Are you familiar with vision boards? Have you seen people build up their dream life piece by piece, envision, and work towards it? It is a powerful concept, one that has existed for many years now. But as the world evolved, the concept evolved too. It went from cutting out pictures from newspapers and magazines and pinning them on a corkboard to using an online channel – Pinterest.
Pinterest is a social media platform like no other. Creators go to it for inspiration and to show the world their work. Brands and small business owners use it as an online store to make shopping simpler. All of these make the platform extremely unique. Pinterest is almost like a guilty pleasure or a relaxing habit for people. It is fulfilling and that is why Pinterest shoppers have the biggest carts than the shoppers from any other social media platform.
If you are an Ecommerce brand, you need to get on Pinterest now. Because if you love quality traffic, this is the place to leverage to connect with your audience.
But how do you do that? When the platform is so unique, it can stop you in your tracks. No more. In this blog, we bring you all that you need to know about Pinterest for ecommerce brands.
Social media platforms turning into marketing channels is not a new trend. First, it was Facebook, and Instagram, then came Snapchat and TikTok, and now it is Pinterest. But we can all agree Pinterest is the underdog here. Pinterest for ecommerce has been the core topic of discussion only recently.
Pinterest is the third-largest social media platform in the United States. Out of which, one-third agree that they exclusively follow brands over celebrities here.
The best part about this platform is that here your customers come in with the intent of knowing more about your product, saving your products, and finally purchasing. Studies show us that 93% of Pinterest users leverage the platform to research brands and find their dream products. The average time of Pinterest usage is at least 50% more than Instagram, Facebook, and other such social media platforms.
Pinterest has done wonders for the Ecommerce ecosystem and drives the second highest traffic volume to Shopify stores.
The platform may have started out as a hobby site, but they have pivoted and have been launching features to help brands make the most of it.
Pinterest’s Lens feature has helped customers identify over 2.5 billion home and fashion related products, which is significantly higher than Google lens itself. Also, to ensure that discovery and conversion happen here at an unprecedented rate, the platform has launched buyable pins, AR features, and branded pins.
We think that is all overwhelming evidence that can persuade any Ecommerce brand to start building a presence on Pinterest right away.
And our next section will take you through that process before you explore content ideas to make your Pinterest marketing campaigns pop.
Working with Pinterest is different from creating content on most other social media platforms. Instagram comes close, but Pinterest is definitely different. Pinterest is a platform where customers come from branded content and if they can easily find it, they click to proceed with the purchase.
Optimizing Pinterest for ecommerce businesses looks something like this :
Once you are done with the optimization of Pinterest for ecommerce marketing, there are a few more things to do:
Pinterest is brilliant at generating traffic for your Ecommerce store. But it is also a highly competitive arena. Everyone on here, right from creators to customers, has an impeccable sense of aesthetics and their expectations are sky-high. You are appealing to dreams and aspirations here, so you need variety and spice to up your Pinterest content game.
Here are a few ideas and examples to get you started with Pinterest for ecommerce marketing.
Shoppable pins or buyable pins are an incredible feature from the brilliant minds at Pinterest. This is just one of the indications that Pinterest has the potential to drive millions of revenue for ecommerce brands.
We have already established that people come here to save, bookmark, and eventually shop the products. So there is no point in making them jump through hoops. Make your products accessible to the Pinterest community with shoppable pins.
How do you do that?
When it comes to choosing images for your Shoppable pins go for lifestyle images or product feature images that convey the message at first glance.
This one is a guaranteed winner in the web traffic generator contest. If you can find a way to attractively package long-form content into images or videos, Pinterest for ecommerce marketing is important because it can drive clicks to your blog, website, and so much more.
How can you do that?
Pro Tip: When you repurpose the written content, it is important that you design them according to the Pinterest style guide and maintain the overall aesthetic. Engaging visuals like the infographics can be used to summarize your blog and thus drive traffic to it and also act as an easily shareable item that grabs more eyeballs.
One thing that everyone loves doing more than building boards on Pinterest is exploring other moodboards. It helps them understand their aesthetic and even pick some ideas for their own. Now as a brand, this is a huge opportunity for you because you can repurpose your product catalogs as potential moodboards for your customers.
You can either work with Carousel pins or collection pins to do this. But doing this helps your audience see an organized product range on your profile so that they can explore even without leaving the platform.
Navigating ecommerce stores is not always easy and odds are your ecommerce store is not organized by moods or aesthetics either. So having mood boards can be a huge advantage for your brand.
Some mood board ideas that your ecommerce brand can explore include :
Educational content has been a winner across all social media platforms, especially in the video format. Video pins have also been a Pinterest favorite. So the best way to capture your audience’s attention would be to combine the benefits of both these features with :
This can also be a way to repurpose the existing content you have on these subjects. You can always redesign and optimize the content you have on YouTube, Instagram, Facebook, TikTok, and so on for this.
Fenty Beauty has been pushing the envelope with tutorial videos for Pinterest and serves as a real inspiration for all Ecommerce brands.
While Instagram rolled out the collaboration feature a while ago, Pinterest has had it for a really long time. Pinterest users have used this to build boards with friends but brands can leverage this to promote :
Using collaborative boards helps your content to reach a wider audience and drive higher sales for your Ecommerce brands.
You can also create a separate User content board and Influencer board so that you segment audiences and target them accordingly.
Pinterest is definitely the underdog in the social media and ecommerce marketing equation. But that also makes it a slightly less competitive space if you start right away, before all your competitors go big on Pinterest. To make the most of it, you need strong graphics to represent your ecommerce brand. So, you either need a good DIY design tool and some time to create these designs or a reliable design team that you can outsource your designs to.
So why wait? Develop your Pinterest board today. Happy pinning!
