Believe it or not, there’s more to Pinterest than browsing aspirational Keto recipes, Halloween crafts, and mermaid ombre hairstyles.
At least, that’s what the 100 million-plus businesses that are currently using the social media platform have learned.
Why use Pinterest for business?
In this article, expect to learn the key demographics that use Pinterest and, of those, which are most likely to interact with your business Pinterest page at different points in the sales funnel.
You’ll get a good understanding of the most commonly used Pinterest for business terms and view examples of pages that have done it well. Finally, you’ll begin to explore the social media marketing benefits of creating a business Pinterest page and maintaining it.
What is Pinterest for business?
As you likely know, Pinterest is a free social media platform that allows users to display, share, and collect visual elements (mainly photos, as well as some videos), saving them to virtual “boards.
A Pinterest board essentially digitizes that vision board that used to hang above your childhood bed. Except instead of shoddily cut-out scraps of Seventeen Magazine, you can pin everything from recipes, fitness tips, and fashion to inspirational quotes, interior design, and travel photos.
Upon logging in, a user sees a feed that is comprised of content that users they follow are pinning, or saving, on their respective boards. The feed might also contain sponsored posts from companies that have deemed the user to be a good demographic fit for the content being promoted.
Who uses Pinterest?
In order to determine if using Pinterest for your business is a good fit, it’s helpful to have an understanding of who exactly is logging into the social media platform and what makes them tick.
Though Pinterest’s user base isn’t nearly as large as that of Facebook, Instagram, or YouTube, it’s important to keep in mind that the users are deeply engaged.
The most popular social media sites in 2018
- WhatsApp Messenger
- Facebook Messenger
Here’s Pinterest’s main audience and a bit about each demographic.
Since its inception in 2010, Pinterest has proven itself to be a platform that heavily appeals to women. In fact, Pew Research estimates that nearly half of all women online are Pinterest users, compared to just 17 percent of men.
However, like most areas of society that women predominantly inhabit, men continue to encroach. More than 50 percent of new Pinterest sign-ups identify as men.
We might be killing diamonds, breakfast cereal, and home ownership, but one thing’s for sure: we’re keeping Pinterest alive. Half of adults aged 18 to 34 use Pinterest at least once a month. This is a huge advantage for businesses that want to sell to people in this age range.
40 percent of Pinterest users have a household income of more than $100,000 annually, while 50 percent of users make $50,000 or more individually. This is huge -- and a lot of buying power. It’s clear that Pinterest users are ready and willing to spend money on the products and services they see presented by businesses on Pinterest.
Nearly 85 percent of Pinterest searches happen on mobile devices, which makes sense if you consider that users likely consult their Pinterest apps while looking for what to make for dinner or how to style their living rooms. Consider the platform your content will be viewed on if you’re a business that wants to begin a Pinterest profile.
If you’re attempting to reach any of these groups, it might be time to consider adding a business Pinterest page to your social media mix.
Understanding Pinterest for business terms
Before we dive into the benefits of building and maintaining a business Pinterest page, it’s beneficial to make sure that all Pinterest-specific jargon is understood. Here are some of the most common Pinterest terms.
A Pinterest board is where users save pins that are related to one another. For example, a user might have a board exclusively for recipes or Christmas decor ideas. In the context of business, many businesses on Pinterest will curate boards on their profile pages that align with their products or services. For example, let’s take a look at the boards posted on Mr. Coffee’s Pinterest page.
Because the obvious theme of the brand is coffee, the brand chose to create several boards that both fit the theme and keep users in mind. While Mr. Coffee doesn’t produce kitschy inspirational home decor revolving around coffee, plenty of other vendors do, and it’s not a far stretch to imagine that some of the same people who’d be interested in pictures and recipes about coffee might also be interested in seeing some coffee-themed decor.
Let’s explore another brand’s business Pinterest page -- LaCroix.
America’s most popular and polarizing sparkling water brand has a very specific look and feel, not to mention a dedicated fan base that enthusiastically drinks up any and all content produced by the brand. Bright colors tie the boards together, and a customized banner image reminds users of the product at hand, so to speak.
On LaCroix’s page, you’ll notice that it has gone even further to categorize boards, dedicating specific boards to different sparkling water flavors.
In the context of Pinterest and Pinterest business pages, a comment is simply a remark left on a pin with the user’s thoughts and feelings. Perhaps a Pinterest user has tried a recipe and wants to let fellow Pinterest users know that they really enjoyed it. Users can even tag another Pinterest user they follow in the body of the comments by adding their username preceded by an ‘@.’
Here’s a great example of some comments left on a pin that was pinned by an interior decorator’s Pinterest business page.
The pin itself appears at the top, and a box for comments is at the bottom. Comments from other users appear in the middle of the page, but the graphic is the primary element of the page.
