Pinterest is a social network that was born in 2010 and for the first few years it recorded a very slow growth. Over the years It become more popular but still frequented by niche. Today in Italy it is not considered among the main channels when we mention Social Media, but worldwide it has developed very strong (400 million people in the world use Pinterest every month) and there are many brands that have used this platform to growth.
Pinterest is the social of discovery: with its visual formats, it helps users find inspiration, to express their subjectivity and allows them to get in touch with the realities.
It looks like a platform where you can browse photos, create personal dashboards and search for inspirational images, but what is its advantages? What are the real strenghts and opportunities it offers?
Nowadays, any user who knows exactly what he/she wants, just needs one click to buy. Nothing easier.
It becomes complicated when the user does not have clear ideas and then dives into the web to find inspiration. This research is very important because according to the data collected by Pinterest, the 66% of the population of the United States said that the search for inspiration affects purchase choices and that buyers who are able to identify the product that they want, spend 1,2 more than others.
In Italy, after the lockdown, Pinterest has reached 19 million active users (+4 million compared to December 2019). This great growth is due to the Platform's strategy of banning all information relating to Covid not coming from official channels, this creates a place to get out of the numerous information (truthful or not) write in other Social Networks.
Pinterest combines the possibility of taking inspiration from others, researching products, identifying own style, researching new ideas, creating an individual taste. All with many topics: home & garden furniture, fashion & luxury, beauty & personal care, food & beverage.
In Pinterest, users do not entertain relationships with each other. The purpose of navigation is very different: 78% of Italian users use this channel as a source of inspiration for purchases. The purchase orientation is very strong and cannot be ignored by brands.
Furthermore, according to the data collected by the platform, Pinterest users have a great purchasing power, in fact, the social network intercepts 32% of Italian families with an income exceeding € 90,000 and 28% of millennials with this family income.
An important fact for structuring your strategy is that users surf on Pinterest with confused ideas and, as we said, to find inspiration. So in the platform we can find very general searches, without including brand names as keywords. Furthermore, for the same reason, users search very beforehand of purchases related to specific occasions (Christmas, Valentine's Day, Mother's Day, etc).
It is therefore essential to know how to position yourself in an organic plan to be found, taking advantage of the right timing and with defined plannings. As in the other major social networks, also on Pinterest there is also the possibility of pushing products through targeted advertising campaigns and engaging formats.
The strength of Pinterest, compared to other Social Media, is certainly the possibility to land on the e-commerce web page dedicated to purchasing directly by clicking on the visual content found on the home page. Furthermore, thanks to the image search engine, it will be easier to find products seen in other portals.
To discover all the features of Pinterest and the advantages that can be obtained from activities in this Social you can contact us at E-Business Consulting, a digital marketing agency active since 2003 and integrated into the Social Media world.
