Pinterest may not be the primary social media platform you consider for ecommerce advertising. However with 478 million lively customers and a novel image-search algorithm, it’s the proper place to introduce merchandise to new audiences.
Pinterest is a product discovery instrument that faucets into shopper wishes. The platform exists to assist customers discover the perfect concepts for initiatives or purchases. However ecommerce success requires the proper content material that’s distinctive to Pinterest.
On this submit, I’ll clarify how Pinterest might help promote your merchandise and develop your model.
In contrast to different social platforms, Pinterest goals to attach customers with content material, not individuals. It’s a visible discovery engine for concepts and inspiration. It merges social media with a conventional search engine that generates related outcomes primarily based on consumer enter.
Content material on Pinterest is available in two types: boards and pins. Each ought to embody product key phrases.
Boards save, accumulate, and set up pins. The perfect boards have a selected theme and function to draw followers. Retailers ought to create organized boards that categorize merchandise utilizing plain, descriptive key phrases.
Ruggable is a direct-to-consumer producer of inside rugs. It’s a compelling instance of how an ecommerce enterprise can make the most of Pinterest boards to promote merchandise. Ruggable’s boards handle house decor. Every makes use of a easy, descriptive identify and provides a simple technique to see the rugs in context. Pattern names embody “Bed room Decor Concepts” and “Lovely Entryway Concepts.” Each are doubtless search phrases from customers in search of new decor concepts and inspiration.
Naming boards after precise search phrases assist customers discover your merchandise, which, in flip, elevates your Pinterest search engine rankings. Furthermore, descriptive board names might help rankings in Google and different non-Pinterest serps. Analysis the key phrases utilized by doubtless clients — and rivals.
Boards encompass particular person posts referred to as pins, that are usually photographs, movies, or graphics. The objective is for customers to avoid wasting, share, and store the pins. Posting incessantly works finest — upwards of 10 or extra per day. Use content material scheduling apps akin to Tailwind to arrange your posts.
However frequent pins are ineffective in the event that they aren’t partaking. The perfect ones inform a terrific story and are visually compelling to entice customers to be taught extra.
What follows are examples of high-performing pins.
Product posts. Most Pinterest customers are in search of new manufacturers, new merchandise, and inspiration. Thus submit product pins that show your objects in recent and thrilling methods. Use wealthy pins to show up-to-date pricing, availability, and product information.
The Container Retailer, for instance, might present a masterclass on methods to make even the blandest merchandise dynamic on Pinterest. From distinctive photographs to interesting descriptions, Container Retailer’s product pins entice customers to go to its web site and be taught extra.
How-to guides, movies, tutorials. Enhance engagement of product pins with explanatory how-to guides, do-it-yourself movies, and picture tutorials. The jewellery model Mejuri does this effectively by way of how-to guides that present its merchandise whereas explaining easy trend developments.
DIY movies are standard on all social platforms. However Pinterest is exclusive in that after a video it prompts customers to observe the model.
Photograph tutorials are standard, too. Etsy is aware of methods to create picture tutorials that appeal to followers.
Graphics can interact customers and entice them to share. Take the sweetness model Profit Cosmetics. It creates partaking graphic pins that present customers with important information in a colourful and vibrant manner. It’s troublesome not to share these with family and friends.