“ what I actually like? Pinterest. I’ve bought a number of stuff saved. I deleted Instagram and Twitter on my telephone. I’ve TikTok, and I’ve Pinterest… Puppies, breakfast, exercise movies and booty shorts. I see all of the content material I need to see.”
This quote from Megan Thee Stallion throughout a latest chat at Social Media Week captures the excitement we’ve been listening to in advertising and marketing circles: Pinterest is having a second. With extra manufacturers revisiting the platform, entrepreneurs have an opportunity to make the platform a worthy addition to their advertising and marketing methods in 2024 and past.
This text will take a look at 5 of the perfect manufacturers on Pinterest, focus on profitable methods and clarify find out how to maximize your model’s efforts on the platform.
5 of the perfect manufacturers on Pinterest
Extra manufacturers are utilizing Pinterest as not solely a spot to add shareworthy photos, however to advertise merchandise and drive conversions.
Listed below are 5 manufacturers utilizing Pinterest to construct profitable campaigns in 2024.
1. Not On The Excessive Avenue
Not On The Excessive Avenue is a British on-line market that curates distinctive presents from small companies. Because the identify suggests, this stuff aren’t accessible in mainstream shops.
The model’s Pinterest profile will get over 10 million month-to-month views utilizing a mixture of key phrases and product-focused hashtags. This will increase natural site visitors to their account, whereas different ways, like seasonal campaigns, drive conversions.
For instance, when UK faculties broke for the vacation break, Not On The Excessive Avenue launched a Pinterest marketing campaign targeted on instructor presents. Every Pin had a product picture together with a number of descriptive key phrases, like “candle instructor present” and “soy wax candle”:
This technique not solely helps Pinterest customers discover merchandise utilizing the platform’s built-in search, but it surely additionally will get the model observed by Google and drives natural search site visitors to its board.
2. Sephora
French magnificence retailer Sephora makes use of its Pinterest boards to drive site visitors and conversions by product placements.
The model built-in its complete product catalog into its account and created Pinterest Buying advertisements to encourage prospects to checkout. Buying advertisements routinely goal Sephora’s present viewers, so viewers will see the Pins with essentially the most related mixture of merchandise for his or her wants.
Sephora additionally makes use of Pinterest’s Mutually Unique, Collectively Exhaustive (MECE) construction for its content material campaigns. This technique targets particular audiences and targets throughout 5 separate campaigns. When the campaigns are mixed, they cowl totally different elements of a buyer’s lower-funnel journey. The 5 separate campaigns embrace:
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- House feed prospecting utilizing open concentrating on
- Search prospecting utilizing open concentrating on
- House feed remarketing for website guests
- Search remarketing for website guests
- Dynamic concentrating on utilizing web page visits and add to carts
Segmenting, retargeting and prospecting, together with content material placements on search and residential feeds, have enabled Sephora’s campaigns to succeed in the proper guests on the proper time.
Headspace
Regardless of solely having 14.3 thousand followers, Headspace’s Pinterest feed will get over 850 thousand month-to-month views. The model follows one of many platform’s key methods—Pinterest Boards.
Headspace has created a library of premium mindfulness content material with all the things from guided meditations to sleep content material and respiratory train. These pins are separated into folders with titles like “Headspace for Children” and “Headspace Programs” in order that they’re simple to search out:
These Pins are free for anybody to make use of to handle stress or improve mindfulness, however additionally they play a much bigger position in Headspace’s advertising and marketing technique.
The Headspace app doesn’t have a free plan and customers can solely check it out with a limited-time free trial earlier than they join a subscription. The free content material on Headspace’s Pinterest board is an effective way to encourage potential customers to attempt earlier than they purchase–giving folks a preview of what they’ll get in the event that they do select to subscribe.
Affirm
Affirm is a purchase now, pay later service buyers use to purchase merchandise from their favourite manufacturers on-line.
It companions with retailers throughout quite a few industries—all the things from auto and residential items to clothes, electronics and journey. In a latest Sprout webinar, Social Media & Model Advertising Lead Deandre Moore defined how Pinterest helps the model meet its major demographic regardless of providing such a big selection of merchandise.
“Our major demographic are Millennials, so we glance very closely at Instagram and Pinterest. I personally assume that Pinterest could be very missed and it’s an ideal platform relating to driving site visitors and conversions, particularly from a paid perspective.”
– Deandre Moore, Social Media & Model Advertising Lead, Affirm
Moore says determining what content material Affirm’s viewers engaged with helped the model form its Pinterest technique. For instance, the group observed there have been conversations on-line about folks creating imaginative and prescient boards, in order that they created a journey marketing campaign impressed by the pattern.
