Are you getting the most out of your Pinterest marketing strategy?
There are over 367M+ users searching and sharing inspiration on Pinterest every month — that’s a huge, engaged audience with real purchasing power!
So if you’re not seeing results from your efforts, now’s the time to knuckle down and invest in your Pinterest marketing strategy.
Ready to get started? Here’s our Ultimate Guide to Pinterest Marketing:
The Power of Pinterest Marketing for Business
With the right strategy, Pinterest can be a super-powerful tool for your business.
You can build a strong community that engages with your content, drive brand awareness, click-throughs, and ultimately product sales.
But what sets Pinterest apart from other social networks? And why should your business be investing time and effort into Pinterest marketing?
Let’s jump right in to why Pinterest marketing is such a powerful asset for your brand:
Pinterest Power #1: Pinterest is a Visual Search Engine
Pinterest isn’t just a social network — it’s a visual search engine!
This means that your content can be discovered by almost anyone searching on Pinterest at any time — giving your content a much longer shelf-life than on Instagram, Facebook, Twitter, and beyond.
Most businesses still think of Pinterest as just a social channel, and they’re seeing subpar results because of it.
But by optimizing your Pinterest marketing strategy for views and saves, rather than likes and comments, you can achieve so much more for your brand.
We’re going to be giving you the rundown on exactly how you can optimize your Pins in this post — stay tuned!
Pinterest Power #2: The Pinterest Demographic
Pinterest’s demographic is unlike any other social platform.
According to Pinterest, the platform reaches 77% of all women 25-54 in the US. And, as the global income of women reaches trillions of dollars, women are expected to control almost 75% of discretionary spending worldwide by 2028.
And what’s more, we know that people actively use Pinterest as a platform to inform their purchasing decisions.
According to Pinterest, 84% of weekly Pinners use Pinterest when actively considering products/services to purchase but are undecided
So with the right Pinterest marketing strategy, you’ll be targeting people who have both spending power and intent to purchase.
Pinterest Power #3: A Longer Shelf Life
In comparison to most other social platforms, the content you share on Pinterest has a much longer shelf life.
When you first create a Pin, the chances are that you won’t be inundated with likes and comments. Instead, over time, your Pins will be discovered through search. And if you’ve nailed your Pin strategy, they’ll gradually be saved again and again, spreading across the Pinterest community.
This slow-burn strategy might not provide the instant return you’re familiar with on Instagram or Facebook, but it does mean that a single Pin can still be driving fresh brand awareness months — if not years — down the line.
One of the best ways to bump up your long-term brand awareness is to create and save content consistently on your Pinterest account. Thankfully, this is easy to do if you use a visual content planner and scheduler like Later.
Pinterest Power #4: Become a Verified Merchant
Similar to the blue tick on Instagram, Pinterest users will now start to see a blue checkmark on select merchant accounts! Displayed next to the account name, the blue tick represents businesses that are in Pinterest’s new Verified Merchant Program.
This program aims to help businesses increase their sales and help Pinners discover and shop from Pinterest-vetted brands. Companies like Quay Australia, Ruggable, and Coyuchi are a few of the first on board.
Any merchant can apply, but to be eligible you must meet Pinterest’s community guidelines and have a digital footprint online — not just on Pinterest! They’re looking for businesses with high-quality products, customer service, and websites.
The program comes with more benefits than one! Once you’re a verified merchant on Pinterest, you’ll have early access to new measurement and analytics tools — including organic and paid conversion insights so you can measure Pinterest’s impact.
You’ll also have a Shop tab on your profile! This new tab on your page is where shoppers can click in and directly see the products you sell.
Plus, items will appear in Pinterest’s shopping experiences like in the related products section — in front of people who are searching for new brands!
If you’re interested in becoming a Verified Merchant on Pinterest, you can apply here.
Pinterest Power #5: Get More Traffic from the Shop Tab
With the rising demand for shopping on the app, Pinterest has introduced a Shop tab — a new tab where users can search and browse in-stock inventory from retailers!
Before, all shoppable Pins were thrown into the mix of things, but now, in-stock items can be found under the Shop tab making it much easier to get more traffic to your Pins.
For example, when users search “summer outfits” or “at home workspace” the Shop tab will show in-stock items that relate to those keyword searches.
According to TechCrunch, the number of Shoppable Product Pins has increased by 2.5 times since last year, and Pinterest drove a total increase in traffic to retailers by 2.3 times since last year. And, according to Pinterest, 97% of Pinterest users’ searches are unbranded — meaning most people are searching for ideas, rather than specific brands.
The Shop tab is an awesome addition for both Pinterest shoppers and retailers. If you’re a retailer, you can leverage your Product Pins even further, and if you’re a shopper, you’ll see a much more streamlined shopping experience.
Alongside the Shop tab on Verified Merchant’s profiles, there are 4 additional ways Pinterest makes the shopping experience easier for both shoppers and retailers.
#1: Shop Tab on Pinterest Boards
When a user is browsing a Pinterest board, the new Shop tab will show products inspired by or from Pins they’ve saved to their boards. Users will see in-stock products based on what they’ve been saving — think of it as a virtual shopping wishlist.
#2: Shop Tab in Search Results
When searching on Pinterest, you’ll see a new Shop tab in the search results. For example, when searching for things like “summer outfits”, “open concept kitchen”, or “round sunglasses”, you’ll see a range of in-stock products from retailers.
#3: Shop from Pins
Pinterest has made it easy to shop directly from a Product Pin — just press “shop similar” and you’ll see in-stock products from related retailers.
#4: Shop Tab in Style Guides
When you search a home-related term like “bathroom ideas”, Pinterest curates browsable style guides for you to search (and shop) through.
According to Pinterest, these visual recommendations make it easier to explore trending styles even if you don’t have the words to describe what you’re looking for. And now, there’s a Shop tab integrated to help you recreate the look.
NOTE: This feature is currently only for “home decor” themed searches.
With Pinterest’s new shopping features and the right marketing strategy, you’ll be targeting people who have both spending power and intent to purchase.
If you’re a retailer on Pinterest and you’re not incorporating Product Pins in your strategy, now is a great time to get started!
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