Pinterest: A Powerful Tool for Marketing
July 21
When you think of the term “search engine,” your mind probably jumps to Google, Bing, or YouTube. But there’s been another powerhouse quietly helping people discover and interact with the information they are searching for: Pinterest.
People aren’t wrong when they say pictures speak louder than words. While Google, Bing, and YouTube primarily deliver text-based algorithms, Pinterest acts as a visual search engine where users find content through images that inspire future actions or purchases.
“Our brains are wired to process visual information much faster than text. Studies show we can understand an image in as little as 13 milliseconds, and we remember visual content far better than written content. In fact, people remember about 80% of what they see compared to only 20% of what they read.”
The visually driven experience that Pinterest provides is often overlooked by businesses. But it’s exactly what makes the platform such a valuable tool for digital marketing.
What is Pinterest?
There are two sides to Pinterest. On one side, Pinterest acts as a way for people to explore ideas, save their favorites, and even find step-by-step guides to bring their visions to life. It’s like a digital scrapbook where users can “pin” and organize their favorite ideas into collections that are called “boards.” Simply put, Pinterest is a visual search engine for users who are looking for recipes, home décor, style inspiration, and more.
On the other side, Pinterest can serve as a strategic marketing platform for businesses. Pinterest’s visual discovery engine can be used to leverage marketing strategies and business growth. Every time a user discovers and interacts with an idea or product on Pinterest, whether by saving a Pin, clicking a linked website, or making a purchase off a linked website, it can directly contribute to the growth of the business that shared it. This type of growth can increase the business’s visibility on the platform, drive higher engagement, and ultimately lead to more traffic and potential sales.
What is Pinterest Marketing?
Marketing on Pinterest involves using the platform to increase brand visibility and connect with potential customers through engaging and visual content.
According to Pinterest Business, there are three main results that could happen from using Pinterest for marketing purposes:
Reaches new audiences and boosts brand presence.
Drives traffic to their brand’s website or online store.
Encourages conversions like newsletter sign-ups, report downloads, and purchases.
Why Use Pinterest for Marketing?
With over 522 million monthly active users globally, Pinterest has become a gold mine for digital marketers. But what exactly makes it such a powerful tool for business growth and marketing strategy?
“Unlike other platforms, Pinterest users often exhibit a stronger intent to purchase or plan, as they curate boards for ideas, wish lists, and inspiration.”
This intent-driven behavior sets Pinterest apart from platforms like Instagram or TikTok, where users primarily scroll for entertainment. Most of the time, their intentions to scroll on the platform align with them wanting to make a purchase. On Pinterest, users are actively seeking solutions, planning projects, or envisioning future purchases, which places them much closer to making a decision. For marketers, this presents a golden opportunity to reach consumers at a pivotal point in their buying journey.
Additionally, Pinterest seamlessly fits promotional content into a user’s aesthetic browsing experience, unlike other social media platforms where ads can feel intrusive. Since users are actively looking for ideas that could lead to them making a purchase, users are more open to seeing ads that are relevant to what they are looking for. This makes it a visually harmonious and effective addition to any social media marketing strategy.
Pinterest Business provided a snapshot of how ads can blend in with other content on Pinterest.
In short, Pinterest isn’t just a platform for sharing ideas. It is a powerful marketing engine where visuals meet intent, and businesses can turn inspiration into action.
Its influence as a social media platform makes it a powerful tool for marketers looking to grow brand awareness, increase website traffic, and drive real conversions. When done well, Pinterest marketing feels less like advertising and more like a helpful guide that supports a user’s goals.
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