Pinterest Influencer Marketing

Pinterest has made its mark as a visual search engine. It’s become a hub for high-quality imagery, motivational quotes, stylish videos, and helpful guides.

This setup piques their visitors’ interest and encourages them to take the next step, like pinning a photo or clicking through to a linked website.

User experience on Pinterest lends itself well to shopping and, consequently, Pinterest influencer marketing.

Pinners use the platform to plan their future purchases, which kickstarts their customer journey and allows brands and prospective customers to get acquainted.

But there’s one thing that keeps its visitors coming back. Inspiration.

Pinterest is an inspiration haven that capitalizes on its users’ dreams and ambitions by helping them discover their desires and find ways to make them a reality.

Backed by its mission to ‘bring everyone the inspiration to create a life they love,’ Pinterest’s strategy has had phenomenal success.

Its monthly active user base stood at 459 million at the end of 2020, and there are over 200 billion pins saved on Pinterest.

This combination of inspirational content and purchase-ready users makes Pinterest a hot platform for brands that want to expand their customer base.

There’s no better way to achieve this than through Pinterest influencer marketing.

Let’s explore why.

Pinterest road to becoming a brand's paradise

Not too long ago, Pinterest was a platform for cool, tech-savvy moms to curate and share images, tips, and tricks with one another on all things motherhood. But Pinterest's user base continued to diversify. Soon fashionistas, travel bloggers, writers, chefs, and everyone in between were using Pinterest to share their art. For example, these days, 60% of Pinners are female. Its millennial Pinterest-using population grows 35% each year, and Pinterest sees a 50% increase in Gen Z Pinners yearly.

The shelf life of pins also contributed to Pinterest's success. It made content accessible long after it was published, another plus for busy content creators. Brands caught on to this fresh opportunity to get themselves in front of their target audience and began pumping their content into the Pinterest ecosystem. Now, two-thirds of pins are about a brand or product. And so, the ultra profitable Pinterest influencer marketing scene was born. Noticing that its users were utilizing its platform to impact visitors' buying decisions, Pinterest tweaked their platform to cater to this shift. Brands can now nail their customer journey using Pinterest influencer marketing. Thanks to Pinterest's infrastructure, you can attract prospective buyers with awareness stage content, inform them in the consideration stage, and secure and accelerate sales in the decision stage without users leaving the platform.

Let's dive into some of the features Pinterest has implemented and brand how it can help your influencer marketing campaigns:

Pinterest 'Lens' Visual Search

This feature enables users to search for images using photos they've taken with their phone camera or upload pictures from their camera gallery. It's critical for your Pinterest influencer marketing strategy because 80% of users begin with Visual Search when shopping compared to 58% of those who don't use Pinterest. Also, 600 million searches on Pinterest each month are visual, and Lens can now recognize more than 2.5 billion items pinned in the home and fashion niches. You can use this feature to investigate what content comes up when you search for products like yours. Then enlist the help of influencers to create eye-catching, inspiring images of products to beat your competition. This approach will improve your click-through rate to drive more traffic to your pins and, eventually, your website.

Shoppable Pins

Since introducing this handy element, users can view items from brands and purchase them without leaving the app. Use influencers to create crisp lifestyle photos on your brand. The influencer can then tag your brand to the content to introduce it to their audience. You can also attract new buyers by repurposing the content onto your boards and then use shoppable pins to drive sales.

Filters

Users can filter by people, boards, or pins to quicken the search process. To take advantage of this tool, by having influencers create varying content types with different moods, messages, and objectives. For example, you could experiment with action, stylized, or motivational content in forms like microblogs, infographics, photo collages, GIFs, and video. Also, ask influencers to create interesting captions with keywords to optimize your content for search. This multifaceted strategy will help appear in more search results, showcase your brand more effectively and engage more Pinners by accommodating the different ways people like to consume content.

Pinterest Story

Pinners can share up to 20 pages of videos for other users to view. You can use this feature in your Pinterest marketing by teaming up with content creators to produce a video reel about your brand. Use this feature to create engaging, fun videos about your product to generate interest. For example, you could make a Q&A, unboxing, before and after, reviews, and tutorial videos.

Pinterest ads

This service allows you to create inspiring ads with a specific goal at each stage of the customer journey. These ads don't interrupt the user's enjoyment; it adds to the user experience. Pinterest ads are content pieces that help the user gather new ideas and prompt them to act. You could use influencers to create content for each stage of the buyer's journey. Then repurpose them in your ad campaigns to further generate awareness, engagement, and sales. For example, you could use eye-catching flat lays in an awareness stage ad and a collection of influencer photo shoots featuring your products and encouraging pinners to shop in a decision stage ad. Combining ads with influencer marketing can dramatically expand your reach to customers interested in similar brands, topics, and items you cover. This strategy can be a goldmine! A Pinterest study found pinners ranked ads on Pinterest 1.4X more relevant and beneficial than ads on other social sites. Also, you can reach a whopping 144.5 million with Pinterest ads.

