Pinterest has recently changed its design, after releasing Pinterest Web Analytics – a free tool for brands to give site owners insights into how people are interacting with pins that originate from their websites. One of the most popular image-sharing social networks in the world, Pinterest can offer significant advantages for advertising too, provided that you know how to use it for this purpose.
It’s not about advertising in the traditional sense, as Pinterest doesn’t officially offer advertising opportunities. Call it indirect advertising, or marketing for lack of a better term, and be thankful that so far, using Pinterest to tout your own horn doesn’t cost a dime. As to how, a recent infographic by Prestige Marketing offers interesting data and insight.
First of all, you need to understand Pinterest’s users’ demographics and statistics that serve your marketing purposes. 79% of the Pinterest users are female, and from them, moms are 61% more likely to use Pinterest than any other demographic. According to the infographic below, including the product price on a pin generates 36% more likes, and overall, Pinterest produces 4 times the revenue-per-click compared to Twitter.
As Pinterest users spend more, and make more purchases than any of the other top social sites (Facebook, Twitter, Instagram, LinkedIn, Google+, etc), creating a comprehensive content strategy exclusively for this network becomes imperative. The first rule on any social network is to publish content for your community, and to interact with that community. This means that simply pinning product photos is not enough. You need to make them appealing and discoverable, with hashtags and direct links to product pages. You also need to post pins that interest and entertain your community, and organize your content in a comprehensive manner – with themed boards, featuring images clustered based on their content. Since one image can feature more than one product, you can re-pin it on other thematic boards – a practice common among the savviest Pinterest marketers.