Although Pinterest maintains many of the elements of a social channel—follower counts, personal feeds and community-oriented actions (e.g. sharing, commenting, etc.)—it has also evolved into a deeply personal platform that informs what people buy. According to a new study conducted by Pinterest in partnership with MillwardBrown, two-thirds of pins represent brands and products, making Pinterest an important and likely stepping stone along the path that precedes a sale.
Pinterest’s prominence throughout the customer journey becomes even more evident when you dive into what the survey found. Over a six month period, active Pinterest users reported the following:
- 96% use Pinterest to research and gather information.
- 93% use Pinterest to plan for purchases.
- 87% have been influenced to buy something based on a Pinterest engagement.
Unsurprisingly, the most popular categories in which Pinterest carries clout include “food and ingredients,” “home decor,” “clothing and accessories,” “hair and beauty” and “health and fitness.”
To benefit from this influential platform, of course, one needs to ensure that their products are on Pinterest in the first place. But even more importantly, your pins need to provide value. Active pinners are 47% more likely to be approaching or in the midst of a major life event – getting married; buying, remodeling or revamping a home; having a baby; and so on. How can you make your pins more helpful to the millions of people who use Pinterest to plan for these moments?
We’ve put together a visual guide, with 12 simple tips that can help you do just that.