Why Your Digital Transformation Agency Should Consider Adding Pinterest to Its Marketing Strategy
By Adam Morrison 10 September 2024
Social Media Marketing
Pinterest has evolved into a powerful platform for brands looking to engage visually driven audiences. This article outlines why it might be the perfect addition to your marketing strategy and how a digital transformation agency can leverage its features for brand growth.
The Social Media Evolution
Social media platforms tend to follow a familiar trajectory. They begin with niche adoption, followed by widespread popularity, and eventually, plateauing growth. However, what sets Pinterest apart is its enduring appeal as a visual discovery engine, where users seek inspiration, ideas, and products that align with their personal interests and lifestyles.
Since its inception, Pinterest has transitioned from being a personal-use platform to one with substantial marketing potential, offering unique opportunities for organic discovery and brand engagement. For a digital transformation agency, this presents
an excellent opportunity to integrate Pinterest into a broader, forward-thinking strategy.
Why Pinterest is Gaining Traction
Between 2023 and 2024, Pinterest has seen notable growth, with over 465 million monthly active users globally. What's particularly remarkable is that 70% of these users are actively looking to make purchasing decisions, making Pinterest more than just another social media platform—it's a key player in visual search and shopping.
Whether you're a small business or a large corporation, Pinterest's current growth phase offers a ripe opportunity to experiment with strategies that work for your brand. If you are working with a digital transformation agency, now is the perfect time to assess if Pinterest aligns with your evolving marketing strategy.
3 Key Pinterest Features Digital Agencies Should Know
Pinterest stands out from other social platforms due to its unique focus on visuals and search-based user behaviour. Here’s what sets it apart:
#1 The Demographics: Who’s Pinning?
Pinterest has traditionally been associated with a female-dominated audience, but the platform has expanded its reach. Over 60% of users are women, but men and Gen Z are increasing their presence. The key takeaway? If your target market includes women, millennials, or Gen Z, Pinterest is a channel that deserves serious consideration in your digital transformation agency's marketing plan.
#2 High Engagement and Buying Intent
Users spend an average of 14 minutes per session on Pinterest, which may seem modest compared to TikTok or Instagram, but the purchasing intent is significantly higher. According to a 2023 study, 85% of Pinterest users have made a purchase based on pins they viewed. This makes Pinterest an ideal platform for brands offering products or services that thrive on visual appeal
#3 Why Marketers Are Turning to Pinterest
With only 30% of brands actively using Pinterest, there’s a great opportunity for early movers, like a digital transformation agency, to capitalize on relatively low competition. Pins are searchable, meaning your content can continue to drive traffic months or even years after posting—unlike other platforms where content fades quickly.
Who’s Doing Pinterest Right?
Several brands have successfully integrated Pinterest into their marketing strategies. Here are some standout examples:
IKEA’s Room Inspiration Boards
IKEA taps into the power of Pinterest by creating "room inspiration" boards, showcasing their furniture and decor in various settings. Users can directly shop for products by clicking on pins, seamlessly merging inspiration with conversion.
What Worked:
High-quality, styled product images.
Clear call-to-action leading to their e-commerce store.
Curated boards that reflect current design trends.
Sephora’s Beauty Tutorials
Sephora has leveraged Pinterest's video pin feature to create quick, engaging beauty tutorials that link back to specific product pages. Their boards are neatly categorized, helping users find exactly what they need, whether it’s skincare advice or makeup tips.
What Worked:
Easy-to-follow tutorials that encourage product exploration.
Categorization of boards for a smooth user experience.
Strong product links that guide users to purchase.
8 Tips for Digital Transformation Agencies Using Pinterest
Pinterest doesn’t follow a one-size-fits-all formula, but here are some best practices for optimizing your brand’s presence:
#1 Focus on Visual Quality
Pinterest is a highly visual platform, so invest in high-quality images and videos that reflect your brand’s aesthetic. Pins with bright, clear images perform better and attract more engagement.
#2 Use Keywords Effectively
Pinterest functions like a search engine. Use relevant keywords in your pin descriptions, titles, and board names to ensure your content is discoverable by the right audience.
#3 Consistent Posting
Consistency is key to maintaining visibility on Pinterest. Aim to post regularly to keep your audience engaged and attract new followers. Tools like Tailwind can help you schedule pins ahead of time.
#4 Create Shoppable Pins
With Pinterest's shopping features, you can create shoppable pins that allow users to purchase directly from the platform. This seamless integration can turn casual browsers into buyers.
#5 Collaborate with Influencers
Pinterest influencers can boost your brand's reach through authentic content creation. Partner with influencers whose followers align with your target market for product recommendations and branded boards.
#6 Encourage User-Generated Content
Create hashtag challenges or campaigns that encourage users to pin their own content featuring your products. This not only increases brand visibility but also builds a sense of community around your brand.
#7 Utilize Rich Pins
Rich pins automatically update product information such as pricing and availability, making them a valuable tool for e-commerce brands. By using rich pins, you ensure your audience always has access to the most up-to-date product details.
#8 Measure Your Performance
Regularly track your pin performance using Pinterest analytics. Keep an eye on key metrics like impressions, clicks, and saves to refine your content strategy and improve engagement over time.
Advertising Formats on Pinterest
As of 2024, Pinterest offers several ad formats that brands can utilize:
1. Promoted Pins: These look like regular pins but have extended reach and visibility.
2. Video Pins: Capture attention with short-form video ads.
3. Carousel Ads: Showcase multiple images in a single pin.
4. Shopping Ads: Create ads directly linked to your product catalogue for seamless shopping experiences.
Ready to Add Pinterest to Your Digital Transformation Strategy?
If you’ve determined that Pinterest aligns with your digital transformation agency's marketing goals, now is the perfect time to dive in. Whether through organic pins or paid advertising, Pinterest offers unique opportunities to visually showcase your brand and connect with an engaged audience.
