WHILE Instagram seems to have become the social channel preferred by those wanting to express a photo, Pinterest is the go to site for those who want to sell (or show off).
Facebook has its Likes, Twitter has its Tweets and Pinterest has its Pins and the concept is fairly simple. Choose a picture you like, create a board, name it and then post it to your followers.
Business owners have been quick on the uptake of Pinterest as a way of selling their products and it’s created quite a following with more than 70 million users worldwide, making it the fourth biggest social network. Its active user’s number grew by 111% in the last six months. Its UK user-base is 70% female and more than 50% are affluent 25 to 44 year olds. But what sets it apart from other social networks is the pivotal role it plays in purchasing decisions. 70% of Pinterest users say they use the network to directly inform purchasing decisions (as opposed to 17% of Facebook users)
As an engagement tool, Pinterest has the same depth of reach as Instagram by using images rather than copy for its content. By having a presence on Twitter and being effective on the platform are two different animals though. As with all social media channels you have to keep up with the pinning and make them interesting to your followers, particularly if you are trying to sell your business and the product in the picture.
While its competitors (and we use that term loosely) are more attractive to larger businesses, Pinterest does have a particular USP to creative small businesses as a large percentage use the channel as a working resource and can turn pins into profit. Although social media statisticians may argue over the exact percentages of sales through Pinterest the fact remains people pinning does convert, making the platform one of the most profitable ones to have a look at.
Obviously there are certain small businesses which would have no reason to use the site so would be better channelling their efforts into the likes of Twitter. Whatever your cause, there is now a social media network for every business.
Follow Happy Creative on Pinterest at https://uk.pinterest.com/happysplace/
Nick Hyde is PR & Marketing Manager at Happy Creative, a full service marketing and creative agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
