The elephant in the social media channel mix

Let’s talk about the social media channel that your brand should be investing in – but probably isn’t. Plot twist: It’s not TikTok…

….It’s Pinterest. Yep – that channel you use to get ideas for your kids next birthday cake is fast coming for TikTok’s share of the marketplace, in a way that Instagram can’t and here’s why.

Firstly, it's clear that TikTok's aims are to turn the channel into a marketplace of both ideas and products. The growth in TikTok shop and live shopping is evidence of that. How many times have we heard the phrase 'TikTok viral product' or 'I tried this thing I saw on TikTok'? The social media giant has made stars of every kind of merchant - from sneaker suppliers to those giant pits of crystals that are scooped into bags at a rate of knots (haven’t seen one yet? Just scroll your FYP for 10 minutes and you’ll soon see what I mean). Don’t just take my word for it though – a 2022 study by Statista* showed that 58.2% of people surveyed use TikTok for shopping inspiration. So why is Pinterest a threat to the channel which hit 1 billion users in 2021 and is now the fastest growing social media channel globally? Well, there’s lots of reasons, but they are all tied up in one universal truth:

Pinterest makes us feel good – and that is a solid gold opportunity for brands.

According to a 2021 study** 8 in 10 users said Pinterest made them feel good, but there’s more to it than that. What Pinterest has managed to do is minimize the effort needed to engage with the site. It’s low on cognition – but high on inspiration and aspiration. Whilst Twitter, Instagram and Facebook are bogged down in dealing with trolls and toxic cancel culture – Pinterest is doubling down on its positive user experience with its latest global brand campaign ‘Don’t Don’t Yourself’. The campaign, which has been developed with Uncommon Creative Studio , is a direct response to the doomscrolling, judgment, fear of failure and procrastination which other social media channels have become synonymous with.?

So where is the opportunity for brands? Well, I’m glad you asked. If I was launching a Pinterest strategy right now, here’s what I’d be considering:

1. Male pinners are up 40% year on year. If you’re looking to target men or Gen Z – you won’t go wrong in turning to Pinterest ?
2. Video is exploding on Pinterest – and this week the channel announced new licensing deals with Warner Music Group, Warner Chappell Music, Merlin and BMG. Creators will be able to search for music to add to their video in a similar way to TikTok. This allows brands the opportunity to tap into ‘viral sounds’ to improve their appearance in search. It also offers a richer more engaging experience for your audience, and it’s the format of the hour. ?
3. Tie your content strategy to the Pinterest quadrant, which divides the user journey into the following four experiences:

• ?Just looking
• Maybe I could
• I’m narrowing it down
• I know what I want

4. Work with Pinterest content creators to amplify your brand across the channel – check out names like Julie Smeltzer, Betul Yildiz and Courtney Brady – they’re nailing Pinterest and brand collaboration.

So have I convinced you yet? Or are you already using Pinterest as part of your channel mix?

*https://www.statista.com/statistics/1323243/tiktok-shopping-behavior/#:~:text=In%20January%202022%2C%20TikTok%20shoppers,the%20platform%20for%20shopping%20inspiration.

**https://business.pinterest.com/blog/pinterest-presents-a-new-vision-for-the-future/