Beauty, fashion, decoration, cooking… Pinterest inspires audiences in their daily lives! 

More than just a social network, Pinterest is a true search engine for inspiration and visual discoveries. Its main goal is to make discoveries by providing new ideas through attractive visuals related to everyone's passions and interests. It is the network for planning your projects and envisioning yourself! 

Like search engines, it also provides answers to users in their searches for information and inspiration. Pinterest members discover and save ideas to make them a reality. 

PINTEREST IN A FEW NUMBERS 

Pinterest has currently surpassed 400 million users around the world. Every day, 2 million users save pins to their boards and more than 14 million items are pinned. 

Having arrived in France in 2013, the platform currently has over 18 million unique monthly visitors. Primarily a female network with 64% female users in France, the trend is evolving as 40% of new users are men. What are the main topics on the platform? Cooking, decoration, DIY, fashion, and travel. User interests evolve throughout the year based on seasons and major events such as changes in season, Christmas, Halloween, etc. 

WHY INTEGRATE PINTEREST INTO YOUR COMMUNICATION STRATEGY?

Pinterest currently offers numerous opportunities for businesses to grow their activity. The goal of brands on this network is to find their angle of communication to attract users and engage communities to pin the created content.

Thanks to its features, brands can showcase their products and ideas in different formats: photos, videos… They also have the possibility to interact and engage with their audience through reactions and comments. Advertising campaigns on Pinterest are also an important lever, allowing brands to increase visibility and reach more users who are likely to be interested and inspired by the ideas promoted by brands. 

WHAT ARE THE ADVANTAGES FOR A BRAND TO CREATE AND MAINTAIN A PINTEREST ACCOUNT? 

BUILDING A TRUSTING RELATIONSHIP WITH POTENTIAL CUSTOMERS 

64% of users find products or services on Pinterest that they trust. It should also be noted that on Pinterest, 55% of users have a purchase intention whereas on Facebook and Instagram, this rate is around 12%. Additionally, 50% of Pinterest audiences do not view advertisements, while 75% of pins come from professional accounts and/or content creators. Source:  Pinterest Business

SHARING CONTENT THAT LIVES OVER TIME 

When a pin is shared on Pinterest, it is subsequently integrated into the boards of those who save it. If the content is appealing, the lifespan of the pin is unlimited. Furthermore, when pins are publicized on Pinterest, it is important to know that they continue to live once the campaign is over, which is a real advantage.

DRIVING TRAFFIC TO YOUR SITE 

Pinterest is an essential tool for creating and increasing traffic to brand sites. 

On a Pinterest pin, it is possible to add a link that directly redirects to a page of the site, thus easily creating traffic as long as there is interest. For example, a food brand that shares a recipe visual can redirect users to the page of the site containing the recipe.  Example Bonne Maman 

On the site side, when the "Pin IT" plugin is installed, Pinterest members can directly save brand content on their own boards and thus increase visibility without having to create the pin. It’s a content multiplication that positively impacts website SEO and thus on their traffic. Example of the Blédina site. 

A USER JOURNEY SIMILAR TO THE CUSTOMER PURCHASE JOURNEY ONLINE 

Pinterest ensures that brands become a reference in users' lives thanks to its inspiration journey that resembles the customer purchase journey on a website. 

The 3 pillars of Pinterest are to get inspired with goals of awareness and discovery, select (consideration, planning), and finally act with conversion and purchase. The user discovers, then selects, and finally takes action. A true purchase journey that leads to significantly higher conversion than on other social networks. 

Thanks to the Shopping feature on Pinterest, users can find out information about product costs and the availability of the item they desire, while completing their purchase directly on the brand's e-commerce site. Example: Maison du Monde 

A PLATFORM THAT CONTINUES TO EVOLVE 

Pinterest is developing day by day and offers new experiences for brands and clients. In 2020, the platform launched video advertising to allow a new experience with more optimal content visibility. 

Recently, the platform launched Story Pins, a new format to highlight creator content. This new feature is available in a test version for a group of creators in France and is expected to roll out to more creators in the coming months. 

Today, we see that brands are still reluctant to invest in Pinterest as this network is less mainstream and its power is often overlooked or not well-known. Yet, Pinterest is a constantly evolving platform with a very promising future. A key lever for growing your business, the encouraging numbers from Pinterest prove that investing in this platform is a real opportunity for brands !

Source: Talkshoppe, US, Emotions, Attitudes, and Usage Study, Dec 2018

Source: BDM 

Source: Pinterest Business