Using Pinterest as a Digital Marketing Tool
Updated: Apr 21, 2021
This is an article “Using Pinterest as a Digital Marketing Tool” by Marc Primo
From being the main platform where homemade recipes and decoration ideas were usually pinned by users, Pinterest has evolved into a useful digital marketing and SEO tool for a lot of brands. On a monthly average, over 335 million users visit the platform to browse the many available references and pins that tickle their interests. Undeniably, Pinterest has always been a reliable search engine for hard-to-find content on the internet and the number of users continues to steadily rise per year.
With this, Pinterest’s social media features have made it one of the most reliable revenue-generating platforms for brands that wish to engage in some online selling. With careful planning and an effective SEO strategy, companies who are into e-commerce can turn followers into conversions via Pinterest, and quite effectively at that.
One Pinterest survey revealed that the platform is able to influence users with their shopping habits, including what to buy and which brands they should check out. According to the survey, almost a quarter of the total users are even inspired to purchase something they weren’t planning to buy and around the same number also discover new products via the platform.
However, the biggest factor contributes to brands’ e-commerce is how Pinterest helps 90% of its users decide what to buy. Enabling pinners to see brand content, buy products, and review their purchases makes Pinterest a good digital marketing tool wherein SEO investments can win for you bigger profits.
Factors to make you appear on Pinterest Search
How the platform works is simple enough. Users look for related interests and save ‘pins’ or create well-sorted boards of their collections. This makes everything else easier for the users, from going to source websites to compiling a variety of interest categories that are also visible to followers.
For example, when a user searches for a topic on Pinterest and pins images, the platform’s algorithm reviews website quality via the number of rich pins on your account. Rich pins are categorized according to product (up-to-date pricing, availability, product information), recipe (serving size, cook time, ingredients, ratings), and article (headline, description, author, and source).
Pinterest then reviews the pin’s quality by the number of engagement it receives. This means that you’d want to post more creative content and images that are more interesting to your target audience and will encourage them to share your pins to their followers.
How active you are on the platform also matters as Pinterest measures both your content and engagement to assess your pinner rating. This can be as simple as increasing your quality pins, sharing content, and engaging with your followers on a regular basis.
Another factor you need to consider is the relevance of the keywords you’ll use so you could make sure that they appear in the search engines. This also further enhances your quality as a pinner and content creator.
The Taste Graph
Launched in 2017, Pinterest’s Taste Graph is a huge boost for companies that do e-commerce and online advertising on the platform as the feature further drives traffic to their websites. By learning about how users pick and pin their interests and how these evolve through usage, Pinterest offers useful insights for pinners to connect with the right brands.
Thanks to how Pinterest polished the way they understand user behavior, the Taste Graph has become yet another useful tool for digital marketers to do business on the platform. It’s a more convenient way for users to organize things and connect keywords to their correct pin images.
By strategically creating boards using the right keywords and descriptions, then pinning and re-pinning relevant content, brands can guide Pinterest in sorting out content and audiences. Try using the platform’s auto-suggest and take note of useful terms, hashtags, and phrases that you can add to your own content so you can boost both your traffic and conversion.
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