Niche social media platforms aren’t for every business, but focusing on one or two can help grow a consumer base if done correctly. Pinterest is one of the many platforms that offers business growth opportunities. Since its creation in 2010, Pinterest has grown to 70 million US users, with 150 million active monthly users. With a primarily female user base, Pinterest marketing techniques can reach a unique audience.
How to Use Pinterest
Pinterest is another platform that is primarily for reblogging (pinning) other content. By creating “boards” to pin to, you curate content into specified sections. A board can be anything from “movies” to “let’s get this party started.” Users create boards for anything and everything. You can pin other users’ content, or you can post your own content in order to share your products.
Businesses have the opportunity to create content and pin it to various boards to promote their business. Target, for example, has a board titled “Cloud Island,” which showcases their Cloud Island baby products. They also have a board called “Wedding Registry Ideas,” which is pretty self-explanatory. By having multiple boards with different content, they reach multiple audiences.
Again, the key to any social media strategy is engagement. You have to share high-quality content that your followers will want to save. Many businesses share DIY ideas with their product, since Pinterest is known for its craft pins. Persnickety Prints, a Utah-based print shop, offers a DIY board for crafts with photos, as well as home decor.
But Pinterest isn’t just for DIY or crafts. Many B2B and B2C companies use Pinterest to drive traffic back to their site. For example, Content Marketing Institute has multiple boards and a decent following. While it wouldn’t be something they would invest a lot of time and resources into, it is a great strategy to passively drive traffic.
The great thing about Pinterest is that it can link back for cross promotion. You can embed pinnable content on your website and blog in order to share more content. Conversely, you can also pin anything to your boards from any website, making it easier to share more content. Pinterest also offers the ability for a plugin on Google Chrome that makes it easier to pin anything from any website.
Like other social media platforms, Pinterest has the option for “promoted” pins. These pins show up just like any other pin on a user’s feed, with the exception that it is labeled as promoted. Also, promoted pins, rather than opening up like a normal pin, almost always immediately redirect to a webpage. When a user clicks on the pin, they go straight to the page that the pin discusses. Whether to a nail polish for sale or an informational page.
Pinterest is a great way to reach a largely female base, however, it does have constraints. There is an algorithm that regulates what you see on Pinterest, like the Instagram Algorithm, known as the “Smart Feed” algorithm. The Smart Feed shows the “best” pins first in areas relevant to your interests, which means if you want your content to show up, it has to be the best. Since Pinterest is a search engine, it also requires a knowledge of SEO and keywords. Your pins and boards have to have relevant keywords in order to show up. Also, the fact that Pinterest is primarily a female-based platform means that you won’t reach many men, making your audience half of what it could be.
Like all niche social media platforms, Pinterest has potential to reach new customers, albeit a very select group of potential consumers. By focusing on reaching specific users, you can grow your audience and generate new leads for your business.