We hear a lot about Pinterest, but is this social network interesting for your business? We have the answer to this question: yes, Pinterest pro can clearly increase your online store traffic, including via mobile, if you use it correctly.
It is a very flexible, visual platform on which you can promote your content organically or paid. And Pinterest advertising is also compatible with small budgets.
In this article, we explain how Pinterest works and why it’s interesting to use it in e-commerce. We share with you the best strategies for a good marketing on Pinterest, how to manage Pinterest Ads, we explain how to boost your brand on the network and how to increase traffic to your store.
What is Pinterest?
It’s a social network based on images, just like Instagram.
The concept is to pin images on topics that interest you (interest). The structure of the network is based on boards, thematic tables on which you group your pins. It’s really the same principle as the good old cork board, but digital version.
Since Pinterest’s content is primarily visual, we find topics that are very aesthetically oriented: decoration, art, architecture, cooking, travel, fashion, beauty, etc., but also from a very practical perspective: recipes, infographics, How to, DIY, sports exercises, advice of all kinds.
What is Pinterest for?
To find ideas.
In fact, that’s the tagline on the Pinterest homepage. Find decorating ideas for your summer home, recipe ideas for the weekend, outfit ideas for spring, etc.
Some Pinterest statistics
A Shopify study reveals the following Pinterest statistics:
2nd largest source of traffic to its sites
93% of users use it to plan their purchases
The resulting average shopping cart hovered around $50 (more than on any other social network)
2 million people post every day
Pinterest also communicates its own numbers:
In the last quarter of 2020, their revenue more than doubled, especially in Western Europe.
The male audience has grown significantly in recent months to 40% of the audience.
82% of users are on Pinterest via their mobile device
95% of user searches are not branded
Marketers can reach over 200 million users
Why and how to use Pinterest enterprise?
In a nutshell, because:
There are millions of people on it so you can learn about their interests in detail.
Because 93% of users use it to plan their purchases
So if you have an e-commerce brand, it’s in your best interest to sell on Pinterest.
Pinterest’s audience is huge and it’s long been mostly female (but that’s changing). So already, if your audience is female, regardless of her other characteristics, and on top of that this woman has children, you have a great chance of reaching her here.
Aware of its excellent positioning, Pinterest France is multiplying its advances with e-retailers.
Pinterest/Shopify partnership and new e-commerce features.
In April 2021, Pinterest and Shopify have partnered to allow Shopify merchants to take advantage of Pinterest features directly from their online store.
This will include the ability to import your catalog directly to Pinterest UK and convert your products to pins.
This partnership comes with two new features for Shopify merchants:
A personalized targeting for Pinterest Ads, based on the interest shown by Internet users.
A multi-feed option to put a product on multiple boards.
In the wake of this partnership, Pinterest France is rolling out many new e-commerce features:
In 2021, you’ll be able to buy directly from Pinterest.
Here are the new features announced for Pinterest France:
Pinterest Lens: which will allow people to find products to buy on Pinterest from a photo taken in real life.
Shopping list: a list where all the shopping pins saved by users will be grouped.
Verified merchant program: to increase the credibility of your brand
Product identification: from a user’s pin, similar products to buy will be proposed in a shopping section.
Shopping Spotlights: more content to buy selected by experts for even more inspiration