Pinterest’s following has grown exponentially over the last few years. So it’s only natural that businesses are flocking to the social media site to interact with their customers. Pinterest is intriguing to businesses because it offers unique public relations opportunities. Social media has opened doors for businesses through word of mouth referrals, but Pinterest provides a direct, easy channel for friends to suggest items they love to friends. In fact, 81% of US Consumers say they trust information from Pinterest.
The Pinterest User
Mixed within crafting ideas, recipes, and travel destinations are endless opportunities for purchases. I can count at least ten items I have purchased over the last six months solely thanks to Pinterest. In fact, users are 10% more likely to purchase, and likely to spend about 10% more, when led to specific product by Pinterest over other social media networks. According to a recent study at Georgia Tech, “consumption truly lies at the heart of the site.”
It is true that an overwhelming majority of pins cater to a specific audience, mainly women between the ages of 24 and 54, but the audience is quickly diversifying. A male following is quickly developing, and whether it be gift ideas for the ladies in their life or finding indulgences of their own, there’s definitely room to market to the guys as well. You’ll find below a few infographics (the second is a link) I’ve made to highlight some of the demographics and statistics involving Pinterest.
So how do businesses best capitalize on this medium?
What doesn’t change despite your market is the visual appeal of Pinterest. Businesses should make sure any pins they share marketing their products are visually appealing, and invite the user to learn more. An alternative use for a conventional product, a DIY project, and infographics are all images that intrigue the common Pinterest user to purchase an item, without a direct sales approach. What’s most important is that the business is engaging with the customer, not selling to them.
Engaging with customers requires building a following. Customer contests and intriguing content are two great ways to do so. You’re board must be worth something to a customer for them to consider following you. And from another angle, you’re website should be worth something for customers to pin directly from it. Adding a “Pin it” button to individual products from your website allows customers to save products their interested in to their personal collection, rather than an on-site shopping cart that is easily abandoned.
Companies can also adapt their website to take advantage of the Pinterest idea. Creating a grid-like, visual shopping experience and using price banners are only a few of the ideas a business could duplicate. Websites like Tobi have even developed a “like” feature to make shopping on their site more of a social experience. The key to remember is that visual, social interaction on the internet is the wave of the future, and whether you go to it or create your own these ideas are worth investigating.