So, you’re a business owner who is probably on every social media platform, right? Facebook? Check. Instagram? Check? Twitter? Check? YouTube, TikTok, Snapchat, Pinterest? Yep, there’s a lot! And it can be daunting. Each platform has its own niche and benefits; you just need to take some time to learn about each one. Here, we’re going to focus on the platform Pinterest. Whether you are just getting started or need some tips, Amy Stenson, Social Media Manager at digital marketing agency The Audit Lab gives her straight-forward advice on how best to use Pinterest for your business.
Why should a business be on Pinterest?
When we think about the value a business can gain from being on social media, it’s all about the potential reach and conversions. And whilst Facebook is brilliant for creating organic and paid campaigns, Pinterest is also a fantastic tool for this. Where Pinterest differs is with it being for niche interests, where users can create boards to pin ideas and discover brands. Pinterest is therefore a great tool for getting your brand and products in front of the right people. So, let’s start with some stats:
- Launched in 2010, Pinterest has grown to receive 459 million monthly active users
- Advertisers can reach more than 200 million people on Pinterest
- Weekly conversions on Pinterest grew by 300% last year
- Pinners are 70% more likely to engage with product tags in campaigns that show someone using the product – basically, in action!
- 77% of Pinterest users worldwide are female
- The number of Gen Z users grew by 40% between 2019 and 2020
- The number of boards created increased by 35% in 2020
- Women aged 24-34 represent 30.4% of Pinterest’s ad audience
- 82% of people use Pinterest on mobile
- 95% of the top searches on the platform are unbranded
- 85% of pinners say they use Pinterest to plan new projects
Picking out a few of these key stats, you can see that when the top searches on the platform are unbranded, this means that searchers/pinners are open to discovering new ideas and products. Interestingly and good news for you, 98% of the people polled by Pinterest said they try new things based on what they find, and nine in 10 people use the platform for purchase inspiration.
Another stat that jumps out is the fact that most of the users are female with a large share (nearly a third) being young women aged 24-34.
But, should my business be on Pinterest?
The truth is whatever you’re selling, there’s no harm in being on Pinterest, as the more awareness and reach, the better. The most popular categories on the platform to note though are food and drink, home decor, travel, health and fitness, women’s fashion, hair and beauty, DIY and crafts, entertainment, weddings, and holidays and events. But, when time is of the essence, and you need to prioritise spending, time, and resources, you do need to weigh out which platforms are the most beneficial for your business, marketing plans and budgets. Knowing that the platform is hugely popular for young females, with people turning to Pinterest to actually try out ideas or plan events, you can fine-tune your ads and organic posts to be incredibly effective – hence the rapid growth in conversions on the site.
If you’re a business owner looking for a way to drive more engagement and traffic to your website, then Pinterest is a must-have platform for your marketing strategy. If you’re a beginner or need more help but don’t know where to get started, there are a lot of resources online around how to use Pinterest for blogging to really amplify your marketing efforts. Or, why not just have a play around on Pinterest and start creating some boards for inspiration? You may surprise yourself!
By Amy Stenson, Social Media Manager at The Audit Lab
~Business Game Changer Special Promotion~
Amy has worked in social media for 2 years managing a diverse range of brand accounts. From fashion to security, whatever the industry, Amy works hard to deliver both paid and organic campaigns that work impeccably for each brand to increase conversions, engagement and brand awareness.
