Pinterest is a search engine. While most people use it as social media, businesses can make the most out of platform by leveraging it for search engine optimization (SEO). That's right, help people find your business by using keywords. Here are some Pinterest marketing best practices for 2020.
$2 profit for every $1 ad spend
Over 350M users worldwide
50%+ international users
200B pins saved
Pinterest drives 3.8x more sales than average digital campaigns
85% on mobile
Unlike other social media sites, Pinterest pins can show up in a users feed months & years after posting.
40% of the clicks happen within the first day
70% of the clicks happen within first 2 days
30% of clicks happen all the way through 30+ days
Reaching target markets does not require liking other pins, commenting on infographics and following other users.
Pinterest is a great equalizer for small businesses, bloggers when it comes to competition with big brands due to non-branded searches.
Popular topics include wellness, wedding, apparel, personal finance, lifestyle, spirituality.
The search feed is the most used feature.
Specific after 1st month organic data
KPIs: Clicks followed by repins
Followers/monthly views don’t matter
30/60/90 data for each season
Seasonal traffic: summer slump
Promoted pins can provide useful data to improve organic reach on other social media accounts and increase open rates in email marketing.
1 out of 2 users have made purchases after seeing a Promoted Pin
67% of users discovered a new brand or product as a result of Promoted Pins
Promoted Pins typically earn $2 in profit for every $1 spent in ad costs (Shopify)
97% of the 1,000 most popular searches are non-branded
Users generally start with basic searches for products like “shoes” not “Nike”
businesses of all sizes can reach users who are typically already in a buyer’s mindset
Curate boards based on content for target audience
Curate bio and content for target audience
Hashtags only in pin descriptions
What to Track:
Clicks, followed by repins
Monthly views don’t reflect web traffic
Followers don’t really matter
Monthly views include all views on a client’s content plus views on content pinned from others.
A business with 10,000 followers could get the same amount of traffic as another with 50,000 followers.