Why Pinterest is Visual Marketing Perfection
Pinterest is the perfect platform for brands to create a brand story and showcase their products. It’s easier for potential clients or customers to imagine how your products will look in their own lives, which in turn makes them more likely to purchase the product themselves.
Pinterest is such a great place for business because your audience is already searching for visual content — including ideas for items to purchase. This means your ads or value-based pins are more likely to be seen and have a 2 times higher return on ad spend. The cost of implementing your Pinterest marketing is also wildly less expensive while providing a higher likelihood of visibility. The average cost of a Pinterest ad is about $1.50 per click. That’s less than half the cost-per-click (CPC) of an Instagram ad.
The huge audience used by people of all ages, genders and interests, in tandem with an amazing user interface, means users can find exactly what they are searching for with just one click. It’s an interactive experience which you make all the better by incorporating your own unique items to discover.
Pinterest is a Visual Search Engine
Pinterest boasts more than 433 million active users who have collectively created over 240 billion Pins. Unlike other social media networks, Pinterest is a visual search engine. It works like this:
1. Pinterest users, or “pinners,” create boards around specific themes or products.
2. They then Pin graphics and other visual content to those boards.
3. Each Pin is accompanied by a keyword-optimised description.
4. Pinterest users search the database of Pins using certain keyphrases.
5. Pinners can Pin that content to their own board or to someone else’s.
6. They can also follow other pinners whose content they find interesting.
97% of searches on Pinterest are unbranded. What does this mean for businesses wanting to find their audience? Pinners aren’t searching for brand names but rather their ideas, lifestyle and project goals. It’s better to focus on telling a story with your product rather than making your pins brand-concentrated.
There are multiple styles of Pinterest ads available on the social media platform to engage with your target audience in different ways. Here are some that have grown in popularity among Pinterest brands and users alike:
Idea pins are pins that list the materials or equipment needed for a project that users can swipe through. They are also called ‘Pinterest Stories’ as they work like Stories in other apps. They’re a great way for other users to find and recreate your projects. Of course, you’d use your products as key ingredients in these DIY projects!
Static Promoted Pins
While ways to engage with potential customers on Pinterest continue to expand, the traditional static promoted pin is still an effective technique. Minimalistic and lifestyle-focused pins with a clear call-to-action (CTA) will keep new business coming in.
Like on other social media platforms, carousel pins provide the opportunity for viewers to swipe through multiple ideas or products within one pin. They can be used to share a static image of a product and then that same product in its intended setting or purpose.
While traditional pins are still a favourite for Pinterest users, videos are a popular way to provide a more comprehensive brand story or give useful information about a product.
Augmented Reality Pinterest Ads
A bit more interactive than traditional video ads, these ads provide 360-degree views of your products to take users on a tour of what you have to offer. One new type of augmented reality ad introduced in 2022 is the “try-on” Pinterest pin, which allows users to virtually try on a product, such as make-up or clothing, or see how a product would look right in their home using their phone camera.
These ads draw products right from your e-commerce enhanced website. Pinterest will then target the optimal shoppers based on their previous searches and online history.
Collection ads work like shopping ads but show more options from your product catalogue for those pinning through a mobile application. Your Pinterest manager can curate your collection ads using a mix of video and static pins.
A Pinterest manager supports you with scheduling and managing your pins. They use their expertise in conjunction with Pinterest analytics tools to help you understand what kind of content resonates with your audience and what doesn’t. By assisting you in increasing your number of followers, professional Pinterest management can in effect increase your brand awareness and sales. In addition to being your go-to expert in all things Pinterest marketing, your social media consultant can schedule pins for the future, manage your followers and track your performance on the platform. Where social media marketing may take a back seat to business operations when kept in-house, your social media manager makes your Pinterest strategy our top priority. We’ll make sure you’re always pinning relevant and aesthetically pleasing content for your followers and audience to find.
Every Pin is a link back to your website that potentially increases traffic to your domain, which sends positive signals to search engines.
Rich Pins Versus Regular Pins
Pinterest offers the option to post Rich Pins that provide additional context, including:
- A bold title that displays with the image in the feed.
- Additional descriptions for the Pin that enable greater keyword inclusion.
- Your Pinterest profile and photo.
- A “follow” button to encourage greater engagement.
- Updates to reflect any changes to the linked page.
There are four main types of Rich Pins:
- Product Rich Pins: They include real-time pricing, availability and other product details.
- Recipe Rich Pins: Include ingredients, cooking time, serving size and recipe rating.
- Article Rich Pins: Display a headline, author and meta description.
- App Rich Pins (iOS only): Display buttons that let users download an app without leaving Pinterest.
At Brafton, our Pinterest services always favour Rich Pins over regular Pins to help improve your content’s discoverability on the platform, boost engagement, build brand awareness and drive Pinterest traffic to your site.
All of our social media packages offer monthly reporting along with a 30-minute review call to walk through key metrics, what they mean and how they should guide future Pinterest marketing efforts.
We can also deliver custom reports that provide deeper or more specific insights into your Pinterest marketing efforts. From a complete Pinterest audit to reports on the metrics that truly matter to your brand, we’ll make sure you have all the information you need to strategically leverage this lucrative platform.
They Come. They Pin. They Convert.
Pinterest can be a powerful platform for B2B and B2C businesses alike, presuming you know how to strategically maximise its value to your marketing campaigns.
Our social media strategists work as a direct extension of your marketing team to help you optimise your presence on Pinterest. They can also collaborate with creatives to develop content campaigns that are highly shareable on the visual social media network.
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