- 72.8 million people actively use Pinterest each month
- Pinterest users spend an average of 14.2 minutes on Pinterest
- Pinterest generates significantly more revenue per click than Facebook and Twitter
- Pinterest not only helps drive website traffic, conversion rates for Pinterest traffic are more than 50% higher than the conversion rates from other types of incoming traffic.
- Since April 2014, Pinterest has seen a 66% growth in new Pins
What is Pinterest?
Pinterest is a visual discovery tool for searching and sharing your interests and inspirations. The social networking platform enables people to discover the things they want to plan, buy and do. Co-founders Evan Sharp, Paul Sciarra, and Ben Silbermann launched the social network in 2010. Originally, Pinterest was a closed beta model, and it wasn’t until August 2012 that it became available to the public. While it’s possible to find nearly anything on Pinterest, some of the popular categories found in the social networking site include recipes, home décor, DIY projects, fashion, and fitness.
Current Pinterest Features for Businesses
- Pinterest offers many features that brands can leverage to utilize the full impact of the platform for their business needs. The available features for brands include:
- Pin It Button – Add the Pinterest Pin It Button to your website, which will make it easy for site visitors to pin your site’s content to Pinterest boards directly from your site.
- Pinterest Widget – The Pinterest widget makes it easy to showcase your Pinterest Boards on your website to attract visitors to your Pinterest profile. This is a great way to show current website visitors that you’re pinning on the Platform.
- Pinterest Analytics – Pinterest Analytics allows you to see what people like from your Pinterest boards, as well as what people are pinning from your website. You’ll also learn more about your audience, making it easier to figure out what customers really want. You can identify audience demographics and uncover cross marketing opportunities by finding trends between what users are pinning from your content as well as other brands’ content.
- Rich Pins – Rich Pins allow you to include additional information right on the pin itself, beyond the image and pin description. This Rich Pin feature of adding extra detail and call-to-action buttons make them immediately more convenient to the user and in return, more useful to your business. The six different types of rich pins include:
- App Pins – Include an app install button for users to download the app without leaving the Pinterest platform . (Currently, only compatible with iOS Apps)
- Product Pins – They can include information on where to purchase, availability, and real-time pricing.
- Article Pins – These pins include the link, story description, headline, and author.
- Place Pins – They include a map, phone number, and address.
- Movie Pins – Movie pins include reviews, movie ratings, and cast members.
- Recipe Pins – These pins can include serving information, ingredients, and cook times.
In order to activate the use of rich pins, you will need to prepare you website with meta tags and apply through Pinterest to get them approved to display on the platform. To make sure you are using rich pins correctly and to save time if you are still learning how best to implement, It is a good idea to test a few different types of Rich Pins before submitting all of them at once to Pinterest. If you are not tech savvy with the backend of your website, you should reach out to your website developer or hire a marketing agency to assist with the project and ongoing efforts.
New Exciting Features to look out for
Promoted Pins – Promoted pins work like pay per click advertising. You can promote pins so they’ll show in in relevant places, and you’ll be able to decide who can see the pins. This form of Pinterest Advertising is still being released and you will need to join the waitlist to get included as they begin to rollout this new feature. Join the waitlist here – https://ads.pinterest.com/
One new feature that is coming soon to Pinterest is Buyable Pins. These pins will be identifiable by a blue price tag, which will allow Pinterest users to make purchases without leaving Pinterest. Pinterest is working on this feature with Apple Pay to offer users a secure, simple way to make purchases right from the app.
Buyable Pins change the game for businesses, since most pinners are already in a buying state of mind. Pinterest is already the second largest source of traffic to the popular Shopify stores, and on average, most Pinterest users spend around $50 per order. Within the last two years, Shopify merchants have seen a 140% increase in orders from Pinterest via mobile devices. This information shows that Buyable Pins are sure to help businesses increase sales.
From its ability to drive website traffic to its ability to increase sales, Pinterest offers many benefits to businesses. As Pinterest continues to roll out new business features, this social networking site will only offer more benefits to businesses. If you’re not using Pinterest, it’s time to start using Pinterest to boost your marketing results. Contact a Social Media Marketer at BMGcreative today for a quote on Pinterest for business services.