5 Reasons Your eCommerce Business Should Test Pinterest Marketing in 2020
February 7, 2020
More than just mood boards and wedding inspiration, Pinterest is a way for people to curate every area of their ideal life and visualize the things they can buy to achieve it. Brands with photo-worthy products do well entering into this space as users view posts, share Pins and make purchases from or based on the things they see. That’s why we, as one of the best social media marketing companies, introduced this platform to our yoga and activewear client, Noli.
While longstanding social marketing favorites include the likes of Instagram and Facebook, Pinterest is creeping its way to the top of our favorites list, and we think it will do the same for you. Having just hit $1 billion in revenue in 2019, according to NASDAQ, this platform is doing well and is only growing. Let’s take a look at five reasons why you should be running Pinterest campaigns this year, featuring real-world examples.
THERE ARE SO MANY PEOPLE
Turns out, there are a lot of Pinteresters out there. According to Pinterest insights, there were 300 million monthly active users in 2019. And there are a whopping 200 billion-plus Pins for users to peruse. While young women make up the majority of this audience (which is perfect for Noli), more and more men are joining every day. In fact, men currently account for about 50% of Pinterest’s new signups. More great news on the demographic-reach front, two-thirds of the audience is outside of the US. So, if you’ve been hoping to market your product globally, this is the perfect place to do it.
THEY’RE READY TO SPEND
In the words of our new favorite platform, “People come to Pinterest open-minded and ready to make decisions.” That would explain why their average order value (AOV) is $50 — higher than that of any other social platform. The high AOV is also explained by the high buying power of its user base as 40% have an average household income of over $100,000 and 39% are reportedly more likely to be active retail shoppers.
As one of the top social media agencies, we’ve found that the open-minded nature and stacked wallets of Pinterest users are great for Noli, and we think it will be great for you, too. We’ll end this section with one more fun stat because it’s just too good. Of Pinterest’s weekly users, 83% report having made a purchase based on Pinterest content!
ORGANIC WORKS GREAT & IS FREE
You can see great results without spending a dime. Seriously. Pinterest says that the average time their users spend on the platform is about 14.2 minutes. During that time, they are scrolling, Pinning, sharing, following and clicking through to 3rd party sites like yours.
Unlike content on social platforms like Facebook and Instagram, content on Pinterest stays relevant and is interacted with long after it’s been posted. Meaning, if users like your posts, they will organically appear over and over, boosting your brand’s awareness as well as its profits. Plus, users can generate content for your brand, too. Simply add a Pin It button to your product pages as we did with Noli. Then sit back and watch as your products get Pinned and Repinned without you lifting a finger.
PAID ROCKS, TOO
While organic works like a charm, the returns on paid aren’t too bad either. Pinterest notes that 50% of its users have made a purchase after seeing a Promoted Pin. Pinterest also offers a great interface via their Pinterest Ads Manager to create goals for your ads, select your audience, set your bid and review analytics.
IT’S BIGGER THAN YOUR PRODUCT
As one of the top social media agencies, we know that Pinterest marketing works best when it’s carefully curated. So, yes, include all the photos of the product you want, but also be sure to include posts about things related to your product or the lifestyle it’s a part of. For instance, if you’re a yoga apparel brand, create a Board that’s dedicated to all things fitness.
By engaging with and attracting your audience on more than just a product level, you can grow a following that shares your brand’s same interests and build a stronger relationship with them.
As a great place to both reinforce your brand image and boost your sales, we see marketing on Pinterest as a no-brainer. Simply take some amazing photos of your product, create a free Pinterest account and start posting and Pinning everything your brand would put on their Boards if they were a person.
If you’d like to learn more about Pinterest marketing strategy and campaign set up from one of the best digital media marketing agencies, call us up for a free consultation or schedule a time that’s convenient for you.