a list of email addresses for retargeting.
• Budgeting: Pinterest Ads work on a cost-per-click (CPC) or cost-per-impression (CPM) basis. You can set a daily budget and bid for ad placements based on how much you’re willing to pay per action. It’s important to experiment with different ad formats and targeting methods to determine what works best for your brand.
• Pin Quality: Even though you’re paying for the placement, the quality of the pin is still paramount. Ensure your promoted pins are visually compelling, provide value, and have clear CTAs.

6.MEASURING SUCCESS WITH PINTEREST ANALYTICS

Pinterest provides detailed analytics that help you track the performance of your pins, boards, and overall account. Key metrics to monitor include:

• Impressions: The number of times your pin has been shown to users.
• Engagement: The number of saves, clicks, and interactions your pins receive.
• Referral Traffic: The amount of traffic your website receives from Pinterest.
• Audience Insights: Learn more about your audience’s interests, demographics, and behaviors.

By regularly reviewing your Pinterest analytics, you can refine your strategy, optimize your content, and adjust your targeting to improve results over time.

CONCLUSION

Marketing on Pinterest offers a unique opportunity to engage with an intent-driven audience actively seeking inspiration and new products. By creating high-quality, visually appealing content, optimizing your profile and boards for search, and experimenting with paid advertising, you can establish a strong presence on the platform and drive traffic, conversions, and brand awareness.

The key to success on Pinterest lies in understanding its user base, aligning your content with their interests, and continuously measuring your performance to refine your approach. In today’s competitive digital landscape, Pinterest offers businesses a powerful tool to connect with their audience and stand out in the crowded online marketplace.

By embracing the platform’s capabilities and staying consistent in your efforts, you can harness the full potential of Pinterest marketing and unlock new avenues for growth and success.