Why You Shouldn’t Sleep on Pinterest.
If you have been marketing solely on Instagram and Facebook (and possibly TikTok), I’m here to tell you that it’s time to diversify. With people becoming less and less interested in branded content and Instagram slowly but surely being scaled out, now is the time to diversify and start working on your Pinterest strategy.
Growth Hacking
If you were to combine Google with Instagram, you’d have Pinterest: a platform built for search, mixed with beautiful imagery and video content that’s geared towards helping small creators and businesses grow quickly.
On Pinterest, followers don’t matter – they’re an added bonus. What matters on Pinterest is strategy and optimization. Even if you’re a small business with only 10 followers, you can see over 50K Impressions on one pin alone. Why? Because of searchability and pin optimization.
Pinterest’s platform is built off of search – it’s a visual search engine for ideas. Creating a strategy that’s SEO-driven with meaningful content, strong visuals, and experimental creative, you can growth hack your way to success on Pinterest. You can see traffic from people who are searching and looking for exactly what you offer, without having to force-feed it to them with your ad spend.
Trend Reporting and Monitoring
Pinterest has a dedicated Trends section within analytics that allow you to search keywords to see which words you should be using based on your audience demographics and content. This tool is not only helpful within Pinterest, but will also help you optimize your content strategy within blog writing, TikTok/reel creations, and advertising purposes.
Outside of their searchable real-time trend data, they outline their annual predictions in a trend report, ‘Pinterest Predicts’, that helps you guide your strategy for the upcoming year. Of course, not every trend will be relevant, but what you can apply to your strategy will help scale your business across the board.
User Behaviour
When we think about why consumers people use platforms TikTok, Instagram, or Facebook, it’s important to look inward. Why do you go on these platforms? Are you looking to buy stuff in that moment? Rarely. You’re likely going on these platforms in your personal time to see what your friends are up to or zone out to mindless videos and memes. You’re not ready to convert into a sale (unless it’s a really good one).
On Pinterest, however, users go on to the platform when they’re ready to make change. They want to get inspired. They’re looking for an upgrade. Whether it’s fashion inspo, skincare routines, or a new salad recipe, people are looking to Pinterest to improve their current lifestyle. They’re saving ideas or products that they can benefit from – and they’re ready to buy.
Analytics
Pinterest has a great analytics back-end that allows you to easily see you top-performing pins that you create, with easy to pull metrics. They have a great understanding of what KPI’s you and your team are looking for; impressions, saves, outbound clicks.
The best part of their analytics though, is the predictability of your impressions. Pinterest gives you real-time predictions of where your performance will go; so if you see the dotted line predicting downward, you know it’s time to step up your pinning.
On top of that, Pinterest also provides detailed user demographics that help you better understand who is responding to your content. From age, gender and location information, down to interests and the more granular subjects withi those interests. This helps greatly when you’re developing a paid strategy for other platforms as well.
So, with all that in mind, what’s stopping you from setting yourself up on Pinterest? If you don’t know where to start, shoot me an email - we’ll get you set up in no time.