Followers are other Pinterest users who have chosen to follow the pins on your Pinterest business page or an individual user’s page. Whenever your brand adds a new pin, it will appear on your followers’ home pages without them having to take the extra step to search out your content.
As you can see, Forever 21’s business Pinterest page showcases how many followers it has in the upper right-hand corner of its profile page on the red box. Your Pinterest for business page will also showcase this number publicly -- even more incentive to grow your Pinterest followers count!
What’s pinned on a board? A pin, of course. Pins are the currency of Pinterest -- the source of all content. Here are two examples of pins you might see on a business Pinterest page.
In the first example, you can see that the image is very visually appealing and heavily branded with the logo placed front and center, and an obvious correlation between the flavor of the beverage (pineapple and strawberry) to the props in the photo -- a pineapple cup with brightly colored strawberries. This was pinned by LaCroix and lives on its Pinterest business page.
The second example also appears on the LaCroix page, but it was originally created by another business Pinterest page -- Wandeleur. While it contains a beverage and the name LaCroix prominently, it has a different look. Either way, both pins serve a purpose -- the brand LaCroix pin is for people who love the brand itself and the aesthetic, and the Wandeleur pin is for people who are likely familiar with the brand, but more interested in fun drink recipes. Either way, the purpose of raised awareness and engagement is achieved.
There are several different types of pins, including Rich Pins and Buyable Pins. Pinterest Rich Pins are a tool that businesses and bloggers can use to take content from their websites and translate it directly to a pin, which is reflected in its Pinterest image description. Rich Pins come in four varieties: article pins, product pins, app pins and recipe pins.
A pinner is any individual or business Pinterest user who engages in the activity of pinning. You pin, I pin, we’re all pinners.
Think of saving, or re-pinning, a pin as a retweet. When you save a pin, you find the post one of your own boards. This is sometimes referred to as repinning. In order to do this, you’ll want to hit the red save button on a pin itself. See below:
Once you hit save, you’ll be prompted to save the pin to a particular board. If you don’t have any boards created, you’ll be prompted to create a board and name it, as such:
For brands, organizations, or businesses on Pinterest, the source link is one of the most important things to pay attention to. The source link is the URL of the website where the pin originated -- so it’s critical to make sure that the source link goes to the right place.
For example, let’s say you’re browsing Pinterest to check out some travel inspiration -- you and your partner want to go on a camping trip. You come across the following pin from L.L. Bean -- aww, cute puppy! He’s so adventurous, all snuggled up in a kayak! Your heart is warmed.
You click the link, and where does it take you? L.L. Bean’s kayak page, of course!
Now you too can recreate that puppy-kayak-lake moment, and it took a mere two clicks to get you there. This is a perfect illustration of why having the proper source code can make the difference between throwing a nice photo out into the ether and using it as a smart tool to drive clicks that you can later run through Google Analytics to tweak your Pinterest business strategy.
Benefits of a business Pinterest page
If browsing some of the most colorful, engaging pages of brands that are universally beloved hasn’t convinced you that creating a business Pinterest page is a worthwhile endeavor, read on for more benefits of a business Pinterest page.
Reaching new audiences
If you’ve done market research on where or for whom your products primarily perform well, chances are, you’ve tailored your marketing and social media strategy to reach that particular demographic. However, on a platform such as Pinterest, you know exactly who your audience is -- as stated above, it’s generally young, wealthy women.
If you’re considering integrating a business Pinterest page into your social and marketing strategy, take some time to give your outreach a fresh look. Are you alienating a potential audience because you just don’t have the right assets to promote it on a visual channel such as Pinterest?
Perhaps re-allocating some of your marketing budget to getting photography and videography in place to share can set you up for other promotional opportunities on new channels, such as Pinterest, bringing in more business from new people.
Personalizing your brand
Pinterest is an extremely casual platform where people write and pin candidly. This is a wonderful opportunity to integrate a more personalized brand voice into your business Pinterest page. Shed your polished image and get to know your customers -- they’re the ones repinning and following you!
This is also the ideal place to dip your toe into some brand marketing research -- put your feelers out and take note of what you notice trending on your competitors’ pages and which pins perform the best.
Feature your written content
When we discussed the source links above, I emphasized the importance of making sure that wherever the clicks lead is the most specific destination. If a pinner clicks a link on a product page for LaCroix and it takes them to the LaCroix brand home page, it won’t have nearly as much of an impact as a destination link leading to a recipe page on the LaCroix website would.
Consider using your blog pages as the destination for your written content -- because there is such a strong blogger presence on Pinterest, users aren’t turned off by written content. If it’s relevant, they’ll click.
For brands that prioritize strong visual content on social media, setting up and maintaining a business Pinterest page is a great step toward a robust social media marketing plan that reaches several demographics.