Pinterest (Pinterest) is a place where marketers often go for inspiration and creative ideas but rarely use them to promote their brand or company. And this is a huge omission! In the US, the social network has long been used as a platform for advertising goods and services.
attracting a new audience to the site. Its main advantage is a low entry threshold and unique social network algorithms that are not affected by the number of account followers. Elena Bobrysheva, the founder of the Goodbye Boss! ”, creator of training courses and programs “ Instagram from A to Z ”, « 30 days. 30 Ideas, author of the Design by Subscription service, graphic designer.
What is Pinterest (Pinterest) and how is it different from other social networks, the same as Instagram?
Pinterest is an idea board where professionals from all walks of life collect and post photos. It turns out a kind of mood boards, collages, recipe books, collections of quotes, and so on. Boards can be prepared for the presentation of the project, interview, and demonstration of a portfolio of work. Several users can participate in the selection and discussion of ideas at once, so Pinterest is also a brainstorming group.
In addition to business tasks, Pinterest is used to search for trends, images, new cosmetics, hand-made goods, interior solutions, travel destinations, and looks from around the world. That’s why he sells well!
Why did the social network not take root in Ukraine like Instagram or Facebook?
Pinterest was created to share ideas and find inspiration. This is a working tool, not a personal diary.
What businesses are profitable to promote on Pinterest (Pinterest) and why many companies still do not do this?
It would be easier to answer which businesses are NOT profitable to promote on Pinterest. But even here I find it difficult to answer since everything can be presented in such a way that they want to buy it on any social network. Any more or less well-known business or brand in the US has a Pinterest account. Why don’t domestic companies do this? There is little information and no understanding of how to move forward there.
If the effectiveness of Pinterest (Pinterest) is undeniable in B2C, then what about the B2B sphere? Is it realistic to find customers for services/products in the business-to-business format through this social network?
Architecture and design work together quite successfully through Pinterest, and many design bureaus and construction companies look for products there. Advertising agencies also select photographers and stylists for Pinterest. The travel business is well represented: agencies are looking for hotels that publish their photos, guides, and restaurants for partnership. And, of course, businesses are tracking influencers for further collaborations. And bloggers are a whole business industry today.
How did you yourself come to Pinterest (Pinterest)? Why did you decide to look for clients in this social network? What niche did you advance in and how long did it take to promote your account? In general, tell us about your experience. We are very interested
From 2012-to 2015, I blogged about my hometown of Odessa and searched for all sorts of information, interesting facts, and rare pictures of the city. And since a Google image query almost always returns links to Pinterest, I ended up there. I was amazed by my findings and what this social network gave me, having learned about my interests and preferences. So I fell in love with Pinterest!
Subsequently, all my hobbies and projects had boards on Pinterest. Having taken a great interest in lettering, I published my experiments there: making repairs in the bedroom – decor ideas; when going on a trip – places to visit. Gradually, my boards began to collect followers. Of particular interest were my “motivations” and quotes. I didn’t do any account development. 100% organic, as they say.
Pinterest is a magical place.
Without suspecting anything and without promoting, I collected photos of beautiful places there, just for myself. And I saw it all with my own eyes! Californian beaches attracted my attention most of all, and within a couple of years, I became a California resident. Almost every day I spent on those very beaches with stunning pink sunsets! This is how the visualization worked for me By the way, most American stores have Pinterest stickers in the store, and you can search the product on Pinterest to see what ideas it comes up with or how, say, someone wears these same shoes!
Then, after getting serious about Instagram, I started posting collections of post title ideas, tips for small business owners, and, of course, my custom templates on Pinterest. This content has garnered millions of views and given me an understanding of how and what works on Pinterest. What are they waiting for, looking for, what they want to see and buy?
How many followers do you have now and how did you promote your account?
In Pinterest, the main number is not subscriptions, but VIEWERS. Because the content is given out to people according to a different algorithm – their interests and hobbies, and not the one they subscribe to. Today I have about 340 thousand viewers per month, that is, over the summer my Pins were viewed by a million people.
