Never underestimate the power of the pin
What do you know about Pinterest? If you think it’s just another social platform, then keep reading, because you’re in for a surprise.
The Pinterest Misconception
Pinterest is not a social network. A social network is considered so because users have the intent of sharing content about themselves and their interests and seeing the same material from those with whom they are connected. However, Pinterest users have the intent of “pinning” or saving content for themselves, not others. You might connect with your friends on Pinterest, but (at least for me) if one of their boards doesn’t align with my interests, I stop following it and maybe even them.
Pinterest isn’t about gaining likes on your statuses, uploading personal photos, or staying connected with friends. Rather, it’s about your own aspirations and finding content and products to help achieve those wants and needs.
Pinterest isn’t a social network, it’s a search tool and a shopping network. Believe it or not, plenty of Internet users are turning to Pinterest as a preferred search engine over Google. Pinterest’s structure is centered on the Guided Search function, which populates relevant content based on user search terms.
The Power of the Pin
Think about how many times you’ll gain a share on Facebook without backing it with a budget. Now, think about the fact that the average pin gets repinned 11 times without being promoted.
This phenomenon gives Pinterest an edge when it comes to connecting with an audience at different stages of the decision-making process. Rich pins solve the problem of reactivating a user’s interest in a piece of content after days, weeks, and even months have passed. With this feature, a user can pin a product and then be notified when the price drops later. He or she may have initially pinned item at the first stage in the buying process, but this update could come at the perfect time when the prospective buyer is ready to make that next step.
What about promoted pins? We all know that the majority of people today are not huge fans of ads, but Pinterest has an advantage that other platforms don’t. On social platforms, promoted content tends to look out of place and disruptive. That isn’t quite the case on Pinterest. Promoted pins have an easy time blending in since they look like basic pins—and when users do notice them, they don’t mind the ads as long as they’re valuable. What’s even better is that long after a promoted pin campaign ends, the pin continues to perform and gain engagement.
And now, we have those new, blue buyable pins. Before their introduction, we knew that referrals from Pinterest led to orders averaging around $50, two-thirds of all pins came from business websites, and 93 percent of pinners used the site to plan purchases. Buyable pins can now take advantage of all that goodness and make an in-the-moment purchase much easier. Sure, the blue pins are only on mobile right now, but so are 85 percent of Pinners.
The Perfect Platform?
With the introduction of promoted and buyable pins, Pinterest becomes a search engine and a shopping network with a lower cost-per-click than any other paid social platform. Sounds pretty great, especially when you consider that users prefer to follow brands generally don’t mind promoted pins—how can you beat that?
I expect great things from Pinterest and encourage businesses to see how they can harness the power of the pin.