Pinterest is a platform designed specifally for women (80% of users are women) but frankly we are conviced that Pinterest is a hidden treasure that does not receive nearly enough attention. What really differenciates Pinterest from other social platforms is solid, loyal customer base. Pinterest is definitely aware of its unique position in the market and knows how to use their strenghts agains others platforms, e.g. Facebook.
A catalogue of ideas, Pinterest differs significantly from other social platforms as a place where users primarily go to search and gather inspiration – rather than communicate with peers. In fact, according to recent data from Mary Meeker, 55% of people say Pinterest is a place for shopping. Only 12% say that about social networks. Pinterest is where consumers turn to plan for future purchases and events, making the platform a suitable canvas for showcasing upcoming product launches as well as a good indicator of future luxury trends.
High-quality assets are crucial
In terms of luxury items, users are pinning not only on the basis of what they need but also what they aspire to. Therefore, the more beautiful the imagery, the more successful your campaign.
Use multiple creatives to drive engagement as different images speak to different tastes. Also, by featuring several colours or styles of products you subtly highlight that there is a variety of options available, leading users to further explore your site.
Inspire, then convert
Pinterest is great for inspiring and building awareness, then hitting potential consumers again using well thought-through retargeting tactics. Ultimately, this comes down to reaching the correct audience from the get-go and finding those who are willing (and able) to buy. Tap into user interests relating to high-end home decor, travel and fashion using Pinterest’s sophisticated targeting opportunities, your own CRM data, as well engagement retargeting which allows you to communicate with users who have previously engaged with your organic and paid activity on the platform.
As social media becomes an increasingly integrated part of everyday lives, luxury advertisers cannot afford to ignore the opportunity to connect with audiences outside of traditional channels. They should utilise platforms such as Pinterest for building awareness, boosting desire and inspiring consumption of their brands.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.