Unlike Facebook, which has become notoriously fraught territory for marketer’s trying to drive organic reach for their posts and products, Pinterest users are coming to the platform specifically to find new and trendy products, along with ideas for how to use them.
According to a survey conducted by Millward Brown Digital, 51% of active Pinners make purchases in the category of Hair and Beauty with the help of Pinterest. The agency also found that in the six months prior to the survey, “96% [of users] reported they use Pinterest to research and gather information. Ninety-three percent reported that they use Pinterest to plan for purchases, and another 87% reported Pinterest engagement has helped them decide what to purchase.”
As Pinterest continues to grow as a social media community, the opportunity for skincare and beauty brand marketers to drive business directly to their eCommerce site is a no brainer, but in order to be successful, here are five factors to keep in mind.
1. Photos should be bright and appealing
Product photos are great, but with the amount of images thrown at consumers every day, there is a real need to stand apart. We love how Le Labo uses the elements of their products to create beautiful and shareable images that any Pinner would want on their boards.
2. Include How To’s
Pinterest users flock to the site to learn about the latest trends in food, decor, and beauty, and sometimes it takes more than a great photo to get from the Pin to the shopping cart. We recommend sharing a little knowledge with your audience. Whether demonstrating how to use one of your hero products, or incorporating your star moisturizer in a tutorial on the perfect makeup routine, a little information goes a long way in getting your content shared over and over again.
3. Share your inspiration
At Trajectory, we are big proponents of living your brand belief. Alongside your product shots and how to’s, be sure to include a few boards that show what inspires you as an organization. Are you all about living an active lifestyle and healthy eating? Create boards dedicated to sharing healthy recipes and workout tips. Passionate about animal adoption? Create a board with Pins that feature pets in need of a home.
4. Use Hashtags
There is a right time, and a wrong time, and here is the perfect opportunity to get it right. Use hashtags to highlight your key phrases (#skincare #naturalbeauty #organicmoisturizer), while avoiding the temptation to go overboard. There are plenty of Pinners (myself included) who use Pinterest as a search engine. Make sure you get yourself found!
5. Keep Pinning
And re-Pinning! As with any social platform, it is crucial to keep your content fresh and relevant. Yes, you can binge Pin for a month, and still do well, but consistent pinning and interaction with other Pinners will keep you relevant and ensure that your content continues to be shared.
Finally, follow Trajectory on Pinterest, and we will follow you back! We would love to see your brand in action.