You need a Pinterest account for your business.
If you are not convinced now, by the time you get to the end of this, you will be!
If you think Pinterest is only for crafters and bakers then get ready to have your perception changed.
“But I have an Instagram account for my business. Why do I need a Pinterest account too?” This is a question a lot of my clients ask.
Let’s start by having a look at your Instagram account.
You have a few hundred or maybe even thousand followers. You post regularly, people engage with your posts and each post receives an average of 50-100 likes with about 20 comments.
How many people go to your website through Instagram?
How many ‘likes’ are converted to sales?
What is your return on investment when you factor in your time spent on Instagram?
How long does your Instagram post stay relevant for?
Pinterest can be just as, if not more, effective than your Instagram account.
Let’s start with the basics…
What is Pinterest?
Pinterest is a visual search engine. Pinners (those who use Pinterest) are shown images in response to their search.
Pinners tell Pinterest what they like initially. Then Pinterest applies an algorithm to continue showing similar pins. These pins appear on a pinner's home feed, much like instagram.
Pins showcase products and provide a virtual window shopping experience.
Pinners go to Pinterest for pinspiration.
Users create boards, much like an old school pin board where they can collect inspiration.
Pinners are open to buying as they are searching for ways to make their dream wedding, vacation or outfit.
This is perfect for your business. You become so much more than just a storefront. You become a source of inspiration. A place pinners go to fulfil their dreams.
You connect with your customers on another level.
Who uses Pinterest?
Pinterest active monthly users grew a massive 26% to 335 million in 2019. US users account for a third of these pinners. Australia has 4.7 million pinners compared to 9.4 million Instagram users.
72% of Pinners are women. Sprout Social, further explain that 85% of women on Pinterest use it to plan life moments. 58% use Pinterest to assist them in making purchasing decisions.
The proof is in the pudding. Pinterest is not just a place to go and look at nice photos (I’m looking at you Instagram).
People are wanting to be inspired. Pinners are waiting to be told what they need to buy/do/make to fulfil their dream.
It is no secret that people plan before they buy. This is especially true in times of uncertainty.
Pinterest has users who are searching for inspiration before they commit to buy. This is where your Pinterest account is found, pinned, remembered and revisited when it comes time to buy.
Instagram requires users to actively find you and follow you. If your hashtag game is strong, you may be seen by users who follow a hashtag you use.
Or maybe not.
But Pinterest is different.
Pinterest asks users what they are into.
Through the magic of algorithms, Pinterest then fills a user’s feed with similar pins, regardless of whether the user follows an account.
Your pins are more likely to be seen by a wider audience than your Instagram posts.
Why do I need Pinterest?
Instagram can be a time suck for small business owners.
Instead of hunting for products, doing the boring paperwork or spending time with your family, many business owners find themselves on Instagram. Obsessing over the perfect time to post, the captions and hashtags, replying to comments and planning the next photo.
Enter Pinterest.
All of your content on your website becomes pins. Not just any pins, but rich pins. They use the added information on your website. They have direct links to your website.
This content already exists. You just need your site’s URL.
You can link your pins to your own website where customers can buy directly from you. Or if you meet Pinterest’s criteria, you can have customers buy from you without even leaving Pinterest itself.
With a Pinterest Business Account, see your analytics which include your audience, their interests, the device they use, their location etc.
You can tailor your pins to suit your audience, in much the same way you would for other social media platforms.
The beauty of Pinterest is that 97% of its top searches are for non-branded content.
This levels the playing field, Pinterest doesn’t care if you can afford Google Ads.
77% of Pinners say they have found a new brand or product on Pinterest.
If these stats aren’t convincing you, then I don’t know what will!
Read more about getting started with a Pinterest Business Account Here.
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