From being something of a novelty in the social media field when founded in 2010, Pinterest has grown into one of the most important social research and product-sharing platforms in the UK, with almost 9 million British users in 2023.
For B2C businesses (and some B2B businesses) Pinterest is a cost-effective avenue for reaching an actively engaged and well-educated customer demographic, in January 2023, over 72% of the Pinterest UK user base was found to be female. If your business primarily serves a female audience, Pinterest is more than just a social platform – it's a golden opportunity. Consider leveraging its power to connect more closely with your target customers.
Pinterest is a visual social media platform that lets users share ideas, discover new services and products, and connect with like-minded people – through means of visual ‘pins’ or saved content. Customers mainly use the platform as a virtual discovery engine at the awareness level of the customer journey, while they are finding inspiration and seeking ideas from the content on Pinterest to inspire their own fashion, creative content, home, and more.
Users follow up this research by looking into specific brands on review sites or direct Ecommerce sites, or by reading niche-specific blogs for more information.
After establishing a personal profile, users can save videos, images, and even articles from third-party sources onto a personalised ‘board’ for convenient access, which can also be accessed by followers and friends, or even cross-posted onto other social networks such as Instagram, Facebook, and Twitter.
Businesses can create a business profile on Pinterest that allows them to add their own branded pins and website links, access rich pins for more information, gain insights about pins saved from their website by users, and run targeted adverts to reach their ideal customers.
Establishing a business presence on Pinterest is a strong way of building brand authority with your customer base and is an excellent way of driving traffic back to your website and business blog, raising awareness, and ultimately increasing sales conversions.
Each pin can contain either an image or video, and can be used to promote a wide range of products, services, and incentives to draw in your target users, for example:
As with other social media activities, consistency is the key to making an impact on Pinterest, with daily activity being the best way to gain the attention of regular users. Pinterest has a very high content turnover, so for the best results, we recommend a combination of snappy trending content to grab the immediate attention of users scrolling on their mobiles, and evergreen content aligned with the identified pain points, aspirations, and purchase motivations of your persona groups.
To find out more about using Pinterest to expand your market share among your ideal customers, please call one of our social media marketing team today on 01332 982197.
Image Source: Unsplash