Pinterest boards

By 2018, users had saved 4 billion boards on Pinterest. This classic Pinterest feature is excellent for gathering similar Pinterest influencer marketing content on one page to create a mood board for your brand. This strategy will allow new visitors to your board to understand your brand's tone and decide whether they want to learn more. You can also repurpose your most successful social media influencer campaigns on boards to maximize your traffic from these content assets.

Longevity as a strategy for success

Unlike other social media posts, Pinterest posts can live on infinitely. The half-life of a pin is 1,068 times longer than a Facebook post at around 3.5 months. Since Pinterest works like a visual library, a pin won't get buried by other content pieces straight away. Instead, it happens over a few months. Provided your posts are relevant to your audience, they can continue appearing in their feed for months after posting them. Plus, you can still drive traffic to and from public pins for years as they appear in Google searches too. These benefits will allow you to squeeze more value out of your Pinterest influencer marketing campaigns as content you make could still produce leads and sales for a long while after you've completed it. Also, as the goals on Pinterest are to have people view and pin your content, you have the freedom to post more often. You're free to experiment with more campaigns at one time without fear of flooding Pinterest and overwhelming your audience.

Secret weapons for supercharging your Pinterest influencer marketing

Understanding how your Pinterest influencer marketing campaigns are performing is essential. It'll help you clarify the kinds of influencers you need to collaborate with and the content types you must create to hit your brand's goals. This is where Pinterest Analytics, a.k.a. Pinalytics takes center stage. It'll help you make informed decisions about your influencer marketing strategy in areas like:

- Finding out what type of content and influencer resonates with your target audience - For example, the 'Top Pins' section enables you to view the best individual pins' performance and when they were created.
  - So, if multiple pins featuring influencers end up on this list and are the same content type, you know you're on the right track.
- Analyzing your audience growth over time - With Pinterest Analytics, marketers can track key metrics like Engagement, Engaged Audience, and Save Rate. These will help you attribute increases in your brand's following to specific campaigns.
- Honing in on demographics – Discover your customer base's actual makeup with Pinterest's data so you can tailor your Pinterest influencer marketing campaigns to include each group. Get creative when finding influencers in your niche that audiences admire and collaborate with them to establish trust.

Pinterest Trends is another powerful tool that can help optimize your campaigns. It's designed to help uncover what your target audience is searching for and when they're searching for it. Pinterest Trends allows marketers to evaluate keyword performance on a particular topic over a year. This is invaluable information that can help adjust campaigns to fit search-demand throughout the year to improve the odds of success.

Why Pinterest?

Top tips for Pinterest Influencer marketing success

Find influencers for each stage of the customer journey

97% of Pinterest searches are unbranded. This fact presents your brand with a unique opportunity. You can introduce yourself to prospects through Pinterest influencer marketing content at the beginning of their customer journey when they are most impressionable. For example, you can work with influencers to help prospects discover your brand and existing customers learn about new product releases. When addressing your audience, avoid being pushy with discounts and sales. Instead, highlight the benefits of your product and how it'll change their life for the better.

Create native content that fits in with the platform

The content you create for your Pinterest Influencer marketing campaign should match the platform's style. It should also blend your brand's tone and mood. Pick influencer's whose style will mesh well with yours. Do this for all stages of the customer journey to close more leads.

Use Pin Analytics to perfect your campaigns

Pinners come to the platform in a planning mindset, so they use their boards to futurescape.

Capitalize on data to bring the right message to the right audience. It’s important to listen and understand what your target audience is dreaming about, wishing for, and interested in. This approach can drastically improve your conversion rate.

Pinterest and Influencer Marketing

While consumers are more attuned to seeing branded content directly from brands on platforms like Instagram, Pinterest influencers offer a less disruptive opportunity to approach consumers with glossy, product-centric content. These influencers are experts are creating curated, engaging content and work extremely well for brands that can be incorporated within recipe, DIY, or tutorial content. While the platform has not been historically known for its video capabilities, we’ve seen great success and traction with video views using immersive storytelling and how-to product tutorials on Pinterest.
— Diana Perlov

What it takes to start your Pinterest Influencer marketing story

Pinterest is the comfortable home forthe dreamer. Users are free to wish and plan for the future on everything from work outfits to vacations. But it's not just a creative outlet for the inspired. Pinterest influencer marketing can help your brand grow its audience, increase traffic, and drive conversions. Strategic use of influencer campaigns will help you show up in more prospects' feeds. Then you can present your brand as the saving grace at the beginning of your prospects' customer journey when they are yet to become attached to a particular brand. Stylized, lifestyle, and inspirational content work well on Pinterest. So, be sure to collaborate with the right influencer to create memorable content that appears native to the platform. Don't underestimate the power of Pinterest in influencer marketing strategy. It may be the missing piece you need in your marketing puzzle to explode your conversions. Need some Pinterest influencer marketing inspiration?

Not sure how to get started? We've got you covered! We're a global influencer marketing agency on a mission to help businesses take charge of their future with top-notch influencer marketing campaigns. Start your journey today.