The marketing power of Pinterest.

Pinterest has quietly become one of the most powerful tools in digital marketing, offering businesses a unique way to reach customers and inspire action. With over 522 million monthly active users and a rise of 50 million new users in just the last year, Pinterest is a force to be reckoned with! But what makes Pinterest such a game-changer for businesses? Let’s dive into what Pinterest is, how to use Pinterest for marketing and how you can harness its potential to grow your brand.

What is Pinterest?

Imagine a visual search engine where people can discover, save, and share ideas—from home décor tips to the latest fashion trends. That’s Pinterest at its finest.

It’s been around for 15 years and ranks as the 15th most popular social media platform, but it’s not your typical social network. Pinterest’s key strength lies in its ability to turn casual browsing into intentional action, with 75% of weekly users planning their purchases on the platform​.

When considering how to use Pinterest for businesses, it’s important to know that Pinterest isn’t just about users scrolling aimlessly. Whether planning a wedding, designing a new living room, or starting a side hustle, users turn to Pinterest with purpose. For brands, this is a golden opportunity to connect with customers directly when they’re most open to new ideas and products.

How are businesses using Pinterest?

Businesses are increasingly learning how to use Pinterest for marketing by creating visually engaging content that aligns with what users are actively seeking. From fashion retailers to home improvement companies, Pinterest has become a go-to platform for Pinterest marketing. In fact, 61% of users start new projects using Pinterest. Whether it’s planning a wardrobe refresh or a kitchen remodel, Pinterest’s audience is highly engaged and ready to take action.

Many brands are also using Pinterest for affiliate marketing, creating boards and pins that link directly to affiliate products. This method allows influencers and businesses to earn a commission while providing value to users by showcasing products they’re genuinely interested in.

A key part of any Pinterest strategy is the use of Pinterest advertising. Promoted Pins blend seamlessly into users’ feeds, providing businesses with a highly effective way to showcase their products. The numbers speak for themselves: Pinterest delivers 2x better return on ad spend (ROAS) compared to other platforms. For businesses looking for high-impact results, marketing with Pinterest is a powerful way to reach a motivated audience.

How do users interact with Pinterest?

Pinterest users are planners, dreamers and doers. They create highly personalised boards and save pins that reflect their personal tastes and purchase goals​. Users engage with Pinterest differently than they do with other platforms—they’re not just scrolling through random content, they’re carefully curating collections of ideas for their future. Understanding how users interact with Pinterest is key to a successful Pinterest strategy.

This behaviour makes Pinterest a goldmine for businesses. For example, if a user is planning a kitchen renovation, they might save pins from various brands over a few months, revisiting those ideas when they’re ready to make a purchase. For brands, being present at these key moments is essential. Using Pinterest as a business allows companies to build long-term relationships with users who are actively planning their next big project.

The current state of Pinterest.

Pinterest in 2024 is more than just a platform for pretty pictures. It has evolved into an inclusive and inspiring space where users can explore and create freely. Businesses using Pinterest for business are able to tap into this creativity while reaching a diverse and global audience. For instance, Pinterest offers features like searching by hair pattern or skin tone, ensuring that everyone searching feels represented​.

Pinterest also stands out for its focus on well-being. Research shows that spending just 10 minutes a day engaging with inspiring content on Pinterest can reduce stress and burnout! And while other platforms may focus on endless scrolling, Pinterest encourages users to spend time meaningfully.

Its AI is designed to be “additive - not addictive,” ensuring a positive experience for users​. For brands, this means a more engaged and thoughtful audience.

Pinterest Predicts: what is it and why is it groundbreaking?

If you want to know how to advertise on Pinterest effectively, one key tool to explore is Pinterest Predicts. This trend-forecasting tool analyses billions of searches to predict what will be trending in the months ahead.

It’s a crucial part of any forward-thinking Pinterest marketing strategy.

Over the past four years, +80% of Pinterest Predicts trends have come true​, giving brands a real advantage in staying ahead of consumer preferences.

For instance, Pinterest Predicts identified a new 2024 trend called “Dirt Flirts,” which highlighted a surge in interest in off-road adventure gear. Searches for "overland gear" were up +110%, "off-road camping" grew by +90%, and "adventure car" searches spiked by +80%​.

