5 Tips on Pinterest Influencer Marketing
In the summer of 2018, Pinterest opened up their API for brands to access influencer insights. The platform has over 291 million active users per month and more than 93% of Pinterest users garner inspiration from the app to make purchase decisions. These two facts alone signify the vast untapped potential in Influencer Marketing on Pinterest.
The phenomenon of Pinterest influencers is not new. According to MediaKix, the most followed 'Pinfluencer ' is 'Oh Joy!' who has over 13 million followers and at least 4.5 million monthly viewers. Viewers scroll through her 87 boards for endless inspiration in just about any categories such as interior, food, DIY, fashion, and so much more. Before diving straight into sourcing influencers on Pinterest for your brand, there are a couple of factors to be considered when creating a campaign on this platform or choosing 'Pinfluencers.'
Before choosing 'Pinfluencers', one important factor to consider is whether your brand is relevant to the platform - According to Influencer Marketing Hub, Pinterest's user demographic is 85% women and that the majority of pinners' pin' interior, fashion, food and DIY which means that an automotive brand in general should consider other platforms for better brand exposure.
Quality or Quantity
Influencer Marketing on Pinterest is more about the content rather than about the influencer themselves. When selecting influencers, it's crucial to understand the posting habit of the influencers. Do they post a lot in a short duration of time, or do they post their content selectively? Ask yourself, which style of post works for your campaign. Usually, a Pinterest post might take somebody several months to discover. For high-volume pinners, your booked content maybe lost within the boards and cannot be easily found by others. For pinners who 'pin' less, they are more selective with the brands they work with as they have limited content spaces.
Think beyond Pinterest
Most 'Pinfluencers' have blogs and other social platforms in tandem with Pinterest. Think beyond merely using Pinterest to promote and to gain brand awareness, consider using the influencer's other platforms to leverage brand visibility as well.
Video Pins are on the Rise
On most social platform, videos have become one of the main ways to attract interaction and potential new consumers. Same with Pinterest, a Pinterest user feed now will have a collage of regular picture pins and also video pins. Video pins are a quick and easy way for users to understand the product and content. Look for influencers who either re-share great video pins or create original video content.
Look at Past Collaborations
If you don’t have experience with a certain 'Pinfluencer', then take a look at their past collaborations to ensure whether he or she is the right fit for your brand in terms of the way they create and curate content from others.
Marketing on Pinterest is not as straightforward as on Instagram or other social channels. On most social channels, brands can book influencer content and see results or ROI almost immediately. With Pinterest, it's more about the content which is created or curated. The relevancy, usefulness, search-ability and aesthetics are essential elements of a Pinterest Influencer Marketing campaign.
Brands should aim to find influencers who excel in all of the above. Pulse and Pinterest have conducted workshops together for brands who are keen to market on this platform. For more information on Pinterest campaigns, or to book a consultation, reach out to our team now.