Zehnder Communications, Inc.

5 Reasons Why & 5 Ways How to Use Pinterest

More than 70 million people are on Pinterest, looking to share and discover – and with the average user spending more than 14 minutes on Pinterest per visit, it’s clear that this audience is an engaged one, too. Depending on the characteristics of your target audience, Pinterest might be a perfect platform for your brand. Want to know why Pinterest could be a good fit for you, and some basic tips on how to use it? Read on.


Why Should My Brand Use Pinterest?

  1. It’s a huge spot for sharing. Although all social channels encourage sharing among friends and followers, Pinterest seems to do so exceptionally well. Pinterest beat out traditional email as 2013’s fastest growing sharing channel, and in 2014 it ranked as the second-highest social referral site. From a marketer’s standpoint, this means that quality content created on Pinterest has a better chance of spreading organically to more people – ultimately increasing exposure and creating value.
  2. It’s inspiring. One of the most common reasons users come to Pinterest is for inspiration. They want to find and share new ideas, which suggests that they’re more open to investigating a new brand, concept, or product. One recent study showed that 43% of people preferred to associate with retailers and brands over Pinterest; in comparison, only 24% preferred to do so on Facebook.
  3. It’s free. Like many social channels, Pinterest is currently exploring options for paid and promoted Pins; but for the moment, brands are enjoying significant “organic reach” through the platform. In comparison, “pay to play” platforms like Facebook require companies to pay up in order to snag placement in their audience’s News Feeds.
  4. It’s informative. Pinterest Analytics allows you to get to know your audience better. This new tool reveals the demographics and common interests of your audience, allowing you to more strategically communicate with them. Some retailers have even said that Pinterest traffic and referral information allows them to better estimate upcoming demand for different products, thus increasing efficiency and reducing losses.
  5. It’s female-dominated. If your brand audience is mostly made up of females, Pinterest is the social media platform for you. Pinterest is used by more than 1 in 5 American women on the Internet. From food and fitness to technology and humor, women are pinning all types of content on Pinterest.

Ok, I’m on board. How do I get started?
Like any social media platform, Pinterest is a space where dedication, creativity, and originality equal success. Focus on Pinning relevant and inspiring Pins for your audience, and make sure to share and like the Pins of others just as much (if not more!) as you do your own content. With that in mind, here’s a brief Pinterest 101 to get you started.

  1. What are Pins and how do they work? Pins are visual bookmarks that help users organize ideas, share ideas, and find inspiration. A Pin can be created in two ways: either by pinning something found anywhere on the Internet, or by pinning an existing Pin on Pinterest. When you see a “Pin It” button on a website or on an existing Pin, you can pin it to your board by simply clicking the button. If a website doesn’t have a “Pin It” button, you can still pin an image with the help of the Pinterest browser button.
    *Why brands love Pins: No matter how a Pin is created or shared, it will most always link back to its original source. So if a user pins an image from your brand’s website, you’ll continue to enjoy referral traffic as the Pin is shared among users.
  2. What are Pin boards? Pin boards are where your Pins “live.” You can create boards based on categories, interests, events, or other themes relevant to your brand and audience. When other Pinterest users choose to follow one of your boards, that board’s Pins will populate on their Pinterest home feed.
    *Why brands love Pin boards: Social media platforms like Facebook and Twitter display your brand’s content mainly according to the time it was posted – which can be useful, but also difficult to manage if you’re targeting multiple personas or campaigns at once. Pinterest’s Pin boards allow you to simultaneously keep multiple conversations “fresh,” while also keeping them separate and contained to the relevant audiences.
  3. How do I connect with others? A good starting point for finding people to follow is by linking your brand’s email contacts with your Pinterest account and following them. Hopefully, they’ll follow you back. Boost your number of followers by increasing the amount of people you follow, consistently pinning Pins, and making sure those Pins appeal to your audience. And be sure to link to your Pinterest page on your brand website and email blasts, so that your followers on these platforms know they can find you on Pinterest, too.
    *Why brands love following & followers: Pinterest recently rolled out a refined search and categorization feature that makes it easier for users to discover other users to follow. If you add descriptive copy to a Pin, pin it on a logically named board, and make sure that board is properly categorized, the Pin could greatly help increase new followers via search.
  4. How do I build my profile? Your profile consists of a main image, bio section, and previews of each of your Pin boards. You can also add links to your brand’s website, Facebook, and Twitter, and go through a verification process to boost your authenticity. Stats such as the number of users you follow and the number of users following you are displayed, with big red buttons prompting users to follow you.
    *Why brands love Pinterest profiles: Pinterest allows brands to customize their profile’s appearance to fit their brand image. With the ability to handpick featured images for each Pin board, you can make sure the overarching personality of your brand is the main focus of your profile – not just a streaming list of your latest posts.
  5. What else do I need to know? These basics will get you started, but there’s a whole lot more to discover about Pinterest – all of which can be found in the company’s in-depth tutorials, “Pinteresting” blog, and business-focused resources.
    *Why brands love learning about Pinterest: Because Pinterest is one of the newer social media platforms and shows solid growth, many brands have found that learning about and investing in Pinterest pays off. Start pinning and see what happens for your company.

Ready to get started? We can help pinner beginners turn into pinner pros. Get in touch to see what we can do for you.

1Marketing Land, 2014. “Propelled by Women, Pinterest Beats out Email in Social Sharing for First Time.
2Shareaholic, 2014. “Facebook and Pinterest are the King and Queen of Social Referrals.

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