With over 335 million users and 240 billion Pins, Pinterest holds endless opportunities for brands.
While that audience size may seem small in comparison to the larger platforms, it’s the power it holds that counts. Pinner’s come to Pinterest to inform their buying decisions, search for products, or plan out major spending budgets. Yes that is why interiors and wedding businesses use this platform and do incredibly well. And for fashion businesses; Pinterest is just as powerful for marketing your products, services, blogs and even for growing your email and Instagram accounts.
84% of active Pinner’s said they use Pinterest to plan for purchases and 98% said they’ve purchased something because of Pinterest. 40% of Pinner’s have a household income of 100k+.
Interesting fact – Jessica Alba recently shared her 9.95 million dollar mansion that she fully planned – on Pinterest.
Pinterest is next level for direct-to-consumer marketing and should be part of your plan for targeting your audience along the buyer’s journey.
Pinterest is the perfect place for your audience to start searching, seeing, saving, and clicking through to what you do.
For this to happen, you do need a solid Pinterest strategy. We see brands get an impulse to make this platform work for them, re-pinning content to random boards and not fully understanding the ground work that really is needed for this platform.
And yet, they believe things are working because ‘monthly views’ seem to soar.
Your monthly views on Pinterest are really the biggest vanity out there when it comes to online marketing. It’s good to look at and see those number rise but it doesn’t mean that much unless you have other engagement happening behind the scenes.
When you start to pin strategically with that unique game plan, you will find your monthly views drop. A little disappointing to the ego. But what your doing is narrowing your pinning to your dream client, so essentially your audience gets smaller but it’s the RIGHT audience!
Getting content on Pinterest isn’t the hard part. Pinterest is less about posting timely content to stop followers mid-scroll, but instead you should be trying to curate content around what Pinner’s are searching for. And instead of posting once a day at the most optimum time you need to pin multiple times a day, every day. Building up your content is what Pinterest is all about.
Your Pinterest business profile gives you insight into the metrics that matter most.
But essentially what you are aiming to do, as like all other marketing channels is to understand what type of content your audience wants most. Which means you need to stay on top of your Pin performance and audience engagement.
So if monthly views don’t mean much, what does?
Let’s dive in…
Link Clicks
The ultimate purpose of Pinterest. Understanding the number of clicks on each of your Pins provides you with insight into what type of content is converting Pinner’s to your website and into real customers.
Impressions
Indicates how many times users saw your Pin. Unlike other channels, your impressions don’t peak the day your Pin goes live. Your Pins age like fine wine, generating more impressions over time. the average life span of a pin is 105 days. So you can kiss goodbye to 24 hour content and do a happy dance that all that hard work you put into content is sticking around. This also means that it takes time to measure the impact of your Pins and to understand what’s working and what’s not.
Closeups
Tells you how many users are tapping on your Pin, meaning that they either want to see it up close and personal, or view the description. This metric provides insight into which of your Pins are capturing attention.
Saves
The number of Pinner’s that are saving your Pin to one of their own boards. This provides insight into which of your Pins are resonating most with your target audience and inspiring their projects and purchases.
Engagement
On Pinterest, engagement is measured by link clicks + comments + closeups + saves/impressions. Pinterest will provide insight into which Pins create your audience to take action. The biggest difference? Clicks, comments, closeups, and saves each provide a different value to your brand’s performance on Pinterest and occur at a different point in a Pinner’s journey. Comments and closeups indicate what type of content resonates the most with Pinner’s, while clicks and saves are more closely tied to conversions.
Crafting a winning Pinterest strategy requires more than just engaging visuals. Brands need to understand the mindset of their target audience and which photos and videos will convert Pinner’s into customers.
Users come to Pinterest with purchase intent, making it easier to convert. They know what they want and when they want it.
Fashion brands need to understand their target customer and what type of content resonates with them the most. This means it’s crucial to measure Pin performance over time and track ROI from your Pins to inform your Pinterest strategy in the long-run.
The first step to success is to leverage all the features, tools, and analytics that your Pinterest business account has to offer. And of course contact Style up Social Academy about their Pinterest services!
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Verity and Kate x