Something of a digital scrapbook, Pinterest is home to inspiration for everything imaginable. Pinners (Pinterest users) range from dedicated do-it-yourselfers to users passing through searching for a visual for a one-time project. Of its most influential users are influencers and businesses providing much needed inspo for countless projects. Whether expressed through a campaign via Promoted Pins or Pins posted to a company-run Pinterest account, the proof lies in the numbers. With 74% of Pinners using it to decide what to buy, presence on Pinterest has an impact unlike any other social media site. As we explore how companies cashed in on the power of Pinterest, we’ll answer some of the most pressing questions small to midsized businesses (SMBs) face when considering the platform for their marketing strategy.
Who Uses Pinterest?
To fully understand all Pinterest has to offer you we have to know the who. In February 2020, Pinterest reported having over 335 million monthly active users worldwide. Most users are women ages 25 to 54, notably the demographic accounting for the majority of buying decisions in most US households. Another big buyer group that’s prominent on Pinterest is millennials, reportedly Pinning to plan their futures, from discovering travel destinations to wedding décor.
- Over 70% of users are women
- 40% of US dads use Pinterest
- 1 of 2 millennials uses Pinterest monthly
Bulleted statistics from Omnicore Agency.
How is Pinterest Different?
Consider Pinterest the optimal platform to visually represent how your business solves a problem and drives traffic to your website. Whether they’re questioning how to decorate the entryway or what to make for dinner tonight, people turn to Pinterest for ideas they can bring to life. Because Pinners look to the social media platform for inspiration or products, they’re more likely to actually absorb an ad or content from a company they’re unfamiliar with if it presents a solution or otherwise interests them. Ads on social media sites like Instagram or Facebook can be an unwanted interruption that’s easily overlooked as people are seeking updates from family, friends or brands they already follow. Catching a consumer when they’re actively looking for products or examples to solve their problem is a unique and valuable opportunity.
- 50% of users have made a purchase after seeing a Promoted Pin
- 84% of Pinners use the site to decide what to buy
- 77% of weekly Pinners have found new brands or products on Pinterest
Bulleted statistics from Omnicore Agency.
How Have Other SMBs Used Pinterest?
Looking to increase memberships, Equinox Fitness teamed up with a marketing agency to execute their Pinterest project. Not only did the luxe fitness club use a smart strategy in launching their striking campaign, it went live in January when health and wellness is top of mind. Strategy speaking, the company focused on keywords and audience targeting. Photography for the campaign featured people fitting the Equinox image and demographic makeup, catching the eye and interest of new potential members.
After five months, Equinox increased web traffic by 8x and boosted the clickthrough rate by 5x, proving the effectiveness of this online ad campaign.
To illustrate its product’s design, versatility and portability, BlendJet created a highly visual campaign for Pinterest using videos and standard ads. Through video, they provided consumers with a demo of how the BlendJet One is used, while standard ads showed scenarios in which it could be used on the go (from in the car to on the trail”).
The campaign saw optimal results, producing twice the sales performance and 8x return on ad spend in comparison to campaign efforts on other platforms.
Flaviar came to Pinterest after being impressed by its reach with its target audience and other demographic groups. With a goal to gain new members for their club for spirit enthusiasts, the campaign was centered around alcohol related activities and interests. Focusing on alcohol and spirit related keywords, the team’s Promoted Pins oozed exclusivity as they enticed their target market. Photos featured the club’s one of a kind sample bottles, cocktails, rare brands and more information on their “whiskey tasting boxes, private bottlings and more,” along with an invitation to join.
Following the campaign, 13% of new memberships came from Pinterest. 65% of them were women, the highest percentage compared to all other marketing channels. Cost per click rates were also 60% lower than other platforms at the time.
Takeaway: Anticipate & Inspire
As a visual discovery platform, Pinterest paves the way for ideas for hobbies and interests and has an advantage like no other. You’re meeting consumers in a unique space–they want to be told what to do and how to do it. When you anticipate their “what” and “how” you can successfully construct content around potential searches and present images of products to fit those specific problems. That’s what each of these brands successfully achieved as they focused their efforts on a platform where consumers are open to inspiration from their brand that could lead to a lifelong relationship. In Pinterest, small businesses have the perfect platform to showcase their “what” and “how” to an ever-accepting audience.