How Pinterest is the go-to social media site for business selling beautiful products
What is Pinterest
Pinterest is an image driven social media website that was inspired by traditional scrap booking. Users can create boards to categorise their pins and they are usually related to a theme such as “Home Décor”, “Christmas Crafts” or “Holiday Clothes”. Pins can then be added to boards by Re-Pinning existing Pins or by adding the URL for an image and/or web page.
Pinterest is the ultimate sharing site as it is purely driven by the sharing of content, whether it is photos, blog posts or crafts, and each Pin has an image and a short description and is shared to all followers of the pinner or the board. Friends can even create shared boards where members of the group can all add to the same board, which is ideal for planning an event or project together.
What Audience Does Pinterest Attract?
Most pinners are adult females and they use it to find inspiration, trends and share visually. Common themes of pinned items are:
- Home Decor
- DIY Projects
So if you’re a business selling products that fit this niche then you need to be on Pinterest! Nowhere else do users so avidly save and share products that they like. Even if you aren’t sharing your own products, Pinterest is a great way to do some market research into what trends are popular amongst this particular demographic.
Pins to Profits
How Can My Business Make Money from Pinterest?
Firstly, you will need to become an active member of Pinterest. It’s a social media platform that is well known for its positive interactions and collaborative community, so start interacting with other pinners and they will interact with you! Start up a few boards and make sure that they are different enough to cover different trends and products but similar enough to appeal to the same audience. For example, if you sell luxury kitchenware you might start a board called “Summer BBQ” or “Dinner Party”. Make sure that none of your boards are purely your own products, instead re-pin other popular items alongside similar items in your own product lines. As a rule of thumb, aim to have at least 4 or 5 pins of other items for every 1 of your own.
Once you’ve got a following you can use the added features available for all business accounts to track engagements and you can use analytics to find out which products or lines are most popular.
With a business account you also have the capability to offer extra information in your pins, these are called Rich Pins and they come in 6 varieties:
- Place Pins. These allow you to add a location on a map to direct Pinners to the location. Got a shop or restaurant? Maybe you’re hosting an event? Place Pins are a great way to share this with your followers as they render with a Google Map box.
- Article Pins. Pinterest is driven by images but this option allows you to also share longer content such as a blog post or news article.
- Product Pins. As Pinners are also shoppers Pinterest has included this feature so that users can see where the item can be purchased, the current price and a link directly to the product page. As a business this is a great way to direct people to your products and drive online sales.
- Recipe Pins. Are you a restaurant, café or caterer? The recipe pins are a great way to show off your menu and skills. By using this kind of rich pin you can enter the ingredients, amounts, cooking times and serving information easily.
- Movie Pins. When a movie is pinned this allows you to also show key information about the film, such as: the year it was released, its rating, director and the main stars of the film. You can even Pin directly from movie websites such as Netflix and Rotten Tomatoes, where Pinterest will pull this information straight from the site.
- App Pins. Does your business have an app? With App Pins you can share your app to your followers and users can click the Install button to download it directly from Pinterest.
Shopping Through Pinterest
Pinterest is currently rolling out a new button where pinners can buy the items they love directly from Pinterest via a secure checkout. To achieve this Pinterest have teamed up with Shopify where SMEs can set up an online shop adding the Pinterest sales channel. Currently the new feature is only available to US businesses selling in USD and shipping to US addresses however watch this space and we will let you know when the Buy It feature is rolled out in the UK. Once this feature is fully rolled out it is expected that businesses pro-actively using Pinterest will definitely feel the benefits!
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