With 300 million monthly users around the world, Pinterest is a visual discovery tool that helps people discover and do the things they love
from what to cook for dinner to planning a holiday. What this means is that people come to Pinterest with an open mind, which makes it an effective place to reach people while they’re still considering their next buying decision. In fact, more than 97 per cent of the top searches on Pinterest are unbranded, leaving plenty of space for all business sizes and types. The visual element of the platform is essential for helping brands tell a story and connect with consumers through their entire journey so they can help people turn their dreams into decisions.
Searches for “business motivation” increased +199 per cent during the past year, which means that Pinterest is a source of inspiration for some entrepreneurs to launch their business, and for others the tool to make them grow.
Connecting with your customers in a way that is different from any other place is what makes it a great tool for your business, but, as a place for inspiration, the platform is also the place people go to discover new ideas to energise their work, continue growing and achieve all kinds of goals.
Small businesses are a big topic, with increased searches for terms like small business marketing (+181 per cent) and small business plan (+164 per cent). For business owners and brands, staying focused and organised is a goal, and they are looking for business motivation (+199 per cent) and branding inspiration (+231 per cent). Improving the way things are done and finding ideas to make changes are also important, with searches for packaging design (+837 per cent) and business card inspiration (+386per cent).
4 Steps for SMBs to make the most of Pinterest
Helping brands and businesses to have the best performance possible, Pinterest has a few tips and best practices for every step of the way – from starting out to reaching potential and current customers – that are easy to incorporate and are proven to increase engagement and conversion.
1. Starting out – Set up a business Pinterest account to have access to insights that will help you better understand your followers and the content they like the most. Use high-quality photos, add a detailed description and hashtags, and apply text overlay to catch the Pinners’ attention.
2. Growing your business – Organizing your Pins in boards and sections lets users look and see specific products and looks. Try creating boards for specific things, such as types of products, a new collection or a seasonal campaign. Tip: because people on the Pinterest plan ahead, brands should do the same, sharing seasonal content 2 to 3 months before the event.
3. Increasing brand awareness – Tutorials, lists, and step by step content helps Pinners understand how to use a product. Make the most out of videos – the searches for “inspirational videos” grew 31 per cent. Take a look at what brands like Anita Grant, Wool and the Gang, and Patch Plants are creating on Pinterest.
4. Converting consumers – Pins that are shoppable and in-stock have a shopping tag icon that will make users aware they can shop that specific product or look. Also, make sure to always use the link to a specific product when that product is showing on a regular Pin. That way, when they click they will be directed to a product page where they can shop what they just saw on Pinterest.