Creating a branded Pinterest page could help you to build your brand and connect with potential customers in a cost-effective way. For those who don’t know, Pinterest is an image-centric social network boasting a highly engaged audience. Pinterest has more than 100 million active users worldwide (correct 18/09/2015).
Pinterest’s User Base
Pinterest’s audience is typically younger than that of Facebook or Twitter, and 85% of the userbase is women. Users spend an average of 14.2 minutes on Pinterest and 75% of visits take place on mobile devices. If your brand targets these demographics, Pinterest can be a fantastic brand awareness and customer acquisition channel for your business. It is important to consider your demographic in the content you post, however. Look to other Pinterest boards which achieve high levels of engagement to gain an idea of what resonates with that audience.
Niche Targeting Opportunities
Did you know that Pinterest generates four times as much money per click than Twitter? And 27% more than Facebook? (source: Quick Sprout – https://www.quicksprout.com/2014/01/17/how-to-increase-your-pinterest-engagement-by-275/) Hashtags on Pinterest offer an excellent opportunity to target potential customers from specific demographics. You could target multiple niches using one centrally branded account by posting different pins with hashtags relevant to that particular niche. Popular pins can be found here and you might also consider using pins and hashtags which relate to industries and locations.
Points to Note:
- Hashtags are ONLY clickable in a Pin description. Using them in your username, “about” section, or in your board titles is unnecessary.
- As with other social networks, hashtags act as a keyword to link all of the Pins using that same hashtag to each other. However, Pinterest hashtags are often most effective when they are unique to your brand. General hashtags can be too broad, bringing in all sorts of interesting search results, most of which won’t even have the hashtag you’re searching for in the description (I’ll explain that in the next tip).
Using a unique hashtag, such as #YourSocialMedia, will help track some of your Pins, though we don’t recommend using Pinterest hashtags (http://blog.hashtracking.com/using-hashtags-on-pinterest) as your sole method of measuring awareness, sentiment or analytics.
- Pinterest search doesn’t support hashtags. Note that when you search a hashtag, such as #cats, Pins with the word “cats” in the description will appear in the results, but so will Pins with the word “cats” hidden in the URL, photo name or product page tied to the Pin. It is important to consider this when naming your product pages and images, and when you’re linking a pin back to your website URL.
Consider The Time That Running Another Channel takes
Maintaining a high-quality social media channel is time consuming. Keep in mind that while you won’t need to post as frequently as you would on other social channels, Pinterest pins do require a little more creativity.
Pinterest For Brand Awareness
It’s important to remember the value this channel can offer when it comes to raising your brand awareness. While it is difficult to measure brand awareness, consider measuring engagement and the number of followers you have. To determine the impact Pinterest is having on driving traffic to your site, being by measuring your referral traffic in Google Analytics.
A huge number of brands aren’t using Pinterest yet, which means competition is less fierce and consumers aren’t being inundated with advertising content. Why not give it a go?