It is Pinterest’s fault that I now own a 1970 camper trailer.
It all started quite innocently at the apex of the glamping trend, when my childhood nostalgia collided with a romance for adventure travel and a Pinterest Board called “Mobile Abodes”. It climaxed in a parking lot cash-for-goods exchange. This is discovery commerce.
On Pinterest – the social platform built on beautiful, shareable imagery – opportunities for shopping come cleverly disguised as outfit inspiration and smoothie recipes and DIY centrepieces and VW bus renovations and french bulldog puppies. These collectible, bite-sized visuals feed our human instincts to covet and hoard and categorize. For consumers, it’s a place to hunt and gather. For brands, it’s a goldmine. Take my money.
Last year, we told you why your business should be using Pinterest. Since then, the reasons to join become more and more impossible to ignore. We recently analyzed data from over 529,000 Shopify store orders to find that Pinterest was the second largest social source for traffic (over Twitter), and resulting visits had the third highest average order value (beating Facebook).
If you’re still not convinced, consider this: sales and traffic from Pins can occur long after the item is pinned. In fact, 50 percent of visits happen after 3.5 months, according to Piqora. Compared to Twitter and Facebook where the content half-life is around 5 minutes and 80 minutes, respectively, Pinterest is more bang for your social buck.
As a merchant, there are several ways to maximize your efforts on Pinterest, including choosing the right content, running contests, and engaging with your community. We’ve compiled seven ideas to add to your Pinterest marketing strategy now: