Are you missing out on the power of Pinterest? With the right marketing strategy, Pinterest is a super-powerful tool for your business.
According to Pinterest, the platform reaches 77% of all women 25-54 in the US. And, as the global income of women reaches trillions of dollars, women are expected to control almost 75% of discretionary spending worldwide by 2028. It’s quickly becoming apparent to marketers that Pinterest is the place to post and host your business related content, to get in front of more of the decision makers in the marketplace.
Did you know that Pinterest isn’t just a social network — it’s a visual search engine?! Millions of users turn to Pinterest to enhance their lifestyle, and they are doing so by using the search function on Pinterest. Pinterest functions similarly to the Google SERP by delivering results in the search engine based on your search query. Let’s face it, Pinterest will definitely not overthrow Google as the go to for search, but as more users catch on and use Pinterest to search and share, it will become a discovery and search tool for billions.
What’s more is that Pins are somewhat ‘evergreen content’. You won’t gather likes and shares on your content right away, but over time as more people search for your pin content using keywords and find your content, the more it will gather engagement and be featured more frequently in the Pinterest search results. This is why a rock solid pin strategy is important so you can offer more results to users’ search queries.
Something new to Pinterest is becoming a verified merchant. This is super beneficial if you have tangible goods as you can ultimately drive more sales with your pin strategy. Think of how many users are on Pinterest each day. Each of these users could end up as a lead, but they just don’t know it yet. According to Pinterest, 84% of weekly Pinners use Pinterest when actively considering products/services to purchase but are undecided. By becoming a verified merchant, you’ll get a shop tab to allow shoppers to directly see the products you sell.
Perhaps the most important aspect of Pinterest to note is that it causes what has been referred to as “Pinterest Stress”. What is Pinterest Stress you might ask? Pinterest Stress is when a user’s pins generate feelings of inadequacy by creating a pressure to mimic the seemingly perfect scenes they are finding on Pinterest. By comparing the less pristine reality of life to the curated and polished images may cause users stress and the anxiety that they do not measure up. This phenomenon is similar to that of social media anxiety, which can be cited in users on Instagram and other social media platforms.
Creating pins is not rocket science, but you should have a good pinning strategy for your business to follow and ensure you get your content in front of more of your target audience. The more relevant information you can give via your pins, the more you will see a return on your investment.