Pinterest is a social network that makes it possible to share, discover and save ideas. When browsing the internet or using pins – the name given to publications on the network –, users can find inspiration and create folders that bring together various references on subjects of interest. Although it was created in 2010 as a social network, the company positions itself as the world's first visual search engine.
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Betting on Pinterest in the Digital Marketing strategy is a way to make content available and create references for a website or online store, which can be found by more than 300 million users. There are more than 100 billion ideas available on the social network.
The platform allows users to share, manage and search images in different categories, such as travel, fashion, makeup, movies, decoration, among others. By sharing inspiring ideas and interacting with users, brands can be discovered by new audiences, strengthen the relationship with them and direct them to the company's website.
In addition, these inspirations can influence the purchase decisions of consumers who are willing to purchase what they find on the platform. Research shows that 84% of users use Pinterest when deciding what to buy; 98% tried something they found on the network; 77% discovered new products or brands on the platform.
How to use Pinterest's top features for businesses?
Since its inception, the social network has added many features that make the user experience richer, especially for brands that have more and more resources to do business on the network.
Save button for websites
One of the ways to feed Pinterest with branded posts is to get users to do so, as they can save images from the site directly to the platform. To encourage this action, the network offers the Save button for sites. When installing it, it will appear on all images on the site, so users can click on them and save them.
Rich pins (advanced pins)
Rich pins bring richer information about the images, which go beyond the caption, title and link existing in common pins. This is done through metadata that must be placed on the website or e-commerce and validated with Pinterest, so that any user who saves that image will automatically take the metadata information to the platform.
Rich pins are free and only available for business accounts. Additionally, there are four types of rich pins:
- Product Pins: Include price, real-time availability, and purchase link.
- Recipe Pins: inform ingredients, cooking time and portions;
- Article Pins: show title, author, and a snippet of text;
- App Pins: Include a button to install.
Shop the Look
Shop the Look is a social network initiative to further encourage purchases on the platform. They are represented by white dots in the image. Through it, the user who likes a product in the image can click on it and be automatically directed to the purchase link.
To add them, the brand needs to have a business account, so when creating the pin, you can click on the tag icon to tag the products in the image, add the destination link and a photo of the product itself.
Pincode
It is a customized code – similar to a QR Code – that carries information about the social network. When scanned by the Pinterest app, the user can be directed to the profile or a certain board of the brand. This code can be placed on printed materials such as business cards, folders or packaging. This feature is available for both personal and business counts.
Pinterest Lens
This tool, known as “camera search”, allows the user to search the network for objects found in the physical world. It's simple, just aim the camera at the desired object and the platform will show similar references.
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Pinterest Analytics: How to track statistics?
Pinterest offers, exclusively for business accounts, a data analysis tool known as Pinterest Analytics. In this tool, you can get an overview of the account with metrics such as engagements, impressions, close ups, link clicks, total audience, saved pins and engaged audience. In addition, it is possible to view the main pins of the account according to these metrics.
In Pinterest Analytics it is also possible to better understand the audience of the platform. The tool brings gender, age, location and devices used by users.