Pinterest has become the place for retailers to strike fashion + accessories trendspotting gold – it’s also a crucial platform to help promote your shop, gain e-commerce sales and foot traffic, and grow your own community of shoppers. Here are tips to get you started or simply up your game.
In September 2015, Pinterest announced their virtual pinboard had 100 million users – are you one of them? Pinterest users also save over 24 million fashion + accessories dream looks each day.
If you’re not already using this essential (and free) online platform to source trends and promote your brand or shop – now’s the time to start!
In a nutshell, here’s how Pinterest can help you:
- Search and learn about trending colors and products for the upcoming season
- Get inspired by what influencers and bloggers are sharing
- Learn more about your demographic and customer base
- Promote your products and your shop
- Generate sales and website traffic
- See who’s “Pinning” you so you can engage with them
Get Your Pin On.
On Pinterest, retailers have a few options on how to be active. You can create your own “pin boards,” “follow” other boards, or follow other accounts. You can also “re-pin” others’ pins to your own boards, or like others’ pins. You can also comment, though unlike other social networks, that action is the least popular.
Ok, so your head is probably s-Pinning but don’t despair – we’ve put together a few simple ways you can be successful and make sure all the time you spend getting addicted to Pinterest pays off. And you will get addicted.
Be Helpful to Other Pinners – Rich Pins and Engagement
Pinterest’s unofficial motto is “be helpful.” Meredith Rodriguez, the Los Angeles Partner Manager at Pinterest, stresses the urgency of being helpful on Pinterest to gain success. Because Pinterest is not as social as Instagram or Twitter, it’s less about having a conversation and more about finding useful content for your own use.
A great way to be helpful is to utilize “rich pins.” Rich pins are pins that include additional information about a pin. This can link to an app, connect with a point on a map, link to an article such as a magazine feature, or link to a product on your website.
Rodriguez suggests adding helpful tidbits from outfit suggestions, informative captions, and relevant links. The more helpful your pin is, the more it will circulate amongst users.
Use Specific Keywords to Search the Pinterest Universe
Like hashtags on Twitter and Instagram, Pinterest aggregates pins by keyword. Pinterest turns key terms such as “fall fashion trends,” into individual words, ie, “fall” “fashion” “trends.”
Make sure that you use narrowly targeted and specific terms, since Pinterest houses content about everything from weddings to sports. If you use excessive keywords in your searches, you’ll get too much thrown your way and you won’t be targeting a specific and interested audience.
Insider Tip: Enter product categories or types of products your customers buy or that you’re curious about into Pinterest’s search bar. Here’s an example.
Create, Curate, and Diversify Your Pin Content
Fill your pinboards with pins of original photos of your own products, collages of your products, your shop, and catalog images.
ASD Insider Tip: Want to see who is already pinning your website content so you can then engage with them? Go to https://www.pinterest.com/source/YOURWEBSITEURL.COM
To balance their original content, many successful pinners also combine and curate “found” content. Mixing original content and product shots with aspirational images helps your pins come up in search.
Fashion retailers Top Shop and Kate Spade do this by mixing product, editorial images, and on-brand inspirational photos. This gives your potential customers context of how your brand can integrate into their life and how they can best use your items.
ASD Insider Motivation: Is it worth it? According to a recent Piquora study, 50% of visits to Pinterest content happens after 3.5 months. The half-life for content on Twitter and Facebook is only somewhere between 5 minutes and 80 minutes. That. Is. Not. A. Misprint.
Optimize for Mobile
Did you know 80% of Pinterest’s traffic is mobile? It makes sense, since the app is incredibly easy to use and navigate. If you create a Pinterest account for your brand or store, make sure it’s mobile friendly with easy to read 100 word captions, and link to the product page (not just your homepage). Remember, your first two boards will show up before the scroll on mobile. You can always rearrange your pin boards so the ones you want to focus on come first.
Integrate your ECommerce Platform
Are you aware of the fact that Pinterest sends the second most traffic to e-commerce sites, second only to Facebook?
One of Pinterest’s newest features is allowing users to purchase directly from Pinterest. This is a great way to retain customers as they come across your pins rather than first hope they click in your caption, then go to your site, and only after that, complete a purchase. Pinterest currently works with popular E-commerce platform Shopify, and will be integrating more platforms soon. This “buy button” is changing the Pinterest game, especially for brands and retailers.
In addition to these tips, we highly recommend the official Pinterest for Business blog for more “Pinterest for retailers” tips and tricks!