Welcome to the third article in our series looking at choosing the right channels to market your business. Pinterest is the ‘new girl on the block’ network, but it has quickly become the fastest growing content sharing platform…ever. It’s the third largest network behind Facebook and Twitter for user size, but considering its relative youth from its launch in 2010, its position is incredibly impressive.
Who uses Pinterest?
Women. Not exclusively but it’s enough of a bias for me to mention it. Pinterest is the only one of the top three social media channels with a noticeable gender split. 80% of users are women, and half of all users are parents. The biggest age group is 25-34s, like Facebook and Twitter. The stat that stands out, that your business will care about is that referrals from Pinterest spend 70% more money than customers referred from non-social channels.
What’s it great for?
The top five things that Pinterest does better than other social networks:
OK, it’s an obvious one but if you are a retail store, you should be on Pinterest. Fact.
One of the beauties of private boards is being able to plan and set up everything without anyone else seeing them. Then launch it in a flurry of perfectly orchestrated activity.
3. More ways to connect:
Comments, likes, repins, board follows, pinner follows – more ways to connect and more ways to go viral.
Pinterest launched the new structured search last month making it easier to find what you want, and it’s much less frustrating than the other networks’ ‘helpful’ search systems.
It’s not the most ethical reason to choose a social network but you won’t find an easier one to research your clients’ interests and wants.
What’s it not so great for?
It’s getting better. Now you can show more than a simple description but Pinterest is all about the visual with a link, not an article.
Despite the comment feature, it is not the network for one-to-one connections with your customers.
3. If you don’t know your brand:
I know, I use this reason a lot, but it comes from experience. I’ve had a quirky motorcycle retailer create a board of ‘Babes on Bikes’. Perfect for their brand. I’ve had a clothing brand create a board on their political views…not so great for their sales. Know who you are and who your audience is then pin what they want to see.
Any top tips?
1. Time your pins:
You’re more likely to get repins during the busy times of day – for Pinterest that’s the evenings.
2. Space them out:
Don’t sit down for 30mins and pin 400pins…you’ll lose followers faster than you can gain them!
3. Add links to your descriptions:
It’s not ‘best practice’ but it does help people to be sure that your pins aren’t spam and go to a genuine site.
4. Make it a conversation:
Don’t just pin all day long, follow others and repin. Comment on repins of your articles to thank people.
5. Make the visuals stand out:
Every other pin is an infographic these days, stats show that only 5% of pins have someone’s face in them – stand out from the crowd to encourage repins.