Pinterest Marketing
First things first: let’s dive into Pinterest as a platform! For some businesses it’s still uncharted territory. Most of the budget currently goes to social channels like Instagram, Facebook and LinkedIn. Yet Pinterest, with its 3.5 million Dutch users, has a lot to offer if you bring a sharp marketing strategy.
On Pinterest, it’s all about the image. Create inspiring content and you can convince Pinterest users to visit your website, which can eventually lead to a conversion!
That way you grow your brand awareness and the chance that these visitors buy something from you. So Pinterest marketing is great for driving organic traffic to your website, and all it takes is a single pin! Another cool thing about Pinterest: its users are often still in the orientation phase when they start searching. They enter the marketing funnel with a blank slate.
The Pinterest algorithm
To really understand how Pinterest works, you need to understand its algorithm. Let’s dig in!
The Pinterest algorithm is easy to explain: Pinterest looks closely at data. From the pins a user saves and the repins they make, Pinterest knows what content that user likes to see. It then shows similar content with high engagement and traffic on their home feed.
Pinterest wants to encourage businesses to make varied content. One key insight: you land on the home feed faster when you pin your products. Definitely worth working into your strategy!
Pinterest vs. other platforms
Every platform asks for its own strategy. That’s why we compared Pinterest with other platforms, for even more insight.
How long does a post last on Pinterest?
A post on Pinterest lasts a lot longer than on other platforms. On Facebook and Instagram your post quickly disappears into the crowd. Where an Instagram post lasts about eight minutes on average, a pin lasts a whopping four months. Because other users (re)pin your content, a pin can still drive traffic to your website a year later. And that’s exactly what you want: a big return on investment.
Pinterest: a less social platform
Social platforms like Facebook and Instagram are mainly about connecting users with each other. Pinterest isn’t. On Pinterest, the content takes centre stage, not the user. The main goal on Pinterest is to inspire as many users as possible (which can eventually lead to website visits).
Followers
As you’ve read above, engagement (pinning and repinning content) matters a lot on Pinterest. So as a business, you need to know what Pinterest users in your industry want to see. Follow plenty of users who look like your ‘ideal’ customer and you’ll instantly see which content works for your audience.
Industries and audiences
To find out whether Pinterest marketing is a good strategy for your business, this chapter takes a closer look at industries and audiences.
Which audience uses Pinterest the most?
Let’s start with a key insight: more than 60% of all Pinterest users are women. That makes Pinterest very attractive for industries where the ‘ideal’ customer is mostly female.
On top of that, 89% of Pinterest users use the platform for shopping inspiration. For retail, Pinterest is a sure hit.
Pinterest 2022: popular categories
Women mainly search for pins in these categories:
- DIY
- Food & drink
- Interior
- Women’s fashion
- Weddings (see: Abrazi)
- Hair & beauty
Men mainly search for pins in these categories:
- Health & fitness
- Architecture
- Gardening
- Animals
With all its images, the platform works as a free digital shop window. So Pinterest is especially interesting for:
- Retail
- Interior design
- Food & drink
But pay attention: even if your business doesn’t fit any of the categories above, you can still benefit from Pinterest SEO! Share informative pins, useful tips or something similar, for example when you sell a service instead of a product.
Pinterest Advertising
Besides posting content and hoping for organic traffic, your business can also use Pinterest advertising. Compared to other platforms these ads cost less, because few businesses know about the benefits yet. Think this could work for your brand or product? Omelette du Fromage will sort it out. Give us a shout!
Check out the newest Pinterest tools of 2022.
Key takeaways
- A pin stays relevant for four months on average, far longer than a post
- On Pinterest the content takes centre stage, not the user
- More than 60 percent of Pinterest users are women
- Pinterest advertising often costs less than on other platforms
- 89 percent of users come to Pinterest for shopping inspiration
