With many consumers preparing themselves for Black Friday, Cyber Monday and Christmas, retailers should be thinking of social channels outside of Facebook and Instagram. Pinterest for one, could be a great fit for many retailers looking to take advantage of these key sales highpoints.
Pinterest is a channel known for its discovery, compared to Facebook and Instagram which tend to be more focused on immediate interaction. When consumers are searching for new products, they often turn to Pinterest to get ideas and see any new trends, whether they’re looking for gifts for friends and family, furniture for their new house, or clothes and accessories for themselves.
88% of Pinterest users purchase a product they have pinned to a board, meaning that many retail clients who are currently not running any Pinterest activity are missing out on a large volume of purchase activity.
Since COVID-19 caused the UK to go into lockdown, searches on Pinterest have boomed at a never before seen rate. Between February and April this year, there was a 60% increase in searches and a 30% increase in saves, compared to the same period in 2019. This is a massive increase in usage that many advertisers aren’t tapping into. The users on Pinterest are diverse, with 48% of UK parents regularly using the platform, as well 1 in 3 millennials – illustrating some examples of how Pinterest can be tailored for you to reach your target audience.
Targeting on Pinterest has improved significantly over the last few years, with the Pinterest Lens launching in 2017. The Lens allows users to search for products that are the same or similar to an existing. This is a great opportunity for fashion and furniture retailers to advertise their products to potential customers.
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Whether it is for a brand building or customer acquisition campaign, Pinterest could be suitable for many more advertisers than it currently is, thus making it a potential opportuinity in certain sectors. Many users think that Pinterest would only work well for well-known travel, home décor, or fashion retailers. However, that is not the case. Pinterest also works well for smaller retailers who want to expand on their current social activity, and now could be the time to test it.
As an agency, we work with client partners from all industries: furniture and home décor, gifting, food and drink, technology, and many more that could be a perfect fit for this channel. As we move into Q4, we’re encouraging more of our clients to test Pinterest, and we’re excited to see the results.
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