Pinterest is not just about pretty pictures. It is a search engine, and a great place to market your product. We look at how it helps.
It was never a good idea to write Pinterest off. It has become one of the most popular social media platforms online, and has merrily pottered along gathering millions of users with an easy to manage interface and a positive experience.
It is also unlike most other platforms, and that is because it has a number of features that make it stand out. These features can really help to grow your brand, and we thought we would go through some of them in this post.
First up, the platform is a visual search engine. The entire premise revolves around visuals, and this is why it has proven to be so successful for brands. Especially those that provide high-quality visuals.
Users save your pins to their board. This is a visual search process, which kind of makes Pinterest unique in its own way. Because it’s visual, it’s easy to use.
That ease of use goes a long way towards making Pinterest great for a brand, because it is what happens to these ‘Pins’ after someone has found them that makes it worthwhile. Users can Pin your content to their boards. Then, the followers will see your content in their feeds, because they are following that user.
The beauty of Pinterest is that it works very much like good old-fashioned word-of-mouth. Users literally share what they like to their friends and followers. It’s like buying a new product and liking it so much that you tell your friends. Or seeing something in a catalogue and telling your friends how much you want it. And the visual search aspect makes everything happen so much quicker too.
Add this to the fact that the vast majority of Pinterest users rely on the platform to make purchase decisions, and you have a social media channel that is perfect for marketing products quickly and at a widespread level.
Pinterest keeps your Pins on there forever. This means that as long as people continue to like what you offer in terms of content, they will continue to see it, and spread the word.
This year Pinterest passed the 400 million user point. That’s something to think about if you’re a brand wanting to make sure your marketing budget brings you a ROI.
We’re not saying that other platforms are not diverse, but Pinterest seems to have made a real effort in recent times. That is obviously a good thing.
However, it is a good thing in many ways. Diversity is obviously important, but an increased focus on this means that the audience on Pinterest is becoming wider and deeper.
If you have products that are expanding into different markets, Pinterest simply makes it easier to reach these markets with an interface that is focused on diversity.
An excellent ad experience
One of the key ways which Pinterest can help your brand to grow is through ads. It’s fair to say that other platforms (especially Facebook) have made ads the biggest part of what they do. Now, Facebook has billions of users.
Pinterest doesn’t have billions of users, but it does have a couple of key points to make in this area. While it has fewer users, this can mean that ads are actually more likely to be seen. And if your audience is highly targeted, there is a good chance they will see your ad and therefore provide conversion.
In addition to this, people on Pinterest are mostly there to shop. Remember that visual search engine comparison? Users are looking for stuff they like, and this means they are looking for products they might buy. So if your ads work well enough, you have an even better chance of converting.
Compare that to Facebook, where your ad has to continuously compete for eyeballs, and budgets get bigger and bigger, and you can see why some brands see Pinterest as providing more value for money. A small audience, and a buying audience.
It’s a place to be ‘new’
Our last reason why the platform can help grow your brand is all about disruption. Pinterest users are particularly good at ‘finding’ new products and making them popular on the platform.
This is agan linked to the shopping experience and word-of-mouth. Pinterest is the perfect place for your disruptive (or just great-looking) product to make a splash and to get people excited.
It is simply one of the best places to unveil a new product, and if you are able to create great content, it should fly.