One of those statistics: An incredible 55% of Pinterest users use the platform to find and shop for products. By comparison, that figure is 12% for Facebook, 12% for Instagram, 9% for Twitter, 5% for LinkedIn and 3% for Snapchat.
What makes the huge difference? Why is selling on Pinterest so much more effective? Let’s take a look at a few of the big reasons:
1. Pinterest actively promotes outbound links
There are sites out there that are stingy with their traffic, but Pinterest isn’t one of them. With each of your pins, you’re allowed to include a link to another website (preferably yours!) — and the link will be wrapped up in a nice “Visit” button below the image. It’s almost as if Pinterest wants businesses to take its traffic.
Of course, Pinterest’s generosity is paying off. Because brands drive sales from hungry buyers from Pinterest, they’re more likely to keep posting fresh content that keeps users coming back. It’s a symbiotic relationship that Pinterest is happy to cultivate.
So, always include a link to your website when posting original content. When you post informative content, link to a landing page where subscribers can opt in to learn more. When you post your products, link directly to your product pages. When people like you enough to click that Pinterest “Visit” button, there’s a good chance they’ll show you more love on your own site.
Also, as you’re pinning images, consider using Rich Pins to include details about what you’re selling, like product pricing and where customers can buy from you.
2. Pinning brand images is a breeze
One big reason Pinterest is so good at driving sales is the sheer volume of product pins uploaded to the site every day. According to Shopify, two million people post product pins every day and two-thirds of all pins come from business’ websites. (No wonder there are so many awesome products to browse.)
The implication is clear: You should definitely be including Pinterest widgets on your site. One of the most important widgets is the Pin It Button, which allows visitors and customers to share your products on their own boards. Don’t miss out on all of that enticing Pinterest traffic! With Pinterest, your existing customers can be highly effective evangelists and salespeople for you on the platform.
3. Product images are totally welcome
In a lot of places on the web, marketing can be a dirty word. Users typically browse social media sites to be entertained or informed — and they don’t want to be interrupted by promotional or sales material.
Things are different on Pinterest. Promotional material (in the form of product images) is not only tolerated but sought out and appreciated. Users repin images of cool products to become tastemakers in their own right. Heck, even Pinterest’s official account maintains a “Products we love” board.
The lesson? Don’t be afraid to pin your product images. For one, people love to envision buying new things by pinning product images. And for another, you don’t need to worry that you’re spamming your followers because you can curate multiple boards on your account — there’s something for everybody.
4. Pins live on… and on… and on
The life of a post on Facebook or Twitter can end in minutes. But did you know that on Pinterest, 80% of pins are repins and it takes a pin 3.5 months to get 50% of its engagement?
That’s amazing, because it means your pins will pay dividends over and over again, sending you traffic and sales over time. To take advantage of this windfall, make sure your content is engaging and worth sharing. To see what types of Pinterest images make people pay attention, check out our article on the subject.
Also, make sure to check out The Complete Guide to Visual Commerce: How to Command Attention in a Content-Driven World!