Pinterest drives 79% more purchases than Facebook, making it a powerful platform for eCommerce.
High-quality visuals are essential; infographics and lifestyle images perform best.
Pins with prices increase likes by 36% and improve chances of conversion.
The majority of Pinterest users are women (68%), and half of them are mothers.
Pinterest generates 4x more revenue-per-click than Twitter, offering great ROI.
Optimize your pins for Pinterest SEO by using relevant keywords and hashtags.
Pinterest, launched in March 2010, has grown into a creative playground for users seeking inspiration across a myriad of topics—from recipes and home decor to fashion and fitness. With over 48.7 million users worldwide and a phenomenal 379,599% growth rate in 2012 alone, Pinterest has established itself as a unique platform. Unlike other social media giants, Pinterest serves as a visual search engine, blending the art of inspiration with commerce, allowing users to discover, dream, and purchase.
If your brand still isn't leveraging Pinterest in its social media marketing strategy, you're missing out on a massive opportunity to engage with a motivated audience. In 2024, Pinterest is more important than ever, particularly for businesses aiming to reach a predominantly female audience, where 68% of users are women, half of them being mothers. This blog post will delve into the art and science of Pinterest marketing, offering strategies, insights, and examples to help your brand flourish on this platform.
Why Pinterest Remains a Marketing Powerhouse in 2024
Pinterest’s user base consists of creatives, planners, and shoppers. It’s a platform where people go not only to browse but to actively seek ideas and plan purchases. This makes Pinterest an invaluable tool for marketers, particularly those in industries like home decor, fashion, food, travel, and DIY projects.
A Few Key Stats to Consider:
- Mobile app usage rose by an astounding 1,698% from 2011 to 2012.
- Pinterest users access the platform via mobile devices 4,225% more compared to the previous year.
- It generates 4x more revenue-per-click than Twitter and significantly boosts sales for small businesses.
- Pinterest users are 79% more likely to purchase something they see on Pinterest compared to Facebook users.
Pinterest Psychology: Why It Works
Aspiration and acquisition are the two driving forces behind Pinterest’s success. Users turn to the platform to aspire—whether dreaming of a new wardrobe, a renovated kitchen, or an adventurous vacation. And this dreaming often turns into acquisition, as they find inspiration in products and services.
Unlike other social platforms, Pinterest taps into deep emotional and material desires. For brands, this is where you can enter the consumer's journey, not as an intrusion, but as an enabler of dreams. Pinterest collections help people aspire to better versions of their lives, and your brand can be the tool that brings those aspirations closer to reality.
Why Should This Matter to Your Brand?
Consider that a simple recipe for garlic cheese bread holds the title of the most repinned pin on Pinterest. Why? Because it taps into a universally shared love for food—simple, delicious, and achievable. If your product or service can appeal to a deep-seated emotional or material need, Pinterest gives you the perfect platform to turn those desires into actionable consumer behavior.
Crafting a Winning Pinterest Strategy
1. Visually Compelling Pins: The Heart of Pinterest
Pinterest is all about the visual experience, so your pins must be striking enough to stop the scroll. Whether you’re creating original content or repinning, every pin should look like a piece of art.
- High-quality images are a must. Think of your images as collector’s items that users want to pin to their dream boards.
- Infographics perform exceptionally well. Create long, vertical images that are easy to consume and visually engaging.
- Pro Tip: Use lifestyle photography. Show your products in real-world situations that reflect how consumers might actually use them.
2. Strategically Organize Your Boards
Think of Pinterest boards as categories in a store. Make it easy for your audience to find what they’re looking for by organizing your content into specific boards. If you run a local tea shop, create boards such as:
- Herbal Teas for Relaxation
- Green Teas for Detox
- Teas from India and China
Add a price tag to the items you pin, as pins with prices receive 36% more likes. Every pin should also link back to your website or store, making it effortless for users to convert into customers.
3. Jab with Creative, Relatable Content
One of the key strategies on Pinterest is to engage users with relatable content. When pinning, go beyond the straightforward product descriptions. For example, instead of just naming a pin "Green Tea," consider something more creative, such as:
- "Tea to Drink After a Tough Meeting"
- "Tea to Soothe Your Soul"
These types of jabs—small, non-salesy interactions—help build emotional connections with users, leading them to repin your content and ultimately driving traffic back to your website.
Optimizing Your Pins for Pinterest SEO
Pinterest is a visual search engine, so optimizing your content for search is essential to increase discoverability. Here are some best practices to ensure your pins show up in relevant searches:
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Keywords: Use relevant keywords in your pin descriptions and board titles. Think of what your target audience would be searching for, and make sure those keywords appear naturally in your content.
Example: If you sell home decor, use terms like "Scandinavian decor," "minimalist home ideas," or "cozy living room inspiration."
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Hashtags: Hashtags help categorize your pins and make them easier to find. Use niche-specific hashtags to reach the right audience.
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Call to Action: Always include a clear call to action in your pin descriptions, such as "Shop Now", "Learn More", or "Get Inspired".
Pro Tip: Pins with clear calls to action see significantly higher engagement rates.
Brands Winning Big on Pinterest: Case Studies
Whole Foods: Feeding the Dream
Whole Foods has brilliantly used Pinterest to promote aspirational living. Their “Hot Kitchens” board features stunning kitchen designs that most people might never own, but they love to dream about. By associating these luxurious kitchens with their brand, Whole Foods taps into the audience’s desires and positions itself as part of their ideal lifestyle.
Lesson: Use aspirational messaging to align your brand with your audience's dreams, even if those dreams are out of reach.
Jordan Winery: The Art of Pairing
Jordan Winery leverages Pinterest’s visual appeal to create elegant, aspirational content. They pair stunning images of wine and cheese with helpful content about pairing techniques, elevating their brand to appeal to both connoisseurs and novices.
Lesson: Use Pinterest as a tool to educate and inspire your audience, not just to sell.
Conclusion: Ready to Unlock Pinterest for Your Brand?
Pinterest offers an incredible opportunity for brands to reach motivated, aspirational consumers in 2024. By using visually compelling content, engaging with users in a creative way, and optimizing your pins for search, you can significantly grow your audience and drive sales.
If you haven’t already set up your Pinterest business account, now is the time to start. The platform’s unique combination of discovery, aspiration, and acquisition can turn casual browsers into loyal customers.
Hit the "Join Pinterest" button today, and start transforming your brand’s presence into a visual storytelling masterpiece.