It was observed last year that Pinterest had achieved “unicorn status.” This meant the startup company, exclusively devoted to images on every possible topic, was worth more than one billion dollars. That was in September of 2018. When the platform went public in mid-April, its fortunes reached heights beyond belief. And brands advertising via social media must sit up and take notice.
Pinterest: Social media, or not social media? That is the question.
Yes, Pinterest is popular among social media users. On many web pages, the script-like letter “P” icon representing the platform is frequently found alongside the lowercase letter “f” and little birdie icons which respectively represent Facebook and Twitter. There is one catch: Ben Silberman, CEO of Pinterest, does not want this site to be compared to other social media platforms. The collective question among many: “Why not?”
Pinterest’s quiet power.
As Selina Wang and Olivia Zaleski reported in Bloomberg, being grouped with other popular social sites would (theoretically) only help Pinterest’s value, especially after having gone public. Mr. Silberman believes there is a distinct difference which sets Pinterest apart. He considers Facebook and Twitter as the platforms users will visit for the purpose of feeling socially validated. Pinterest, on the other hand, is meant to inspire creativity and empowerment. This is reflected in the tone of the different sites: Pinterest is “slow and steady,” in contrast to other platforms, which seem more “aggressive.”
Also, it is not to be thought of as a search engine.
Mr. Silberman is also reluctant to consider Pinterest as being similar to a search engine. The difference? Specific descriptions are typed into Google, Bing, or other similar sites when a user conducts a search. On Pinterest, a wide variety of images can be returned based on a single word or basic search term, giving the user options of what they are looking for. Advertisers and marketers should take note of how this point is especially relevant in the growing trend of “images-over-text” as a preferred method of finding results via search.
Pinterest and its influence on the power of purchase.
Pinterest is counting on advertising revenue to increase its already impressive value. Chris Neiger, writing for Motley Fool, points out how ads featured on this platform fall under the reliable and effective category of native content, and that many pins are created by businesses which users might come across in their searches. Additionally, more than 80-percent of Pinterest users in the nation are women. Picture this: As these women peruse Pinterest, they likely see images of what to possibly buy for the home, not to mention featured ads from select brands. More prospective customers, more sales – and the dreams of many brands realized.
Steps to review for setting up a successful Pinterest page for your brand.
Regardless of whether your brand is new to Pinterest or has a long-standing presence on the platform, there are a few basic but important practices to follow, as outlined by Rafael Arteaga of MarTech Series:
- Consistency: Logos, ad copy and descriptions, and all elements of your brand’s website should accurately reflect the images you select for the platform. And double-check that these images will redirect to the exact same content if the user decides to know more about your brand.
- Text Overlays: Pin titles should be clear and easy to read. Mr. Arteaga notes while this is not an issue for those who search via Google Chrome, other browsers are not as advanced. So, take that extra step and implement text overlay titles to the images you post.
- Pricing: Don’t think that including the prices of your brand’s products will alienate possible customers. Mr. Arteaga points out how images of products – with prices – have driven up to 28-percent of sales.
Could 2019 be “The Year of the Pin,” as far as advertising is concerned? Very possibly. Brands already savvy enough to promote their products will increases their awareness, while others will begin registering accounts to make their presence seen.
What social media platforms does your brand have a presence on? To learn more about how EGC can help you get “likes,” “shares,” and “follows,” contact us today.
