While you were busy pinning pictures of cookie recipes and fruity cocktails, Pinterest quietly turned 3 years old and began maturing into a real business-driving platform.
Pinterest Users Are Spending $$$
Did you know that Sophora’s Pinterest followers spend 15 times more money than its Facebook fans? Julie Bornstein, head of digital at Sephora said, “The reality is that when you’re in the Pinterest mindset, you’re actually interested in acquiring items.” Bornstein went on to say, “E-commerce really is still in the first innings of really leveraging the power of social, but we’ve experimented a lot with social shopping and this [Pinterest] is the first one that has really gotten to scale.” According to research by firm, Rich Relevance, the average order value (AOV) from Pinterest shoppers is $140-180 while Facebook shoppers tend to spend $80 on average and Twitter shoppers spend about $60 on average. All of these numbers seem to suggest Pinterest is the hot network to be on if you’re a retail brand.Some (More) Pinteresting Stats
If you’re still not convinced that your brand should be on Pinterest, let’s consider some more stats:- Pinterest has over 48 million users.
- Average time spend on site is over 14 minutes.
- Pinterest pins with prices get 36% more likes than those without.
- 9% of users have participated in a contest or promotion on Pinterest.
- 43% of users on Pinterest are happy to associate with retailers or brands on the network.
For many retail brands, that’s an ideal demographic to go after.
5 Ways Your Brand Can Use Pinterest
1. Pin Your Products
This is the most obvious one: pin photos of your products. The photos don’t need to be professional, but they should be relatively high quality (no dark, blurry photos please!). You can go about pinning your products in two ways. You can create a board specifically to promote your product. For example you might create a board dedicated to a new, seasonal line.
Alternatively (or in addition to a product-specific board) you could mix in pins of your product into a board about a particular topic.
2. Share Your Company Culture
Shoppers love to feel like they’re getting an inside look into where their favorite products are made. You probably already share some fun ‘insider’ photos on Facebook and Instagram, but why not create a board on Pinterest as well? Allow all of your employees to post to the Company Culture Pinterest board and soon it will be loaded up with fun photos from around the office like this Birchbox board that they call The Beauty Diaries:
3. Host a Contest
Almost 10% of all Pinterest users have participated in a contest on the fun social network, but I bet that number would be even higher if more brands were hosting contests. Here’s an example of a contest, Zoya, a luxury nail polish company put on:
4. Provide Tips / Advice
You know your product better than your customers – why not share the information? Pinterest is a great place to promote tutorials, guides and short advice. If you have a lot to share, you could create a whole board dedicated to helping your customers get the most out of your products!
5. Promote Partnerships
Are you running a promotion with a partner brand? If so, share it on Pinterest! Both your brand, your partners brand and the promotion will receive extra exposure!
Your Thoughts
Is your company currently using Pinterest? If not, why haven’t you? If so, what has worked/hasn’t worked for you? Let us know in the comments below!]]>
TJ has worked in the digital marketing space since 2006. He has worked at a number of agencies and and helped hundreds of clients grow their business through SEO, PPC, Social Media and Content Marketing. He currently lives in Lehi , UT and enjoys spending time with his family.
TJ Welsh
TJ has worked in the digital marketing space since 2006. He has worked at a number of agencies and and helped hundreds of clients grow their business through SEO, PPC, Social Media and Content Marketing. He currently lives in Lehi , UT and enjoys spending time with his family.
