Pinterest. How to use it in e-commerce?

pinterest e-commerce

Pinterest, which made its debut on the social media scene a decade ago, has never gained such a wide audience as Facebook or Instagram. Today, however, slowly and quietly, it proves that the e-commerce industry should not underestimate its potential. How to use it in marketing and sales activities?

Pinterest announced in 2019 that it has 322 million monthly active users worldwide, and while nearly a third of them are from the United States, the number of those overseas is growing rapidly. In 2019, it jumped by about 51 million compared to five million in the US. These are still not statistics that could impress the players from the top, but – which is not so obvious in the world of social media – they are constantly growing.

What is Pinterest?

Pinterest lets you share your ideas and save someone else’s “for later”. Each idea is one “pin” that consists of an image, a short description, and a link pointing to the source, which can be a blog, website, or e-shop.

Who uses Pinterest?

Pinterest is by far a favorite of women who mainly use it to browse and ‘pin’ information about the latest trends in fashion, interior design, and cooking. But… as with Instagram, there are more and more men on the platform. In 2019, they accounted for 40 percent of new users.

Pinterest and sales

But why – if both Facebook and Instagram and even TikTok and Snapchat have a larger user base – should e-commerce be interested in Pinterest?

First, the platform advertises itself as a tool for finding inspiration, which means it directly influences purchasing decisions, it claims.

Secondly, content published on Pinterest “lives” much, much longer than on other platforms, it can be updated and gain new recipients even many months after publication.

Above all, Pinterest simply makes shopping easier, because it works like a very advanced image search engine.

When you type “running shoes” into the search bar, the platform suggests additional descriptive words such as “Nike”, “Women’s”, “Adidas” and provides results that match your criteria.

The user can, on the one hand, scroll endlessly in search of the dream product, narrowing more and more precisely the results provided by the algorithm, but – on the other – very quickly proceed to order fulfillment when he finds the product in the store.

And that’s not all. A very interesting but still underrated function of Pinterest is visual search. Thanks to this mechanism, products similar to the one marked in the image are found (you can use an existing one or take your own photo). So we don’t use keywords, but graphics.

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And although a large part of advertising formats dedicated to e-commerce in Poland remains unavailable, we can use, for example, sponsored pins that work like ads in the Google search engine. They are displayed – for a fee – where they are most easily noticed by the public. So they’ll appear on your News and Category pages, and in the search results of your target audience.

How to use Pinterest to increase sales?

Pinterest can be successfully used to promote your own brand and thus indirectly influence sales. For this purpose, however, you need to take care of visual content (not only photos but also video), the use of appropriate hashtags in the pin descriptions, and the use of appropriate keywords, thanks to which our content will be indexed.

Do not forget about the links, which I will redirect users to sites sales. Thanks to them, the user will be able to get to a specific product in the e-store straight from the pin, which will shorten his shopping path.

Shopping on Pinterest?

The platform’s activities leave no doubt that e-commerce is the field it intends to develop. Before the holiday shopping season (only in the US market), the Pinterest Shop functionality was launched, thanks to which small and medium-sized companies can present their unique products. The products are then automatically converted into product pins to help small entrepreneurs drive more sales. Sounds familiar? Yes, similar initiatives are launched by almost all social platforms, Facebook (Facebook Shops), Instagram (Instagram Checkouts), and Snapchat (cooperation with Shopify, which aims to provide payment options in applications for users from the US) and it seems that social commerce is just getting started.
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