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IMC45: Pinterest Essentials

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We take a dive into Pinterest with Jonathan Pollinger and discuss how it could make a huge difference to your business particularly if you have a very visual product.

Notes

Business Benefits

  • Showcase products
  • Sell products
  • Brand awareness
  • Collaborate on designs (Secret boards)
  • Plan and promote events
  • Show off your testimonials
  • Direct traffic to website

What you need

  • Smartphone or laptop (85% use mobile app)
  • Creativity, originality plus ability to inspire
  • Time to plan
  • Quality photos and videos
  • It’s not just about production – join the conversation by commenting
  • View and be inspired before creating
  • Search for your interests, hobbies and lifestyle

Essential Points

  • Purpose: Inspiration → Drive website traffic → Sales
  • Content: Product demos, explainers, tips
  • Style: Inspirational, show off ideas and aspirational
  • Shopping:  50% of users go onto Pinterest to shop
  • Ads: Increase visits to website
  • USP: Large reach for low effort and/or low budget

Pinterest Stats

  • 431 million users – Feb 2022
  • Total revenue increased by 20% in Q4 2021
  • Female audience is 76.7%, male audience 15.3%, remainder unknown (Jan 2022)
  • Women aged 25-34 represent 29/1% of Pinterest’s ad audience (Jan 2022)
  • 75% of weekly Pinterest users say they’re always shopping
  • Shoppers are 5 times more likely to purchase something if they can try it in AR
  • 85% of Pinners say they use Pinterest to plan new projects/make purchase decisions
  • 9 million people in UK use Pinterest for home inspiration 

Key points

  • Business profile – including Analytics, Ads and verified website address
  • Pins
  • Idea pins (Stories) – up to 60 seconds, includes video editor
  • Pinterest and Shopify partnership
  • Pinterest lens – visual search (AR) via camera and app/desktop
  • Try on AR feature
  • Use Pinterest predictions for market intelligence – Pinterest 2022 predictions

Tips

Pins

  • Create quality videos and photos
  • Keep captions concise and simple
  • Include hashtags in captions
  • Don’t just pin your own content – re-pin too
  • Get noticed by liking and commenting on others’ pins
  • Always reply to all Comments and as fast as you can

Idea Pins

  • Storyboard ideas first before posting Idea Pins
  • Add stickers
  • Add product pins