“We noticed there was this idea of manifestation and the way folks had been pondering for the 12 months,” Moore stated. “There have been so many various explanation why folks journey. We took all that info in and we actually used it to craft our copy and creatives. It’s truthfully one among our greatest performing belongings of the 12 months to date.”
The New York Instances
The New York Instances’ Pinterest profile may not be what you’d anticipate. Reasonably than hard-hitting information tales, its Pins concentrate on trend, journey and cooking.
Whereas a number of the different manufacturers on our checklist use Pinterest as a bottom-of-funnel technique, The New York Instances’ account focuses on model consciousness and content material distribution.
A major technique for the NYT is repurposing content material from its primary information website to focus on viewers segments keen on extra culture-focused subjects. It then makes use of press pictures to create particular person Pinterest boards targeted on particular folks and occasions, like its protection of the 2023 Met Gala and detailed celeb portraits.
It’s an ideal instance of pondering exterior the field and utilizing Pinterest as a platform to get content material in entrance of various audiences.
Deep dive: profitable methods high manufacturers use
There are some Pinterest-specific ways and methods manufacturers can use to search out success on the platform.
Pinterest’s personal steerage encourages manufacturers to create full-funnel methods to cowl goal audiences throughout the client journey. It’s vital to take a look at this full-funnel technique from an natural and paid perspective.
Organically, manufacturers ought to decide what content material and merchandise their viewers is trying to find. Like the sooner instance of Not On The Excessive Avenue, key phrase concentrating on is ideal for including particular product phrases to match intent on Pinterest’s search bar.
Discover these by utilizing Pinterest’s built-in key phrase device, which you could find within the Adverts part of your Enterprise account:
This can uncover what key phrases your viewers is utilizing, month-to-month quantity and any related key phrases for merchandise. For paid placements, Pinterest suggests totally different content material codecs are extra profitable than others throughout every of the funnel phases like constructing consciousness, driving consideration and securing conversions:
Alongside a full-funnel technique, there are different Pinterest ways to drive outcomes:
- Optimized product feeds: Your merchandise, Pin construction and metadata feed into Pinterests’ algorithm, which can then rank content material based mostly on relevancy. The higher your information and group of every Pin, the extra seemingly it’s for Pinterest to suggest your content material.
- Excessive-impact video: Instruments like Premiere Highlight, the platform’s unique advert placement service, can assist manufacturers get higher video advert publicity and compete with different manufacturers throughout a buyer’s shopping for resolution.
Like all advertising and marketing technique, one of the best ways to make your Pinterest efforts profitable is thru experimentation. Attempt totally different Pin codecs, goal audiences at sure funnel phases and use the manufacturers we talked about as inspiration for rising your presence on the platform.
Analyzing affect: How Pinterest drives enterprise outcomes
Pinterest analysis confirms its reputation is on the rise—particularly with Gen Z.
In accordance with Sprout Social’s Q2 2024 Pulse Survey, 51% of all shoppers really feel Pinterest content material is extra optimistic in comparison with content material on different social networks, together with 60% of Gen Z respondents. This result’s no accident, with Pinterest investing in options like its ‘physique kind ranges’ device to present customers the selection to self-select what form mirrors their very own in search outcomes to spice up physique positivity.
Together with model consciousness, latest Pinterest platform upgrades are serving to companies drive conversions. The platform technique goals to spice up conversions and develop site visitors on a model’s web page utilizing instruments like:
- Cell deep hyperlinks: Direct folks to a particular web page in your web site to purchase merchandise or one other motion.
- Buying movies: Manufacturers can now seize viewers consideration utilizing video and straight hyperlink to showcased merchandise.
- API entry: Ship conversions on to Pinterest utilizing a safe connection for extra correct reporting.
With all of those conversion-focused instruments, it’s clear Pinterest is greater than only a place to avoid wasting aesthetically pleasing photos—it’s a platform for manufacturers to drive actual outcomes.
Takeaways in your model’s Pinterest technique
Now’s the time to leap on the Pinterest bandwagon and construct a profitable technique round natural and paid content material.
The manufacturers we highlighted show it doesn’t matter what targets you need to obtain, Pinterest has an avenue to attain it. Whether or not it’s constructing model consciousness or driving conversions, Pinterest can seize viewers consideration at any stage of your advertising and marketing funnel.
To be taught extra about how to achieve success on the platform, try Sprout’s article on constructing a Pinterest advertising and marketing technique.