Brands in the travel industry could capitalise on this trend by acting early and driving their products to the top of users’ wish lists.

Success stories.

Pinterest is full of success stories from brands that have mastered Pinterest in marketing.

Take Malibu, for example. Their "Do Whatever Tastes Good" campaign used Pinterest’s trend predictions to tap into the fringe fashion movement. In the 2023 trends report, Pinterest predicted that fringed finishing would make a major comeback; with searches rising for “fringe dress outfits (+255%), “tassel jackets” (+60%), and “beaded fringe dresses” (+75%) to name a few. To drive awareness and consideration for Malibu’s campaign, they set their sights on Pinterest Predicts, giving their strategy a unique twist by aligning it to an incoming trend for their target audience. And the results were “raise-a-toast” worthy!

In collaboration with their agency partner, MG OMD, Malibu developed a suite of assets incorporating the trend with a lifestyle focus. Additionally, each ad featured the “Pinterest Predicts Trend” badge. Using static and video ads, their creative aligned with the trend beautifully, showing people in fringe-embellished clothing and enjoying a tasty Malibu drink. They shared recipe ideas for DIY Malibu cocktails at home, and the overall look and feel of the ads gave a bold, brilliant, fantasy-style setting; grabbing attention in people’s feeds looking for lifestyle inspo.

This strategic alignment led to a 2.3% increase in action intent and a 6.3% increase in brand favourability in men among their target audience​. By using Pinterest Predicts, Malibu was able to deliver highly relevant content at exactly the right time.

Another shining example is Dulux, which used Pinterest’s "Home Front" trend to boost its Weathershield paint campaign. Dulux put the appeal in kerb appeal. Dulux recognised the importance of first impressions and secured the 2023 “Home Front Pinterest Predicts Trend Badge,” positioning their products at the centre of this rising trend.

With each season, a new wave of trends and styles emerges, challenging brands to keep pace. Dulux is well-known for its quality paint and brand trust. However, for them, the challenge for legacy brands like Dulux is staying ahead of trends. With a changing demographic and more competition than ever before, Dulux sought to harness the power of Pinterest Trend data and secured the “Home Front” trend package.

With searches for "front door transformation" rising by 85%, Dulux’s ads immediately saw a 23% higher ad recall​. In addition, Pinterest search data showed people were thinking about the first impression their home makes. People on Pinterest are planning. So, Dulux’s multi-objective approach targeted a broad audience with inspo-worthy ad creative to drive awareness and product consideration.

These impressive results show the power of aligning campaigns with emerging Pinterest trends.

Thinking outside the box…

When it comes to Pinterest marketing, creativity is key. Pinterest is a platform that thrives on originality and visual storytelling, so thinking outside the box is crucial for brands looking to stand out.

From shoppable pins that turn inspiration into sales, to trend-based advertising that puts your brand ahead of the curve, there are countless ways to engage with users. The more innovative your Pinterest strategy, the more you can capture attention and drive results for your brand.

The power of Pinterest marketing is already at your fingertips.

Pinterest is a powerful visual marketing platform that allows businesses to connect with customers in fresh, meaningful ways. Whether you’re learning how to use Pinterest for marketing or perfecting how to advertise on Pinterest, this platform offers the tools to succeed. With a user base that’s ready to take action, and tools like Pinterest Predicts helping you stay ahead of trends, Pinterest offers businesses the chance to inspire, engage, and convert in one visually stunning space.

By using Pinterest for business, brands can grow their presence in a space designed for inspiration and action. Whether you’re a small business looking to start or a large company aiming to optimise your efforts, the power of Pinterest advertising is right at your fingertips.

Want to make Pinterest work for you? At Bluesoup, we specialise in creating tailored creative that you can adapt to your Pinterest strategies that deliver real results. With the power of our paid media services, we can additionally supercharge your Pinterest ads' performance. From promoted pins to full-scale brand campaigns, we can help you unlock the power of Pinterest marketing.

Ready to grow your brand? Get in touch with Bluesoup today and let’s make it happen!