On its surface, Pinterest may not seem like a good platform for small businesses to utilize. After all, isn’t it just women looking at pretty pictures? If this were 2012, you would likely be correct. But as business trends have grown and shifted over the past several years, Pinterest has grown and shifted as well. Today, Pinterest is primarily used as a visual search engine for people looking for something specific, and in this environment, businesses can thrive.
When people search for something on Pinterest, the results seen are images, graphics, or videos labeled “Pins.” Most of the results are organic, but some are sponsored content. Users click on a Pin to engage with it, and this click can garner several results. Users may be taken to the main website of a company, to an article, a designated landing page, or even to a product page that allows the direct purchase of a product or service. The Pins labeled “Sponsored Content” are paid ads that have been given top priority under whatever topic was searched. For example, if your business sells yoga mats and chooses to place an ad on Pinterest, your product will be shown at the top of the page when a user searches “yoga mat.” Both organic content and sponsored content on Pinterest are able to directly target the desired demographic for their business.
Since Pinterest is a visual platform, anything you promote needs to be visually pleasing while dynamic, meaning showing a product or service is shown in action.
This may take extra time and resources, but companies who are willing to make that effort see massive results. Users are 70% more likely to engage with an aesthetically pleasing and informative Pin rather than just a static, pretty graphic or image.
While the demographic of Pinterest is majority female, the percentage of male users on the platform has doubled in the last year, meaning that businesses that are only targeting female users are missing out on a huge potential client base.
We can help you optimize Pinterest to garner the best results for your business! Raborn Media’s skilled team of Marketing Coordinators are prepared to help you determine and meet your goals on this platform!
