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Pinterest is doing wonderful things for businesses! It is clear they want to leave behind their image as a repository and index for photos and move into the role of an irreplaceable marketing tool for companies. They have also taken great pains to make sure their services are easy for you to utilize. Pinterest will put images of your products and/or services in front of people who are interested, and will drive traffic to you that is more likely to click on your Add to Cart buttons.

While Pinterest is a great tool to have in your online tool belt, its effectiveness largely depends on the nature of your business and target audience. Here are 8 important items of which to be aware about Pinterest:

1. Visual Content: Pinterest is, after all, a smorgasbord of pictures so businesses with strong visual content (e.g., fashion, food, travel, and DIY projects) tend to perform well. From recipes, to inspiration on what you should wear for the holidays, Pinterest is the tool to use if your business has visual media. This page on the Pinterest business site states that 85% of weekly users in the US made a purchase based on Pins from brands, so it’s definitely worth looking into.

2. Demographics: Pinterest demographics tend to skew towards women, according to this page on Pinterest, their audience is 70% women and 30% men. So if women are your targeted audience, or if you want to grow that demographic, consider using Pinterest as a marketing tool.

3. Traffic and Conversion: Pinterest can drive significant traffic to your website so it’s important to optimize your website for conversions. Pinterest is essentially a visual search engine, so focusing on creating quality, eye-catching Pins should be top priority.

4. Organic Reach: Compared to some other social platforms, Pinterest can still offer decent organic reach, especially if you use the right keywords and tags. Their native targeting tools will allow you to target your audience (and maybe find some new audience groups!), have full control over your budget, and view all of the analytics for your traffic.

5. Advertising Options: Pinterest offers advertising options to boost visibility; these can be effective but require budgeting and strategy. If you have a budget for advertising and Pinterest is a tool your business could benefit from, consider using the Performance+ tool on Pinterest. It will automatically optimize your budget to meet the goals you set for your ad campaigns, as well as to streamline the advertising process so you can focus more on other facets of your business.

6. Trends and Updates: Stay updated on Pinterest trends and algorithm changes, as they can impact how your content is seen by users. According to this article, Pinterest’s trend predictions have an 80% success rate. You can utilize the Pinterest Trends tool, a multi-faceted resource that enables you to not only see which trends are rising, but to also know what keywords are trending.

7. Pin Longevity: Pins have a longer lifespan compared to posts on many other social media platforms. A well-designed Pin can generate traffic over a long period. What exactly is the average longevity of a well-executed Pin? Well, based on this blog post, the answer is four months, which is a much longer timespan than any other social media application.

8. Content Strategy: Consistent posting and a well-planned content strategy are crucial for success on Pinterest. According to this post, Gen Z is the fastest growing group on Pinterest, mainly using the site for research on brands and specific items. This makes utilizing features like Idea Pins even more important, engaging your audience in new ways as well as attracting new consumers!

In summary, Pinterest can be beneficial for growing your business, However, it's crucial to evaluate whether or not it aligns with your specific business goals and audience as well as any other factors listed above. If Pinterest does align with your business, click here to get started.