How is Pinterest using their platform to market brands?

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Pinterest Influencer Marketing

Some articles/publications/surveys that address influencer marketing on Pinterest include the 2018 Pinterest Influencer Marketing Playbook, as well as a piece titled "Why Influencer Marketing on Pinterest Has Huge Potential for B2C Businesses." An additional article that we unearthed during our research is "5 successful Pinterest campaigns of all times. "

1) Article/Publication 1

B) Why brands should leverage Pinterest influencers to market themselves?
  • The burgeoning popularity and visibility of Pinterest as a social media platform is evident as it is at the intersection of rapidly growing media trends, which makes Pinterest influencer marketing a viable tool to leverage for the marketers and brands.
  • Pinterest is currently one of the most rapidly developing social networks with over 200 million monthly users (half are from the United States). The proliferating popularity of the platform can be gauged from the fact that it surpassed this milestone 2.5 times quicker than it took it to obtain 100 million monthly average users.
  • Furthermore, Pinterest influencer marketing should be leveraged by brands because it has become the fifth most relevant brand for consumers in the United States as more than half (53%) of users recognizing their time well spent on it, which is higher than those of other social networks.
  • The platform has a widespread reach equally among men and women and through its influencer program the brands can reach a varied mix of audiences. Close to 45% of females online utilize Pinterest, granting the platform the capacity to reach eight in ten mothers and more women than Snapchat, Instagram, or Twitter. Though around 17% of males online use Pinterest, they make up more than one-third (40%) of brand-new sign-ups, which represents a 70% rise in year-over-year growth.
  • Pinterest influencer marketing is more inclined to affect purchase determinations at the inception of a purchase journey than other platforms, resulting in 40% higher traffic and quicker conversions. Pinterest buyers spend more money, more often, and on more items than users from any of the five leading social media networks and hence brands should leverage Pinterest influencers to market themselves and reach their target audience.
  • Pinterest influencer marketing is extremely trenchant with 93% of Pinners using the platform to organize purchases, 66% buying something after observing a label's pins, 90% accentuating that it assists them in deciding what to buy, and 72% stating that it influences them to shop when they are not really seeking a product.
  • Also, the ROI of influencer-generated content on the site is bigger compared to alternative social media platforms because of the content's longer lifespan. Content on the platform lasts around 1,690 times longer than the typical post on Instagram. However, users usually interact with content for an average of about 110 days following its appearance on the site as compared to other platforms like Instagram (72 hours). Pinterest’s extended shelf life makes the influencer pinned content almost evergreen on the platform.

2) Article/Publication 2

A) Title: "Why Influencer Marketing on Pinterest Has Huge Potential for B2C Businesses"
B) Why brands should leverage Pinterest influencers to market themselves?
  • As reported by DMR’s Pinterest Statistics and Facts, nearly 85% of Pinterest's active users are women, which proves to be efficient for brands leveraging Pinterest for influencer marketing as women make the majority of purchasing decisions in the home. Additionally, 67% of Pinners are Millennials, which allows brands to connect much faster and easier with young users through influencer marketing.
  • Moreover, the potential of Pinterest as a preferred shopping destination for customers is corroborated by the fact that 55% of American shoppers online choose Pinterest as their desired social media network, which offers brands a tremendous chance to market themselves.
  • Pinterest primarily depends on micro-influencers for its success, who have a modest volume of friends (between 500 - 5,000) but have succeeded in installing a powerful loyalty with them. When they pin images that represent a label’s products, individuals will observe it.
  • Pinterest's reliance on these micro influencers provides brands engaging in influencer marketing on the platform an edge over different social media platforms such as Twitter and Facebook. The reason for this is that the other networks mainly rely on macro-influencers (between 10,000 - 1,000,000 followers), and macro-influencers usually have lower engagement rates of 5-25% compared to micro-influencers who can garner 25-50% engagement.
  • In the modern era where mobile devices are the primary source for internet access, the Pinterest influencer marketing platform becomes more appealing for brands since 70% of Pinterest activity and 80% of its e-commerce sales transpire on mobile devices.
  • Pinterest influencer marketing also provides brands with an opportunity to cross-market their products on other social media platforms. When an influencer pins a post on the network, it is likely to be noticed by many, which makes it excellent for advertising competitions and giveaways. It is plausible that when individuals view a pin promoting a giveaway or event, they will cross-promote it on their separate social media accounts (e.g., a Facebook post).

3) Article/Publication 3

A) Title: "5 successful Pinterest campaigns of all times "
B) Why brands should leverage Pinterest influencers to market themselves?
  • This article highlights a couple of successful Pinterest campaigns that were executed utilizing its influencer marketing platform. It presents insights and reinforces reasons why brands should leverage Pinterest influencers to market themselves.
  • More than half (55%) of Pinners frequent Pinterest to locate or shop for items compared to 12% who utilize Facebook and Instagram. This fact highlights the immense potential of influencer marketing on Pinterest, and few labels have leveraged it to generate an impressive ROI.
  • There are proven cases of established brands that have undergone success by leveraging Pinterest influencers to market themselves. One such example is Honda, which originated an influencer marketing campaign on Pinterest to resonate the message to "get out and live" behind its CR-V product.
  • It engaged the five most active influencers on the platform and challenged them to take a #Pintermission, which was a 24-hour break from the site and partake in ventures they pinned about and granted them $500 each. This campaign was a tremendous success and had over 4.6 million users discover the mission boards on the medium, garnered over 5,000 re-pins, and nearly 2,000 likes. Also, over 16 million media impressions were collected during the operation. Total expenses for the campaign were $2,500.
  • Mastercard leveraged Pinterest influencer marketing for its #AcceptanceMatters campaign to promote the message of how its credit card is received by companies worldwide. The influencers were entrusted with promoting their message and pins. Moreover, these pins would "link back to a Facebook contest hosted by Mastercard" that invited users to upload photographs using a Facebook competition application that demonstrated what acceptance resembled.
  • The Mastercard influencer marketing campaign proved to be a huge success and resulted in 13,000 re-pins and at least 24.5 million impressions in nine weeks. The trademark, which initially had zero followers, garnered up to 171 various followers during the campaign's span. These successful operations corroborate the potential of the Pinterest influencer marketing platform for brands.
  • To reinforce its influencer marketing platform and allow influencers and labels to collaborate more efficiently, Pinterest opened its content marketing API to third-party influencer marketing programs in September 2018. This action will empower labels to obtain discernibility into vital statistics, including saves, impressions, monthly views, followers, and clickthroughs, and provides them with a reason to leverage Pinterest influencers to market themselves.