18-21 July 2021
Home & Gift Buyers Festival
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3 reasons you should have a Pinterest marketing strategy

Used by more than 300 million people world-wide each month and reporting a 60% year-on-year increase in searches, Pinterest is the digital destination for visual design and inspiration. With even more advancements made to its commerce capabilities in recent months and a 2.3x lower cost per conversion compared to other social media, there’s even more reason for retail brands of every size to be incorporating the platform in their marketing strategy.

1. A more inspired search
Where traditional search engines are great for when users know specific details of what they may want, Pinterest allows for a search more akin to how many approach physical shopping. This starts with a presentation of many options of varying styles, allowing the user to be naturally drawn to the image that sparks a reaction most before refining their search further. Presenting all types of content—including lifestyle shots, product cut outs and insightful blog articles—utilising Pinterest brings brands exciting opportunities to introduce their products and services to new audiences.

2. Shoppable Pins
In a time when most brick and mortar shops are unable to open, Pinterest has taken it upon themselves to present the platform as a digital alternative that captures the elements consumers love most. Consumers are obviously taking notice, with 83% of users surveyed indicating that they had made a purchase based on content they found on the site. What’s more, when pinners were asked what was most influential on their decisions of what or where to buy, 56% said Pinterest, whilst just 5% said other social media sites.
The introduction of shoppable pins means users can pivot from pinning to purchasing in just a few clicks; a smooth and enjoyable full-cycle experience, even online.

3. An authentic fit
Utilising the very best of machine learning, over time, a user’s Pinterest feed adapts and grows to be a true reflection of their tastes and desires. As searching and shopping becomes more visual than ever before, both organic and paid-for pins sit with natural alignment amongst a user’s feed for those who will truly connect with them to find.

The platform’s visual search means that users can select an area of an image on the site and then be shown a selection of similar pins, giving even more opportunity for discovery and reach.

For more Pinterest inspiration, take a look at our sister show, Top Drawer's, boards

 
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