Pinterest’s Potential in Influencer Marketing

When we think of social media, we often look at Instagram, YouTube, TikTok or LinkedIn. Well, Pinterest is definitely one that we shouldn't forget anymore! Let me tell you why…

Pinterest's reach

Let’s start with some facts: The majority of users (85%) on Pinterest are female. Next to this 67% of Pinterest users are adults between the ages of 20 and 35.

As women are responsible for making most purchase decisions for home products, this platform can be very interesting for certain businesses. Influencers on Pinterest mainly focus on lifestyle, design, decoration, beauty, travel, accessories, food and other hobbies. Pinterest is perfect for businesses that operate in these industries. If you are looking for an original way to reach this audience you should definitely consider this platform to communicate about your brand.?

Influencer marketing on Pinterest

Although the social media platform offers an enormous reach, you should know that it is a different platform than Instagram or YouTube. A pin is not the same as a post. A post on Instagram quickly fades into oblivion, a pin, on the other hand, is used, seen and shared long after it is first published. People consciously search for pins, not so many posts. This makes it more valuable because the content sticks around longer.

At the same time, you have to be more patient to see the effect on Pinterest. An average pin takes about 3 months to reach half of its traffic. In comparison with Facebook, a post reaches half of its traffic after only 90 minutes. But the effect of this fades faster. Therefore, Pinterest is useful if you are looking for long-term influencer marketing.

Tips to work with influencers on Pinterest

• Choose an influencer based on their content, not the number of followers. Look at their look and feel, style and audience.?
• Look at the statistics: number of impressions, number of link clicks to a website, time spent on a page, engagement rates,...
• Focus on influencers who have a strong connection with their followers
• See if the Pinterest influencer fits your brand: same values, colors, style...
• Pinterest is not an instant results marketing channel, so it's best to go for a long-term collaboration, for example an ambassadorship

Conclusion

Now we know the value of Pinterest as a platform for your brand, certainly if you sell products that are visually appealing. On Pinterest you can also use influencers to introduce your products to a certain audience. It is a very strong search engine, with content that will still be seen and saved after a few months. Work with influencers that fit your business and pay attention to the content they create, this matters more than the number of followers.?

Looking for influencers that fit with your vision and style? Take a look at the Connus application to find your perfect match. Don’t forget to let us know when you've run a Pinterest influencer marketing campaign. We are curious to see the results!

Written by Louise Blondé - Connus