If you think Pinterest is just a place to find recipes and fine-tune wedding planning details, think again. With over 431 million users coming to Pinterest every month to look for inspiration, Pinterest is an effective platform for building your audience and getting your product in front of potential customers who are ready to buy.
According to a HubSpot Blogs survey of 310 marketing professionals, 39% of marketers said Pinterest generated a high return on investment.
With an effective Pinterest strategy in place, you can generate organic web traffic, create targeted ad campaigns to reach your ideal buyers, and sell directly from the platform. Gather inspiration from these brands who are yielding big results through Pinterest.
What we like: IKEA’s innovative integration of its lead-generating quiz and Pinterest recommendations.
IKEA is a globally-recognized brand with countless product options and configurations. Shopping for new furniture and houseware can be an overwhelming experience, and IKEA is reducing customer overwhelm through creative Pinterest marketing.
Potential customers can take IKEA’s Renocations quiz to unlock which IKEA items would best suit their home. At the end of the quiz, users are given a Pinterest board of IKEA products they make like, and can then pin the options to their personal boards for inspiration, or shop directly through Pinterest when they’re ready to buy.
This approach works because many customers turn to Pinterest for decorating ideas and to save potential product finds in one place. The integration of product recommendations and pre-populated Pinterest boards is creative and solves a real need for customers who are looking to streamline the furniture buying process.
According to Pinterest, 91% of beauty searches on the platform are unbranded. That means when users are typing beauty-related keywords in search, they aren’t searching for specific brands. Upon learning this statistic, IT Cosmetics implemented a keyword-first Pinterest strategy to reach users who were searching for CC cream on the platform.
This strategy gave the brand the opportunity to be found by users who were interested in learning more about CC cream and other cosmetic products but didn’t yet have loyalty to any specific brand.
Looking through the IT Cosmetics Pinterest account, several pins are optimized to be found in CC cream-related. The brand’s Pinterest content shows its products in action through tutorial-based videos so users can see how the products work in real-time. This approach has helped IT Cosmetics expand its organic reach on Pinterest, and acquire new customers.
What we like: Clear ideal customer identification.
Eyewear brand Jonas Paul makes affordable, on-trend frames for kids and teens. Knowing the ideal potential customers for the brand are parents looking for eyewear for their children, Jonas Paul creates organic and paid Pinterest content specifically for parents.
Implementing this strategy has helped the brand increase web traffic from Pinterest, resulting in higher order value than web visitors from other channels.
What we like: Seasonal posts and use of Idea Pins.
Pinterest is a great place to find inspiration for your next creative project, so it makes sense that craft store Michaels would perform well on the platform.
The Michaels Pinterest account has a variety of beautiful search-driven posts that are aligned with what users are searching for each season. Content pinned to the Michaels Pinterest account often features videos of seasonal craft projects directly linking to items that can be purchased from Michaels.
The brand also runs keyword-focused holiday campaigns, targeting users who search for terms related to projects that can be executed with products from the store. In addition to driving online conversions, Michaels’ Pinterest efforts have also increased in-store traffic by 8%.
What we like: Educational content to nurture new customers.
Primally Pure is a natural beauty brand that makes non-toxic deodorant and body care products. The brand’s Pinterest account has been one of its key drivers of growth.
On Pinterest, the Primally Pure account is focused on holistic lifestyle education and captures users who want to learn more about skincare and the potential side-effects of conventional product options. With many pins leading back to the company blog where there are in-depth articles on various topics the brand’s ideal customer would be interested in, this inbound marketing approach is an effective way to build trust and educate an audience.
What we like: Video demonstrations of Mayvenn’s various products.
Mayvenn sells affordable hair extensions and related products to hairstylists and salon owners. With this ideal customer in mind, Mayvenn’s Pinterest content has a variety of tutorial-based posts to show stylists how they can use Mayvenn’s products on their clients. In addition to tutorials, Mayvenn shares pins related to hairstyle inspiration that are easily searchable.
The brand also features photos of their products fully styled so users can see exactly how the potential hairstyle they want to create will look.
Samsung is a global brand that makes a range of products, but on Pinterest, the brand’s home appliance account truly shines.
Appliances and home inspiration are popular search topics on Pinterest, and Samsung has created an impressive brand account creating beautiful imagery with its products front and center. The brand stays at the forefront of Pinterest’s latest features using video and Idea Pins to showcase how its products work to users who are looking for pins to help them create their dream homes.
The Samsung Home Pinterest account also has boards related to key home-related search topics such as “How to Clean” and “Kitchen Ideas.” The content on these boards consists of organic and user-generated pins that subtly feature Samsung’s products.
What we like: Cohesive brand identity and Pinterest-exclusive products.
Luxury skincare brand La Mer is known for having high-end products that are often deemed celebrity favorites. The brand leverages Pinterest as a key part of its marketing strategy.
Not only are the visuals on the La Mer account cohesive, but the brand has found creative ways to generate new business through Pinterest. La Mer launched a video ad campaign to showcase the benefits of its products. Users who engaged with the ads were sent product samples to increase engagement and customer reviews.
In addition to its ad strategy and sampling campaign, La Mer has created product sets that are exclusively available through Pinterest, enticing users who discover the brand through Pinterest to make a purchase that isn’t available anywhere else.
What we like: Natural-looking videos showing the company’s products in use.
Lavendaire is a personal development brand that sells journals and apparel. The Lavendaire Pinterest account organically garners three million monthly views to drive traffic to the brand’s products and other content channels.
A particular area where Lavendaire shines on Pinterest is through the creation of Idea Pins. The Idea Pins feature is a primary focus area for Pinterest, and the Lavendaire brand frequently shares new Idea Pins showcasing the company’s journaling products.
With journaling being a high-traffic search term on Pinterest, pins shared by Lavendaire are optimized to show up in journaling-related search results helping Pinterest users find and connect with the brand and community.
What we like: Colorful visuals, and recipe-based content.
Wellness superfood brand Golde has an impressive Pinterest account that features its product line in a variety of ways. The account has video posts that are beautifully shot and feature Golde products used in recipes and tutorials.
In each of the brand’s educational and recipe videos, the pin is linked directly to the product featured helping the brand drive sales from users who are looking for recipe inspiration and new creative ways to use products such as matcha and cacao.
The Good Trade is an online publication that covers topics related to sustainability and slow living. The company’s Pinterest account has almost 10 million organic monthly views, which is an impressive feat.
Though The Good Trade doesn’t currently run Pinterest ads, the brand creates pins for all of its articles, generating traffic back to its website.
The brand relies on keywords and hashtags to create pins that can be found through search and has built an engaged audience on Pinterest to convert into readership.
If your company isn’t on Pinterest yet, now is the perfect time to get started. Whether you have an eCommerce business, brick-and-mortar store, or your content is your product – users on Pinterest are likely searching for what you have to offer.
Originally published May 3, 2022 7:00:00 AM, updated May 03 2022