Pinterest? What’s that?
Said no one ever.
Unless you’ve been living under a rock since 2010, you know what Pinterest is. But, since it’s the giving season, I’ll gift you my knowledge of Pinterest and tell you not only what it is, but why you need it.
Pinterest is an online bulletin board that allows users to “organize and share all the beautiful things” they find on the web. You create boards to organize your “pins,” and you can browse boards created by other users, allowing you to repin, like or comment on their pins.
Why you need it:
Many businesses defer to Facebook and Twitter for their social presence, but the stats on Pinterest are hard to ignore.
Pinterest buyers spend more money, more often and on more items than any of the other top five social media sites, according to ComScore. The average order value of referral traffic from Pinterest is $169, compared to $95 and $71 on Facebook and Twitter, respectively.
Visual content rules
Facebook is more text driven and brand focused, while Pinterest is image driven and product focused. But visual content sees almost twice as much brand engagement as any other approach, according to Curalate.
Pinterest focuses on its users’ lifestyles, which makes it perfect for brands that want to be entwined with their customers’ daily decisions. They want customers to think of them when they’re filling a need, whether it’s finding the perfect holiday outfit or an easy recipe for dinner that night.
Like we keep telling you, content is king. The same rule applies to Pinterest. Your goal remains to engage fans in a meaningful way that gets them to react, share and convert.
Remember: it’s about the content you share, not always the product you sell.
Stay tuned for my next post, where I’ll tell you how to know if Pinterest is for your brand, as well as offer some tips on a successful Pinterest strategy.