I don’t invest anything in promoting my content other than the time I spent creating the Pin’s cover. Therefore, people’s love is very expensive for me. About an hour a week. (smiling)
Do you use media planning to create pins? Or is it mostly situational content?
Depends on the strategy for social networks in a given period of time. I always tie Pinterest to the launch of new products and services. But, at the same time, I can lay out my favorite idea for no reason or reason! This is what Pinterest is good for – everything is sorted into thematic boards, without mixing into a “salad”.
How much traffic does Pinterest generate to the site and how good is it? How much of this traffic is generated into actual sales?
In August, 636 thousand people viewed my Pins, and 0.3% went to the site. That is, 2000 users who walked around my site in August came from Pinterest. This is the most effective traffic source for me. After it comes Google search, then Yandex, and after that – Instagram.
Pinterest is #1.
25% of visitors completed a targeted action on the site: some of them placed an order for an individual design, some subscribed to the newsletter, some paid for membership in the Design by Subscription club, and some began to follow on Instagram. But how the site itself works is another matter. Of course, I am working on funnels and improving the efficiency of his work.
What tools do you use to track these metrics? And in general, how difficult is Pinterest (Pinterest) in analytics? I have no assistants, so all I have time and space in my diary for is to look at Pinterest analytics and the site summary. Pinterest sorts everything out and lays out the success of each Pin in the same detail as Instagram does your posts. Therefore, I know exactly what to do next and what content to refuse for now!
Can I sell directly on Pinterest? Or is it just an image platform that brings customers to the site after the “packaged” site makes a sale? As in the case of Instagram, Pinterest is designed to SHOW the product to the person in the first place, to interest. You can only sell directly if you are in the United States and have a legal entity. But the transitions to the blog and the site work effectively, because you always want to take a closer look at the picture, and read the article to the end! In my business, everything is simple – they click on the design example they like, come to the site and pay for it, receiving files by mail. Almost never do I personally even communicate with the end-user.
Share some tips for creating content for Pinterest. What must be taken into account? How is the design and “content” affect the promotion of Pins? Pinterest has its own characteristics and its own format. Even the text on the Pin needs to be applied in a special way. And, of course, there are trends in the selection of photos. The good news is that this social network has its own built-in free image editor. So, the cover of the post can be created in a couple of minutes!
In more detail with the design of Pins, their format and publication, we deal with my author’s email-course “I make money on Pinterest”.
Describe the top 5 Pinterest content trends for 2020.
- Video, as well as on other platforms. Tutorials, short modifications, reviews, product demos.
- Anti-crisis solutions: products and goods compared to expensive analogs. The reasons are clear, everyone had a difficult year.
- Lessons. Just like on Instagram, on Pinterest, a huge number of people began to share knowledge. From make-up to roof repairs.
- House. A wave of content on what to do during the lockdown, how to keep your kids busy, how to set up your workspace
- Advertising online stores. Again, the reasons are clear. But I don’t remember so many ads for a long time! And by the looks of it, the stores are thriving.
How to choose a marketing strategy for Pinterest? What mistakes should not be made?
I won’t discover America if I say that everything needs to be tested, try different content and study the audience. The results often surprise even the most seasoned marketers!
The main thing NOT to do on Pinterest is to confuse it with other social networks and post a photo of a cup of coffee with the caption “Good morning, followers.” Everything here is about business or ideas. Get to the point with Pinehurst. Where is Pinterest heading and what can we expect from this social network in the near future? What trends can be traced in the West and which of them can take root in our country?
As I said above, Americans have mastered this tool very well and use Pinterest quite actively. Everything from grocery stores to jewelry empires.
When the domestic market will come there, and whether it will come in large numbers, is a topic for discussion. The social network is quite difficult for a Russian-speaking layman who is used to posting photos of his beloved cat and looking at pictures of classmates. Everything here is based on completely different values and interests.