Why Pinterest Still Matters & How to Reach Your Audience


Gone are the days of just Facebook and Twitter as the main players. Nowadays, there are countless apps popping up, and typically being born from the original pack, or at least being acquired by them.

To date we have: Facebook, Twitter (yes, still here), YouTube, Instagram, Pinterest, and Snapchat (in no particular order). The visual platforms with content that lasts temporarily seem to be all the rage. They allow consumers to share with less fear, and feel excited to consume content that is more exclusive by brands. However, it doesn’t mean the players like Pinterest are going anywhere. They have a different focus, and a different purpose for the consumer who uses it. As snapchat is for quick consumption, Pinterest is for taking the time to peruse and discover.

Pinterest has been a contender for a while, being known for it’s pivotal role in referral traffic to websites, and hitting the consumer during moments of discovery and planning, with a visual tool that makes it simple and easy. People (although still mainly female) use it to plan life events (i.e. Marriage, babies) and festivities. They look for large inspiration, as well as daily ones. For example, one person may go on Pinterest to find their meal prep recipes for the week, while another may go on to plan their friend’s bridal shower.

But why should your brand care? According to Social Draft, “nearly 75% of Pinterest users have purchased something on the platform or because of the platform.” So you’re thinking, ok great – but will they look at my product or brand? Considering the average time on the channel is about 15 minutes, there’s a good amount of time to get your brand out there, with the right search optimization (keyword strategy) and frequency of posts (on average 5x a day) with bright, quality images that grab consumer eyes on the channel.

The other cool thing is that according to social marketing writing, 80% of content are re-pins – meaning that people are likely to share your content if they find it beneficial to themselves and their own community. And if you’re in the food and drink category, you’ve basically hit a goldmine as it’s one of the top 3 categories on Pinterest. And some of the most re-pinned words include “bake” and “recipe” … Yes, goldmine.

But if your brand has other categories to consider, think through the trending topics as they’re most likely to get repined, and/or hit up your target audience based on categories and days that hit hardest for them. For example: Fitness (Monday), Fashion (Thursday), and Travel (Saturday).

Still not convinced? According to viral woot:

  • A Pinner who close-ups on a pin is 1.6x more likely to sign up or convert.
  • A Pinner who saves is 3.9x more likely to sign up and 1.6x more likely to convert.
  • A Pinner who clicks thru is 4.5x more likely to sign up and 7x more likely to convert.

But before you go there, remember to focus on your content and the quality of it too. For example, the color tone that does the best is reddish-orange. It’s also good to have a couple dominant colors, rather than the blue/white that works better on Instagram. Lastly, it’s best to have no faces/people as objects with minimal background perform best.

In the end, it’s always about test and learn and seeing what works best for your brand and content strategy. This month, pick five pinterest tactics, that ladder up to your overall channel strategy, and see which ones work best for your brand’s content. Then…do it again.



2 thoughts on “Why Pinterest Still Matters & How to Reach Your Audience

  1. I don’t konw why but Pinterest traffic converted good with my campaigns untill I switched to expensive products. Maybe I did lack with knowledge in this area. On the other side I know many people who had huge success doing Pinterest marketing only with mobile traffic. Weird but true. Anyways great article and thanks for advices.

  2. Hi Pam!
    I would love to read your oppinion about a question concernig websites, if you do not mind.

    In my opinion, websites are fundamental for a company. It’s always a place controlled by the owner and a point of contact to the client. However, with users being able to encounter your brand and services through a variety of channels, makes me think if a website is a vital part of a digital strategy.

    Users have been changing their behaviour towards mobile apps and social media, in prejudice of websites. This behaviour is certainly decreasing the number of clicks/visits on the web page, making them less necessary.

    To illustrate my point of view, imagine this scenario:
    On my Facebook news feed I find an article review about a restaurant, and after reading the review, I feel compelled to visit the place. To get to know others opinion, I decide to make a search on Tripadvisor or Foursquare platforms. After reading positive reviews from others, I decide to ask my wife through WhatsApp if she wants to join me.

    To know where the restaurant is, I search for it on Google. The search result provides important information on the right side like the review from others and also includes a button to directly call the place, which I use to make the reservation. Google Maps provides the information of the exact location and I can use Uber to go to the restaurant and Waze to check the traffic conditions.

    This scenario illustrates the possibility of making everything by only using Mobile Applications and Social Media platforms, without the need of visiting one website.

    Websites are only providing content to Social Media platforms, and users only visit the mobile web page of a company if they don’t have the app.

    From an entrepreneur point of view, is it worth to invest in a website? Should he include a website in its business strategy? Does a website continue to be a powerful tool of marketing?

    Can you imagine a different future for websites? Will they only exist to provide content to Social Media and mobile apps or will they evolve due to the development of 3D, augmented reality or virtual reality?

    Ricardo Ramos

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